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Tracking MBOs in GainsightAligning Your Team’s Activities with Business Outcomes

Chris BeavenGainsight

#Pulse2017

Kriss Kross

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Strategy Frameworks

Driving Retention

Driving Expansion

Landing New Business

Key Takeaways

AgendaI’ve hidden 90

nineties references in this presentation. Can

you spot them all?

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Demonstrate the value you deliver to your customers to promote adoption,

advocacy, and growth

DEMONSTRATE

ValueBuild a consistent, effective customer

journey through one-to-many strategies and high-impact, timely

one-on-one interactions

OPERATIONALIZE

Customer Lifecycle

Build a customer-focused organization by improving cross-functional

coordination and measuring impact

ENABLE

Cross-functional Visibility

Make it easy to spot and act on opportunities for growth and

candidates for advocacy

DRIVE

Expansion & Advocacy

Proactively identify signs of customer risk and collaborate cross-

functionally to address issues

MANAGE

Customer Risk

5 Pillars of Customer Success

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Churn

Understanding the Financial Levers of your Business

Renewal

Upsell

New Business

Starting Portfolio

Ending PortfolioRetain - Win

Land

Expand

Retain - Save

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1. Churn2. Renewal (Save/Win)3. Upsell (Expand)4. New Business (Land)

1. Implementation TTV/SAT2. Usage Data3. Health Score4. NPS/C-SAT5. Qualified Leads (CSQL)6. Advocacy Events (CSQA)

1. Onboarding & Launch2. Driving Adoption3. Resolving Risk4. Holding EBRs5. Identify Opportunities6. Driving Advocacy

Lagging Outcomes Leading Indicators Activities

Connecting Activities to Business Outcomes

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Time Frames and Organizational Levels

ORG. LEVELTIME FRAME

Lagging Outcomes

Leading Indicators

Activities

YEAR OVER YEAR/

QUATERLY

QUARTERLY/MONTHLY

MONTHLY/WEEKLY

VP/DIRECTOR

DIRECTOR/MANAGER

MANAGER/INDIVIDUAL

CONTRIBUTOR

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Goals for Performance Targets

•Aligned – with the financial goals of your company

•Focused – based on the most important metrics for your business

•Accurate – minimizes outliers and the feeling of "chance”

•Representative – reflects the hard work the team is doing

•Achievable – achievable for everyone on the team

•Aggressive – pushes the team to improve performance over time

•Actionable – ability to proactively manage performance in real time

•Predictable – ability to forecast results a quarter in advance

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Bonus Composition

Individual Target (60%)

Renewal Predictor (20%) Upsell Predictor (20%) New Business Predictor (20%)

Habits

Target: 1 point per 5 eligible customers (per quarter)

Qualified Leads (CSQLs)

Target: 1 CSQL per 5 eligible customers (per quarter)

Advocacy(CSQAs)

Target: 1 CSQA per 5 eligible customers (per quarter)

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RETAIN

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Habits & Deployment

A. Health Scores (point for moving Habits into Lime or Green)

• Pros: easy to communicate• Cons: not granular enough

B. Change in Deployment & DAU% (point for +/- 10% change)

• Pros: aligned with reality• Cons: hard to calculate & communicate; too much focus on deployment

C. % Change in DAU & Product Scorecard

• Pros: most targeted metrics; solves healthy customer problem• Cons: TBD!

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EXPAND

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Customer Success Qualified Leads

A. Opportunity Attribution

• Pros: aligned with Sales workflow• Cons: inconsistent attribution

B. Manual CTA & Linked Opportunity

• Pros: consistent attribution to CSM• Cons: “beat them to the punch” syndrome

C. Milestones for Key Activities (e.g. AE & new exec, SKO, SBC)

• Pros: focus on the right kinds of expansion• Cons: decoupled from opportunity

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LAND

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Customer Success Advocacy Events

• CSQA Definition:

• Sales References• Case Studies• Webinars• Speaking Engagement (Pulse, Dreamforce)• Referrals• Repeat Purchaser• NEW: Participation in Sales meetings*

• One Point per CSQA

• Opportunity for Double Points (e.g. new use case testimonials)

• Track Using Milestones

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Dashboard for Quarterly Targets

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Dashboard for Quarterly Targets

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CSQA & CSQL Reports

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Key Takeaways

• Start with the data• Keep it simple• Think about how the metric communicates• Iterate, but maintain consistency• Ask for feedback

Resources•Learnings From a New CS Team Manager (Webinar)•How Our VP of Customer Success Runs the Team (Webinar)•How to Compensate CSMs (Webinar)•Reach out to your CSM or attend Admin Office Hours

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THANK YOU

©2017 Gainsight. All Rights Reserved.

#Pulse2017