From $0 to $1 Billion, Scaling Customer Success at Eloqua Webinar Slides

@pteshimaAll Rights Reserved Amity 2015
Welcomes
Paul Teshima
From $0 to $1B, Scaling Customer
Success at Eloqua
#PracticalCustomerSuccess
Practical Customer Success, Fall 2015 Series
August 24, 2015
@GetAmity

From $0 to $1
Billion Scaling Customer
Success
at Eloqua
Paul Teshima
Co-founder and CEO
Nudge
@pteshima

@pteshimaAll Rights Reserved Amity 2015 4neednudge.com
How Many of You:
Are Billable?
Have a Quota?
Ever Received a Cape From a Customer?

@pteshimaAll Rights Reserved Amity 2015 5

Get to
Product
Market Fit
Make it
Work, Then
Drive Value
Learn to
Scale
Grow the
Base
A Customer Success Maturity Model

0-20 Customers
Get to Product Market Fit

Customers
0-20 20-100 100 – 1,000 1,000+
Stage
Get to Product
Market Fit
Make it Work,
Then Drive Value
Learn to Scale
Grow the
Base
CSMs 0 1-3 <8 By Segment
CSM Role N/A
Product
Engagement
Value
Adoption
Best Practices
Variable
Comp
N/A
50% Corp
25% Renewal
25% NPS
30% Corp
30% Ren/NPS
30% Upsells
30% Corp
30% Ren/NPS
30% Upsells
Systems CRM
CRM
CSP
CRM
CSP
Marketing
CRM
CSP
Marketing
AMs N/A 0 By Quota By Quota
AM Role N/A N/A X-Sell X-Sell

Market Maturity
SolutionComplexity
Professional Services
Customer Support
Customer Success
User Experience

Product Improvements
Product Training/Support
Customer Success Managers

How to Build the Business Case?

“Please sir can I have some more”

 Ensure you look at all
factors to drive product
engagement
 Start building a business
case with what you have
 Every customer matters
do whatever it takes
X Hire a CSM, just yet 

20-100 Customers
Make it Work,
Then Drive Value

“Culture eats
Strategy for
Breakfast”
- Peter Drucker

The Anatomy of a Great CSM
“Have” Domain
Optimistic, But Cynical
Naturally CuriousGreat at Storytelling

CLUBSM

You Can Learn How to be
Great At Storytelling

“Storytelling works because the
best ones are memorable”

Why Do You Need a Customer Success
Platform Now?
SALES CUSTOMER
SUCCESS

 Start customer success
storytelling sessions to
drive culture
 Hire for motivation and
teach the skills
 Start implement key CS
practices now, to impact
future growth
X Put account managers on
accounts to upsell
X Let your CSMs become
Tier 1 support

100-1,000 Customers
Learn to Scale

HOW
WHAT’S
NEXT

Potential for New $$$
CurrentMRR
Strategic
Sr. Account Manager
Named CSM
Accelerate
Onboarding CSM Only
Enterprise
Named CSM
Named TAM
Nurture
Account Manager
Pool of CSMs

I have a hard time
saying “no” to
anyone
CUSTOMERS
SALES
MARKETING
PRODUCT
PARTNERS
SERVICE

“Few races are won at the start, but many races are lost there”
- livestrong.com

Hold Sales/Services/Partners Accountable
< 30 Days 30 – 60 Days > 60 Days
Onboarding Watchlist

Set an Actionable Plan Based on Your
Product Value Lifecycle

UPSELL X-SELL
Eloqua
More
Contacts
EloquaDivision1
EloquaDivision2
EloquaDivision3
Sales
Tools
Usage + Value Value + Selling

Find Hunters That
Are Better Farmers

Our “Ideal” Customer Lifecycle

Avoid the Sample of One

Grow Exec Support by Developing a
Customer Success Cadence

Case in Point: Customer Satisfaction
-16%
-8% -9%
-3%
4%
2%
4%
6%
3%
13%
3%
10%
-20%
-15%
-10%
-5%
0%
5%
10%
15%
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
NPS Score by Quarter

 Map our your customer
product value lifecycle
 Put pressure on other
groups to do their part
 Develop a customer
success cadence with
your executive team
X Stop CSMs from leaving
the team to other roles
X Hire AMs without domain
and product knowledge

1,000+ Customers
Grow the Base
(faster, better, cheaper)

As You Grow You Need to Upsell
Source: Pacific Crest SaaS Benchmark Report

Cost to Renew/Upsell 5x Lower Than New
Source: Pacific Crest SaaS Benchmark
Report

However New ASP is Still Too Low
Source: Pacific Crest SaaS Benchmark Report

Why Grow the Base?
2009 2012 2007 2012
ACV Increase
26.5x
ACV Increase
7.5x

Customers
0-20 20-100 100 – 1,000 1,000+
Stage
Get to Product
Market Fit
Make it Work,
Then Drive Value
Learn to Scale
Grow the
Base
CSMs 0 1-3 <8 By Segment
CSM Role N/A
Product
Engagement
Value
Adoption
Best Practices
Variable
Comp
N/A
50% Corp
25% Renewal
25% NPS
40% Corp
30% Ren/NPS
30% Upsells
40% Corp
30% Ren/NPS
30% Upsells
Systems CRM
CRM
CSP
CRM
CSP
Marketing
CRM
CSP
Marketing
AMs N/A 0 By Quota By Quota
AM Role N/A N/A X-Sell X-Sell

Running the Machine

The Organization Was Complex
Me
(92)
Consulting
and
Education
(14)
Professiona
l Services
(28)
Account
Mgmt
(4)
Product and
Premier
Support
(34)
Customer
Success
(12)

 Leverage upsells/x-sells
as a growth lever
 Document, train and sell
the value of the
“machine”
X Underestimate the value
of over communicating
X Stop storytelling about
customer success

#thebestmarketersintheworlduseEloqua

THANK YOU
Paul Teshima
Co-founder and CEO
Nudge
@pteshima
neednudge.com

Meet our host
Paul Philp
Founder & CEO, Amity
@GetAmity
August 24, 2015
@GetAmity

Scaling Customer
Success
Scaling Customer Success | August 2015
Paul Philp - Founder & CEO | paul@getamity.com

From Chaos To Scalability
Renewals
Uplift
Retention
Referrals
Advocacy
Efficiency
Productivity
Scalability
Visibility
Confidential © 2015 Amity

Questions?
#PracticalCustomerSuccess
August 24, 2015
@GetAmity

Thank you for being here!
Let’s continue the conversation
Paul Teshima @pteshima
@NeedNudge
Amity @GetAmity www.GetAmity.com
August 24, 2015
@GetAmity

October 7, 2015
Kate Legget, Forrester Research Analyst
Smart Processes for Customer Success
August 24, 2015
@GetAmity

From $0 to $1 Billion, Scaling Customer Success at Eloqua Webinar Slides

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