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Growing your business via strategic account management framework
Growing your Drupal Business via
Strategic Account Management Framework
Piyush Poddar
Hello!
Piyush Poddar
● Director, Professional Services at Axelerant
Technologies, Inc.
● Developer, Architect, Manager, Biz Dev & Account
exec, Account Manager etc.. - Since 1997.
● Drupaler since 8 yrs
● Live in Jaipur, India
● Twitter.com/piyushpoddar
Why Account Management
● Proactively identify account risk
● Reduce customer churn
● Increase Customer Lifetime Value.
● Generate leads for expansion.
Research shows that 70 percent of buying experiences
are based on how the customer feels they are being treated
A Strategic Account Management
Framework for Customer Success
Case Study
● Started as a “Small Tier” customer in Dec 2014
● Shared Drupal Support of their existing platform
● Dedicated Account Manager, Customer Success
Manager & Product Owner.
● From shared support to dedicated.
● From minor enhancements to Epics & multiple projects.
● Multiple development value streams.
● “Strategic Tier’ Customer.
● ARR growth 890% compared to first year.
● High CHI (8.3) & NPS score.
World Organization of
the Scout Movement
Strategic Account Management
Know your customer
More than just projects.
● Customer Facts
● Customer Policies
● Customer markets & our business
● Customer financial performance
● Customer Buying Process
Segment your Customer Accounts
Selection criteria categories
Customer Outcome based Customer Need based Customer Attribute based
● Hard or quantitative factors
● Outcomes based on business
you can do with customers
like Purchase, Margin,
Contribution, Profit etc.
● Factors that reflect the
customer, like Turnover,
Growth in their market etc.
● Qualitative but specific &
measurable
● Likelihood of your company’s
retaining their business
● Factors that reflect your
strategy like Global
Presence, Dedication to
compatible platforms, etc.
● Indicates future relationship
with your company
● Softer than other two
categories, but assessable
● Factors that dictate how
customer might behave in future
like decision-making structure,
attitude towards relationship,
keenness to pay for value etc.
Segment your Customer Accounts
Some Popular Criterias
● Contract value
● ARR/Revenue potential
● Strategic Fit
● Brand value
● Industry/Vertical
Segment your Customer Accounts
Scoring based on criteria & strategic weightage
Tier 1 ( Strategic )
Score : 850 - 1000
Tier 2 ( Standard )
Score : 600 - 849
Tier 3 (Small )
Score : 200 - 599
Strategic Account Management Organisational Structure
Strategic Account Management Organisational Structure
Account Management Organisation
● Director of Account Management
● Account Manager
● Customer Success Manager
● Director of Customer Success
● Executive Sponsor
○ Typically C-suite or VP
Customer Organisation
● Executive Decision Maker
● Adoption Champion : Mid-level Manager
● Others
Account Management Artefacts
Account Risk Register
Strategic Account Plan
Strategic Account Plan enable Account Management & Customer Success Teams to
collaboratively develop, track & realize the strategic plan for their customers.
Plan may include joint or internal goals, to help ensure your customers keep growing with
your services.
Account Score Card
Scorecards help quantify & easily track the health of customer
● Summarized Health view of engagement
● A combination of metrics - both quantitative & qualitative
● Signals whether the customer is likely to stay, expand their use, or if they're going to
churn
● Includes indicators for
○ Updated risk status across 8 categories
○ Customer survey scores ( NPS & CHI )
○ Other data points
Customer Lifecycle Stages
New Customer Onboarding Adoption Advocacy
New Customer Onboarding Adoption Advocacy
Customer Lifec ycle Stages
Customer
Lifecycle
ACTIVITY : Sales Handoff
New Customer Onboarding Adoption Advocacy
● CRM Updation
● Opportunity Evaluation & other contract documents
handed over
● Account Manager & Customer Success Manager’s
assigned
Participants
Sales & Account Management Group
Frequency
Once
Customer
Lifecycle
ACTIVITY : Kickoff Meeting
New Customer Onboarding Adoption Advocacy
● Company Introduction & Partnership overview
● Engagement & Communications process
● High Level Engagement Schedule
● Synopsis of tools & operational dynamics
● Engagement Scope & Deliverables
● Assumptions & Risks
● Account Management & Customer Success Team.
● Invoicing & collection schedules / expectations
● Seek Business Challenges Index
● Success Plan creation initiated with Customer Inputs
● Next Steps
Participants ( Company )
Account Manager ( Lead ) , Customer
Success Manager, Exec Sponsor,
Account Manager/ Customer Success
Leader(s)
Participants ( Customer )
Product Owner, Executive Sponsor, …
Medium
Video Conferencing
Customer Lifecycle
Subtitle here
New Customer Onboarding Adoption Advocacy
Customer
Lifecycle
ACTIVITY : Technical Onboarding
New Customer Onboarding Adoption Advocacy
Participants ( Company )
Customer Success Manager
● Systems Onboarding
● Preparation of Strategic Account Plan ( Account
Engagement or Action Plan )
○ Goals & Objectives of the customer
○ Action plan for achieving each of customer goals.
○ To stop reacting, & proactively manage the
customer to keep & grow the relationships &
revenues
● CSM sends update to all parties ( Customer product
owner, Executive Sponsor & any other involved)
involved at the end along with a Welcome Kit
Customer Lifecycle
Subtitle here
New Customer Onboarding Adoption Advocacy
Customer
Lifecycle
ACTIVITY : Regular Account Review ( Internal )
New Customer Onboarding Adoption Advocacy
● Account Scorecard & Customer Adoption Trend
● Business Challenges & Risks tracked.
● Strategic Account Plan review
● Customer Happiness Index report & NPS report review
● Upcoming Renewals/ Upsell opportunities
Participants ( Company )
Account Manager , Customer Success
Manager
Medium
In Person, Video Conferencing.
Frequency
Tier 1 / Strategic : Weekly
Tier 2 / Standard : Fortnightly
Tier 3 / Small : Monthly
Customer
Lifecycle
ACTIVITY : Check In with Customer
New Customer Onboarding Adoption Advocacy
● Strategic Account Plan review
● Review Account Scorecard & other Updates
● Business Challenges & Risks tracked.
● Customer Happiness Index report & NPS report
reviews
● Upcoming Renewals/ Upsell opportunities
Participants ( Company )
Account Manager, Customer Success
Manager
Participants ( Customer )
Adoption Champion
Frequency
Tier 1 / Strategic : Weekly
Tier 2 / Standard : Fortnightly
Tier 3 / Small : Monthly
Customer
Lifecycle
ACTIVITY : Executive Business Review
New Customer Onboarding Adoption Advocacy
● Introductions & Company Updates ( Recap since last EBR, Company Growth, Thought
Leadership, Events evangelised, Featured Posts, Community Contributions, )
● Executive Summary
○ Strategic Account Plan Highlights
○ Health & Adaption Highlights
○ Score Card
○ Looking Forward
● Strategic Account Plan Details
○ Plan Objectives
○ Timelines & Status of each objective & tasks
● Continued ...
Customer
Lifecycle
ACTIVITY : Executive Business Review
New Customer Onboarding Adoption Advocacy
...continued
● Health & Adoption
○ Account Scorecard & Customer Adoption Trend
● Next Steps
Process
● T - 30 : Schedule Review Meeting
● T - 0 : Conduct 30-45 minutes EBR meeting
● T + 2: Send Thank You Email & Action Plan (post disc.
with task owners)
● T + 2 : Assign actionable tasks or activities to internal
team members, & monitor via Account Review weekly
& Customer Success Review monthly
Participants ( Company )
Account Manager (Lead), Customer
Success Manager, Exec Sponsor,
Account Manager or Customer Success
Leader(s)
Participants ( Customer )
Adoption Champion, Executive Sponsor
Frequency
Tier 1 / Strategic : Quarterly
Tier 2 / Standard : Semi Annually
Tier 3 / Small : Annually
Customer
Lifecycle
ACTIVITY : Executive Check-in
New Customer Onboarding Adoption Advocacy
● Our President/Directors/VP’s & other senior leaders
from across departments are assigned as Executive
Sponsors to strategic accounts.
● Objectives
○ To uncover latent challenges in our strategic
accounts
○ To maintain Exec level Repo with Customer
Executive Decision-Maker via frequent check ins
○ To allow cross departmental visibility & oversight
on core customer success health
Participants ( Company )
President/ Directors / VPs
Participants ( Customer )
Executive Decision Maker
Medium
In person, phone call
Frequency
Tier 1 / Strategic : Monthly
Tier 2 / Standard : Quarterly
On Demand by A/M or CSM.
Customer
Lifecycle
ACTIVITY : Customer Exec Sponsor Tracking & New Sponsor Buy-in
New Customer Onboarding Adoption Advocacy
Participants ( Company )
Exec Sponsor, Director of Account
Management, Account Manager &
Customer Success Manager
Participants ( Customer )
Customer Exec, Adoption Champion
● To uncover latent challenges in our strategic accounts
● To maintain Exec level Repo with Customer Executive
Decision-Maker via frequent check ins
● To allow cross departmental visibility & oversight on
core customer success health.
● Track Sponsors via check-in calls, monitor social
(LinkedIn, Twitter, & other channels) for signals.
● Invite new sponsor for Introduction & Overview Call
○ Introduction & Partnership overview
○ Strategy Alignment Overview
Customer
Lifecycle
ACTIVITY : Skip level meetings with team ( Internal)
New Customer Onboarding Adoption Advocacy
Participants ( Company )
Company Director of Account
Management, each account or group
team members other than their
managers
Frequency
Monthly
Focus on opening & sustaining lines of communication
● How are things?
● Any challenges?
● Scope of improvements?
● What do we want to change?
Customer
Lifecycle
ACTIVITY : Internal Risk Meetings
New Customer Onboarding Adoption Advocacy
Participants ( Company )
Director of Account Management ,
Account Managers, All 8 Risk owner
Execs
Frequency
Weekly
Review of 8 Risk Categories across the company with focus
on High Risk Items
Account Managers ensure that the Risk Owners understand
the use cases behind relevant risks & have an action or
timeline plan to resolve these
Action points are inputs to the Strategic Account Plan
Customer
Lifecycle
ACTIVITY : Customer Surveys - NET PROMOTER SCORE
New Customer Onboarding Adoption Advocacy
Customer
Lifecycle
ACTIVITY : Customer Surveys - NET PROMOTER SCORE
New Customer Onboarding Adoption Advocacy
Customer
Lifecycle
ACTIVITY : Customer Surveys - NET PROMOTER SCORE
New Customer Onboarding Adoption Advocacy
Customer
Lifecycle
ACTIVITY : Customer Surveys - NET PROMOTER SCORE
New Customer Onboarding Adoption Advocacy
0 - 6 are Promoters : loyal customers & a great source of referrals
7 - 8 are Passive : satisfied with the service but are susceptible to competitors
9 - 10 are Detractors : unhappy customers & can damage your brand
A score of greater than 50 is excellent, although it’s possible to have a negative score as well
Customer
Lifecycle
ACTIVITY : Customer Happiness Surveys
New Customer Onboarding Adoption Advocacy
Surveying customers for their happiness at
critical points during the customer lifecycle is a
great way to collect & quantify customer loyalty
metrics
CHI = Satisfaction Score (1-10) + [Loyalty
(Percentile within Organization)/10] + Propensity
to Recommend/NPS
Customer Lifecycle
Subtitle here
New Customer Onboarding Adoption Advocacy
Customer
Lifecycle
New Customer Onboarding Adoption Advocacy
All Adoption Activities plus
● Renewal / Negotiation meetings
● Referal programs ( incentivized)
● Invite Customer to Key events
Account Management Metrics
”If you can’t MEASURE it,
you can’t manage it”
- Peter Drucker
Account Management Metrices
● Leading Indicators of Renewals
○ Renewals Eligible This Quarter
○ Net # of clients moved into Green or Lime
○ Net Promoter Score
○ CSAT (Customer Satisfaction Survey)
○ Renewals Eligible this Quarter
● Leading Indicators of Expansion
○ Customer Lifetime Value
○ CSM qualified Upsell Opportunities by
Customer Tier
○ Account Management qualified upsell
Opportunities by Customer Tier
○ Upsells Eligible This Quarter
● Leading indicators of New Business
○ # of Sales References
○ # of Case Studies
○ # of Prospect Meetings that the CSM
joined & after which the prospect signed
a deal with us
○ # of Opportunities generated through
Referrals
● Retention
○ Customer Churn Rate
○ Gross Renewal Rate
● Cost Metric:
○ Cost per $ of renewal; cost per $ of upsell
Account Management Metrices
● Life Time Value (LTV) = “(Average Value of a Sale) X (Number of Repeat
Transactions) X (Average Retention Time in Months or Years)”
● Customer Acquisition Cost ( CAC )
● Customer Churn
● Customer Service Satisfaction Rating ( CSAT )
● Net Promoter Score (NPS)
Most Important Metrices
Account Management Metrices
Visual Representation
Account Management Metrices
Visual Representation
NPS vs. Revenue ( ARR )
$950k $895k
$102
k
$1,700k $1,410k
$149
k
$1,240k $1,800k
$267
k
Detractors
Passives
Promoters
Metric
Service A
Service B
Service C
Recommended Readings & Credits
● Customer Success: By Nick Mehta, Dan Steinman & Lincoln Murphy
● Key Account Management: The Definitive Guide by Malcolm McDonald & Diana
Woodburn
● The Challenger Sale: How to Take Control of the Customer Conversation by
Matthew Dixon & Brent Adamson
● Gainsight.com
● helpscout.net/blog
● Zendesk.com
Questions?
JOIN US FOR
CONTRIBUTION SPRINTS
First Time Sprinter Workshop - 9:00-12:00 - Room Wicklow 2A
Mentored Core Sprint - 9:00-18:00 - Wicklow Hall 2B
General Sprints - 9:00 - 18:00 - Wicklow Hall 2A
Evaluate This Session
THANK YOU!
events.drupal.org/dublin2016/schedule
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Growing your business via strategic account management framework

  • 2. Growing your Drupal Business via Strategic Account Management Framework Piyush Poddar
  • 4. Piyush Poddar ● Director, Professional Services at Axelerant Technologies, Inc. ● Developer, Architect, Manager, Biz Dev & Account exec, Account Manager etc.. - Since 1997. ● Drupaler since 8 yrs ● Live in Jaipur, India ● Twitter.com/piyushpoddar
  • 5. Why Account Management ● Proactively identify account risk ● Reduce customer churn ● Increase Customer Lifetime Value. ● Generate leads for expansion. Research shows that 70 percent of buying experiences are based on how the customer feels they are being treated
  • 6. A Strategic Account Management Framework for Customer Success
  • 7. Case Study ● Started as a “Small Tier” customer in Dec 2014 ● Shared Drupal Support of their existing platform ● Dedicated Account Manager, Customer Success Manager & Product Owner. ● From shared support to dedicated. ● From minor enhancements to Epics & multiple projects. ● Multiple development value streams. ● “Strategic Tier’ Customer. ● ARR growth 890% compared to first year. ● High CHI (8.3) & NPS score. World Organization of the Scout Movement Strategic Account Management
  • 8. Know your customer More than just projects. ● Customer Facts ● Customer Policies ● Customer markets & our business ● Customer financial performance ● Customer Buying Process
  • 9. Segment your Customer Accounts Selection criteria categories Customer Outcome based Customer Need based Customer Attribute based ● Hard or quantitative factors ● Outcomes based on business you can do with customers like Purchase, Margin, Contribution, Profit etc. ● Factors that reflect the customer, like Turnover, Growth in their market etc. ● Qualitative but specific & measurable ● Likelihood of your company’s retaining their business ● Factors that reflect your strategy like Global Presence, Dedication to compatible platforms, etc. ● Indicates future relationship with your company ● Softer than other two categories, but assessable ● Factors that dictate how customer might behave in future like decision-making structure, attitude towards relationship, keenness to pay for value etc.
  • 10. Segment your Customer Accounts Some Popular Criterias ● Contract value ● ARR/Revenue potential ● Strategic Fit ● Brand value ● Industry/Vertical
  • 11. Segment your Customer Accounts Scoring based on criteria & strategic weightage Tier 1 ( Strategic ) Score : 850 - 1000 Tier 2 ( Standard ) Score : 600 - 849 Tier 3 (Small ) Score : 200 - 599
  • 12. Strategic Account Management Organisational Structure
  • 13. Strategic Account Management Organisational Structure Account Management Organisation ● Director of Account Management ● Account Manager ● Customer Success Manager ● Director of Customer Success ● Executive Sponsor ○ Typically C-suite or VP Customer Organisation ● Executive Decision Maker ● Adoption Champion : Mid-level Manager ● Others
  • 16. Strategic Account Plan Strategic Account Plan enable Account Management & Customer Success Teams to collaboratively develop, track & realize the strategic plan for their customers. Plan may include joint or internal goals, to help ensure your customers keep growing with your services.
  • 17. Account Score Card Scorecards help quantify & easily track the health of customer ● Summarized Health view of engagement ● A combination of metrics - both quantitative & qualitative ● Signals whether the customer is likely to stay, expand their use, or if they're going to churn ● Includes indicators for ○ Updated risk status across 8 categories ○ Customer survey scores ( NPS & CHI ) ○ Other data points
  • 18. Customer Lifecycle Stages New Customer Onboarding Adoption Advocacy
  • 19. New Customer Onboarding Adoption Advocacy Customer Lifec ycle Stages
  • 20. Customer Lifecycle ACTIVITY : Sales Handoff New Customer Onboarding Adoption Advocacy ● CRM Updation ● Opportunity Evaluation & other contract documents handed over ● Account Manager & Customer Success Manager’s assigned Participants Sales & Account Management Group Frequency Once
  • 21. Customer Lifecycle ACTIVITY : Kickoff Meeting New Customer Onboarding Adoption Advocacy ● Company Introduction & Partnership overview ● Engagement & Communications process ● High Level Engagement Schedule ● Synopsis of tools & operational dynamics ● Engagement Scope & Deliverables ● Assumptions & Risks ● Account Management & Customer Success Team. ● Invoicing & collection schedules / expectations ● Seek Business Challenges Index ● Success Plan creation initiated with Customer Inputs ● Next Steps Participants ( Company ) Account Manager ( Lead ) , Customer Success Manager, Exec Sponsor, Account Manager/ Customer Success Leader(s) Participants ( Customer ) Product Owner, Executive Sponsor, … Medium Video Conferencing
  • 22. Customer Lifecycle Subtitle here New Customer Onboarding Adoption Advocacy
  • 23. Customer Lifecycle ACTIVITY : Technical Onboarding New Customer Onboarding Adoption Advocacy Participants ( Company ) Customer Success Manager ● Systems Onboarding ● Preparation of Strategic Account Plan ( Account Engagement or Action Plan ) ○ Goals & Objectives of the customer ○ Action plan for achieving each of customer goals. ○ To stop reacting, & proactively manage the customer to keep & grow the relationships & revenues ● CSM sends update to all parties ( Customer product owner, Executive Sponsor & any other involved) involved at the end along with a Welcome Kit
  • 24. Customer Lifecycle Subtitle here New Customer Onboarding Adoption Advocacy
  • 25. Customer Lifecycle ACTIVITY : Regular Account Review ( Internal ) New Customer Onboarding Adoption Advocacy ● Account Scorecard & Customer Adoption Trend ● Business Challenges & Risks tracked. ● Strategic Account Plan review ● Customer Happiness Index report & NPS report review ● Upcoming Renewals/ Upsell opportunities Participants ( Company ) Account Manager , Customer Success Manager Medium In Person, Video Conferencing. Frequency Tier 1 / Strategic : Weekly Tier 2 / Standard : Fortnightly Tier 3 / Small : Monthly
  • 26. Customer Lifecycle ACTIVITY : Check In with Customer New Customer Onboarding Adoption Advocacy ● Strategic Account Plan review ● Review Account Scorecard & other Updates ● Business Challenges & Risks tracked. ● Customer Happiness Index report & NPS report reviews ● Upcoming Renewals/ Upsell opportunities Participants ( Company ) Account Manager, Customer Success Manager Participants ( Customer ) Adoption Champion Frequency Tier 1 / Strategic : Weekly Tier 2 / Standard : Fortnightly Tier 3 / Small : Monthly
  • 27. Customer Lifecycle ACTIVITY : Executive Business Review New Customer Onboarding Adoption Advocacy ● Introductions & Company Updates ( Recap since last EBR, Company Growth, Thought Leadership, Events evangelised, Featured Posts, Community Contributions, ) ● Executive Summary ○ Strategic Account Plan Highlights ○ Health & Adaption Highlights ○ Score Card ○ Looking Forward ● Strategic Account Plan Details ○ Plan Objectives ○ Timelines & Status of each objective & tasks ● Continued ...
  • 28. Customer Lifecycle ACTIVITY : Executive Business Review New Customer Onboarding Adoption Advocacy ...continued ● Health & Adoption ○ Account Scorecard & Customer Adoption Trend ● Next Steps Process ● T - 30 : Schedule Review Meeting ● T - 0 : Conduct 30-45 minutes EBR meeting ● T + 2: Send Thank You Email & Action Plan (post disc. with task owners) ● T + 2 : Assign actionable tasks or activities to internal team members, & monitor via Account Review weekly & Customer Success Review monthly Participants ( Company ) Account Manager (Lead), Customer Success Manager, Exec Sponsor, Account Manager or Customer Success Leader(s) Participants ( Customer ) Adoption Champion, Executive Sponsor Frequency Tier 1 / Strategic : Quarterly Tier 2 / Standard : Semi Annually Tier 3 / Small : Annually
  • 29. Customer Lifecycle ACTIVITY : Executive Check-in New Customer Onboarding Adoption Advocacy ● Our President/Directors/VP’s & other senior leaders from across departments are assigned as Executive Sponsors to strategic accounts. ● Objectives ○ To uncover latent challenges in our strategic accounts ○ To maintain Exec level Repo with Customer Executive Decision-Maker via frequent check ins ○ To allow cross departmental visibility & oversight on core customer success health Participants ( Company ) President/ Directors / VPs Participants ( Customer ) Executive Decision Maker Medium In person, phone call Frequency Tier 1 / Strategic : Monthly Tier 2 / Standard : Quarterly On Demand by A/M or CSM.
  • 30. Customer Lifecycle ACTIVITY : Customer Exec Sponsor Tracking & New Sponsor Buy-in New Customer Onboarding Adoption Advocacy Participants ( Company ) Exec Sponsor, Director of Account Management, Account Manager & Customer Success Manager Participants ( Customer ) Customer Exec, Adoption Champion ● To uncover latent challenges in our strategic accounts ● To maintain Exec level Repo with Customer Executive Decision-Maker via frequent check ins ● To allow cross departmental visibility & oversight on core customer success health. ● Track Sponsors via check-in calls, monitor social (LinkedIn, Twitter, & other channels) for signals. ● Invite new sponsor for Introduction & Overview Call ○ Introduction & Partnership overview ○ Strategy Alignment Overview
  • 31. Customer Lifecycle ACTIVITY : Skip level meetings with team ( Internal) New Customer Onboarding Adoption Advocacy Participants ( Company ) Company Director of Account Management, each account or group team members other than their managers Frequency Monthly Focus on opening & sustaining lines of communication ● How are things? ● Any challenges? ● Scope of improvements? ● What do we want to change?
  • 32. Customer Lifecycle ACTIVITY : Internal Risk Meetings New Customer Onboarding Adoption Advocacy Participants ( Company ) Director of Account Management , Account Managers, All 8 Risk owner Execs Frequency Weekly Review of 8 Risk Categories across the company with focus on High Risk Items Account Managers ensure that the Risk Owners understand the use cases behind relevant risks & have an action or timeline plan to resolve these Action points are inputs to the Strategic Account Plan
  • 33. Customer Lifecycle ACTIVITY : Customer Surveys - NET PROMOTER SCORE New Customer Onboarding Adoption Advocacy
  • 34. Customer Lifecycle ACTIVITY : Customer Surveys - NET PROMOTER SCORE New Customer Onboarding Adoption Advocacy
  • 35. Customer Lifecycle ACTIVITY : Customer Surveys - NET PROMOTER SCORE New Customer Onboarding Adoption Advocacy
  • 36. Customer Lifecycle ACTIVITY : Customer Surveys - NET PROMOTER SCORE New Customer Onboarding Adoption Advocacy 0 - 6 are Promoters : loyal customers & a great source of referrals 7 - 8 are Passive : satisfied with the service but are susceptible to competitors 9 - 10 are Detractors : unhappy customers & can damage your brand A score of greater than 50 is excellent, although it’s possible to have a negative score as well
  • 37. Customer Lifecycle ACTIVITY : Customer Happiness Surveys New Customer Onboarding Adoption Advocacy Surveying customers for their happiness at critical points during the customer lifecycle is a great way to collect & quantify customer loyalty metrics CHI = Satisfaction Score (1-10) + [Loyalty (Percentile within Organization)/10] + Propensity to Recommend/NPS
  • 38. Customer Lifecycle Subtitle here New Customer Onboarding Adoption Advocacy
  • 39. Customer Lifecycle New Customer Onboarding Adoption Advocacy All Adoption Activities plus ● Renewal / Negotiation meetings ● Referal programs ( incentivized) ● Invite Customer to Key events
  • 40. Account Management Metrics ”If you can’t MEASURE it, you can’t manage it” - Peter Drucker
  • 41. Account Management Metrices ● Leading Indicators of Renewals ○ Renewals Eligible This Quarter ○ Net # of clients moved into Green or Lime ○ Net Promoter Score ○ CSAT (Customer Satisfaction Survey) ○ Renewals Eligible this Quarter ● Leading Indicators of Expansion ○ Customer Lifetime Value ○ CSM qualified Upsell Opportunities by Customer Tier ○ Account Management qualified upsell Opportunities by Customer Tier ○ Upsells Eligible This Quarter ● Leading indicators of New Business ○ # of Sales References ○ # of Case Studies ○ # of Prospect Meetings that the CSM joined & after which the prospect signed a deal with us ○ # of Opportunities generated through Referrals ● Retention ○ Customer Churn Rate ○ Gross Renewal Rate ● Cost Metric: ○ Cost per $ of renewal; cost per $ of upsell
  • 42. Account Management Metrices ● Life Time Value (LTV) = “(Average Value of a Sale) X (Number of Repeat Transactions) X (Average Retention Time in Months or Years)” ● Customer Acquisition Cost ( CAC ) ● Customer Churn ● Customer Service Satisfaction Rating ( CSAT ) ● Net Promoter Score (NPS) Most Important Metrices
  • 44. Account Management Metrices Visual Representation NPS vs. Revenue ( ARR ) $950k $895k $102 k $1,700k $1,410k $149 k $1,240k $1,800k $267 k Detractors Passives Promoters Metric Service A Service B Service C
  • 45. Recommended Readings & Credits ● Customer Success: By Nick Mehta, Dan Steinman & Lincoln Murphy ● Key Account Management: The Definitive Guide by Malcolm McDonald & Diana Woodburn ● The Challenger Sale: How to Take Control of the Customer Conversation by Matthew Dixon & Brent Adamson ● Gainsight.com ● helpscout.net/blog ● Zendesk.com
  • 47. JOIN US FOR CONTRIBUTION SPRINTS First Time Sprinter Workshop - 9:00-12:00 - Room Wicklow 2A Mentored Core Sprint - 9:00-18:00 - Wicklow Hall 2B General Sprints - 9:00 - 18:00 - Wicklow Hall 2A
  • 48. Evaluate This Session THANK YOU! events.drupal.org/dublin2016/schedule WHAT DID YOU THINK?