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Customer Success as your revenue growth engine

Putting the pieces together of marketing, sales and customer success to develop revenue growth by making your customers successful.
by

Jacco vanderKooij

on 29 November 2013

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Transcript of Customer Success as your revenue growth engine

If you offer:
Recurring Fee, and
Customer Renewals
An Online Service, with a
Impact Conversion Rate • Reduce Churn • Increase Life Time Value
Result:
increase in trial conversion
37%
gain in sales and marketing program efficiencies
2x
Sam Boonin, VP Products @ Zendesk
Putting the pieces together
Learn more?
Customer Success
ONLY
from the initial sale.
5-30%

of the revenues come from renewals and upsell.
70-95%
Then most of your revenue comes
after the initial sale
And your best leads come from
UNLIKE cold leads:
very costly
take a long time
have a low conversion rate
Leads from happy customers:
are "free"
have a short sales cycle
and a high conversion rate
happy customers "sell"
happy customers
Build a customer success team
Simple Steps
1
2
Drive product engagement & adoption
Impact churn positively
Upsell and cross-sell

Implement customer success processes, and tools that:
How? Follow the customer journey
and implement processes along it
Prospect
Advocate
GROW VALUE
(deployment)
CHURN
START
FIRST VALUE
(successful trial)
DECREASE VALUE
CHURN
INCREASE USERS
INCREASE USAGE
EXPAND FUNCTIONALITY
DECREASE VALUE
CHURN
Zendesk
Result:
reduction in churn
25%
increase in user engagement
3x
Avinoam Nowogroski
CEO @ Clarizen
Clarizen
You invest mostly in tools and processes for
Marketing

Marketing automation (Eloqua, Marketo, Hubspot, etc.)
& Sales
CRM (Salesforce, SAP, Microsoft, etc.)
INITIAL SALE
Isn't it time to invest in
Customer Success?
Process & Tools

Trial Conv.
Onboarding
Renewal
Cross-sell
Upsell
Expansion
Process
Process
Process
Process
Process
Process
These, and many others are investing in customer success using the same tool:
Avinoam Nowgroski
CEO
Sam Boonin
VP Products
of the
www.totango.com • 1 800 634 1990 • Guy@Totango.com
Research by Aberdeen Group
shows that companies which built a centralized customer intelligence database and incorporated customer insights into customer facing actions achieved:
3.5x
+20%
customer lifetime value growth
higher retention rates
Delivering Real Results
Omer Minkara
Senior Research Analyst
Contact Center & Customer Experience Management at Aberdeen Group
Full transcript