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THE SECRET TO RAPID GROWTH IN
ANY MARKET
Lincoln Murphy, Founder, Sixteen Ventures
Customer Success Strategist, Gainsight
...
Lincoln Murphy
@lincolnmurphy
For a Deep-Dive on Customer Success
http://sixteenventures.com/rdsummit
Gol!!!!
Copyright © 2015 Sixteen Ventures. All rights reserved.
“The purpose of business is to
create and keep a customer.”
The initial sale is critical, but
it’s just the tip of the iceberg
What is Customer Success?
Copyright © 2015 Sixteen Ventures. All rights reserved.
Customer Success is when
your customers achieve their
Desired Outcome through
their interactions with your
company.
Copyri...
Copyright © 2015 Sixteen Ventures. All rights reserved.
Why is Customer Success
something you should care
about?
Copyright © 2015 Sixteen Ventures. All rights reserved.
David Skok
Matrix Partners
http://www.forentrepreneurs.com/why-churn-is-critical-in-saas/
Customer Success
Drives First-or...
Source: http://www.saastr.com/its-not-just-cltv-its-your-trgcltv-that-matters-total-all-in-revenue-generated-by-your-custo...
0x
5x
15x
20x
EV/RevenueMultiple
Dollar Net Renewal Rate
60% 70% 80% 90% 100% 110% 120%
Source: Altimeter and FactSet 10/2...
It’s too important to be
thought of as “post-sale” or be
left to chance.
Copyright © 2015 Sixteen Ventures. All rights res...
How is Customer Success
different than what most
companies normally do?
Copyright © 2015 Sixteen Ventures. All rights rese...
Copyright © 2015 Sixteen Ventures. All rights reserved.
Copyright © 2015 Sixteen Ventures. All rights reserved.
Customer Success is Transformational
1. Acquire the Best Customers
2. Engage & Deliver Value Quickly
3. Expand Their Inves...
1. ACQUIRE THE RIGHT
CUSTOMERS
Copyright © 2015 Sixteen Ventures. All rights reserved.
Ready
Willing
Able
Acquisition Efficiency
Success Potential
Expansion Potential
Advocacy Potential
Copyright © 2015...
Ideal Customer Profile
Ready
Willing
Able
Acquisition Efficiency
Success Potential
Expansion Potential
Advocacy Pot...
Success Potential
• Only Acquire Customers with Success Potential
• Technical Fit
• Functional Fit
• Experience Fit
• Supp...
Use Customer Success to
influence your
Marketing and Sales
Copyright © 2015 Sixteen Ventures. All rights reserved.
“Enter the conversation
already taking place in
your customer’s mind.” –
Robert Collier
Copyright © 2015 Sixteen Ventures....
“Enter the conversation
already taking place in
your customer’s mind.” –
Robert Collier, c1937
Copyright © 2015 Sixteen Ve...
Copyright © 2015 Sixteen Ventures. All rights reserved.
Customer Success = Their Desired Outcome
Copyright © 2015 Sixteen Ventures. All rights reserved.
Customer Success = Their Desired Outcome
2. ENGAGE & DELIVER VALUE QUICKLY
Copyright © 2015 Sixteen Ventures. All rights reserved.
Success Milestones are the
steps required for a customer
to achieve their ever-evolving
Desired Outcome.
Copyright © 2015 ...
Copyright © 2015 Sixteen Ventures. All rights reserved.
3. EXPAND THEIR INVESTMENT
Copyright © 2015 Sixteen Ventures. All rights reserved.
Copyright © 2015 Sixteen Ventures. All rights reserved.
“Customers that take an
upsell offer stay longer”
- McKinsey & Com...
Copyright © 2015 Sixteen Ventures. All rights reserved.
Copyright © 2015 Sixteen Ventures. All rights reserved.
Customer Lifetime Value is the
Key Metric
4. MOBILIZE YOUR ADVOCATES
Copyright © 2015 Sixteen Ventures. All rights reserved.
Copyright © 2015 Sixteen Ventures. All rights reserved.
“Customers that come in
through advocacy stay
longer and buy more....
Copyright © 2015 Sixteen Ventures. All rights reserved.
“Customers that advocate
for you become stronger
customers themsel...
Copyright © 2015 Sixteen Ventures. All rights reserved.
5. RETAIN & RENEW CUSTOMERS
Copyright © 2015 Sixteen Ventures. All rights reserved.
Copyright © 2015 Sixteen Ventures. All rights reserved.
When Customer Success is
operationalized around Desired
Outcome-ba...
WHAT ABOUT CHURN?
Copyright © 2015 Sixteen Ventures. All rights reserved.
For a Deep-Dive on Customer Success
http://sixteenventures.com/rdsummit
“The purpose of business is to
create and keep a customer.”
Lincoln Murphy
@lincolnmurphy
For a Deep-Dive on Customer Success
http://sixteenventures.com/rdsummit
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: 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

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Presented at Resultados Digitais RD Summit in Brazil
October 2015

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

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

  1. 1. THE SECRET TO RAPID GROWTH IN ANY MARKET Lincoln Murphy, Founder, Sixteen Ventures Customer Success Strategist, Gainsight Take your company to the next level with Customer Success Presented at:
  2. 2. Lincoln Murphy @lincolnmurphy
  3. 3. For a Deep-Dive on Customer Success http://sixteenventures.com/rdsummit
  4. 4. Gol!!!! Copyright © 2015 Sixteen Ventures. All rights reserved.
  5. 5. “The purpose of business is to create and keep a customer.”
  6. 6. The initial sale is critical, but it’s just the tip of the iceberg
  7. 7. What is Customer Success? Copyright © 2015 Sixteen Ventures. All rights reserved.
  8. 8. Customer Success is when your customers achieve their Desired Outcome through their interactions with your company. Copyright © 2015 Sixteen Ventures. All rights reserved.
  9. 9. Copyright © 2015 Sixteen Ventures. All rights reserved.
  10. 10. Why is Customer Success something you should care about? Copyright © 2015 Sixteen Ventures. All rights reserved.
  11. 11. David Skok Matrix Partners http://www.forentrepreneurs.com/why-churn-is-critical-in-saas/ Customer Success Drives First-order Growth
  12. 12. Source: http://www.saastr.com/its-not-just-cltv-its-your-trgcltv-that-matters-total-all-in-revenue-generated-by-your-customer/ Customer Success Drives Second-order Growth
  13. 13. 0x 5x 15x 20x EV/RevenueMultiple Dollar Net Renewal Rate 60% 70% 80% 90% 100% 110% 120% Source: Altimeter and FactSet 10/2014 10x 7X 15X CSM Drives Third-order Value
  14. 14. It’s too important to be thought of as “post-sale” or be left to chance. Copyright © 2015 Sixteen Ventures. All rights reserved.
  15. 15. How is Customer Success different than what most companies normally do? Copyright © 2015 Sixteen Ventures. All rights reserved.
  16. 16. Copyright © 2015 Sixteen Ventures. All rights reserved.
  17. 17. Copyright © 2015 Sixteen Ventures. All rights reserved.
  18. 18. Customer Success is Transformational 1. Acquire the Best Customers 2. Engage & Deliver Value Quickly 3. Expand Their Investment 4. Mobilize your Advocates 5. Retain & Renew Customers Copyright © 2015 Sixteen Ventures. All rights reserved.
  19. 19. 1. ACQUIRE THE RIGHT CUSTOMERS Copyright © 2015 Sixteen Ventures. All rights reserved.
  20. 20. Ready Willing Able Acquisition Efficiency Success Potential Expansion Potential Advocacy Potential Copyright © 2015 Sixteen Ventures. All rights reserved. Ideal Customer Profile
  21. 21. Ideal Customer Profile Ready Willing Able Acquisition Efficiency Success Potential Expansion Potential Advocacy Potential Copyright © 2015 Sixteen Ventures. All rights reserved.
  22. 22. Success Potential • Only Acquire Customers with Success Potential • Technical Fit • Functional Fit • Experience Fit • Support Fit Copyright © 2015 Sixteen Ventures. All rights reserved.
  23. 23. Use Customer Success to influence your Marketing and Sales Copyright © 2015 Sixteen Ventures. All rights reserved.
  24. 24. “Enter the conversation already taking place in your customer’s mind.” – Robert Collier Copyright © 2015 Sixteen Ventures. All rights reserved.
  25. 25. “Enter the conversation already taking place in your customer’s mind.” – Robert Collier, c1937 Copyright © 2015 Sixteen Ventures. All rights reserved.
  26. 26. Copyright © 2015 Sixteen Ventures. All rights reserved. Customer Success = Their Desired Outcome
  27. 27. Copyright © 2015 Sixteen Ventures. All rights reserved. Customer Success = Their Desired Outcome
  28. 28. 2. ENGAGE & DELIVER VALUE QUICKLY Copyright © 2015 Sixteen Ventures. All rights reserved.
  29. 29. Success Milestones are the steps required for a customer to achieve their ever-evolving Desired Outcome. Copyright © 2015 Sixteen Ventures. All rights reserved.
  30. 30. Copyright © 2015 Sixteen Ventures. All rights reserved.
  31. 31. 3. EXPAND THEIR INVESTMENT Copyright © 2015 Sixteen Ventures. All rights reserved.
  32. 32. Copyright © 2015 Sixteen Ventures. All rights reserved. “Customers that take an upsell offer stay longer” - McKinsey & Company
  33. 33. Copyright © 2015 Sixteen Ventures. All rights reserved.
  34. 34. Copyright © 2015 Sixteen Ventures. All rights reserved. Customer Lifetime Value is the Key Metric
  35. 35. 4. MOBILIZE YOUR ADVOCATES Copyright © 2015 Sixteen Ventures. All rights reserved.
  36. 36. Copyright © 2015 Sixteen Ventures. All rights reserved. “Customers that come in through advocacy stay longer and buy more.” - McKinsey & Company
  37. 37. Copyright © 2015 Sixteen Ventures. All rights reserved. “Customers that advocate for you become stronger customers themselves.” - Influitive
  38. 38. Copyright © 2015 Sixteen Ventures. All rights reserved.
  39. 39. 5. RETAIN & RENEW CUSTOMERS Copyright © 2015 Sixteen Ventures. All rights reserved.
  40. 40. Copyright © 2015 Sixteen Ventures. All rights reserved. When Customer Success is operationalized around Desired Outcome-based Success Milestones, renewals become a non-issue… renewals just happen.
  41. 41. WHAT ABOUT CHURN? Copyright © 2015 Sixteen Ventures. All rights reserved.
  42. 42. For a Deep-Dive on Customer Success http://sixteenventures.com/rdsummit
  43. 43. “The purpose of business is to create and keep a customer.”
  44. 44. Lincoln Murphy @lincolnmurphy
  45. 45. For a Deep-Dive on Customer Success http://sixteenventures.com/rdsummit

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