Tracking MBOs in Gainsight · ©2017 Gainsight. All Rights Reserved. CLICK TO EDIT MASTER TITLE...

©2017 Gainsight. All Rights Reserved.

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

Chris BeavenGainsight

#Pulse2017

Kriss Kross

©2017 Gainsight. All Rights Reserved.©2017 Gainsight. All Rights Reserved.

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?


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


Churn

Understanding the Financial Levers of your Business

Renewal

Upsell

New Business

Starting Portfolio

Ending PortfolioRetain - Win

Land

Expand

Retain - Save


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


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


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


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)


RETAIN


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!


EXPAND


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


LAND


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


Dashboard for Quarterly Targets


CSQA & CSQL Reports


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


THANK YOU


#Pulse2017

Tracking MBOs in Gainsight · ©2017 Gainsight. All Rights Reserved. CLICK TO EDIT MASTER TITLE...

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