Most people understand the importance of segmentation when it comes to building out your sales and marketing funnels, but Katie Rogers outlines the importance of post-sale segmentation in this presentation from SaaSFest 2017.

1. Segmentation Success
Four Years of Hyper Growth & a Touch of Grace
Katie Rogers
VP Customer Success

2. Segmentation Success
REVIEW | Segmentation Maturity ‘14 - ‘18
! Annual Focus
! Segmentation Structure
! The Results, Fumbles & Wins
GOALS | You walking away with...
! An idea of how to segment for future success
! Aha’s to avoid the fumbles and reproduce the wins

3. FEB 2014
It all started with a TWEET
7th Employee
First CX Hire & OG Lady Lofter

4. In Four Years…
200+ Employees
$25+MM Raised
1,500+ Customers

5. People are KEY.
It’s HARD.
But, it’s WORTH it.
YOY Stats ‘16-’17
Reduced Logo Churn by 175%
Increased Net Rev Retention by 1200%

6. 2014 Ancient Times
Annual Focus: Defining & Hiring for CX
Segmentation Structure: None!
! One CSM as main POC, 400+ Customers
! One Support Agent & Training Manager
EOY Results: $1M ARR, CX team of Three
Fumbles: Staffed too late, undefined metrics, constant volume concerns
Wins: Early user adoption, 1st Knowledge Base & Approval to hire for ‘15!

7. 2014 Lessons Learned
The $2MM ARR per CSM is great, but not when building from the ground up.
While high touch didn’t scale - Webinars & Newsletters did. Customers loved it!
! Tips
○ Churn recon has to be #1 - “Find the Why”
○ Hire where you’re weak, it’ll help 10x
○ Create a knowledge base early - 20% volume decrease
○ Find a way to measure volume early
! Tools
○ Text Expander: Atext
○ Communication: Mailchimp

8. 2015 Better Faster Stronger
Annual Focus: Scale Individual Roles covering Two Products
! Prospector & Cadence
! Customer Success: Owned Accounts
! Training: Webinars, Customer Content & Knowledge Base
! Support: Tier One - What & How, Tier Two - Break & Fix
Segmentation Structure: Revenue Tiers
! Key Accounts 1:60 Ratio (One)
! SMB Accounts 1:250 Ratio (Four)
YOY Results: 5x Revenue Growth, CX Team of 12
Fumbles: Logo Churn, Seg Model was too broad, Rep burnout
Wins: Strong Key Account retention, Cross Sells to Cadence

9. 2015 Lessons Learned
Broad approach was a customer hit - G2 Crowd Highest Rated Product for SMB.
The $2MM ARR per CSM still didn’t work.
! Tips
○ Hire for your segments & give assessments
○ Identify churn timing & solidify reasons
! Tools
○ Support: Zendesk
○ Wish List: TrustFuel, Health & Work Flows

10. 2016 Reboot

11. 2016 Reboot
Annual Focus: Proactive & Scalable Customer Success
Segmentation Structure: ARR & Org Size Tiers
! Key Accounts: >$XXk or $Xk & XX+ Employees
! 1:55 Ratio
YOY Results: 2x ARR, CX team of 20, CS team of 4 & Prospector Sunset
Fumbles: SFDC Segment labels, Lack of Usage Data
Wins: Strong retention, Back to one product & Revamps CS Approach

12. 2016 Lessons Learned
Trust your gut. We slowed things down and simplified our CS offering.
Listen and action of the churn story but find the growth stories as well.
! Tips
○ Create the One Pager for Change
○ Identify growth stories
! Tools
○ Account Scoring: Everstring
○ Workflow: SalesLoft

13. 2017 Launch
Annual Focus: Segmentation Tiers & Internal Scoring Model
Segmentation Structure: Expand | Retain | Respond

14. 2017 Launch
Annual Focus: Segmentation Tiers & Internal Scoring Model
Segmentation Structure: Expand | Retain | Respond
YOY Results: 2x ARR, CX team of 40, CS team of 16
Fumbles: 1st Scoring Model, Staffing the Model
Wins: CEO approval, Marketing & TAM modifications, Sales alignment!

15. 2017 Lessons Learned
The growth profiles in 2016 were key to our 2017 success & scoring model.
Clearly articulating WHY is was necessary led to company alignment.
! Tips
○ Find the key variables for success & measure them.
○ Start with one segment - all three at one didn’t work.
! Tools
○ SFDC - formulas!
○ Vidyard for CS Engagement
Transformed:
1. How we serve our customers.
2. How we think about the ROI and value of Customer Success.

16. TODAY
I’m still tweeting, Say Hi @KatieKortnie!
CX is 40+ Lofters Strong
16 Customer Success Managers
YOY Stats ‘16-’17
Reduced Logo Churn by 175%
Increased Net Rev Retention by 1200%

17. People are KEY.
It’s HARD.
But, it’s WORTH it.
Segmentation Success

18. Thank You!
Contact Details
@KatieKortnie
KK@SalesLoft.com