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