Segmenting your customers has become a financial necessity, especially in a recurring revenue business. In this webinar, Dan Steinman, GM of Gainsight EMEA, and Russ Drury, Director of Customer Success at Workfront, share valuable advice for tiering and prioritizing your customer base with a segmentation strategy.
2. Director of Customer Success
Workfront
RUSSDRURY
General Manager
Gainsight EMEA
DANSTEINMAN
24.08.2017
Tiering, Prioritising, and
Segmenting Your Customers
5. 1 Do I Need To Segment My Customers?
2 Which Variables Should I Consider?
3 How Many Customers Per CSM?
4 Can/Should I Charge for Customer Success?
5 Is Segmentation A One-Time Thing?
6 Audience Questions
Agenda
7. Do I Need To Segment My Customers?
• Yes, because
8. Do I Need To Segment My Customers?
• Yes, because
• All customers are not created equal
9. Do I Need To Segment My Customers?
• Yes, because
• All customers are not created equal
• You will naturally do it even if not consciously
10. Do I Need To Segment My Customers?
• Yes, because
• All customers are not created equal
• You will naturally do it even if not consciously
• Different kinds of customers require different CSM skills
11. Do I Need To Segment My Customers?
• Yes, because
• All customers are not created equal
• You will naturally do it even if not consciously
• Different kinds of customers require different CSM skills
• It will become a financial necessity
12. Do I Need To Segment My Customers?
STRATEGYSEGMENT
High
Touch
Mid Touch
Tech Touch
ENTERPRISE
MID-MARKET
SMB
PROACTIVE
JUST-IN-TIME
AUTOMATED
23. How Many Customers Per CSM?
• It depends
• On breadth of responsibility
• On touch model
24. How Many Customers Per CSM?
• It depends
• On breadth of responsibility
• On touch model
• On the value of the customer
25. How Many Customers Per CSM?
• It depends
• On breadth of responsibility
• On touch model
• On the value of the customer
• On Customer Success maturity
26. How Many Customers Per CSM?
• It depends
• On breadth of responsibility
• On touch model
• On the value of the customer
• On Customer Success maturity
• On effective use of technology
27. How Many Customers Per CSM?
• It depends
• On breadth of responsibility
• On touch model
• On the value of the customer
• On Customer Success maturity
• On effective use of technology
• On your financial model (monthly vs. annual or multi year)
28. How Many Customers Per CSM?
This is actually the wrong question, or at least
not the whole question….
29. How Many Customers Per CSM?
This is actually the wrong question, or at least
not the whole question….
You’ll be better off thinking about it
monetarily - how many $$ or ££ of
Annual Recurring Revenue (ARR)
should a CSM be managing?
31. How Many Customers Per CSM?
And the answer is….
~10x the CSM’s fully-burdened cost
32. How Many Customers Per CSM?
And the answer is….
~10x the CSM’s fully-burdened cost
This ratio will result in a financially
viable model (assuming you aren’t
charging for CSMs)
35. Can/Should I Charge for Customer Success?
• Generally, no
• It’s hard to charge for something the customer knows is just as
valuable to you as it is to them
36. Can/Should I Charge for Customer Success?
• Generally, no
• It’s hard to charge for something the customer knows is just as
valuable to you as it is to them
• It’s much more difficult to maintain “trusted advisor” status if
you are charging for your services
37. Can/Should I Charge for Customer Success?
• Generally, no
• It’s hard to charge for something the customer knows is just as
valuable to you as it is to them
• It’s much more difficult to maintain “trusted advisor” status if
you are charging for your services
• Differentiating what you charge for, and who you charge vs.
who you don’t charge
39. Can/Should I Charge for Customer Success?
• However
• Mature processes and technology could allow you to
differentiate and charge for CSM to your top tier
40. Can/Should I Charge for Customer Success?
• However
• Mature processes and technology could allow you to
differentiate and charge for CSM to your top tier
• An extraordinary level of domain expertise could allow you to
charge for CSM
41. Is Segmentation A One-Time Thing?
• Absolutely
• Do it once and leave it forever
• Businesses don’t change, why should your segmentation?
• Guaranteed to be perfect if you only have ONE customer
42. Is Segmentation A One-Time Thing?
• Absolutely
• Do it once and leave it forever
• Businesses don’t change, why should your segmentation?
• Guaranteed to be perfect if you only have ONE customer