PulseCheck is the largest live streaming event in the Customer Success community, delivered right to your screen -- free of charge. We’ll cut out everything but the most actionable real-world applications for you and your entire customer-facing team. What’s left are eight 40-minute sessions from some of the most elite minds in Customer Success.

1. ©2016 Gainsight.
V3D: How We Built a Value
Framework Across Sales,
Services, and Success
JULIA GUYADEEN
Director of Product Management
Gainsight
®2016 Gainsight.

2. ©2016 Gainsight.
Introduction
Julia Guyadeen
Focus Areas at Gainsight:
● Go-To-Market Strategy
● Product Management
● Customer Success Operations
Contact:
● jguyadeen@gainsight.com

3. ©2016 Gainsight.
Agenda
Why did we need a value framework?
What is V3D?
How do we use V3D?
Questions

4. ©2016 Gainsight.®2016 Gainsight.
Why did we need a value framework?

5. ©2016 Gainsight.
Getting Ahead of Challenges

6. ©2016 Gainsight.
1. New market means first-time buyers lack accepted value
framework
Getting Ahead of Challenges

7. ©2016 Gainsight.
1. New market means first-time buyers lack accepted value
framework
2. Configuring technology does not guarantee business
outcomes
Getting Ahead of Challenges

8. ©2016 Gainsight.
1. New market means first-time buyers lack accepted value
framework
2. Configuring technology does not guarantee business
outcomes
3. Separate sales and delivery teams can cause a disjointed
customer experience
Getting Ahead of Challenges

9. ©2016 Gainsight.
1. New market means first-time buyers lack accepted value
framework
2. Configuring technology does not guarantee business
outcomes
3. Separate sales and delivery teams can cause a disjointed
customer experience
4. Thought leadership should be integrated into sales and
implementation practice
Getting Ahead of Challenges

10. ©2016 Gainsight.
Introduced “Value Discovery, Delivery, and Demonstration”
framework to integrate thought leadership and ROI pre and post-sale
1. Aligned around a consistent way to talk about our value
2. Identified common business challenges CS/GS solves
3. Developed pre and post-sale processes to talk about and address
these challenges
Aligning to Address These Challenges

11. ©2016 Gainsight.
Why is a Framework Helpful?
1. Align efforts across teams
2. Create common vocabulary
3. Generate momentum
4. Maintain consistency

12. ©2016 Gainsight.®2016 Gainsight.
Introducing V3D:
Value Discovery, Delivery, Demonstration

13. ©2016 Gainsight.
Discovery
Discover key business
challenges during Sales
cycle / throughout life cycle
Value
Gainsight Value Framework: V3D

14. ©2016 Gainsight.
Discovery
Discover key business
challenges during Sales
cycle / throughout life cycle
Delivery
Deliver value to customers
through product and
business process
Value
Gainsight Value Framework: V3D

15. ©2016 Gainsight.
Discovery
Discover key business
challenges during Sales
cycle / throughout life cycle
Delivery
Deliver value to customers
through product and
business process
Demonstration
Demonstrate impact to
drive retention, expansion,
advocacy
Value
Gainsight Value Framework: V3D

16. ©2016 Gainsight.
Delivery
Deliver value to customers
through product and
business process
Demonstration
Demonstrate impact to
drive retention, expansion,
advocacy
Discovery
Discover key business
challenges during Sales
cycle / throughout life cycle
Sales, Customer Success
Value
Gainsight Value Framework: V3D

17. ©2016 Gainsight.
Delivery
Deliver value to customers
through product and
business process
Demonstration
Demonstrate impact to
drive retention, expansion,
advocacy
Discovery
Discover key business
challenges during Sales
cycle / throughout life cycle
• Discovery discussions
• Tracking business
challenges
• Selling value over features
• ROI estimate to prospect
Value
Sales, Customer Success
Gainsight Value Framework: V3D

18. ©2016 Gainsight.
Demonstration
Demonstrate impact to
drive retention, expansion,
advocacy
Discovery
Discover key business
challenges during Sales
cycle / throughout life cycle
Delivery
Deliver value to customers
through product and
business process
Services, CSM, Product
• Discovery discussions
• Tracking business
challenges
• Selling value over features
• ROI estimate to prospect
Value
Sales, Customer Success
Gainsight Value Framework: V3D

19. ©2016 Gainsight.
Discovery
Discover key business
challenges during Sales
cycle / throughout life cycle
Delivery
Deliver value to customers
through product and
business process
Demonstration
Demonstrate impact to
drive retention, expansion,
advocacy
Services, CSM, Product
• Discovery discussions
• Tracking business
challenges
• Selling value over features
• ROI estimate to prospect
• Predictable implementation
• Success Plans based on
business needs
• Self-help documentation
• Scaling through Vault
Value
Sales, Customer Success
Gainsight Value Framework: V3D

20. ©2016 Gainsight.
Discovery
Discover key business
challenges during Sales
cycle / throughout life cycle
Delivery
Deliver value to customers
through product and
business process
Demonstration
Demonstrate impact to
drive retention, expansion,
advocacy
CSM, PMM, MarketingServices, CSM, Product
• Discovery discussions
• Tracking business
challenges
• Selling value over features
• ROI estimate to prospect
• Predictable implementation
• Success Plans based on
business needs
• Self-help documentation
• Scaling through Vault
Value
Sales, Customer Success
Gainsight Value Framework: V3D

21. ©2016 Gainsight.
Discovery
Discover key business
challenges during Sales
cycle / throughout life cycle
Delivery
Deliver value to customers
through product and
business process
Demonstration
Demonstrate impact to
drive retention, expansion,
advocacy
CSM, PMM, MarketingServices, CSM, Product
• Reporting
• Positioning
• Sales collateral
• Website messaging
• ROI case studies
• Discovery discussions
• Tracking business
challenges
• Selling value over features
• ROI estimate to prospect
• Predictable implementation
• Success Plans based on
business needs
• Self-help documentation
• Scaling through Vault
Value
Sales, Customer Success
Gainsight Value Framework: V3D

22. ©2016 Gainsight.®2016 Gainsight.
How Gainsight is Using Value3D

23. ©2016 Gainsight.
Discovery Delivery Demonstration
Teams
Tools
● Services
● CSM
● Product
● CSMs, R&E, Sales
● Marketing
Adjust onboarding
Develop content
● Track progress
● Prep for value
discussions
Business process
mapping
Configuration
documentation
Salesforce process
Success Plans
● Success Plans
● Reporting
● Updated QBR deck
Impact
Value3D – Cross-functional Impact

24. ©2016 Gainsight.
Discovery Delivery Demonstration
Teams
Tools
● Sales
● Marketing, PMM
Services
CSM
Product
● CSMs, R&E, Sales
● Marketing
● Adjust positioning
● Sell business value
Adjust onboarding
Develop content
● Track progress
● Prep for value
discussions
● 5 Pillars of CS
● Discovery guide
● Business
challenges slides
● ROI estimator
Business process
mapping
Configuration
documentation
Salesforce process
Success Plans
● Success Plans
● Reporting
● Updated QBR deck
Impact
Value3D – Cross-functional Impact

25. ©2016 Gainsight.
Discovery Delivery Demonstration
Teams
Tools
● Sales
● Marketing, PMM
● Services
● CSM
● Product
● CSMs, R&E, Sales
● Marketing
● Adjust positioning
● Sell business value
● Adjust onboarding
● Develop content
● Track progress
● Prep for value
discussions
● 5 Pillars of CS
● Discovery guide
● Business
challenges slides
● ROI estimator
● Business process
mapping
● Configuration
documentation
● Salesforce process
● Success Plans
● Success Plans
● Reporting
● Updated QBR deck
Impact
Value3D – Cross-functional Impact

26. ©2016 Gainsight.
Discovery Delivery Demonstration
Teams
Tools
● Sales
● Marketing, PMM
● Services
● CSM
● Product
● CSMs, R&E, Sales
● Marketing
● Adjust positioning
● Sell business value
● Adjust onboarding
● Develop content
● Track progress
● Prep for value
discussions
● 5 Pillars of CS
● Discovery guide
● Business
challenges slides
● ROI estimator
● Business process
mapping
● Configuration
documentation
● Salesforce process
● Success Plans
● Success Plans
● Reporting
● Updated QBR deck
Impact
Value3D – Cross-functional Impact

27. ©2016 Gainsight.®2016 Gainsight.
Talking About Our Value:
Aligning Around Customer Business
Challenges

28. ©2016 Gainsight.
DRIVE
GROWTH
RETAIN
CUSTOMERS
SCALE
OPERATIONS
Starting with Customer Business Objectives

29. ©2016 Gainsight.
Lagging
Outcomes
$ Upsells
New Logos
Renewal Rate CSM Cost
Leading
Indicators
Advocacy
Capacity Usage
Adoption, NPS Hours Saved
Starting with Customer Business Objectives
DRIVE
GROWTH
RETAIN
CUSTOMERS
SCALE
OPERATIONS

30. ©2016 Gainsight.
5 Pillars of Customer Success

31. ©2016 Gainsight.
We don’t have a consistent
way to track customers’ goals
throughout their lifecycle
We don’t have a scalable way
to show customers how they
are using our product/service
We are seeing churn due to
customers not seeing ROI or
business value
We need to give management
visibility into CSM efforts and
impact
We need a way to report on
retention, upsell, and churn
We need a way to forecast
retention, upsell, and churn
We don’t know which accounts
are at risk, and which we can
impact or de-prioritize
We need a scalable way to und
erstand and improve customers’
adoption trends
We are seeing churn due to low-
value adoption (e.g. not using
new or advanced features)
We are seeing churn due to
functionality gaps in the product
We are seeing churn due to
product stability or quality issues
We are seeing churn due to
poor customer satisfaction
We are seeing churn due to loss
of our key customer champion
We need a scalable way to
understand and improve
customers' support experience
Our field reps and execs are
sometimes blindsided by
customer risks
Our sales reps and account
managers are sometimes
blindsided by customer risks
during a sales cycle
We don’t have a consistent
view of customer health across
our company
We don’t know what’s driving
risk and success in our
customer base
We need a way to track
customer relationships across
complex customers, multiple
products
We have accounts we can’t
touch with manual outreach
that need proactive attention
We are seeing customer
satisfaction issues due to poor
hand-offs from sales to CSM
We spend too much time
preparing for Executive
Business Reviews
CSMs have too many
repetitive interactions with
customers
It takes customer-facing team
members too long to prepare
for customer meetings
We need to increase the ratio
of accounts a CSM can handle
to make CSM more cost
effective
We don’t have a way to
operationalize or track our
customers’ lifecycle
We don’t know which
customers to use as
references and in marketing
activities
We have no way to track our
sponsors as they go to new
companies in a scalable way
We don’t know which
customers are trending toward
needing more capacity
It’s too manual for us to spot
customer overages
We don’t know which
customers are good
candidates for upsell
We don’t know how to turn
happy customers into
advocates
OPERATIONALIZE
Customer Lifecycle
MANAGE
Customer Risk
DRIVE
Expansion & Advocacy
ENABLE
Cross-Functional
Visibility
DEMONSTRATE
Value
1
2
3
4
5
6
1
2
3
4
5
6
7
8
1
2
3
4
5
6
1
2
3
4
5
1
2
3
4
5
6
7
A B C D
Aligning Around Business Challenges

32. ©2016 Gainsight.
Business Challenges
1. We have accounts we can’t touch with manual outreach
but need proactive attention
1. We are seeing customer satisfaction issues due to poor
hand-offs from sales to CSM
1. We spend too much time preparing for Executive
Business Reviews
1. CSMs have too many repetitive interactions with
customers
1. It takes customer-facing team members too long to
prepare for customer meetings
1. We need to increase the ratio of accounts a CSM can
handle to make CSM more cost effective
OPERATIONALIZE
Customer Lifecycle
MANAGE
Customer Risk
DEMONSTRATE
Value
DRIVE
Expansion & Advocacy
ENABLE
Cross-Functional Visibility
5 Pillars of Customer Success

33. ©2016 Gainsight.
Business Challenges
1. We don’t know which accounts are at risk, and which
we can impact or de-prioritize
1. We are seeing churn due to low adoption
1. We are seeing churn due to low-value adoption (e.g. not
using new or advanced features)
1. We are seeing churn due to functionality gaps in the
product
1. We are seeing churn due to product stability or quality
issues
1. We are seeing churn due to poor customer satisfaction
1. We are seeing churn due to loss of our key customer
champion
1. We are seeing churn due to customer service issues
OPERATIONALIZE
Customer Lifecycle
MANAGE
Customer Risk
DEMONSTRATE
Value
DRIVE
Expansion & Advocacy
ENABLE
Cross-Functional Visibility
5 Pillars of Customer Success

34. ©2016 Gainsight.
Business Challenges
1. We don’t have a consistent way to track customers’
goals throughout their lifecycle
1. We don’t have a scalable way to show customers how
they use our product/service
1. We are seeing churn due to customers not seeing ROI
or business value
1. We need to give management visibility into CSM efforts
and impact
1. We need a way to report on retention, upsell, and churn
1. We need a way to forecast retention, upsell, and churn
OPERATIONALIZE
Customer Lifecycle
MANAGE
Customer Risk
DEMONSTRATE
Value
DRIVE
Expansion & Advocacy
ENABLE
Cross-Functional Visibility
5 Pillars of Customer Success

35. ©2016 Gainsight.
Business Challenges
1. We don’t know which customers to use as references
and in marketing activities
1. We have no way to track our sponsors as they go to
new companies in a scalable way
1. We don’t know which customers are trending toward
needing more capacity
1. It’s too manual for us to spot customer overages
1. We don’t know which customers are good candidates
for upsell
1. We don’t know how to turn happy customers into
advocates
OPERATIONALIZE
Customer Lifecycle
MANAGE
Customer Risk
DEMONSTRATE
Value
DRIVE
Expansion & Advocacy
ENABLE
Cross-Functional Visibility
5 Pillars of Customer Success

36. ©2016 Gainsight.
1. Our field reps and execs are sometimes blindsided
by customer risks
1. Our sales reps and account managers are
sometimes blindsided by customer risks during a
sales cycle
1. We don’t have a consistent view of customer health
across our company
1. We don’t know what’s driving risk and success in
our customer base
1. We need a way to track customer relationships
across complex customers, multiple products
Business Challenges
OPERATIONALIZE
Customer Lifecycle
MANAGE
Customer Risk
DEMONSTRATE
Value
DRIVE
Expansion & Advocacy
ENABLE
Cross-Functional Visibility
5 Pillars of Customer Success

37. ©2016 Gainsight.
Challenge: We spend too much time preparing for Executive Business Reviews
Feature: Scorecards
Lifecycle Management: Executive Business Reviews
Benefits
• Create up to date presentations, QBR reports, or
executive reviews to drive renewals, retention and
up-sell opportunities
• Customized, branded templates to ensure
consistency
• Receive editable presentations conveniently in your
inbox with real-time information
Drive efficiency by reducing the amount of time a
resource spends preparing EBRs
Business Impact
Benefits
Business Impact
Features: C360, Success Plan, Success Snapshots

38. ©2016 Gainsight.
Defining Success for Solving a Business Challenge
Business Challenge
Success Metrics:
1) Lagging Outcomes
2) Leading Indicators
3) Enabling Activities

39. ©2016 Gainsight.
Mapping Business Challenges to Product & Process
Business Challenge
1. Product
Configuration
2. Documentation
3. Business Process

40. ©2016 Gainsight.®2016 Gainsight.
Using V3D Throughout The Company

41. ©2016 Gainsight.
Consistent Messaging – 5 Pillars on Our Website

42. ©2016 Gainsight.
Use During the Sales Cycle
• Implementation scoping: Business Challenges tracked in
Statements of Work
• Post-Sales Hand-Off: Tracked in Salesforce for easy tracking

43. ©2016 Gainsight.
Tracking Ongoing Success After Sale
Success Plans created based on Business Challenges,
formally reviewed during EBRs

44. ©2016 Gainsight.
Supporting Documentation for Each Business Challenge
support.gainsight.com

45. ©2016 Gainsight.®2016 Gainsight.
Leveraging V3D at Your Company

46. ©2016 Gainsight.
Value3D – Cross-functional Impact
Discovery Delivery Demonstration
Teams
Tools
● Services
● CSMs, CSAs
● CSMs, R&E, Sales
● Marketing
Adjust onboarding
Develop content
● Track progress
● Prep for value
discussions
Business process
mapping
Configuration
documentation
SFDC Field
Success Plans
● Success Plans
● Reporting
● Updated QBR deck
Impact

47. ©2016 Gainsight.
Key Takeaways

48. ©2016 Gainsight.
Key Takeaways
Assigning an owner and
aligning around a framework
will help your cross-functional
effort succeed

49. ©2016 Gainsight.
Key Takeaways
Assigning an owner and
aligning around a framework
will help your cross-functional
effort succeed
Surfacing early how teams
will be impacted is key to
success

50. ©2016 Gainsight.
Key Takeaways
Assigning an owner and
aligning around a framework
will help your cross-functional
effort succeed
Surfacing early how teams
will be impacted is key to
success
Developing supporting
collateral drives internal
alignment and consistent
messaging to customers

51. ©2016 Gainsight.
Key Takeaways
Assigning an owner and
aligning around a framework
will help your cross-functional
effort succeed
Surfacing early how teams
will be impacted is key to
success
Developing supporting
collateral drives internal
alignment and consistent
messaging to customers
Effective hand-offs are key to
V3D succeeding

52. ©2016 Gainsight.
Next Steps at Gainsight
• Continually hone our prioritized list of business challenges
• Find scalable process and product changes to support solving
these challenges
• Automate ROI reporting associated with solving specific
business challenges
• Support a range of implementation options – from highly
customized solutions, to fixed menu packages, to a-la-carte
options

53. ©2016 Gainsight.®2016 Gainsight.
Questions?

54. ©2016 Gainsight.
THANK YOU
®2016 Gainsight.