PulseCheck2016 How we built a consistent value framework across sales, services, and success
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Gainsight introduced a value framework called V3D (Value Discovery, Delivery, and Demonstration) to address challenges faced by sales, services, and customer success teams, helping align efforts and create a cohesive understanding of value. The framework focuses on discovering customer challenges, delivering solutions, and demonstrating impact to enhance customer retention and drive growth. Key takeaways emphasize the importance of cross-functional collaboration, effective communication, and the utilization of supporting resources to optimize customer success initiatives.
PulseCheck2016 How we built a consistent value framework across sales, services, and success
- 1. ©2016 Gainsight. V3D: How We Built a Value Framework Across Sales, Services, and Success JULIA GUYADEEN Director of Product Management Gainsight ®2016 Gainsight.
- 2. ©2016 Gainsight. Introduction Julia Guyadeen Focus Areas at Gainsight: ● Go-To-Market Strategy ● Product Management ● Customer Success Operations Contact: ● jguyadeen@gainsight.com
- 3. ©2016 Gainsight. Agenda Why did we need a value framework? What is V3D? How do we use V3D? Questions
- 4. ©2016 Gainsight.®2016 Gainsight. Why did we need a value framework?
- 5. ©2016 Gainsight. Getting Ahead of Challenges
- 6. ©2016 Gainsight. 1. New market means first-time buyers lack accepted value framework Getting Ahead of Challenges
- 7. ©2016 Gainsight. 1. New market means first-time buyers lack accepted value framework 2. Configuring technology does not guarantee business outcomes Getting Ahead of Challenges
- 8. ©2016 Gainsight. 1. New market means first-time buyers lack accepted value framework 2. Configuring technology does not guarantee business outcomes 3. Separate sales and delivery teams can cause a disjointed customer experience Getting Ahead of Challenges
- 9. ©2016 Gainsight. 1. New market means first-time buyers lack accepted value framework 2. Configuring technology does not guarantee business outcomes 3. Separate sales and delivery teams can cause a disjointed customer experience 4. Thought leadership should be integrated into sales and implementation practice Getting Ahead of Challenges
- 10. ©2016 Gainsight. Introduced “Value Discovery, Delivery, and Demonstration” framework to integrate thought leadership and ROI pre and post-sale 1. Aligned around a consistent way to talk about our value 2. Identified common business challenges CS/GS solves 3. Developed pre and post-sale processes to talk about and address these challenges Aligning to Address These Challenges
- 11. ©2016 Gainsight. Why is a Framework Helpful? 1. Align efforts across teams 2. Create common vocabulary 3. Generate momentum 4. Maintain consistency
- 12. ©2016 Gainsight.®2016 Gainsight. Introducing V3D: Value Discovery, Delivery, Demonstration
- 13. ©2016 Gainsight. Discovery Discover key business challenges during Sales cycle / throughout life cycle Value Gainsight Value Framework: V3D
- 14. ©2016 Gainsight. Discovery Discover key business challenges during Sales cycle / throughout life cycle Delivery Deliver value to customers through product and business process Value Gainsight Value Framework: V3D
- 15. ©2016 Gainsight. Discovery Discover key business challenges during Sales cycle / throughout life cycle Delivery Deliver value to customers through product and business process Demonstration Demonstrate impact to drive retention, expansion, advocacy Value Gainsight Value Framework: V3D
- 16. ©2016 Gainsight. Delivery Deliver value to customers through product and business process Demonstration Demonstrate impact to drive retention, expansion, advocacy Discovery Discover key business challenges during Sales cycle / throughout life cycle Sales, Customer Success Value Gainsight Value Framework: V3D
- 17. ©2016 Gainsight. Delivery Deliver value to customers through product and business process Demonstration Demonstrate impact to drive retention, expansion, advocacy Discovery Discover key business challenges during Sales cycle / throughout life cycle • Discovery discussions • Tracking business challenges • Selling value over features • ROI estimate to prospect Value Sales, Customer Success Gainsight Value Framework: V3D
- 18. ©2016 Gainsight. Demonstration Demonstrate impact to drive retention, expansion, advocacy Discovery Discover key business challenges during Sales cycle / throughout life cycle Delivery Deliver value to customers through product and business process Services, CSM, Product • Discovery discussions • Tracking business challenges • Selling value over features • ROI estimate to prospect Value Sales, Customer Success Gainsight Value Framework: V3D
- 19. ©2016 Gainsight. Discovery Discover key business challenges during Sales cycle / throughout life cycle Delivery Deliver value to customers through product and business process Demonstration Demonstrate impact to drive retention, expansion, advocacy Services, CSM, Product • Discovery discussions • Tracking business challenges • Selling value over features • ROI estimate to prospect • Predictable implementation • Success Plans based on business needs • Self-help documentation • Scaling through Vault Value Sales, Customer Success Gainsight Value Framework: V3D
- 20. ©2016 Gainsight. Discovery Discover key business challenges during Sales cycle / throughout life cycle Delivery Deliver value to customers through product and business process Demonstration Demonstrate impact to drive retention, expansion, advocacy CSM, PMM, MarketingServices, CSM, Product • Discovery discussions • Tracking business challenges • Selling value over features • ROI estimate to prospect • Predictable implementation • Success Plans based on business needs • Self-help documentation • Scaling through Vault Value Sales, Customer Success Gainsight Value Framework: V3D
- 21. ©2016 Gainsight. Discovery Discover key business challenges during Sales cycle / throughout life cycle Delivery Deliver value to customers through product and business process Demonstration Demonstrate impact to drive retention, expansion, advocacy CSM, PMM, MarketingServices, CSM, Product • Reporting • Positioning • Sales collateral • Website messaging • ROI case studies • Discovery discussions • Tracking business challenges • Selling value over features • ROI estimate to prospect • Predictable implementation • Success Plans based on business needs • Self-help documentation • Scaling through Vault Value Sales, Customer Success Gainsight Value Framework: V3D
- 22. ©2016 Gainsight.®2016 Gainsight. How Gainsight is Using Value3D
- 23. ©2016 Gainsight. Discovery Delivery Demonstration Teams Tools ● Services ● CSM ● Product ● CSMs, R&E, Sales ● Marketing Adjust onboarding Develop content ● Track progress ● Prep for value discussions Business process mapping Configuration documentation Salesforce process Success Plans ● Success Plans ● Reporting ● Updated QBR deck Impact Value3D – Cross-functional Impact
- 24. ©2016 Gainsight. Discovery Delivery Demonstration Teams Tools ● Sales ● Marketing, PMM Services CSM Product ● CSMs, R&E, Sales ● Marketing ● Adjust positioning ● Sell business value Adjust onboarding Develop content ● Track progress ● Prep for value discussions ● 5 Pillars of CS ● Discovery guide ● Business challenges slides ● ROI estimator Business process mapping Configuration documentation Salesforce process Success Plans ● Success Plans ● Reporting ● Updated QBR deck Impact Value3D – Cross-functional Impact
- 25. ©2016 Gainsight. Discovery Delivery Demonstration Teams Tools ● Sales ● Marketing, PMM ● Services ● CSM ● Product ● CSMs, R&E, Sales ● Marketing ● Adjust positioning ● Sell business value ● Adjust onboarding ● Develop content ● Track progress ● Prep for value discussions ● 5 Pillars of CS ● Discovery guide ● Business challenges slides ● ROI estimator ● Business process mapping ● Configuration documentation ● Salesforce process ● Success Plans ● Success Plans ● Reporting ● Updated QBR deck Impact Value3D – Cross-functional Impact
- 26. ©2016 Gainsight. Discovery Delivery Demonstration Teams Tools ● Sales ● Marketing, PMM ● Services ● CSM ● Product ● CSMs, R&E, Sales ● Marketing ● Adjust positioning ● Sell business value ● Adjust onboarding ● Develop content ● Track progress ● Prep for value discussions ● 5 Pillars of CS ● Discovery guide ● Business challenges slides ● ROI estimator ● Business process mapping ● Configuration documentation ● Salesforce process ● Success Plans ● Success Plans ● Reporting ● Updated QBR deck Impact Value3D – Cross-functional Impact
- 27. ©2016 Gainsight.®2016 Gainsight. Talking About Our Value: Aligning Around Customer Business Challenges
- 28. ©2016 Gainsight. DRIVE GROWTH RETAIN CUSTOMERS SCALE OPERATIONS Starting with Customer Business Objectives
- 29. ©2016 Gainsight. Lagging Outcomes $ Upsells New Logos Renewal Rate CSM Cost Leading Indicators Advocacy Capacity Usage Adoption, NPS Hours Saved Starting with Customer Business Objectives DRIVE GROWTH RETAIN CUSTOMERS SCALE OPERATIONS
- 30. ©2016 Gainsight. 5 Pillars of Customer Success
- 31. ©2016 Gainsight. We don’t have a consistent way to track customers’ goals throughout their lifecycle We don’t have a scalable way to show customers how they are using our product/service We are seeing churn due to customers not seeing ROI or business value We need to give management visibility into CSM efforts and impact We need a way to report on retention, upsell, and churn We need a way to forecast retention, upsell, and churn We don’t know which accounts are at risk, and which we can impact or de-prioritize We need a scalable way to und erstand and improve customers’ adoption trends We are seeing churn due to low- value adoption (e.g. not using new or advanced features) We are seeing churn due to functionality gaps in the product We are seeing churn due to product stability or quality issues We are seeing churn due to poor customer satisfaction We are seeing churn due to loss of our key customer champion We need a scalable way to understand and improve customers' support experience Our field reps and execs are sometimes blindsided by customer risks Our sales reps and account managers are sometimes blindsided by customer risks during a sales cycle We don’t have a consistent view of customer health across our company We don’t know what’s driving risk and success in our customer base We need a way to track customer relationships across complex customers, multiple products We have accounts we can’t touch with manual outreach that need proactive attention We are seeing customer satisfaction issues due to poor hand-offs from sales to CSM We spend too much time preparing for Executive Business Reviews CSMs have too many repetitive interactions with customers It takes customer-facing team members too long to prepare for customer meetings We need to increase the ratio of accounts a CSM can handle to make CSM more cost effective We don’t have a way to operationalize or track our customers’ lifecycle We don’t know which customers to use as references and in marketing activities We have no way to track our sponsors as they go to new companies in a scalable way We don’t know which customers are trending toward needing more capacity It’s too manual for us to spot customer overages We don’t know which customers are good candidates for upsell We don’t know how to turn happy customers into advocates OPERATIONALIZE Customer Lifecycle MANAGE Customer Risk DRIVE Expansion & Advocacy ENABLE Cross-Functional Visibility DEMONSTRATE Value 1 2 3 4 5 6 1 2 3 4 5 6 7 8 1 2 3 4 5 6 1 2 3 4 5 1 2 3 4 5 6 7 A B C D Aligning Around Business Challenges
- 32. ©2016 Gainsight. Business Challenges 1. We have accounts we can’t touch with manual outreach but need proactive attention 1. We are seeing customer satisfaction issues due to poor hand-offs from sales to CSM 1. We spend too much time preparing for Executive Business Reviews 1. CSMs have too many repetitive interactions with customers 1. It takes customer-facing team members too long to prepare for customer meetings 1. We need to increase the ratio of accounts a CSM can handle to make CSM more cost effective OPERATIONALIZE Customer Lifecycle MANAGE Customer Risk DEMONSTRATE Value DRIVE Expansion & Advocacy ENABLE Cross-Functional Visibility 5 Pillars of Customer Success
- 33. ©2016 Gainsight. Business Challenges 1. We don’t know which accounts are at risk, and which we can impact or de-prioritize 1. We are seeing churn due to low adoption 1. We are seeing churn due to low-value adoption (e.g. not using new or advanced features) 1. We are seeing churn due to functionality gaps in the product 1. We are seeing churn due to product stability or quality issues 1. We are seeing churn due to poor customer satisfaction 1. We are seeing churn due to loss of our key customer champion 1. We are seeing churn due to customer service issues OPERATIONALIZE Customer Lifecycle MANAGE Customer Risk DEMONSTRATE Value DRIVE Expansion & Advocacy ENABLE Cross-Functional Visibility 5 Pillars of Customer Success
- 34. ©2016 Gainsight. Business Challenges 1. We don’t have a consistent way to track customers’ goals throughout their lifecycle 1. We don’t have a scalable way to show customers how they use our product/service 1. We are seeing churn due to customers not seeing ROI or business value 1. We need to give management visibility into CSM efforts and impact 1. We need a way to report on retention, upsell, and churn 1. We need a way to forecast retention, upsell, and churn OPERATIONALIZE Customer Lifecycle MANAGE Customer Risk DEMONSTRATE Value DRIVE Expansion & Advocacy ENABLE Cross-Functional Visibility 5 Pillars of Customer Success
- 35. ©2016 Gainsight. Business Challenges 1. We don’t know which customers to use as references and in marketing activities 1. We have no way to track our sponsors as they go to new companies in a scalable way 1. We don’t know which customers are trending toward needing more capacity 1. It’s too manual for us to spot customer overages 1. We don’t know which customers are good candidates for upsell 1. We don’t know how to turn happy customers into advocates OPERATIONALIZE Customer Lifecycle MANAGE Customer Risk DEMONSTRATE Value DRIVE Expansion & Advocacy ENABLE Cross-Functional Visibility 5 Pillars of Customer Success
- 36. ©2016 Gainsight. 1. Our field reps and execs are sometimes blindsided by customer risks 1. Our sales reps and account managers are sometimes blindsided by customer risks during a sales cycle 1. We don’t have a consistent view of customer health across our company 1. We don’t know what’s driving risk and success in our customer base 1. We need a way to track customer relationships across complex customers, multiple products Business Challenges OPERATIONALIZE Customer Lifecycle MANAGE Customer Risk DEMONSTRATE Value DRIVE Expansion & Advocacy ENABLE Cross-Functional Visibility 5 Pillars of Customer Success
- 37. ©2016 Gainsight. Challenge: We spend too much time preparing for Executive Business Reviews Feature: Scorecards Lifecycle Management: Executive Business Reviews Benefits • Create up to date presentations, QBR reports, or executive reviews to drive renewals, retention and up-sell opportunities • Customized, branded templates to ensure consistency • Receive editable presentations conveniently in your inbox with real-time information Drive efficiency by reducing the amount of time a resource spends preparing EBRs Business Impact Benefits Business Impact Features: C360, Success Plan, Success Snapshots
- 38. ©2016 Gainsight. Defining Success for Solving a Business Challenge Business Challenge Success Metrics: 1) Lagging Outcomes 2) Leading Indicators 3) Enabling Activities
- 39. ©2016 Gainsight. Mapping Business Challenges to Product & Process Business Challenge 1. Product Configuration 2. Documentation 3. Business Process
- 40. ©2016 Gainsight.®2016 Gainsight. Using V3D Throughout The Company
- 41. ©2016 Gainsight. Consistent Messaging – 5 Pillars on Our Website
- 42. ©2016 Gainsight. Use During the Sales Cycle • Implementation scoping: Business Challenges tracked in Statements of Work • Post-Sales Hand-Off: Tracked in Salesforce for easy tracking
- 43. ©2016 Gainsight. Tracking Ongoing Success After Sale Success Plans created based on Business Challenges, formally reviewed during EBRs
- 44. ©2016 Gainsight. Supporting Documentation for Each Business Challenge support.gainsight.com
- 45. ©2016 Gainsight.®2016 Gainsight. Leveraging V3D at Your Company
- 46. ©2016 Gainsight. Value3D – Cross-functional Impact Discovery Delivery Demonstration Teams Tools ● Services ● CSMs, CSAs ● CSMs, R&E, Sales ● Marketing Adjust onboarding Develop content ● Track progress ● Prep for value discussions Business process mapping Configuration documentation SFDC Field Success Plans ● Success Plans ● Reporting ● Updated QBR deck Impact
- 48. ©2016 Gainsight. Key Takeaways Assigning an owner and aligning around a framework will help your cross-functional effort succeed
- 49. ©2016 Gainsight. Key Takeaways Assigning an owner and aligning around a framework will help your cross-functional effort succeed Surfacing early how teams will be impacted is key to success
- 50. ©2016 Gainsight. Key Takeaways Assigning an owner and aligning around a framework will help your cross-functional effort succeed Surfacing early how teams will be impacted is key to success Developing supporting collateral drives internal alignment and consistent messaging to customers
- 51. ©2016 Gainsight. Key Takeaways Assigning an owner and aligning around a framework will help your cross-functional effort succeed Surfacing early how teams will be impacted is key to success Developing supporting collateral drives internal alignment and consistent messaging to customers Effective hand-offs are key to V3D succeeding
- 52. ©2016 Gainsight. Next Steps at Gainsight • Continually hone our prioritized list of business challenges • Find scalable process and product changes to support solving these challenges • Automate ROI reporting associated with solving specific business challenges • Support a range of implementation options – from highly customized solutions, to fixed menu packages, to a-la-carte options
- 54. ©2016 Gainsight. THANK YOU ®2016 Gainsight.