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November 18, 2014 
How to Drive More 
Upsells in 2015
Housekeeping 
• Q&A panel on your right 
• Recording for colleagues who can’t make it 
• All attendees will receive slides 
• Twitter hashtag #customersuccess
Our Speakers 
Lincoln Murphy 
Customer Success Evangelist 
@LincolnMurphy 
Steli Efti 
Co-Founder & CEO Close.io 
@Steli
What We’ll Cover Upsells, Expansion 
Revenue, and Negative 
Churn 
1 
2 How Customer Success 
Drives Upsells 
3 Operationalize the 
Upsell Process 
4 Organizational 
Considerations 
5 Q&A
Upsell is a Growth Accelerator 
• Increased Customer Lifetime Value 
(LTV) 
• Improved Customer Acquisition Cost 
(CAC) Efficiency 
• Greater Dollar Revenue Retention 
(DRR) 
• Reduced Logo Churn 
Growth 
LTV 
ACV 
DRR
[ No Upsells? 
] 
Lower DRR / 
Higher Churn 
Failure to capture latent 
expansion revenue 
Valuation may suffer due to 
unrealized revenue potential
Expansion Revenue 
$ 
Expanded Use/Additional 
Seats 
Add-Ons 
One-time Purchases 
Complementary Products 
Additional Services
Negative Churn 
“ 
Each year, the typical customer 
pays New Relic 14% more than 
last year. Negative churn is 
incredibly attractive [...] if the 
company were to cease spending 
money to acquire new customers, 
the business would still grow at a 
14% CAGR. 
” Tomasz Tunguz 
Redpoint Ventures 
http://tomtunguz.com/new-relic-s-1
Upsells 
http://www.forentrepreneurs.com/2014-saas-survey-1/
Upsells 
http://www.forentrepreneurs.com/2014-saas-survey-1/
CUSTOMER SUCCESS: 
Ensuring your customers achieve their 
Desired Outcome through the use of 
your product.
No Customer Success = No Upsell Opportunities
Operationalize the Upsell Process 
1 
Be clear on 
what success 
means for your 
customer 
3 
Benchmark 
where your 
customers 
start 
6 
Peg upsell 
opportunities 
to certain 
success 
milestones 
8 
Present the 
offer at the 
right time 
2 
Set goals with 
your 
customers 
4 
Identify 
success 
milestones 
5 
Design journey 
along those 
milestones 
7 
Know what 
offer to present 
for which 
milestone
Upsell Hacks 
Mention upsells early in their lifecycle Improve time to first value to upsell faster 
Use self-service as part of 
trials & POCs 
Enable self-service activation 
where possible 
Offer concierge onboarding
Mention upsells early in their lifecycle
Improve time to first value to upsell faster
Enable self-service activation 
where possible
Offer concierge onboarding
Use self-service as part of 
trials & POCs
Organizational Considerations 
1 
Who owns 
upsell in 
your 
organization 
? 
2 
How do you 
compensate 
them? 
3 
How is this 
handled at 
various stages 
of CSM org 
maturity?
A Gift from Steli 
http://www.unscalablestartup.com/ultimate-upselling/
Train a New Team 
www.gainsight.com/customer-success-university
http://gainsight.com/pulse
November 18, 2014 
Thank you!

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