SaaStock 2016 Keynote: Win by Design, Not by Chance: Customer Success as a Growth Engine by Lincoln Murphy
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On September 22, 2016 in Dublin, Ireland, Lincoln Murphy gave a keynote presentation called Win by Design, Not by Chance: Customer Success as a Growth Engine. The presentation covers everything from what Customer Success is to how it impacts company valuation. From Onboarding to ongoing engagement, and from sales to land-and-expand, this presentation was designed to introduce the audience to Customer Success-driven Growth.
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SaaStock 2016 Keynote: Win by Design, Not by Chance: Customer Success as a Growth Engine by Lincoln Murphy
- 1. Win by Design, Not by Chance Hello, my name is Lincoln Murphy I’m excited to be presenting to @LincolnMurphy
- 2. Stay longer Buy More Expand Internally Advocate Externally @lincolnmurphy
- 3. Grow BECAUSE of your effort, not IN SPITE of it
- 4. Desired Outcome Customer Success is when customers achieve their interactions through with your companytheir “ ” - Lincoln Murphy @lincolnmurphy
- 5. EXPANSION comes from the Customer’s SUCCESS
- 8. …their relationship with us should EVOLVE and GROW
- 9. Customer Success is NOT… • Just a Department • Customer Support • Account Management • Happiness or Delight • Churn Mitigation • Saving Customers • “Checking in" with customers • Customer hand holding
- 10. Customer Success is a GROWTH ENGINE
- 13. Customer Success Management is the Orchestration, Operationalization, Instrumentation, and Intervention designed to ensure customers achieve their ever-evolving Desired Outcome. “ ” - Lincoln Murphy @lincolnmurphy
- 15. Your Success is meeting your REVENUE FORECAST
- 16. Their SUCCESS is achieving their Desired Outcome
- 17. Our success is DIRECTLY tied to their success
- 18. Customer Success Directly Impacts Company VALUATION
- 19. Revenue x Multiplier = Value Company Valuation
- 20. Revenue x Multiplier = Value o There’s more! Company Valuation
- 21. Revenue x Multiplier = Value o Customer Lifetime Value (LTV) o Customer Acquisition Cost (CAC) o Net Revenue Retention (NRR) o Total Addressable Market o Talent Acquisition o There’s more! @lincolnmurphy Company Valuation
- 22. Year 1 Year 2 Year 3 Year 4 Year 5 80% 20% Customer Lifetime Value @lincolnmurphy
- 23. Year 1 Year 2 Year 3 Year 4 Year 5 > 95% < 5% Customer Lifetime Value @lincolnmurphy
- 24. Customer Lifetime Value Year 1 Year 2 Year 3 Year 4 Year 5 > 98% < 2% Year 6 @lincolnmurphy
- 25. Resource Allocation Year 1 Year 2 Year 3 Year 4 Year 5 > 98% < 2% Year 6 @lincolnmurphy
- 26. Desired Outcome Customer Success is when customers achieve their interactions through with your companytheir “ ” - Lincoln Murphy @lincolnmurphy
- 28. “The seeds ! of churn are ! planted early” ! – Lincoln Murphy! @lincolnmurphy!
- 36. POWER is the capacity to alter the state of others
- 37. You EXIST to alter the state of your customers
- 39. Power is GIVEN
- 44. Newton’s 3rd Law
- 45. “What go around come around, kid.” – Cypress Hill
- 48. How will they make YOU powerful?
- 49. Stay longer Buy More Expand Internally Advocate Externally @lincolnmurphy
- 50. How do you make your customers POWERFUL?
- 52. Required Outcome Appropriate Experience Desired Outcome What your customer needs to achieve How they need to achieve it@lincolnmurphy
- 54. Air Travel Desired Outcome – Air Travel @lincolnmurphy Point A è B Safely & Quickly
- 55. Needs to work, no 9me to eat Air Travel Desired Outcome – Air Travel @lincolnmurphy Point A è B Safely & Quickly Assigned sea9ng, WiFi, Food service, leg room Business Traveler
- 56. Save money, enjoy des9na9on Air Travel Desired Outcome – Air Travel @lincolnmurphy Point A è B Safely & Quickly Cheap fares, snacks & drinks Family Going on Vaca9on
- 58. @lincolnmurphy
- 59. Churn is the SYMPTOM of an Underlying Disease
- 60. Desired Outcome Customer Success is when customers achieve their interactions through with your companytheir “ ” - Lincoln Murphy @lincolnmurphy
- 61. Without Customer Success • Stagnating Customers • Customer Churn • Revenue Churn • Reputation Suffers • TAM shrinks • Sales Friction Increases • Sales Cycles Extend • CAC Increases • Talent Acquisition Suffers • Company Value Drops @lincolnmurphy
- 62. With Customer Success • Expanding Customers • Net Revenue Retention • Great Reputation • TAM Increases • Sales Friction Decreases • Sales Cycles Shorten • CAC Efficiency • Talent Acquisition Improves • Company Value INCREASES @lincolnmurphy
- 63. Desired Outcome Customer Success is when customers achieve their interactions through with your companytheir “ ” - Lincoln Murphy @lincolnmurphy
- 66. YOU Succeed!
- 68. Awesome! Thanks for your attention. Learn more about me at http://sixteenventures.com And contact me via lincoln@lincolnmurphy.com @LincolnMurphy Win by Design, Not by Chance