Nailing Revenue Growth: How to Execute Expansion Opportunities … The Upsell_Slides.pdf · What is...

©2015 Gainsight. All Rights Reserved.

Nailing Revenue Growth: How to Execute Expansion Opportunities

Sylvie Woolf ClearCompany

Panelist

Eric Hutts Hosting Panelist

Scott Hardey Planview Panelist

Philip John Gainsight

Moderator

Track: Driving Expansion and Advocacy


We’ll discuss five questions How can your clients expand? How does this inform structure?

Who executes on expansion?

How do you ensure that uplifts and customer success are well balanced?

What is one process your team has implemented to better identify and execute on expansion opportunities?

What is the right balance between commercial and adoption activities?


How can your clients expand? How does this inform structure?


ClearCompany Product Overview

Onboard

Goals Perform

Recruit


ClearCompany Product Overview


Opportunities for Revenue Increase

Implementation 1st ROI Renewal

UPSELL Reason to Buy:

Let us get you ROI faster

CROSS/EXPAND Reason to Buy:

Met our promises, let us do more

UPLIFT Reason to Buy:

Proved our value, trust us to innovate


Project Collaboration that Empowers

Teams

Portfolio and Resource Management

Products That Optimize Resources and Work

Supporting small teams to the enterprise

Capability and Technology Management


Customer Success Lifecycle – Expansion opportunities

Customer Experience

Lead Consultant

Success Manager

Account Executive

Up-sell

•  Delivery –  Focus on business outcomes –  revenue, expense, mitigate risk

•  Care –  Meet customer need –  Validate value –  Secure usage – “stickiness” –  Expand vision and plans

•  Sales –  Up-sell and cross-sell

Add-on

Uplift

©2015 Gainsight. All Rights Reserved. 9

Hosting Expansion Model


Describe different ways your client can expand

•  What: Unified Cloud Services – Managed Cloud Provider – Complex Solutions, Simple

•  Org Approach: Match to Customer Needs, Size, Location, and Solution Complexity

•  2 Ways to Order: Web portal order = simple | Sales order = complex + architecture services

•  Growth - Capacity and Resources •  Services – Availability, Security, Recoverability •  Support – Applications, Databases •  Consulting – Professional Services


Who executes on expansion?


Executing on Expansion: Two DMs

•  POC: Day to day has to buy into the product functionality •  QBRs •  Release updates •  Touch points: risk created, WO submitted, executive touch (Gainsight) •  Extensive wiki •  User conference

•  EDM: VP/CXO has to buy into the ROI •  EBRs •  Executive Sponsor pairings •  Touch points: renewal, opportunity created, change in contact (Gainsight) •  Targeted webinars •  User conference


Who executes on Expansion?

•  Sales: Account Management – Sales, Account Development •  Care: Engagement Management – Relationship Management,

Performance Reports •  Delivery: Support – Operational Delivery

•  Sales Account Managers own the upsell and account development, plus the quota

•  Complex upsells are handled by Sales Account Management •  Quick or simple upgrades are handled within the Support teams to

avoid delays and mistakes due to multiple handoffs

•  Engagement Managers focus on the relationship and performance reporting, are not quota driven


What is the right balance between commercial and adoption activities?


How do you balance commercial activities against adoption/success?

•  Focus first on delivering value with business outcomes •  Strive for the commercial pull versus push

•  Validate with your customer along the way, all the time •  Early vision setting with capability and release planning permits proactive

dialog

•  Develop a strong team collaboration model •  Roles have a distinct purpose but a common goal – successful customers

•  CSM, AE and Consulting meet regularly to review accounts and opportunities to strategize on need, approach and execution

•  Multiple customer facing roles can create confusion – define and communicate

•  Are we saving, renewing and/or upselling our customer – what is needed now?


How do you balance commercial activities against adoption/success?

•  PLAN: Focus on customer stated and unstated needs •  ANCHOR: Align goals with customer’s strategic vision statement •  MATCH: Apply your product catalog Big 3 or Big 4 to the customer’s goals •  PERMISSION: Gain agreement with customer on application of the product menu

to meet the aligned goals •  ADOPTION: Set a plan that includes time to address current challenges while

addressing future initiatives

•  Increase customer happiness by seeking to drive revenue uplift with Quality Sales

•  Internal agreement on customer needs and goals – drive cross-department awareness to achieve Common Aims

•  Measure the Journey! …and have the right people doing the right things (Swim Lanes!)


How do you ensure that uplifts and customer success are well balanced?


How do you ensure the uplifts (price increases at renewal) and customer success are well balanced? •  Keep the right goals in front of you

•  Know your customer’s finances and business drivers (Procurement!)

•  Start EARLY & know what you and your customer need out of the renewal

•  What is your customer’s perception of your value anchors? •  Finish all previously agreed upon promises before Uplift discussions

•  Importance of a game plan / account relationship (Write it down!)

•  Vibrant product development helps with renewals

•  Be aware of your competition


What is one process your team has implemented to better identify and execute on expansion opportunities?


What is the one process your team has implemented to better identify and execute on expansion opportunities?

•  CSMs attend Sales meetings and Field Enablement calls to share a consistent message and position

•  Compensate CSM on up-sell and cross-sell success with AE •  Celebrate expansion wins, and renewals, across the

company •  Bookings and Retention, Bookings and Retention, Bookings and

Retention

•  Share recognition and credit the team liberally


What is the one process your team has implemented to better identify and execute on expansion opportunities? •  White Space Identification

•  Common areas of need and services within your account base •  Invoice data can also show you patterns •  Line up customer spend against your product / service catalog

•  White Space Execution •  Boil down your solutions into 3-5 categories and approaches •  Focus each up-sell / cross-sell on just 1-2 categories

•  White Space Strategy •  Customer verticals – segment accounts into similar industry needs

or trends •  Campaign against these common areas of white space and account

segments •  Tailor white space selling with Stated and Unstated Needs account

knowledge


What is the one process your team has implemented to better identify and execute on expansion opportunities?

Channel SMB Growth Enterprise

Uplift N/A Minor, difficult negotiation

Medium, straightforward

Complex renewal, iterative

Upsell Small, transactional DM = POC Eager to

advance tech ROI focus

Cross-sell Small, mostly transactional One-stop-shop Mixed

complexity Typically a new DM and/or ES

Expansion Conversion Massive Franchise Opp Regional International

Learning Large pool, SDR/BDR

Large pool, project man.

Balance, 50/50 sales/service

Small pool, strategic partner

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