Customer Success Operations Summit 2016

1. Confidential
Customer Success
Operational Dashboards for Executives and Leads
21st Jan 2015

2. Confidential
Introductions
Ray Mitra
Sr. Director
Customer Success Operations
Happy Customer Adoption program
Molly Haupt
Manager
Customer Success Operations

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About Apttus
Established in 2006
Employees: 1100
Products: Quote to Cash
Footprint
Native to Salesforce
Customer Success
Organization:
CSM’s : 21
CS Operations: 7
Leadership: 4
Renewals Manager: 1
Apttus Quote-to-Cash Footprint

4. $78M
Apttus
inception,
using
Salesforce
platform
APT
TUS
1st
Force.com
Contract
Management
Solution
Salesforce
chooses
Apttus for
Contract
Management
Apttus
Introduces
CPQ on
Force.com
Apttus closes
$78M
investment
round,
including
Salesforce
Salesforce
selects Apttus
for ENTIRE
Quote-to-Cash
500,000
users
100,000
users
100K
10K
10,000
users
500K
12th
Patent
Filed
2007 2008 2009 2010 20122006 20132011 2014 2015
The Apttus Journey
$78M
Apttus
raises
$108M in
series C
Funding
Round
$108M

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Customer Success Vision
To maximize the business value (faster) that our customers
realize from their investment in our solutions

6. Confidential
Change
Be a trusted advisor of the
customer in the business
transformation initiative
Grow
Help customers adopt the
solution and obtain most
value from the solution
Transform
Help customers maximize
the value from the
extended Quote to Cash
footprint
Our Mantra & Charter

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Why do we need Operational Dashboards?
Purpose:
The dashboards enable all levels of the organization to have access to
reliable and real-time data to make better decision.
It provides performance monitoring and measuring key metrics that are
important for the department/company.
It helps us measure the efficiency and effectiveness of the Customer
Success Operations organization.
 Real time information
 Transparency
 Single source of truth
 MDI

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Various Types of Dashboards addressing different needs
Reports/Dashboard Purpose Audience
Weekly Customer Success
Ops Dashboard
Weekly customer health snapshots as well as trending data;
Renewal Analysis; Attention to risk areas; Action plans;
Operational initiatives
VP’s & Execs
CS Group
Quarterly Customer Success
Ops Dashboard
Quarterly highlights focusing on Renewals, Risk Mitigations,
Customer reference, Operational Initiatives, Success Stories, CS
Team Balancing
VP’s & Execs
Annual Customer Success
Ops Dashboard
Annual CS Summary, Risks Averted, Games Changers, Renewals
and Growth
VP’s & Execs
Director Portfolio Dashboard Comprehensive view of Director’s region specific accounts with
detailed health insight for reviewing with team and reporting to
CS VP.
CS Directors
CSM Portfolio Dashboard Detailed health view of specific accounts managed by CSMs CSM
Apttus Executive Sponsor
Portfolio Dashboard
Apttus executive sponsors quick insight into their customer
portfolio
Apttus Execs

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Weekly Ops Review – Executive Summary

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Weekly Ops Review – Renewals Summary

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Highlights:
• Sentiment, Governance and Habit are early
indicators of potential renewal risk
• Risky accounts with renewals coming up
soon are being looked at closely
• Goal Setting Plans required for Adoption,
Hyper-Care & KPIs with any Go-Live
Announcements
Customer Sentiment (Live ) Governance (Live ) Habits (Live)
55%
6%
39% 22.92%
2.08%75.00
%
66%
15%
19%
Trends in Customer Sentiment, Governance & Habits
77.14
78.24 78.03
80.71
81.91
82.93
64.08
72.99
70.76 70.40 70.69
73.47
69.33 70.05 69.49 69.52 69.31
60.00
65.00
70.00
75.00
80.00
85.00
Aug Sep Oct Nov Dec Jan
HealthScore
Average of Avg of Habits Average of Avg of Governance
Average of Avg of Customer Sentiment
Action Plans:
- Mandatory attendance on Implementation Calls
- Mandatory attendance on Exec Steering Co calls with
Customer Exec
- Go Live Hyper-Care Process
Weekly Ops Review – Health Trend Summary
*All numbers are fictitious

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Weekly Ops Review – Customers by ACV

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Weekly Ops Review – Reference Customers
Membership Recruitment 2015
Q3 Q3
increase
Q4
Start
Accounts 134 17 151
Members 257 35 292
CPQ Accts 63 4 67
Rev. Pillar 6 0 6

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Weekly Ops Review – Red Accounts/Leaderboard
Top Red Accounts
Leaderboard Tracking
• Accelerate Conference Registration
• OnLine Reviews
• Opportunity Influence
• Reference Recruitment

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Weekly Ops Review – Low Usage Accounts
Top 10 Low Usage Accounts

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Weekly Ops Review – Regional ACV Trends
Regional ACV Trends
* Additional trend charts in appendix

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Weekly Ops Review – Process & System Compliance
• Needs immediate attention:
Upcoming Adoption Plans due by CSMs
Projects Going-Live tracker
Project: Project
Name
Project
Manager
CSM Go Live Date Comments
Biosense Webster
CPQ
John Cady Robin
Johnson
12/31/2015 A customer has Internal Adoption & Hyper-
Care plans, Robin is trying to get hold of it
from a customers
JDA - CMR Jamal
Rizvi
Melissa
O'Brien
1/9/2016
No update received from CSM
CSM January February
Grand
Total
Chad Greeson 1 1
Christina Davis 2 2
Christina Laham 1 1
David Costa 1 1
Farkhanda Zhublawar 1 1
Gail Okin 1 1
Mark Brigly 1 1 2
Melissa O'Brien 1 1
Njeri Potter 4 2 6
Sarah Sobczak 1 1 2
Tessa Horn 3 3
Tiffany Weisert 2 2
Grand Total 16 7 23
Dec Jan Feb Total
Projects Going-Live X X X X
Adotpion Plans delivered X X X X
Adotpion plans not required X X X X
Adoption Plans due x x x x
Congratulations on recent Go-Live announcements with Adoption Plans
Fastly, BroadSoft, TransUnion

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Weekly Ops Review – Initiatives/Project Updates
Early Warning System 3.0
Early Warning System

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Weekly Ops Review – Customer Connect/ Success Stories
Customer Connect
Customer Success Stories

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Quarterly Ops Dashboards

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Q3 Customer Highlights
• x% Renewal Growth rate in Q3
• x% Q-on-Q
• x% Renewal rate in Q3
• x% Q-on-Q
• $x in uplift & expansion revenue
• x% Q-on-Q
• $x in Upgraded Support contracts
• x% Q-on-Q
• $x in Managed Services contracts
• x% Q-on-Q
• Proactive Risk Mitigations:
• Customer risks averted in Q3=24 (est)
• Customer Reference program:
• Total Number of Referenceable customers: x
• x (x%) L1 Customers
• x (x%) L2 Customers
• x (x%) L3 Customers
• x% in the number of Referenceable customer from Q2 to Q3
Customer Level # of Customers % of Total Customers ACV % ACV
L1 X x% x%
L2 X x% x%
L3 X x% x%
TOTAL x X%
0%
25%
50%
75%
100%
Q2 Q3
Renewal Rate & Growth
Renewal Growth Rate Renewal Rate
0
200,000
400,000
Q2 Q3
Revenue Growth
Uplift & Expansion Upgraded Support Managed Services
*All numbers are fictitious
Quarterly Ops Review – Summary View

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Q3 Customer Highlights
• Launch of Customer Connect Program:
• Circles of Success Metrics:
• x customers
• x participants
• x sessions
• Early Warning System (EWS) Phase 2:
• x% of L1&L2 customers identified as
risky
• Identified x% of L3 customers as risky
• Gainsight 2.0 Automation:
• x% customers are satisfied with Support
provided by Apttus
• x% customers have High Sentiment
• Customer Satisfaction Survey
• Simple questionnaire to business/IT
stakeholders
• Assess CSM’s understanding of
Q4 Risks:
• x accounts are scheduled for renewal with ACV of $X
• x have renewal risks ($xk – red & yellow)
• Several Go-Lives (partner led)
• Implementation red status
• Consistency in usage of CS process and tools across CSMs
Quarterly Ops Review – Initiative Status/ Forward looking Risks

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KPI
Type Measure Actual (Q3) Target Driver/ Roadblock
Customer SAT Customers sees CSM as a
Trusted Advisor
x% x% CLC survey is expected to help drive up the
numbers
Renewals Renewal growth rate x% x% Combination of implementation issues,
customer acquisitions, change in personnel &
priorities with the customers (especially L3) and
lack of stronger customer connect / account
managementRenewal rate x% 95%
CSM Balancing across
accounts L1 & L2
ACV per CSM $x ACV/ Resource $x ACV/ Resource Q2 – $x ACV
CSM Balancing across
accounts L3
Number of accounts per
CSM
x x Q2 Average - x
Reference-ability
(L1, L2)
Number of the customer
in the Reference Program
x (x%) x% No specific roadblocks, others are in progress
Adoption
Discussion/Planning
Adoption Plan/ Best
Practice sharing/
Surveys/Dashboard
x% for L1, L2
x% for L3
x% - Internal rollout started
- Customer not ready (due to
implementation/product issues, lack of
resource or time)
- Customer has their own change
management teams
Quarterly Ops Review – KPI’s

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Annual Ops Dashboards

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Annual Ops Review
Deeper Customer
Engagement
Community/
CoS/
Speakers
CLC Customer
Feedback
AESP
Metrics Driven
Initiatives
Health Scores Renewal Risks Usage Trends
Maximize CS Value
Adoption
Services
Exclusive
CS Services
Custom KPIs
Packages
Scale for Growth
1 to Many
Interactions
EWS
Automation
CLC Playbook
Standardize
Process & tools
VOC driven
CTAs
Walk-Me
Partnership
Game Changers FY2017

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Gainsight Dashboards

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Director Portfolio Dashboard

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CSM Portfolio Dashboard

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Apttus Executive Sponsor Portfolio Dashboard

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Q & A

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Trends Wow by level – Net gain:
+x customers, +$x :
• Level 1: +x customers, $x
• Level 2: +x customers, $x
• Level 3: +x customers, $23x
ACV by Region:
Central: ACV $x, Customers: x
West: ACV $x, Customers: x
East: ACV $x, Customers: x
EMEA: ACV $x, Customers: x
LACA: ACV $x, Customers: x
APAC: ACV $x, Customers: x
Customers by ACV, Tier & Region
23 4
23
30
35
32
48
77
8
6 8
29
53
67
1
0
10
20
30
40
50
60
70
80
90
$0
$5,000,000
$10,000,000
$15,000,000
$20,000,000
$25,000,000
Level1
Level2
Level3
Level1
Level2
Level3
Level1
Level2
Level3
Level1
Level2
Level3
Level1
Level2
Level3
Level2
APAC Central East EMEA West LACA
Level and Regional Overview

32. Confidential
Highlights (changes x to x month):
• West Level 1: +x ACV
• West Level 2: +$x ACV
• Central Level 2: +x ACV
East
APAC
Central
EMEA
West
LACA
$0
$10,000
$20,000
$30,000
$40,000
Jul Aug Sep Oct Nov Dec Jan
ACV
Month
$1,850
$1,900
$1,950
$2,000
$2,050
$2,100
$2,150
$2,200
Jul Aug Sep Oct Nov Dec Jan
ACV
Month
$0
$5,000
$10,000
$15,000
$20,000
Jul Aug Sep Oct Nov Dec Jan
ACV
Month
$0
$2,000
$4,000
$6,000
$8,000
$10,000
$12,000
Jul Aug Sep Oct Nov Dec Jan
ACV
Month
$0
$50
$100
$150
$200
$250
Jul Aug Sep Oct Nov Dec Jan
ACV
Month
$0
$5,000
$10,000
$15,000
$20,000
$25,000
$30,000
Jul Aug Sep Oct Nov Dec Jan
ACV
Month
Regional ACV Level Trends

33. Confidential
East: Level 1 East: Level 2 East: Level 3
Central: Level 1
West: Level 1 West: Level 2 West: Level 3
Central: Level 3Central: Level 2
$8,000
$9,000
$10,000
$11,000
$12,000
Jul Aug Sep Oct Nov Dec Jan
ACV
$0
$2,000
$4,000
$6,000
Jul Aug Sep Oct Nov Dec Jan
ACV
$0
$500
$1,000
$1,500
$2,000
Jul Aug Sep Oct Nov Dec Jan
ACV
$0
$10,000
$20,000
Jul Aug Sep Oct Nov Dec Jan
ACV
$0
$1,000
$2,000
$3,000
$4,000
$5,000
$6,000
$7,000
Jul Aug Sep Oct Nov Dec Jan
ACV
$0
$1,000
$2,000
$3,000
Jul Aug Sep Oct Nov Dec Jan
ACV
$14,000
$15,000
$16,000
$17,000
$18,000
Jul Aug Sep Oct Nov Dec Jan
ACV
$14,000
$15,000
$16,000
$17,000
$18,000
Jul Aug Sep Oct Nov Dec Jan
ACV
$500
$1,000
$1,500
$2,000
Jul Aug Sep Oct Nov Dec Jan
ACV
Regional ACV Trends: East, Central, West

34. Confidential
PS Implementation ACV by Level
• Total:
• $x ACV
• x customers
• Levels:
• L1 - $x, x customers
• L2 - $x, x customers
• L3 - $x, x customers
Partner Implementation ACV by Level
• Total:
• $x ACV
• x customers
• Levels:
• L1 - $x, x customers
• L2 - $x, x customers
• L3 - $x, x customers
PS: Highlights
• EMEA and East region have the highest amount of ACV in
Implementation (ABC Corp $xM, XYZ Corp $x, MNO Corp $x
• East Region has highest number of accounts in Implementation –x
customers
Partner Highlights
• East has highest amount of ACV in Implementation – $x
• East Region has for highest number of accounts in Implementation - x
Professional Services Partner
4
13
24
4
13
0
5
10
15
20
25
30
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
APAC Central East EMEA West
NumberofCustomers
ACV
1 3
8
2
0
1
2
3
4
5
6
7
8
9
$0
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
$3,000,000
$3,500,000
$4,000,000
APAC Central East West
NumberofCustomers
ACV
Initial Implementations: ACV, Region and Customer Count

35. Confidential
Thank You