On August 16, 2017, Lincoln Murphy did a webinar for Endeavor and presented these slides, showcasing The Ultimate Growth Engine: Using Customer Success to Expand Revenue, Increase Profit, and Improve the Value of Your Company.

1. The Ultimate Growth Engine:
Using Customer Success to
Expand Revenue, Increase Profit,
and Improve the Value of Your
Company

2. Lincoln Murphy @lincolnmurphy
lincoln@sixteenventures.com

3. Stay Longer
Buy More
Advocate for Us
@lincolnmurphy

4. Desired Outcome
Customer Success is when customers achieve their
interactions
through with your
companytheir
“
” - Lincoln Murphy
@lincolnmurphy

5. Customer Success is NOT…
• Software
• Just a Department
• Customer Support
• Account
Management
• Churn Mitigation
• Saving Customers
• “Checking in" with
customers
• Happiness or
Delight
@lincolnmurphy

8. Customer Success
is a GROWTH
ENGINE

9. Customer
SUCCESS-
driven Growth

10. As customers
SUCCEED and
EVOLVE…

11. …their relationship
with us should
EVOLVE and GROW

12. A contract
does not equal
SUCCESS

13. ARBITRARY
Time Box
@lincolnmurphy

14. RENEWAL &
EXPANSION are part
of the Customer’s
SUCCESS
@lincolnmurphy

15. Year 1
100%
Customer Lifetime Value
@lincolnmurphy

16. Year 1 Year 2 Year 3 Year 4 Year 5
80%
20%
Customer Lifetime Value
@lincolnmurphy

17. Year 1 Year 2 Year 3 Year 4 Year 5
> 95%
< 5%
Customer Lifetime Value
@lincolnmurphy

18. Customer Lifetime Value
Year 1 Year 2 Year 3 Year 4 Year 5
> 98%
< 2%
Year 6
@lincolnmurphy

19. Then why do you leave those four things to chance?

20. In fact, there’s a really strong possibility that you aren’t just not doing anything to make sure t

21. Resource Allocation
Year 1 Year 2 Year 3 Year 4 Year 5
< 2%
> 98%
Year 6
@lincolnmurphy

22. Year 1 Year 2 Year 3 Year 4 Year 5
80%
20%
Customer Lifetime Value
@lincolnmurphy

23. Year 1
100%
Customer Lifetime Value
@lincolnmurphy

24. Stay Longer
Buy More
Advocate for Us
@lincolnmurphy

25. Customer Success
Directly IMPACTS
Company
VALUATION

26. Company Valuation Calculation
Revenue x Multiplier = Value

27. Company Valuation Calculation
Revenue x Multiplier = Value
o There’s
more!

28. Revenue x Multiplier = Value
o Customer Lifetime Value (LTV)
o Customer Acquisition Cost (CAC)
Efficiency
o Net Revenue Retention (NRR)
o Total Addressable Market (TAM)
o Talent Acquisition
o There’s
more!
@lincolnmurphy
Company Valuation Calculation

29. Desired Outcome
Customer Success is when customers achieve their
interactions
through with your
companytheir
“
” - Lincoln Murphy
@lincolnmurphy

30. Required
Outcome
Appropriate
Experience
Desired Outcome
WHAT your
customer
needs to
achieve
HOW they
need to
achieve it@lincolnmurphy

31. Customer
CharacterisJcs
Method
Customer
(segment)
Desired Outcome
@lincolnmurphy
Required
Outcome
Appropriate
Experience

33. CUSTOMER
SEGMENTS are
determined by
APPROPRIATE
EXPERIENCE (AX)

34. AX can be your
DISRUPTIVE
DIFFERENTIATOR

35. AX is the key to
SCALING Customer
Success

36. CSM OPERATIONS
must be determined by
DESIRED OUTCOME

37. Customer Success Management
is the process of moving the customer
toward their ever-evolving Desired
Outcome.
“
” - Lincoln Murphy
@lincolnmurphy

38. Customer Success Management INCLUDES…
• Logical
Segmentation
• Orchestration
• Intervention
• Measurement
• Expansion (&
Renewal)
• Communication
• Instrumentation
• Operationalization
@lincolnmurphy

39. Desired Outcome
Customer Success is when customers achieve their
interactions
through with your
companytheir
“
” - Lincoln Murphy
@lincolnmurphy

40. Interactions include…
• Implementation
• Onboarding
• Training
• Integration
• Help
• Upsell
• Renewal
• Support
• Knowledge Base
• Product Use
@lincolnmurphy

41. Stay Longer
Buy More
Advocate for Us
@lincolnmurphy

42. Acquire
customers with
SUCCESS
POTENTIAL

43. @lincolnmurphy
Technical Fit
Functional Fit
Competence Fit
Success Potential is…
Experience Fit
Cultural Fit
Resource Fit

44. It’s Not
SUCCESS
GUARANTEED
@lincolnmurphy

45. @lincolnmurphy
Good-fit Customers
Not ready at all! Ready to go!

46. But none of that maOers if you’re bringing in bad-fit customers.

47. Churn is the
SYMPTOM of an
Underlying Disease
@lincolnmurphy

48. Stay Longer
Buy More
Advocate for Us
@lincolnmurphy

49. Customer.
SUCCESS.

50. When your
CUSTOMERS
Succeed...

51. YOU
Succeed!

52. Lincoln Murphy
@lincolnmurphy
lincoln@sixteenventures.com
http://sixteenventures.com