how to hire and compensate the csm team
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How to Hire and Compensate the CSM
Team
Carrie Oakes BlueJeans Network
David Lieberman Demandbase
Marcus Bragg Zendesk
Omid Razavi SAP
Carrie OakesBlue Jeans
Blue Jeans Network is a private cloud based company
headquartered in Mountain View, California. Our mission is to
make video communications as easy and pervasive as audio
communications, enabling more effective collaboration at work, at
home, and on the road. Our cloud-based conferencing service
makes this possible by enabling customers to connect with each
other seamlessly any time, anywhere, and from practically any
device.
Sr. Director Customer Success
Blue Jeans CSM TeamF750
30-40 Accounts
•3 CSMs•1 CSE
Enterprise/EDU70-80 Accounts
•6 CSMs
Commercial120-150 Accounts
•8 CSMs
Community250 Accounts
•2 Community Managers
• Managing 1900 customers• Working on scaling the team
– Implementing a Channel CSM certification program– Alerts and automation– Community
General CSM Profile• Strong personality• Customer facing roles• Tech savvy• Not video shy• Strong organizational skills
BlueJeans CSM ProfileFortune 750 & Enterprise
• 5+ years experience in high profile customer facing role
• Consulting background plus• Farmer personality
Commercial
• 2-3 years in a customer facing role , plus if focused on IT
• Action-oriented with strong initiative & follow through
• Farmer personality
SMB
• Community Manager• Social personality• Excellent content skills • College graduate or 1-2 years
in customer facing role
MBO• Growth in portfolio• 10% customers – Specific
Plan to expand to LOBs• 95% retention rate ARR• 90% Pilot Conversions • Implementation of 1
Stickiness feature in 90% F750 and 75% in Enterprise
• Account Management• Responsible for adoption• High touch marketing into
other LOB• Pre Sale involvement
• Responsible for adoption• Quick deployments• Moderate check-ins • Installed base marketing
MBO• Growth in portfolio• 90% retention rate ARR• 80% Pilot Conversions• Implementation of 1
Stickiness feature in 75% of installed base
• 95% deployment in first 45 days
• Automation of deployment• Content creation for
Community• Promotion of Community• Community moderator• Risk management
• 80% Community adoption • 75% Community Retention• Community content creation
Hiring Process• Screening
• Hiring Manager screens over
Blue Jeans
• Interview committee
• 3-4 CSMs
• 1 Sales
• Recruiter
• Role Play
F750 Enterprise SMB
80% salary20% MBO
80% salary20% MBO
90% base10% MBO
$100K-$20K $80K-$16K $60K-$6K
WE PARTNER WITH CUSTOMERS IN AN AGILE AND ITERATIVE WAY
Learn Goals
Proof-of-concept
Resources
Launch Plan
Process
Training
Love Benchmark
Improve
CUSTOMERSUCCESSTEAMANALYTICS
Measuring and providing value with dataCustomized benchmarkingReporting best practices
PRODUCTProduct maturity assessmentsBest Practices Feedback ProgramRoadmap discussions
CSMCustomer Success Manager
Launch Guidance for enterprise customersDiscovery & technical assistanceEducation & best practices programsMentor Program for continued Success
CSECustomer Success Executive
Align to our top customersConsultative, manage exec-level partnershipsDrive customer engagement via EBRsIndustry Experience: SFDC, Inquira, Right Now, Brocade
Hire rockstars & open communication with Sales and Support
Define your Success methodology
Define your top ‘X’ customer program
Team Alignment
Build Success
Grow Success
Evolve Success
Individual Success Manager Book of business & Health Score
Scale Success engagements by segment
Balance business goals and professional development
Individual Success Goals
Align customer journey and with Success goals
Shared Success Goals
Optimize for customer relationships and trustTeam/Region customer health-driven KPI’s and renewal targets
David LiebermanDemandbase
VP, Customer Success
Our website isn’t effective!
Advertising isn’t working!
All the leads are bad!
PATENTEDIDENTIFICATION
AUDIENCEMANAGEMENT
PERFORMANCEDASHBOARDS
PROGRAMMATICB2B ADVERTISING
MARKETING/CRMCONNECTORS
Hiring Top Notch Customer Success Managers
Previous Customer Success experience Marketing Technology B2B Track record of exceeding quantitative performance metrics – sales Cultural fit
Interview team – internal vetting process Different people interview for different skills Debrief at end of day Strong hire, Hire, Pass
Demandbase Customer Success – What we look for….
50% renewals
30% upsells
20% MBO Customer advocacy, TTL, TTV
Compensating Customer Success Managers
Customer Success Manager need to sell!
How to Hire and Compensate Customer Success Team
Omid RazaviSAP Cloud
@orazavi
19
Industry’s most comprehensive Cloud portfolio
The leading social business platform
The largest and most global business network
Largest business Cloud deployments
Annualized run rate in Cloud business
Industry’s largest base of Cloud users
Market-leading public apps (#1 in HCM, Procurement, Business Networks and Social Collaboration) covering all lines of business.
More users than Chatter, Yammer, etc.
Over 1.4M connected companies in 190 countries transacting over half a trillion in commerce annually – the size of any other business network…
SAP is now the largest cloud provider at-scale with over 130% YoY subscription revenue growth.
35M 30+ 12M 2M+ €1.1B+1.4M
Some with more than 2M users.
Public, private and managed service offerings.
More business professionals use Cloud solutions from SAP than from any other vendor on the planet.
SAP is Accelerating in the Cloud
© 2014 SAP AG All Rights Reserved
@orazavi
ARIBA BUSINESS NETWORK – BUSINESS COLLABORATION
SAP JAM – SOCIAL COLLABORATION
SAP HANA CLOUD PLATFORM
PEOPLE CUSTOMER
CORE HR CLOUDEmployee Central (EC)EC Payroll
PERFORMANCE CLOUDPerformance & GoalsCompensationSuccession & Development
LEARNING CLOUD
RECRUITING CLOUD
HR ANALYTICS CLOUDWorkforce AnalyticsWorkforce Planning
CUSTOMER CLOUDCloud for SalesCloud for ServiceCloud for MarketingCloud for Social EngagementSocial Media Analytics by Netbase
SUPPLIER
SOURCING CLOUDSourcing ProDiscoveryContract ProSupplier Information Management
PROCUREMENT CLOUDProcure to Pay ProServices ProcurementProcurement Content
SPEND ANALYTICS CLOUDSpend Visibility
MONEY
FINANCIAL CLOUDCloud for FinancialsCloud for TravelInvoice Pro (Ariba)Business ByDesignBusiness One CloudSales & Operations Planning
$¥ €
SAP Cloud Application Portfolio
© 2014 SAP AG All Rights Reserved
@orazavi
The goal of Customer Success is to drive business growth
PremiumSuccess
Monetized Success Plans are key to sustained business growth
Customer Success Goals
@orazavi
Cloud Customer JourneyLand + Expand + Network Growth Strategies
ExpandDeeper Use
InteractCommunity
Crowdsource
Marketplace
1) Land more customers, faster!
2) Expand use, value and footprint!
3) Enable the Network Effect!
Success(Primary)
Success(Shared)
Success(None)
Win! Go Live!
Lead EvaluationBuy Onboard Deliver
Support/Success
Renew
Awareness
OutcomeKPIs
Upsell
Cross-sell
Cust
om
er
Valu
e
Time @orazavi
Busines
s
Strategic – Business Outcome
CxOVP Line of Business
Adoption ServicesBusiness Insight & OutcomeQBR/ABR Advisory
20,000+
Application
Application – Meets needs, easy, …
Users – Employees, managers, partners & contingent workers
OnboardingE-LearningGuidanceSS/Auto ProvisioningIn-App Support35,000,000 Users
Technology
Technical – Administration,Integration,Architecture,Security, …
CIO, VP of IT App/Sys AdministratorIT Ops Mgr
Technical Support,Admin T & CInteg Monitored Sup.Global Operations
15,000+
CustomerValue Management
Customer Roles Success Services
Renewal Mgmt
Customer Success Management
Customer Success Roles & ObjectivesSuccess By Roles
@orazavi
Persona
Hiring & Compensating Customer Success
• Hiring– Customer and Data Skills (Analysis, Synthesis, Insight, Dialog and Action)– 3+ Years experience in Sales, Marketing, Support, Services or related
• Compensating– Team and individual targets for business growth, customer success
CSAT/NPS and practice development (mentoring, innovating & KB contribution)
• Career Tracks– Management: CSM (S)Manager CS (S)Director CS RVP CS …– Leadership: Success products, programs & package development Leader
@orazavi
Omid Razavi, Ph.D.
Global Customer Success & Growth
@ SAP Cloud
linkedin.com/in/orazavi
@orazavi
+1 650 645 4475
omid.razavi@sap.comorazavi@gmail.com
Thank you!
Q & A
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