lifecycle practice development
TRANSCRIPT
Lifecycle Practice Development
Today’s Host: Nichole Lemieux
Partner Experience ArchitectGlobal Virtual Sales & Customer Success Cisco Systems, Inc.
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Customer Success Methodology#successtalk
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Lifecycle Practice Development
Guest Presenter: Kelli Kirwin
Senior ManagerGlobal Virtual Sales & Customer Success Cisco Systems, Inc.
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Market Transitions -Closing the Gap
Your Adoption Opportunity
Standing up a Profitable Customer
Success Practice
Customer Success Landscape
$
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Market Transitions Over the Next 3 Years
60% 3X 75% 100%
70%
… of IT spend is influenced or spent
by Lines of Business
…“as-a-Service” Consumption Model spend
outpacing IT spend
… of customers are unprepared for
digital disruptions in their businesses
… of IT spend growth will be in
Cloud, Mobile, Big Data, and Social
… of global CEOs say Security will
be a Top 3 business priority
Partners building horizontal and
vertical practices to access new LOBs
SP Partners stood up HCS, TPaaS, VDI
services, VMS, and more
Built Multi-Partner connections to
capture IoE/T TAM
Enabled and expanded their
professional services practices
Investing in holistic Security practices to “connect and protect”
PAR
TNE
R
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Value Realization
Differentiation
Extend
Expand
New
Lifecycle Services – Upsell Not Resell
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Transformational shift across all industries fueled by digital disruption
“Revenue is a lagging indicator, usage is a leading indicator…There’s only one real challenge, getting
an entire organization to fall in love with these leading indicators of success.”
- Satya Nadella, Microsoft CEO
“It costs $1 to get $1 in incremental revenue from a new customer. It costs .20¢ to get $1
of revenue from an existing customer… real margins are in renewals and expansion.”
-Thomas Lah, TSIA Executive Director
“…plaguing us today is the slow adoption of Ucaas…not sure we can do it without Cisco’s help…we need help getting the customers to adopt the licenses they have purchased and
implementing the seats.”
- Mike Lanman, SVP Verizon
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NetworkingApplications,
End Points Cloud
1000+ 1131162000 200
Success Customer
External Landscape
It’s not just these companies that have built customer success organizations… 91% of all SaaS companies
63% of the top technology firms Average tenure of their customer success team: SaaS 22 months; Networking 8 months
The Vision of Adoption
?
I know what outcomes I am
trying to achieve
I know the product’s capabilities and how they impact
outcomes
I know which processes and
people need to use it and how they can use it the best way
possible
I know what outcomes this
product will drive and how and when I
will see those outcomes
My ROI exceeds what I expected.
I must renew and I want to buy more
from Cisco
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Consistent Methodology for Engagement
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Partner Integrated Adoption Plan
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Customer Success Manager (CuSM)
Drives adoption and expansion of solutions by aligning to key customer business outcomes.
Key Activities Skills1. Customer Lifecycle Advocate: Be responsible for customer adoption and expansion of
Traditional and Cloud solutions by aligning to key customer business outcomes and KPIs. Promote Customer Satisfaction and Loyalty (Low Churn)
2. Consumption Enablement: Drive Adoption of contractually and/or agreed capabilities, number of users, licenses, features, service units and bundles and therefore ensure customers are capturing value.
3. Measure and Report Impact: Measure impact on business outcomes and leverage dashboard and other communication mechanisms to represent the values and quantified impact to outcomes.
4. Expand Opportunity: Leverage adoption information to identify expand opportunities through additional services or expanded coverage
5. Align Solution: Align expanded capabilities to KPIs and desired outcomes. Determine which incremental services/capabilities can continue to address the challenges and outcomes. Structure the right solution.
6. Hand off to Expand for Close: Hand off for proposal development, negotiation and close.
1. Relationship management2. Business acumen3. Intellectual curiosity4. Problem solving5. Orchestration 6. Knowledge of Cisco solutions and tools7. Sales
Do you have this role in your
business?
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Automation
Customer Success Manager
Virtual Customer Success Manager
Digital Engagement
Deliver and Measure Impact
Pipeline Growth Qualified Sales Leads Productivity Gains Improved Close Rates Easier Renewals
Expansion Currency
Good for the Seller
Customer Health Feature Utilization Faster Outcomes Value Realization Earned Loyalty Product Stickiness
Adoption Currency
Good for the Customer
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Health scores are based on frequency of activity: Usage Uploads Report Downloads
Adoption Currency
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Engagement helps maximize investment.
Customer Success Manager
guided the customer to self-
help materials and a webinar to address their
adoption barriers.
A large state agency initially purchased 14K
endpoint connectors and only deployed 8.
The Customer, within one week, deployed almost
9K connectors and was delighted that a CuSM was there
to help.
Engagement drove deployed licenses up by 43% over two weeks!
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Engagement demonstrates value.
Customer Success Manager engaged VALUE
process: ELA benefits, utilization reports, usage of
key features, customer KPI
impact.
A large financial institution made a
Collab ELA investment,
15,500 KW users, but were unaware of contract details,
ELA value and usage.
28% increase in knowledge of
workers greatly increase the
perceived value of the solution.
Yield of +$900K bookings and a frictionless renewal.
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What’s in it for you?
Competitive differentiation Greater customer satisfaction
and retention Increase in sales and expand
opportunities Higher renewal rates Higher rebates and
incentives
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Evaluate what resources are needed to support an adoption practice within your organization.
Review your customer base and determine which accounts are adoption prospects.
Reach out to your PSM, PAM or PSDM:• Request a Cisco adoption playbook • Discuss the potential for an adoption
workshop • Start building your adoption practice!• Leverage programs & campaigns to
accelerate
Next Steps
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@CiscoImpact
Let us know what you think!
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Upcoming Sessions#successtalk
Sign up for a webinar
Data fuels your success engine. Join Andy Starr, Vice President of Cisco’s Customer Success and Renewal Operations organization, as he shares his perspective on how data is key to understanding the customer lifecycle.
The Golden Thread: Connecting Data in the Value ChainNovember 15, 2016
Check out highlights from the past year in Customer Success. The videos are shortened versions of all our sessions summed up in about five minutes.
Customer Success Talk RewindYouTube
Thank you.
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