Customer Marketing, Retention, Upsell
In a recent discussion, Hunter Montgomery shared valuable insights on the challenges and opportunities in aligning sales, marketing, customer success (CS), and customer experience (CX) functions within organizations.
He highlighted the importance of leveraging tools like Sixth Sense for customer insights and emphasized the significance of collaboration between sales and CS for ensuring customer fit.
Furthermore, he touched upon the evolving landscape of metrics ownership, with CS taking a more prominent role in reporting to the board. Let's delve into the key points from this insightful conversation.
(Like and Subscribe if you get value here)
What is Marketing role with CS?
0:00 - Introduction
0:25 - Weekly poll on marketing's involvement in customer lifecycle
1:23 - Discussion on marketing's impact on revenue and profitability
2:28 - Hunter Montgomery's reaction to poll and marketing trends
3:24 - The big focus on net revenue retention in SaaS
4:33 - Marketing's role and SLA with CS in customer marketing
5:45 - The evolution of customer success tools and platforms
7:16 - Companies excelling in customer engagement
9:31 - Shifts in the market for customer success platforms
11:08 - Churn Zero's customer engagement tactics
13:04 - CS and CX involvement in account-based strategies
15:01 - Discussion on challenges of unifying sales, marketing, CX, and CS
16:08 - Leveraging tools like Sixth Sense for customer insights
17:37 - Importance of sales and CS collaboration for customer fit
18:08 - CS ownership of metrics and reporting to the board
19:09 - Aligning sales, marketing, and CS with ideal customer profiles
20:47 - Distributing accountability for net revenue retention across teams
22:39 - Early engagement between marketing and CS for program development
24:11 - Enabling customer success through effective marketing collaboration
26:02 - Building relationships and providing value to CS teams
27:00 - Advice for marketers: Establish consistent communication with CS teams
27:45 - Announcement about the next session with Google's ABM initiative head
28:19 - Conclusion and gratitude for participation
