The most successful Enterprise SaaS companies know that growing revenue only through new customer acquisition is the less efficient way to scale. Rather, they understand that growing revenue within your existing customer base - through up-sells, cross-sells, and expanded use - is the most profitable way to scale. In fact, Enterprise SaaS companies that grow revenue - and company valuation - by expanding revenue within their existing customer base also know the key to making this work is to focus on - and operationalize - Customer Success. This presentation - How to Align Customer Success Management with Sales and Marketing - is from Pulse 2014, the biggest Customer Success industry event ever and included panelists from Infusionsoft, LinkedIn, Clarizen, Intacct

1. How to Align CSM and
Sales/Marketing
Aaron Stead, Infusionsoft Kathy Lord, Intacct
Roli Saxena, LinkedIn Ted Purcell, Clarizen

2. Kathleen Lord
Intacct
Intacct is the cloud financial management company. Intacct’s award-
winning applications are the preferred financial applications for AICPA
business solutions. Intacct’s financial management software, in use by
more than 7,300 organizations from startups to public companies, is
designed to improve company performance and make finance more
productive.
VP Sales &
Customer Success

3. Intacct - Advocacy for life
• Whole company initiative
• Shared leadership between
Sales/Services
• Vertical & size segmentation
drives engagement model
• Facilitate
communications/education
• Owns Customer marketing
activities
• Owns Annual User Conference

4. 2014: Customer Lifecycle Marketing
• Creating nurture track for our customers
• Milestone based communications - the
right info at the right time
• Personalizing by Vertical, Size, Persona
• Playbooks defined for each scenario *graphic credit to Jeff Ernst, Forrester Blog

5. Aaron Stead
Infusionsoft
At Infusionsoft, we’re dedicated to a single purpose – helping small businesses
succeed. We help entrepreneurs rethink how to get organized, grow sales, and
save time. We are focused on simplifying sales and marketing so that
entrepreneurs can spend more time doing what they love.
Senior Vice President, Sales

6. Our Customer Success Team
• Function like a Sales team
• Laser focused on our churn funnel
• Deploy traditional marketing automation to
support human capital
• Ongoing education focus to insure at-risk
customers are getting value

7. Key Lessons Learned
• Find the smoke before it becomes fire
• Always invest more than you think
• Create cross-functional team to support
your effort
• Metric and measure always

8. Roli Saxena
LinkedIn
LinkedIn connects the world's professionals to make them more
productive and successful. With more than 300 million members
worldwide, LinkedIn is the world's largest professional network on
the Internet. The company has a diversified business model with
revenue coming from Talent Solutions, Marketing Solutions and
Premium Subscriptions products.
Sales Director, LinkedIn

9. Our Unique Challenges
• Our customers are our members too
• We sell online and field channels
• Our customers range from
individuals large Multi Nationals
LinkedIn is both a Consumer and Enterprise company

10. Our Customer Success Philosophy
Make customers successful and
Feel successful

11. Make customers successful
Unified Customer Success strategy
• Product Strategy: Build product for users success first
• Marketing Strategy: Education focused customer lifecycle
management – on-boarding to renewal
• CSM Strategy: Success with education, implementation and
consulting
• At user, account and decision Maker

12. Feel successful - Celebrate customers as people

13. Feel successful – Foster a customer community

14. If you cannot measure it you cannot fix it
Customer Success Metrics
• Product Usage
• ROI Metric - % of hires
LinkedIn
• Satisfaction Metric – NPS
• Financial Metric – Churn/ upsell
Intern Analysis - Impact on Sales
Usage of our Talent Solution Learning Center leads to higher upsell in
all business segments
19
Note: Upsell is measured as the rate of growth at the point of renewal in relationship to Baseline Current Year (i.e. Incremental Annualized Bookings).
It is calculated as the Annualized Amount / Baseline Current Year. TSLC usage (measured in hours) is adjusted for the # of TSLC accounts each
company possesses. Only transcript statuses marked "Completed" are given credit. Tip Sheets are given 0.5 hours of credit. Data beginning 2012.
Account value adjusted to USD.
94.1%
103.7%
94.5%
72.6%
112.7%
119.9%
123.0%
88.9%
0%
20%
40%
60%
80%
100%
120%
140%
STRAT ENT RM SMB RM ORANGE RM
0 hours >0 hours
18.6% 12.2% 28.5% 12.3%
Upsell

15. Ted Purcell
Clarizen | The Enterprise Work Collaboration Company
SVP,
Sales & Customer Success
Clarizen is the award-winning leader in
enterprise-class work collaboration and
project management solutions. We fuel the
high performance teams, including our
own, of more than 2500 organizations
across 76 countries, including more than
25 of the Fortune 500.

16. Optimizing Sales, Customer Success, and Marketing Alignment
Specialized White Glove Treatment
• Like your favorite 5 star restaurant,
across all roles of the Customer
Engagement Lifecycle.
Alignment in Chaos
• Major product overhaul, large scale
growth especially in the Enterprise,
transition from ‘jack of all trades’ to
specialization, and brand
expansion.
A Sincere Commitment to a People Agenda
• Lead by Example, a Dedicated investment
is mandatory- in time and energy.

17. Consistent Cadence Drives Alignment and Results
Define Metrics Throughout the Customer Engagement
Lifecycle
• Top of the Funnel to the Bottom, throughout the on-
boarding and optimization stage, to nurture and
reference-ability within the customer and to the market to
enable growth and limit churn.
Clear Deliniation of Roles and Responsibilities
• Everyone knows what to chew on and what others are
chewing on as well – same page!
Provide a Consultative, Trusted-advisor Experience
• Be sincere, deep in content, and leverage use-metrics and
analysis to know the customer.

18. Q & A