UNCOVER A TREASURE
TROVE OF SALES
OPPORTUNITIES USING
CUSTOMER DATA
Lincoln Murphy
@lincolnmurphy

Lincoln Murphy
Lincoln Murphy is Gainsight’s Customer Success Evangelist
and is responsible for driving Gainsight's thought-leadership
in the areas of Customer Success, retention, churn
mitigation, and expansion revenue. Lincoln’s passion is
creating efficient engines of growth for SaaS (Software-as-a-
Service) and Subscription Economy companies.
Prior to joining Gainsight, Lincoln spent five years with
Sixteen Ventures where he worked with 300+ SaaS and
enterprise software vendors migrating to SaaS - from SAP to
Hubspot, and from Microsoft to Zendesk – to accelerate
@lincolnmurphy growth through Customer Success.

Agenda
1. Ideal Customer Profile
2. Net New Opportunities
3. Upsell Opportunities
4. Q&A

http://sixteenventures.com/salesconf

Ideal Customer Profile
 Ready
 Willing
 Able
 Successful
 Profitable
 Expansion Potential
 Advocacy Potential

Ideal Customer Profile
 Ready
 Willing
 Able
 Successful
 Profitable
 Expansion Potential
 Advocacy Potential
Isn’t Ideal Customer
Situational?

Ideal Customer Profile
 Ready
 Willing
 Able
 Successful
 Profitable
 Expansion Potential
 Advocacy Potential

NEW OPPORTUNITIES

Methodology
1. Determine the Situation you’re Solving For
2. Get access to your Customer Data
3. Find the Customers that Match your Situational Criteria
4. Append Data for those customers (Demo, Tech, etc.)
5. Look for common / shared characteristics
6. Use those patterns to find new customers that match that profile
7. Profit!

FIND YOUR MOST SUCCESSFUL
CUSTOMERS… AND GO GET
MORE JUST LIKE THEM

Surface Your Most Successful Customers
 You could pull together:
 average Net Promoter Score (NPS) over time
 Sales cycle length
 Time to first value
 On-boarding/implementation milestones and timing
 Customer Support data
 Get your Account Managers to apply a “health” score – based on their
gut – to each of the customers they manage
 Gainsight makes this easy  don’t be afraid to pitch your
product!

Surface Your Most Successful Customers
 Understanding what goes into making your customers
successful will surface ideas on what to look for in
prospective customers.
 What acquisition channel did they come in through?

FIND YOUR MOST PROFITABLE
CUSTOMERS… AND GO GET
MORE JUST LIKE THEM

Find Your Most Profitable Customers
 This cost is generally referred to as Customer Acquisition
Cost (CAC), and should be “fully loaded” including all the
costs to:
 Advertise to
 Sell to
 Support during a Free Trial or Proof of Concept
 Convert to paying customer
 Immediate-post-sale costs
 Ongoing cost to support regular use

Find Your Most Profitable Customers
 Look for customers:
 That had a short sales cycle
 Have a high LTV
 Have long-term contracts
 Frequently Increase usage/buy add-ons/etc.
 Have a low cost to support
 Or all of the above?
 What are the patterns? What are the characteristics of those
customers?

IDENTIFY CUSTOMERS THAT
EXPANDED THEIR USE OF YOUR
PRODUCT… AND GO GET MORE
JUST LIKE THEM

Identify Customers that Expanded Use
 Intra-Company Virality
 “Should we go after Enterprise or SME customers?
 Get a list of companies that have expanded their use over
their lifetime with your company.
 What are the patterns and common characteristics? Who did
you initially sell to?
 What department/persona?

Identify Customers that Expanded Use
 When it comes to expansion potential, that potential is only
realized when the customers have achieved success... when
their customer health score is high.
 No Customer Success… No Expansion Revenue. Period.

FIND YOUR CUSTOMERS THAT
ARE YOUR BIGGEST
ADVOCATES… AND GO GET
MORE JUST LIKE THEM

Create an Army of Advocates
 Inter-Company Virality
 Chasing logos is fine... If they bring you more logos!
 And the only way Advocacy happens is if customers are
finding success with your product.
 No Customer Success... no Advocates.
 While you may not WIN the deal because of customer
advocacy, but you may be IN the deal because of it.

Create an Army of Advocates
 Look for customers that have:
 Referred new customers (in-product, WOM, etc.)
 Have given testimonials
 Have talked to prospects on your behalf
 Have spoken at your events
 Participated in case studies with you
 If not for you, have they done it for others?

http://sixteenventures.com/salesconf

UPSELL OPPORTUNITIES

Upsell Opportunities
1. Be Clear On What Success Means
2. Set Goals With Your Customers
3. Benchmark Where Your Customers Start
4. Identify Success Milestones For Upsell
5. Mention Upsells Early In Their Lifecycle

http://sixteenventures.com/salesconf

Questions?
Lincoln Murphy
@lincolnmurphy
Additional Resources at:
http://sixteenventures.com/salesconf