EBR's: prepping, producing, and presenting
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Tips for maximizing the value of your Executive Business Review process
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EBR's: prepping, producing, and presenting
- 1. Executive Business Reviews (EBRs): Prepping, Producing, and Presenting Elaine Cleary Customer Success Director
- 2. What is a EBR, why it’s important, & how do you maximize the value? Prepping, Producing, and Presenting Summarize Key Recommendations & Tips Agenda 1 2 3
- 3. ©2015 Gainsight. All Rights Reserved. REGULAR, STRATEGIC MEETING THAT HAPPENS WITH MANY CUSTOMERS TO REVIEW USE OF & VALUE DERIVED FROM YOUR PARTNERSHIP What is an EBR? Tips • Figure out the purpose then determine the best agenda! • Discuss what other touch points exist along your customer journey (i.e. health check) A data-driven, executive-level touch point to review your relationship and check on progress against previously stated goals
- 4. ©2015 Gainsight. All Rights Reserved. STRATEGYSEGMENT High Touch Mid Touch Tech Touch ENTERPRISE MID- MARKET SMB JUST-IN-TIME AUTOMATED “Customer Journey” - varies by segment PROACTIVE
- 5. Contract Signature Contract Expiry ScheduledUnscheduled Welcome Email Kickoff Call/ Training Go Live Project Delayed Detractor NPS Survey Health Check Additional Training Exec Business Review CSAT Survey New Feature Demo Health Check Renewal Preparation Renewal Negotiation Multiple Support Tickets Increase in usage Champion Leaves Positive NPS Survey Decline in Usage Usage @ 95% Expansion Seasoned Customer AdoptionOnboarding Ensure each scheduled touch point per segment delivers value! 1:M Outreach 1:1 Events Risk Opportunity
- 6. ©2015 Gainsight. All Rights Reserved. EBRs: Value or Fluff? I think there is real value in doing these, assuming, of course, that they are done well and with a clear purpose. If they are simply another conversation with a customer asking them how they are doing, then please don’t waste your time or theirs. Dan Steinman Gainsight Chief Customer Officer (2014)
- 7. ©2015 Gainsight. All Rights Reserved. HELP MITIGATE RISK AND UNCOVER OPPORTUNITIES Why are EBRs important? Tips • Run the agenda by your champion in advance to get exec- level interest and gain attendance • Before locking down EBR frequency, carefully consider CSM workload (prep time, delivery, executing action items) While the ultimate goals of the EBR may be to mitigate risk and uncover opportunities, these are accomplished by • Reinforcing value and ROI • Validating or resetting goals • Building customer partnership through open dialogue • Engaging executive level champions • Making data-driven recommendations
- 8. ©2015 Gainsight. All Rights Reserved. Other details to maximize the value of your EBR 1. Who should attend: • Get internal alignment • CSM, Exec Sponsor, Decision Maker, Champions, Sales (optional?) ✔ ✔ 2. When do you have EBRs: • Same cadence for all or based on segmentation • First one – right after launch or within 30 – 60 days • Build triggers/playbooks for consistency & timeliness • Create process for out of cycle requests 3. Where are they: • Depending on tier, first one or one a year in person • For strategic accounts, they may all be in person • Consider video conferencing 4. How: • Confirm CSM/AM resources available to execute delivery & outcomes • Professional Services may also be a resource • For complex orgs, try using a RACI model to avoid confusion • Responsible, Accountable, Consulted, Informed ✔ ✔ ✔ ✔
- 9. What is a EBR, why it’s important, & how do you maximize the value? Prepping, Producing, and Presenting Summarize Key Recommendations & Tips Agenda 1 2 3
- 10. Prepping
- 11. ©2015 Gainsight. All Rights Reserved. Prepping • Use Gainsight Customer360 Screen • Contract Summary • Notes in Salesforce Chatter • Health Scorecard • Usage (including Features) • Survey Responses • Support Case History • CoPilot Email Open Rate Details • Current & Prior Objectives in Success Plans • Community Engagement • Also ask exec sponsor/sales/renewals team for input! • First EBR • Ideally validate info gathered from sales cycle • Follow on EBRs • Provide updates, realign, set new goals, capture in Success Plan ✔
- 12. ©2015 Gainsight. All Rights Reserved. Gainsight Success Plans Tool to help deliver strategic and proactive customer engagement Consider naming your Success Plan to align with your EBR cadence Use options provided to capture important, general info Use “Objectives” CTAs to document longer term and strategic goals Use templates, set due dates, export into PPT, and change status (active v. inactive)
- 13. Producing
- 14. ©2015 Gainsight. All Rights Reserved. Producing • Sample Agenda Themes • goals/objectives • usage/adoption • value/ROI Agenda 1 • Introductions & Co Updates • Executive Summary • Success Plan (Objectives) • Health & Adoption • Best Practices & Benchmarking • Next Steps Agenda 2 • Introductions & Co Updates • EBR Purpose • Partnership • Strategic Initiatives • Functionality Rollout • Usage • Health Scorecard • Product Momentum • Recommendations Agenda 3 • Kickoff • Introductions & Resources • Co Update • Recap Partnership • Value • Priorities • Health Score • Align on Strategic Initiatives • Your Goals • Your Feedback • Confirm Next Steps Agenda 4 • Introductions • Account Summary • Account Details • Partnership Review • Measuring Success • Value Delivered • Usage Metrics & Insights • ROI – Hiring Success • Product Releases • Next Steps
- 15. ©2015 Gainsight. All Rights Reserved. Producing • Use Customer360 Success Snapshots for exporting a baseline PowerPoint • Steps • Admins: • Upload corporate Powerpoint File • Configure Success Snapshot Template • CSMs: • Export Snapshots from C360 • Review & Modify as needed • Present to Customer
- 16. Abbett QBR 2016 Presented by: Sally McField
- 17. Abbett - How it Works
- 18. Relationship Activity for Abbett Date Activity Type Target Contact 11/30/2011 Speaking User Summit Kelly Schmid 4/16/2012 Press TechCrunch Mike Madison 1/1/2013 Reference TeleRabbit Dave Bauer 4/15/2013 Speaking Webinar Karl Jones 4/22/2013 Reference Acme Manufacturing Bob Rigney
- 19. User Adoption for Abbett
- 20. Escalated Cases Case Number Subject Owner Priority Case Reason 00001017 Reporting questions Sally McField Medium Instructions not clear 00001021 Trouble with the new report feature Sally McField Medium Complex functionality 00001015 Mobile file sharing not enabled Sally McField Medium Complex functionality 00001007 Sharing doesn't work Sally McField Medium User didn't attend training 00001000 Mobile file sharing not enabled Sally McField High Instructions not clear
- 22. Account Health for Abbett
- 24. Presenting
- 25. Presenting Logistics • Start on time – Keep it under 1 hour • Onsite – confirm address, building access, • Phone – don’t be afraid of silence, pause to ask for questions Presenting • Ensure meeting is interactive - ask for positive & negative feedback • Listen for questions & queues but avoid detailed issues if you can • Don’t be defensive if they bring up challenges you’ve had Post-Meeting • Email detailed action items/next steps/materials (deck) • Track actions & goals from previous EBR to share in next one • Share EBR notes, sentiment & action items via Chatter for company visibility
- 26. What is a EBR, why it’s important, & how do you maximize the value? Prepping, Producing, and Presenting Summarize Key Recommendations & Tips Agenda 1 2 3
- 27. ©2015 Gainsight. All Rights Reserved. Recommendations & Tips • Establish who/what/where/when in advance & set good internal/external expectations • Outline goals of EBR & then determine the agenda accordingly & communicate in advance • Make sure executives or decision makers are present • Build triggers/playbooks/templates to streamline & then execute according to plan! • Focus on business value and ROI – set clear goals moving forward • Follow up both externally and internally on account health, goals, & next steps • As your business changes, identify how to transition & reset EBR cadence expectations
- 28. Content Recommendations • Introducing Value3D – How Gainsight Discovers, Delivers, and Demonstrates Value (Webinar) • Learn how Gainsight identifies business needs during the sales cycle, delivers business value throughout the customer lifecycle, and demonstrates value to drive retention, expansion, and advocacy. Along the way, see how you can adapt the Value3D framework to drive customer success in your organization • How Customer Success Teams Can Drive Cross-Functional Coordination (Blog) • Includes a brief explanation of the RACI framework (Responsible, Account, Consulted, and Informed) • How a Gainsight CSM uses Success Plans (Webinar) • A Gainsight CSM will show you how to use Success Plans to align on customer goals and streamline your EBRs • Creating Success Snapshots (8-minute video) Gainsight Admins Documentation available at support.gainsight.com Connect with other customers at community.gainsight.com Sign up for a free Admin Office Hours session (details on the community) Thank you!