The most successful Enterprise SaaS companies know that growing revenue only through new customer acquisition is the less efficient way to scale. Rather, they understand that growing revenue within your existing customer base - through up-sells, cross-sells, and expanded use - is the most profitable way to scale. In fact, Enterprise SaaS companies that grow revenue - and company valuation - by expanding revenue within their existing customer base also know the key to making this work is to focus on - and operationalize - Customer Success. This presentation - How to use Customer Success to Predict and Drive Up-Sell - is from Pulse 2014, the biggest Customer Success industry event ever and included panelists from Dell Boomi, Tableau, Marketo

1. How to Predict Customer Risk
and Upsell
Kimberly Gress, Dell Boomi Mike Stocker, Marketo
Tracy Bush, Tableau

2. Kimberly Gress
Dell Boomi
• Founded - March 2000
• Acquired by Dell – November 2010
• Industry‟s first and leading Integration Cloud
• A leader in Gartner‟s 1st Magic Quadrant for iPaaS
• 2000+ named customers
• 70+ ISV and SI partners
• 500+ million integration processes per month
• Patent for Predictive Assistance, an innovation for improving customer success
Director, Dell Boomi

3. “Can you predict churn?“.....“Yes we can!“
What we found….intially
• Valuable customer usage data in the platform
• Rules that indicated non-active customers and
potential churn
• 68% of customers = Green
What we did ….initially
• Categorized customers
• Green = active
• Yellow = "at risk"
• Red = churn
• Developed predictive report indicating "at risk" customers
• Developed Customer Success Team to focus on
proactive outreach to "at risk" customers
• Evolved predictive report into automated Predictive
Assistance

4. Predictive Assistance
• Integrates near-real-time customer usage
metrics with Dell Boomi‟s CRM
• Customer success cases are created
• Customer success advisors proactively reach
out to customers to optimize their use of the
platform
Predictive
Analytics
Customer
Success Case
Creation
Customer
Engagement &
Outreach
Successful
Outcome
Automated
Efficient outreach

5. Results & Lessons Learned
Results
• 83% of customers are Green
• Dell Boomi renewal rate 94%
• 41% increase upsell QoQ
Lessons Learned
• Proactive outreach improved customer experience, provided
valuable insights and upsell opportunities
• Evolve Predictive Assistance to include valuable data that exists
outside the platform; CRM and Social Networks
• Investment in Customer Success Programs are a requirement for
a subscription business
• Generates growth
• Reduces churn
• Earn customers business every day!

6. Mike Stocker
Marketo
Marketo (NASDAQ: MKTO) provides the leading marketing software for companies of all sizes to
build and sustain engaging customer relationships. Spanning today‟s digital, social, mobile and
offline channels, Marketo‟s® customer engagement platform powers a set of breakthrough
applications to help marketers tackle all aspects of digital marketing from the planning and
orchestration of marketing activities to the delivery of personalized interactions that can be
optimized in real-time. Marketo‟s applications are known for their ease-of-use, and are
complemented by the Marketing Nation™, a thriving network of more than 250 third-party solutions
through our LaunchPoint™ ecosystem and over 40,000 marketers who share and learn from each
other to grow their collective marketing expertise. The result for modern marketers is
unprecedented agility and superior results. Headquartered in San Mateo, CA with offices in
Europe, Australia and a joint-venture in Japan, Marketo serves as a strategic marketing partner to
more than 3,000 large enterprises and fast-growing small companies across a wide variety of
industries. For more information, visit www.marketo.com.
Sr. Consumer Marketing Strategist,
Marketo

7. Usage Data isn„t Everything!
• “The more you engage with
customers the clearer things
become and the easier it is to
determine what you should be
doing.”
-John Russell, President, Harley
Davidson
What does Harley Davidson
have to do with Customer
Success?

8. 6 Practical “Early Warning” Signs of Customer Risk/Churn
1. Survey Responses (NPS, CSAT etc.)
• Low Score
• Comments
• No Response
2. Support Cases/Issues
• High Velocity
• Long term/Outstanding
3. Marketing
• Customer stops being “reference”
• Customer frustration on forums,
social channels.
4. Relationship
• Main contact leaves
• New exec arrives
5. Slow Adoption
• Customer not ramping on trajectory
of success (slow starter)
• Customer requiring extensive hand-
holding
6. “Zombie” Customer
• Usage continues but customer goes
completely unresponsive
*Not ordered by importance

10. Identifying Upsell/Cross-sell Opportunities through common questions
1. Pro-Services
• “Can you do this for me?”
• “Can you advise me”
2. Support Upgrades
• “I need faster responses from
support”
• “Didn‟t fully resolve my issue”
3. Install Base/Sales (New Product)
• “I‟m interested in new product X”
• “Do you have capability Y?”
4. Account Management/CSM
• “I‟m planning rapid growth…”
• “Our renewal is coming soon…”
5. Training/Education
• “How to ?”
• “I‟m new to your product”
• “I want to learn more…”
6. Partners (Services or Application Partners)
• “I don‟t have enough resources…”
• “Do you recommend a XYZ application
for use case?”

11. Tracy Bush
Tableau Software
Director,
Global Customer Success

12. Culture of Contribution

13. Challenges
License
Registration
Never had a
Conversation
No
Engagement
-Training
-Services
-Support

14. Customer Journey

15. What„s Next?

16. Q & A