The Secret to Rapid Growth in Any Market: Take your company to the next level with Customer Success

THE SECRET TO RAPID GROWTH IN
ANY MARKET
Lincoln Murphy, Founder
Sixteen Ventures
Take your company to the next level
with Customer Success
Presented at Resultados Digitais &
SalesHacker workshops in Brazil
October 2015

“The purpose of business is to
create and keep a customer.”

Who’s heard of
Customer Success
before today?
Copyright © 2015 Sixteen Ventures. All rights reserved.

Customer Success is Hot
• Part of the SaaS Business Model now
• Driver of Customer Lifetime Value (LTV)
• Longer Lifetime
• More Revenue
• Second Order Revenue

When to do Customer Success?
• Before you Launch (or Now)
• Churn Kills
• Company Value
• Morale
• Total Addressable Market

Who has a
Recurring Revenue
Business?

Who intends to do
business with a customer
more than one time?

The initial sale is critical, but
it’s just the tip of the iceberg

Develop a Sense of Urgency
around Value Delivery

Exercise:
List 3 ways you can get your
customer to value quicker

customer success =
“Your customer achieving their
Desired Outcome through
their interactions with your
company.”

Customer Success
Management = “Proactively
managing the process of your
customers achieving their
Desired Outcome”

Desired Outcome is Transformational
1. Acquire the Best Customers
2. Engage & Deliver Value Quickly
3. Expand Their Investment
4. Mobilize your Advocates
5. Retain & Renew Customers

Exercise:
Define the Desired Outcome for
your Ideal Customer

Required Outcome Appropriate Experience
(this is the Job to be Done and the
Minimum features & functionality that
get you in the game)
Polished UI
24/7 telephone support
Online, contextual help
Community support
Desired Outcome

Protip: Use Desired Outcome in
your Marketing and Sales

“Enter the conversation
already taking place in
your customer’s mind.” –
Robert Collier

“Enter the conversation
already taking place in
your customer’s mind.” –
Robert Collier, c1937

Success = Their Desired Outcome

The Success Gap
• Their Desired Outcome may only be
achieved outside of your product
• Understand and bridge this gap
• Hold customers accountable when
outside of your control

Exercise:
List 3 Success Gaps that exist in
your business

Exercise:
List 3 things your customers are
accountable for in order to
achieve their Desired Outcome

Success Milestones are the
steps required for a customer
to achieve their ever-evolving
Desired Outcome.

Create Success Milestones
Invoicing App Free Trial Example
1. Prospect needs to invoice a new client
2. Prospect signs-up for a 30 Day Free Trial
3. They configure account & add a way to get paid
4. They create the invoice & add the client
5. They complete and send the invoice
6. Their client pays the invoice online on day 2 of 30.
7. Tell the prospect they got paid and ask for the sale

Ecommerce Store Builder Example (Customer POV)
1. Create the Store
2. Figure out how to get paid
3. Stock the virtual shelves
4. Get feedback on the design
5. Open for Business
6. Get customers (Success Gap?)
7. Make their First Sale!

Ecommerce Store Builder Example (In-App)
1. Sign-up
2. Create the Store
3. Customize the Store
4. Setup Payment Method
5. Add & Configure Items
6. Soft-launch Store w/ Friends and Family
7. Publish Store and Promote
8. Email them about the Frist Sale

Customer In-App
(what do they need to do to be
successful with your product?)
(what do they need to do in the product
to achieve their Desired Outcome?)
Success Milestones

Step Success Milestones In-App Customer
Potential
Success Gap
Meaningful
Activity Note
1 Determine Ideal Customer Profile ✔ ✔
2 Identify companies that match ICP ✔ ✔
3 Scrape contacts at those companies ✔ ✔ 3rd party integration opp
4 Add Prospects to database ✔ ✔ not meaningful on it's own
5 Email the prospect through the system ✔ ✔ not meaningful on it's own
6
Have conversation with prospect through
the system ✔ ✔ ✔
7 Mark prospect as qualified or not ✔ ✔
8 Register prospect for live demo ✔ ✔ 3rd party integration opp
9 Close the prospect ✔ ✔
10 Mark prospect as won ✔ ✔

Exercise:
List the Success Milestones for
your Ideal Customers.

Ready
Willing
Able
Acquisition Efficiency
Success Potential
Expansion Potential
Advocacy Potential
Ideal Customer Profile

Ideal Customer Profile
Ready
Willing
Able
Acquisition Efficiency
Success Potential
Expansion Potential
Advocacy Potential

Success Potential
• Only Acquire Customers with Success Potential
• Technical Fit
• Functional Fit
• Experience Fit
• Support Fit

Exercise:
Identify your Less-than-Ideal
Customer today.
Who is a bad fit?

For a Deep-Dive on Customer Success
http://sixteenventures.com/shbrazil

The Secret to Rapid Growth in Any Market: Take your company to the next level with Customer Success

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The Secret to Rapid Growth in Any Market: Take your company to the next level with Customer Success