Customer Successsuccess-potential-the-foundation-of-customer-success starts with acquiring customers that have Success Potential. Customers that have Success Potential are said to be good-fit customers. This is the opposite of bad-fit customers that cannot get value from a relationship with us now or in the near future. A typical reaction to any type of action that appears to limit your market is the Fear of Missing Out (FOMO). So when I say that you should NOT do business with a customer that doesn't have Success Potential, FOMO is going to tell you that you should. FOMO is going to tell you that this is limiting YOUR potential, that it's lowering your Total Addressable Market (TAM). But FOMO is wrong and if you let it dictate how you run your business, you're wrong, too.

1. Success Potential:
The FOUNDATION
of Customer Success

2. Avoid
BAD FIT
Customers

3. Acquire
customers with
SUCCESS
POTENTIAL

4. Success
Potential is not
LIMITING...

5. Success
Potential is
FOCUSING

6. Total
Addressable
Market
AM w/
Success
Poten6al
Today
Success Potential FOCUS
@lincolnmurphy h8p://sixteenventures.com/success-poten6al

7. Total
Addressable
Market
AM w/ Success
Poten6al
6 months later
Success Potential FOCUS
@lincolnmurphy h8p://sixteenventures.com/success-poten6al

8. Total
Addressable
Market
AM w/ Success Poten6al
18 months later
Success Potential FOCUS
@lincolnmurphy h8p://sixteenventures.com/success-poten6al

9. Total
Addressable
Market
AM w/
Success
Poten6al
Today
NO Success Potential FOCUS
@lincolnmurphy h8p://sixteenventures.com/success-poten6al

10. Total
Addressable
Market
6 months later
AM w/ Success
Poten6al
Churned &
Burned
NO Success Potential FOCUS
@lincolnmurphy h8p://sixteenventures.com/success-poten6al

11. TAM
18 months later
AM w/ Success Poten6al Churned & Burned
NO Success Potential FOCUS
@lincolnmurphy h8p://sixteenventures.com/success-poten6al

12. Success Potential figures into….
• Expected vs. Unexpected Churn
• Avoidable vs. Unavoidable Churn
• Internal Responsibility
@lincolnmurphy h8p://sixteenventures.com/success-poten6al

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

14. It’s Not
SUCCESS
GUARANTEED
@lincolnmurphy

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

17. @lincolnmurphy
A Bad Fit Customer is…
Technical Fit
Functional Fit
Competence Fit
Experience Fit
Cultural Fit
Resource Fit

18. @lincolnmurphy
A Bad Fit Customer is…
Technical Fit
Functional Fit
Competence Fit
Experience Fit
Cultural Fit
Resource Fit

19. stretch customers

20. @lincolnmurphy
Bad Fit vs. Stretch Customers
Bad-fit Customers
• Can’t get value now
• Can’t get value in a
realistic timeframe
no matter how
much we hustle
Stretch Customers
• Can get some value
now
• Can get value in a
realistic timeframe if
we hustle

21. Customer.
SUCCESS.

22. When your
CUSTOMERS
Succeed...

23. YOU
Succeed!

24. Thank You!
@lincolnmurphy
lincoln@lincolnmurphy.com

25. Awesome! Thanks for your attention.
Learn more about me at http://sixteenventures.com
And contact me via lincoln@lincolnmurphy.com
@LincolnMurphy
Success Potential: The Foundation
of Customer Success