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Success Potential:
The FOUNDATION
of Customer Success
Avoid
BAD FIT
Customers
Acquire
customers with

SUCCESS
POTENTIAL
Success
Potential is not
LIMITING...
Success
Potential is
FOCUSING
Total	
Addressable	
Market	
AM	w/	
Success	
Poten6al	
Today
Success Potential FOCUS
@lincolnmurphy	h8p://sixteenventures.com/success-poten6al
Total	
Addressable	
Market	
AM	w/	Success	
Poten6al	
6 months later
Success Potential FOCUS
@lincolnmurphy	h8p://sixteenventures.com/success-poten6al
Total	
Addressable	
Market	
AM	w/	Success	Poten6al	
18 months later
Success Potential FOCUS
@lincolnmurphy	h8p://sixteenventures.com/success-poten6al
Total	
Addressable	
Market	
AM	w/	
Success	
Poten6al	
Today
NO Success Potential FOCUS
@lincolnmurphy	h8p://sixteenventures.com/success-poten6al
Total		
Addressable		
Market	
6 months later
AM	w/	Success	
Poten6al	
Churned	&	
Burned	
NO Success Potential FOCUS
@lincolnmurphy	h8p://sixteenventures.com/success-poten6al
TAM	
18 months later
AM	w/	Success	Poten6al	 Churned	&	Burned	
NO Success Potential FOCUS
@lincolnmurphy	h8p://sixteenventures.com/success-poten6al
Success Potential figures into….
•  Expected vs. Unexpected Churn
•  Avoidable vs. Unavoidable Churn
•  Internal Responsibility
@lincolnmurphy	h8p://sixteenventures.com/success-poten6al
@lincolnmurphy	
Technical Fit
Functional Fit
Competence Fit
Success Potential is…
Experience Fit
Cultural Fit
Resource Fit
It’s Not

SUCCESS
GUARANTEED
@lincolnmurphy
@lincolnmurphy	
Technical Fit
Functional Fit
Competence Fit
Success Potential is…
Experience Fit
Cultural Fit
Resource Fit
@lincolnmurphy	
A Bad Fit Customer is…
Technical Fit
Functional Fit
Competence Fit
Experience Fit
Cultural Fit
Resource Fit
@lincolnmurphy	
A Bad Fit Customer is…
Technical Fit
Functional Fit
Competence Fit
Experience Fit
Cultural Fit
Resource Fit
stretch	customers
@lincolnmurphy	
Bad Fit vs. Stretch Customers
Bad-fit Customers
•  Can’t get value now
•  Can’t get value in a
realistic timeframe
no matter how
much we hustle
Stretch Customers
•  Can get some value
now
•  Can get value in a
realistic timeframe if
we hustle
Customer.
SUCCESS.
When your
CUSTOMERS
Succeed...
YOU
Succeed!
Thank You!

@lincolnmurphy
lincoln@lincolnmurphy.com
Awesome! Thanks for your attention.
Learn more about me at http://sixteenventures.com
And contact me via lincoln@lincolnmurphy.com
@LincolnMurphy
Success Potential: The Foundation
of Customer Success

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Success Potential: The Foundation of Customer Success