How to Track Success and Demonstrate Value to Your Customers
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The document discusses how customer success teams at Apttus, Host Analytics, and Adobe Echosign track and demonstrate customer value through various metrics and engagement strategies. Key metrics include renewal rates, customer satisfaction, and upsell opportunities, with a focus on continuous measurement and accountability. Each company emphasizes the importance of aligning customer success objectives with overall business goals to drive customer satisfaction and retention.
How to Track Success and Demonstrate Value to Your Customers
- 1. How to Track and Demonstrate Customer Value Sue Fellows Apttus Allison Holmlund Host Analytics Amanda Schmidt Adobe EchoSign
- 2. Sue Fellows Sue has more than fifteen years’ experience in successfully delivering outstanding customer experiences for global enterprise businesses. Prior to Apttus, Sue was Vice President of Client Success at Oracle where she led teams that successfully partnered with customers to increase solution adoption and expansion. Prior to Oracle, Sue held various leadership roles at RightNow Technologies where she built and optimized teams in Professional Services, Operations and Client Success throughout the company’s rapid growth. Sue is passionate about customer experience and loves connecting with customers to drive their success. GVP Customer Excellence, Apttus
- 3. Apttus- Customer Success • Category defining Quote to Cash Software company focused on driving the vital business process between the buyer’s interest in a purchase and the realization of revenue. • More than 300 enterprise customers- segmented by Levels primarily based on ACV
- 4. Apttus CSM Org Overview • Apttus CSM Model • CSM Focus • Customer Management • Customer Value • Customer Satisfaction • Renewals • Renewals: • Approx 25% ACV up for renew this year • 70% contain auto-renew clause • Offer ‘first right of refusal’ to sales team
- 5. CSM Value to Apttus CSM Team Metrics: • Renewal Rate • Churn Rate • Customer Health • Customer Engagement • NPS/CSAT • References • Upsell Opportunities Activities/Process/Tools: • CSM Methodology • Gainsight • Biggest lever for customer success • Communication
- 6. Measuring customer value Process begins in sales cycle Flows through implementation CSMs validate/modify/document business objectives, KPIs and measures CSMs document baselines and goals CSMs continuously measure, validate and quantify value CSMs present results/value via Executive Business Reviews Apttus also offers a formal benchmarking program designed to assist customers with benchmarking while also providing industry data
- 7. Alison Holmlund Host Analytics Alison has more than fifteen years of experience in customer facing leadership positions in fast growing technology companies. Prior to joining the Host Analytics team, she was with Proofpoint for more than seven years where she helped grow the company from its pre-revenue stage to $100M in annual bookings and achieve a subsequent IPO. While at Proofpoint, Alison built out the technical sales and professional services teams, ran worldwide customer support and managed a number of sales functions, including account management, sales development, and sales operations. Alison loves interacting with customers and helping them to get the most of their investment in cloud technologies. VP, Customers For Life
- 8. Host Analytics - Customer Success • Leader in cloud financial applications including planning, financial consolidations, reporting and analytics • More than 400 enterprise customers, ~40% up for renewal each year • 95+% of renewals are manual • Customers for Life: 19 people, 4 in Customer Success
- 9. Customer Success Value Metrics • Measurement: Renewal bookings, renewal ARR, renewal rates (gross, logo- based), proactive outreach • Monitoring (Gainsight), surveying (Gainsight), proactive outreach • Escalated Accounts, Early Warning, CFL Assist, Admin Re-start
- 10. EPM Improves Performance Insight: actionableAccountability: across the orgSpeed: faster processes Inventory savings: +$1MPlanning participants: 150Budget weeks: 123
- 11. Customer Value Measurement • Main themes: Save time, have confidence in your data, be more of a business partner • Metrics are computed by customer success with help from the customer • Baseline is set during the sales cycle, assessed during various touch points in the customer lifecycle • Metrics are presented in PPT
- 12. Amanda Schmidt Adobe EchoSign Amanda Schmidt is a recognized leader in the high-tech and SaaS industries, having started or led high performing Success organizations at companies such as Mitel, Philips Speech Processing, WebEx, Coremetrics, InsideView and Marketo. She was voted ‘Most Valuable Senior Manager’ at WebEx, and is currently VP of Client Success at Adobe EchoSign. Amanda is passionate about scalable, game-changing customer technologies and processes, which are the cornerstone of customer success. VP, Client Success
- 13. Adobe EchoSign CS Org • 1B served! • 2 M+ Adobe Acrobat digital signatures across federal government, healthcare, education, pharmaceuticals and financial services • More than 30M Users are signing with Adobe Reader across 800M PC’s and 300M mobile devices worldwide • 90% of the contacts are up for renewal each year with many requiring manual renewals
- 14. Adobe EchoSign CS Value Measurement Measurement• Measured on Renewals, Upsells, and Time-to-Value • Re-tooled: -Lowered ratios, -Now technology enabled with Gainsight, Influitive and InsideView, -focused, strategic service delivery • New onboarding program
- 15. Adobe EchoSign CS Product Value Measurement Measurement• Value proposition translates to significant productivity gains, green initiatives and hard cost savings. • CS or Sales computes the metrics and presents at QBR’s or renewal. • Over 200 metrics including local, file upload types, type of signature, integration, etc. • Presented in PDF, Email, verbally and of course in EchoSign!
- 16. Q & A
Editor's Notes
- #4: CSM Org Overview (1 min) - Company/ product overview - How many customers you have - What % are up for renewal each year - What % auto-renew, vs. require manual renewals - Total CSMs on your team
- #9: CSM Org Overview (1 min) - Company/ product overview - How many customers you have - What % are up for renewal each year - What % auto-renew, vs. require manual renewals - Total CSMs on your team
- #10: Value Measurement of Your Team (1-2 min) - How your team is measured (renewal rate, cross-sell/ up-sell, etc.) - Activities/ processes/ technologies that you have deployed to improve this over time (including Gainsight) - Causation vs correlation insight – which 1 or 2 elements of the program are driving results and improvements, and can you identify causation, or just correlation
- #11: Host Analytics customers are transforming their performance. They get tangible and intangible benefits. Rather than the old 80/20 rule of 80% of your time spent on manual processes and no time for analysis. Companies are flipping that to 20/80. Speed They get faster financial processes. One customer, CEA, in the education industry, was able to reduce the time it took to budget from 12 to 3 weeks. They get more accountability. As you know it’s not about just having finance accountable for the numbers but driving accountability across the organization to cost center managers. One customer, Axioma (develops sells software to financial institutions) reduced their monthly close from 16 days to 4 days. Accountability Advanced Energy was able to include 150 people in its planning process. Some of our customers have more than 500 plan contributors. Groupon drives accountability across their 44 subsidiaries across the globe. Insights Enterprises are also getting the insights that they can take action on. Thule, the bike and ski rack manufacturer, saved $1M in inventory costs because they could better match demand with supply with Host Analytics. Mirion Technology, a leading radiation detection device manufacturer, replaced three systems (FRX, Management Reporter and IBM/Cognos) with Host Analytics. After, it was much easier to audit one system rather than three. By doing so Mirion had a single source of the truth which not only improved their insight but also reduced audit costs and time. There are also intangible benefits. We share in the success of our customers especially when they get promoted as many of our champions have. Like the entire finance team at a Fortune 100 pharma company.
- #12: Value Measurement of Your Company’s Product (3-5 min) - How do you help your customers understand the value they are gaining from your solution - Which metrics do you use? How have you iterated on this over time? - Who computes the metrics? When do you present this during the customer lifecycle (during normal customer success discussions, at renewal time, etc?) - How do you present the metrics? Excel, PPT, email, verbally, etc.
- #14: CSM Org Overview (1 min) - Company/ product overview - How many customers you have - What % are up for renewal each year - What % auto-renew, vs. require manual renewals - Total CSMs on your team
- #15: Value Measurement of Your Team (1-2 min) - How your team is measured (renewal rate, cross-sell/ up-sell, etc.) - Activities/ processes/ technologies that you have deployed to improve this over time (including Gainsight) - Causation vs correlation insight – which 1 or 2 elements of the program are driving results and improvements, and can you identify causation, or just correlation
- #16: Value Measurement of Your Company’s Product (3-5 min) - How do you help your customers understand the value they are gaining from your solution o For example, Adobe Echosign saves hard costs from paper and sending documents, and also generates more productive employees, simplifying certain signature workflows – how is this quantified for the customer? - Which metrics do you use? How have you iterated on this over time? - Who computes the metrics? When do you present this during the customer lifecycle (during normal customer success discussions, at renewal time, etc?) - How do you present the metrics? Excel, PPT, email, verbally, etc.