productcamp ottawa 2015 - pm in a subscription economy: introducing customer success

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Selling to Buying

Nov. 2015

PM in a Subscription Economy:

Introducing Customer Success

ProductCamp Ottawa 2015

V0.1



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Selling to Buying

Who am I?

Why do I care about Customer Success?

INTRODUCTION

https://twitter.com/jonathonmoody



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Selling to Buying

SUBSCRIPTION ECONOMY

▪ Move from Product based to Subscription based Economy

▪ Buy a DVD or get a Netflix subscription?▪ Buy a CRM product or signup for Salesforce.com?▪ Buy Adobe Photoshop or sign up for Adobe

Creative Cloud?▪ Internet of Things: Start with connecting objects

then turn them into a service/bundle



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Selling to Buying

SUBSCRIPTION ECONOMY

Source: Totango



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Selling to Buying

REVENUE MODEL

▪ Signup new clients in sales▪ Bill monthly (or annual)▪ Surprise: How Important is Sales?

Source: Gainsight



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Selling to Buying

SALESFORCE.COM QUESTION



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Selling to Buying

“For every 1percentage point

increase in revenueretention, a SaaScompany’s valueincreases by 12%after five years”

Source: SaaS Capital

CHURN

▪ Usage▪ Features▪ Competitive▪ Barriers to entry/exit▪ Client fit▪ Branding▪ Trends



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Selling to Buying

CHURN




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Selling to Buying

CHURN




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Selling to Buying

CHURN




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Selling to Buying

CUSTOMER SUCCESS

▪ Existing approach▪ Reactive or Break/Fix▪ Traditional Support Metrics/Models

▪ Success Measured: Cases Closed, Calls Handled, etc ▪ Example from ISP World

▪ Sign up for service and not use the service.▪ Good at it!▪ Do we need change?

▪ Where are we headed?▪ Big data + SaaS Transforming visibility and approach▪ Subscriptions + Contracts▪ Leading vs. Trailing Indicators



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Selling to Buying

MEASURING SUCCESS

Source: Gainsight



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Selling to Buying

MEASURING SUCCESS

Source: Gainsight



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Selling to Buying

▪ Not using the product… What happens?▪ What is Success?▪ How do I measure it?▪ Strategic Imperative▪ Revenue Attached

THE REAL WORLD



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Selling to Buying

CUSTOMER SUCCESS PLATFORM

▪ Data -> Action▪ Ongoing Measure of Relationship▪ Real-time▪ Role of a CSM▪ Organizational Shift▪ Leaders

▪



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Selling to Buying

PLATFORM

Source: Forbes / Zuora



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Selling to Buying

LEARNING & CONNECTING THE DOTS

▪ What to do with data?▪ Drips▪ Walk Throughs▪ Documentation

▪ Renewals▪ Upsells▪ Updates, Upgrades, Fixes, Marketing (Who

manages?)



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Selling to Buying

PRODUCT MANAGEMENT

▪ Client Lifecycle▪ Customization / Segmentation▪ Speed▪ Product Lifecycle▪ Continual Development

Source: Totango



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Selling to Buying

DISCUSSION

Questions for the group:

▪ Has your organization moved to Subscriptions or SaaS?

▪ Has PM changed in your organizations as a result?▪ Can current PM approaches work in a Subscription

or SaaS environment?



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Selling to Buying

Thank you

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productcamp ottawa 2015 - pm in a subscription economy: introducing customer success

Leadership & Management