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Get comfy. It's time for "SaaS Therapy," with industry veterans Todd Kirk and Casey Trujillo – the podcast for customer-facing teams in SaaS. Casey and Todd leverage their experience working between software vendors and their clients to help you master your SaaS customer relationships. They dig into the complexities of client relationships, offer expert insights, and share proven strategies for overcoming common challenges. It's not just a podcast—it's a masterclass in nurturing and enhancing your SaaS customer connections.
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In this episode of SaaS Therapy, Todd Kirk and Casey Trujillo welcome back Ashley DeKerlegand to discuss the Action Mapping framework, a method for enhancing customer education and driving behavior change. The conversation explores the importance of measurable goals, the challenges faced in customer education, and the need for cross-functional collaboration. Ashley shares real-life examples of implementing Action Mapping, emphasizing the significance of empathy and understanding in the learning process. The episode concludes with actionable takeaways for listeners to apply the framework in both personal and professional contexts.TakeawaysAction Mapping focuses on behavior change rather than just knowledge.Measurable goals are essential for effective training.Collaboration across teams enhances the learning process.Empathy is crucial in understanding learner challenges.Transforming obstacles into opportunities is key to success.Real-life applications of Action Mapping can drive significant results.Avoid information dumps; focus on observable actions.Executive sponsorship is vital for implementing new frameworks.Understanding the 'why' behind actions leads to better outcomes.Action Mapping can be applied in various contexts, including personal life.Contents00:00 Intro 2:34 Action Mapping Framework Explained5:42 Real-World Applications & Challenges10:36 From Busywork to Measurable Impact15:19 Shifting from Order-Takers to Advisors19:20 Executive Sponsorship & Cross-Team Alignment24:41 Turning Problems Into Solutions30:57 Practical Examples & MVP Learning39:18 Why Action Mapping Works41:26 Wrap-Up & Homework AssignmentResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
In this episode of SaaS Therapy, Todd and Casey dive into the intricacies of change management, focusing on the ADKAR framework and introducing their own ADOPT framework. They discuss the importance of awareness, desire, knowledge, and participation in driving successful software adoption. The conversation emphasizes the need for effective communication strategies, creative campaigns, and the significance of aligning change initiatives with executive goals. The hosts provide actionable insights for SaaS vendors to enhance customer success and drive meaningful change within organizations.TakeawaysChange management is crucial for customer success.ADKAR focuses on individual change, while ADOPT emphasizes participation.Awareness and desire are foundational for effective change.Communication strategies must align with executive initiatives.Creative campaigns can enhance user engagement.Participation is more important than just ability.Transforming behavior is the ultimate goal of change management.Understanding user pain points is essential for effective training.SaaS vendors should learn from successful customer implementations.Making change easy is key to successful adoption.Contents00:00 Intro1:06 Understanding the ADKAR Framework4:54 The Importance of Awareness and Desire8:34 Knowledge and Ability in Change Management11:32 Effective Communication Strategies15:44 Innovative Training Approaches20:40 Introducing the Adopt Framework20:50 Understanding User Reinforcement and Adoption Challenges23:44 The Importance of User Orientation in Change Management27:28 Participation vs. Ability: A Shift in Perspective32:41 Transforming User Behavior for Lasting Change36:04 Practical Applications of the Adopt FrameworkResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
In this episode of SaaS Therapy, Todd and Casey engage with Sarah Scheibner, a member of the TechSmith Advisory Board, to discuss the importance of customer feedback, change management, and effective communication in software implementation. Sarah shares her experiences with TechSmith and highlights the need for software vendors to prioritize user experience and adapt their strategies to better support end users. The conversation emphasizes the significance of understanding the user perspective and fostering collaboration between vendors and customers to ensure successful software adoption.TakeawaysThe TechSmith Advisory Board provides valuable insights into customer needs.User feedback is crucial for software vendors to improve their products.Change management is often overlooked in software implementations.Effective communication is key to successful software adoption.Vendors should involve end users in the change process.Training and support should be prioritized during software rollouts.Understanding user experience can lead to better product development.Collaboration between vendors and customers enhances software success.Change is a constant, and managing it effectively is essential.Listening to users can uncover insights that vendors may not see.Contents 00:00 Intro2:02 Exploring the TechSmith Advisory Board5:56 The Importance of Customer Feedback 11:31 Navigating Change Management in Software18:04 The Role of Change Management in Software Adoption25:24 Success Stories in Software Implementation29:15 Learning from Implementation Failures35:34 The Importance of Communication in Software Projects40:35 Homework Assignment for ListenersResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
In this episode of SaaS Therapy, Todd Kirk and Casey Trujillo welcome Bill Wilson, a B2B pricing strategist, to discuss the intricacies of pricing strategies in SaaS businesses. Bill shares his journey from software engineering to pricing strategy, emphasizing the importance of understanding customer needs and the dynamics of pricing within organizations. He outlines a four-step approach to pricing, discusses the significance of customer conversations, and provides insights on when to adjust pricing strategies. The conversation also touches on the importance of aligning pricing with product positioning and handling annual price increases effectively. Bill concludes with actionable homework for listeners to improve their pricing strategies.TakeawaysBill Wilson has nearly 30 years of experience in software and pricing strategy.Pricing is a complex issue that affects multiple departments within an organization.A common language around pricing can help reduce internal tension.The four-step approach to pricing includes discovery, design, pricing, and validation.Understanding customer needs is crucial for effective pricing strategies.Value dilution occurs when too many features are included in a package.Customers want to feel they are getting value for their money.Annual price increases should be communicated effectively to customers.Free offerings can serve as a powerful acquisition channel.Positioning and messaging should align with pricing strategies.Contents00:00 Intro1:04 Bill Wilson's Journey in Pricing Strategy2:28 Understanding Pricing Dynamics in Organizations6:11 The Four-Step Pricing Approach11:29 Recognizing When to Adjust Pricing Strategies15:14 The Importance of Customer Conversations16:50 Navigating Customer Feedback for Pricing20:42 Rapid Fire Pricing Questions27:49 Influences and Resources in Pricing Strategy 31:30 Aligning Pricing with Product Positioning 37:29 Handling Annual Price Increases 41:58 Final Thoughts and Homework AssignmentResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
In this episode of SaaS Therapy, Todd and Casey welcome Randy Hulme from Qualtrics to discuss the intricacies of customer success in the public sector. Randy shares insights from his extensive experience at Qualtrics, including impactful speakers at their events, the importance of creating a positive team culture, and strategies for managing diverse customer use cases. The conversation emphasizes the need for alignment between customer expectations and company offerings, as well as the significance of understanding value in customer success management. Randy concludes with a homework assignment for listeners to chart their value chain and ensure alignment within their organizations.TakeawaysRandy emphasizes the importance of empathy in customer success.Creating a diverse and inclusive team culture is crucial.Understanding the unique needs of public sector customers is key.Customer success managers must manage relationships across various stakeholders.Aligning incentives with desired outcomes drives better performance.Randy's approach to team building includes outdoor activities.The value of Qualtrics' solutions is demonstrated through real-world impact.Effective communication is essential for managing customer expectations.Randy's experience highlights the importance of continuous learning.The transition to a consumption-based model requires careful management.Contents00:00 Intro2:06 Impactful Speakers and Personal Growth4:22 Career Development and Job Satisfaction10:13 Defining Value in Public Sector11:20 Team Dynamics and Culture Building18:28 Navigating Company Culture Changes19:49 Supporting Diverse Customer Needs 22:12 Transforming Data into Actionable Insights29:10 Customer Success and Value Delivery35:20 Navigating Consumption Models in SaaS42:29 Aligning Value Chains for Customer SuccessResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
In this episode of SaaS Therapy, host Todd Kirk and guest Ryan Debenham, CEO of Grin AI, explore the evolving landscape of AI in business. They discuss the hype surrounding AI, the balance between optimism and realism, and the importance of understanding AI for both product teams and individual knowledge workers. Ryan shares insights on AI strategy, user experience design, and offers advice for non-technical workers on embracing AI technology. The conversation emphasizes the need for open-mindedness and continuous learning in the face of rapid technological advancements.TakeawaysRyan describes himself as an engineer turned CEO, bringing a unique perspective to AI.The conversation highlights the hype surrounding AI and the disconnect between expectations and reality.Fear-based responses to AI are not productive; a balanced perspective is essential.Executives need to invest in learning about AI to guide their teams effectively.AI fatigue is prevalent among knowledge workers who feel overwhelmed by the technology.It's crucial for employees to be open-minded about AI and its potential benefits.AI can automate complex operational processes, enhancing productivity.The future of user experience with AI will be dynamic and intuitive, moving beyond traditional interfaces.Companies must decide whether to integrate AI into existing products or build new AI-native solutions.Continuous learning and adaptation are key to thriving in an AI-driven future.Contents00:00 Intro1:01 Ryan's Journey: From Engineer to CEO2:26 The Current State of AI: Hype vs. Reality9:40 Navigating AI Fatigue: Balancing Optimism and Realism10:37 Building AI into Products: Expectations vs. Reality21:30 AI Strategy: Product vs. Process23:16 Navigating Product Strategy Risks27:33 AI for the Average Knowledge Worker36:22 Homework and Closing ThoughtsResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
In this episode of SaaS Therapy, Todd talks with Michael Lux, Senior Director of Customer Education at Procore Technologies. They discuss the evolution of Procore from a startup to a public company, the structure of the education team, and the importance of a unified content strategy across departments. Michael shares insights on the challenges of customer education, the need for tailored content, and the metrics that define success in customer training. The conversation also touches on the future of AI in learning and the importance of time to value in customer success.TakeawaysThe education team is structured under professional services for better alignment with customer success.Content strategy should be unified across departments to maximize impact.Hands-on, use case-based training is essential for customer success.Procore has a high course completion rate compared to industry standards.Tailoring content to specific customer needs is crucial.Time to value is a key metric for customer success teams.AI in learning content is still developing and not fully reliable.A strong content strategy should consider the entire customer lifecycle.Contents00:00 Intro2:46 Understanding Procore's Structure and Education Role5:37 Content Strategy and Customer Lifecycle8:39 Monetization of Education and Professional Services11:41 Defining Content for Customer Success14:15 Challenges in Customer Education and Feedback17:06 Customer Needs and Content Development20:07 Balancing E-Learning and Instructor-Led Training22:50 Metrics for Success in Education25:53 Time to Value and Customer Success Metrics28:35 Future Aspirations and AI in Learning31:39 Final Thoughts and Homework AssignmentResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
In this episode of SaaS Therapy, Todd Kirk and Sean Adams discuss the importance of customer relationships in the SaaS industry. They explore Sean's unique career path from contractor to VP of Revenue, the significance of measuring customer education impact, and the challenges of navigating customer expectations. The conversation emphasizes the need for SaaS companies to focus on delivering outcomes rather than just features, the importance of post-sale engagement, and practical advice for enhancing customer experience. Sean shares insights on understanding IT buyers and balancing organizational and individual needs, while also addressing churn challenges and providing actionable homework for listeners to improve their customer relationships.TakeawaysThe importance of having a visually appealing background during virtual calls.Understanding customer pain points is crucial for effective communication.Measuring the impact of customer education goes beyond just tracking views.SaaS companies must focus on the outcomes they deliver, not just the features.A strong opinion on what success looks like can help guide customers effectively.Post-sale engagement is essential for customer retention and satisfaction.IT buyers often feel overwhelmed and need support to help their end users.Understanding the individual needs of users is as important as organizational goals.Proactive communication can significantly enhance the customer experience.Creating non-asked outputs can wow customers and strengthen relationships.Contents 00:00 Intro8:15 Measuring Impact in Customer Education11:56 Understanding SaaS Outcomes and Customer Expectations19:21 Post-Sale Engagement and Customer Success Strategies22:1 3 Understanding Customer Needs in SaaS23:57 The Role of IT in SaaS Adoption 27:17 Navigating the IT Persona 29:19 Balancing Organizational and Individual Outcomes31:23 The Challenge of User Education & Overcoming Churn 35:08 Reducing Friction in User Experience37:21 Practical Advice for Customer Success41:21 Homework for Enhancing Customer RelationshipsResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
In this episode of SaaS Therapy, Todd Kirk and Casey Trujillo chat with Courtney Sembler, Senior Director at HubSpot, discussing the importance of passion in both personal and professional realms. Courtney shares her journey, influenced by her mother's pioneering spirit, and emphasizes the significance of integrating personal passions into work life. The conversation explores how to find one's passion, the role of leadership in fostering a successful environment, and strategies for maintaining enthusiasm during challenging times. Courtney concludes with a powerful homework assignment focused on self-love and reflection.TakeawaysPassion can be found in everyday activities.It's important to explore micro passions before macro passions.Leaders should integrate their personal passions into their work.Self-reflection is crucial for personal and professional growth.You can't always be passionate; it's okay to have down days.Honesty about your feelings fosters authenticity in leadership.Creating a psychologically safe environment is essential for teams.Finding the 'why' behind tasks can motivate teams during changes.Self-care is vital for sustaining passion and energy.Engaging with nature can rejuvenate your spirit.Contents00:00 Intro1:20 Courtney's Journey and Influences5:18 Career Path and Discovering Passion9:21 Finding Passion and Purpose13:35 Integrating Passions in Work Life20:52 Creating a Safe Work Environment23:39 Extreme Ownership and Accountability27:50 Leadership and Team Dynamics29:51 Navigating Change and Pivots35:33 Maintaining Passion During Tough Times41:27 Self-Love and Personal ReflectionResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
In this episode of SaaS Therapy, Todd Kirk and Casey Trujillo engage with John Leh, founder and CEO of Talented Learning, to explore the intricacies of customer education and learning management systems. John shares his unique journey in the learning industry, emphasizing the importance of aligning customer education with business needs and revenue generation. They discuss common pitfalls in the buying process, the significance of understanding the buyer's mindset, and the necessity of integrating customer education into the broader organizational strategy. TakeawaysCustomer education should drive revenue and business outcomes.Understanding the buyer's mindset is crucial for successful sales.Organizations often rush the buying process, leading to mistakes.Digital adoption platforms complement learning management systems.Stakeholder involvement is key to a mature customer education ecosystem.Data-driven insights can enhance learning experiences.Personal and professional risks influence buyer decisions.Customer education should target both current and potential users.Continuous feedback from customers is essential for improvement.Contents00:00 Intro2:03 Understanding Talented Learning and Its Role5:22 John's Unique Path to Becoming an Analyst7:55 Prioritizing Customer Needs in SaaS Solutions 10:58 Common Mistakes in the Buying Process13:03 Charging for Customer Education: Principles and Practices16:07 The Buyer’s Mindset in SaaS Solutions19:32 Ensuring Successful Implementation of Learning Management Systems21:41 Aligning Customer Education with Business Goals23:54 Understanding Personal and Professional Risks28:35 The Role of Customer Education in Software Adoption30:45 Leveraging AI for Enhanced Learning Experiences34:52 Expanding the Reach of Customer Education38:09 Maturity Levels in Customer EducationResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
In this episode of SaaS Therapy, Casey Trujillo speaks with Zach Hawley and Will Aja, co-founders of SteerCo, about their journey in customer success and the challenges of startup life. They discuss the importance of empathy in customer interactions, the emotional rollercoaster of entrepreneurship, and how their software aims to automate QBRs to free up time for customer success managers. They emphasize the need for CSMs to connect with clients on a personal level and to leverage data effectively to enhance customer relationships.TakeawaysThe emotional ups and downs of startup life can be challenging but rewarding.Empathy is crucial in customer success; understanding clients' needs leads to better relationships.Automation can significantly reduce the workload of customer success managers, allowing them to focus on strategy.QBRs should be tailored to the client's needs, not just a standard presentation.Building trust with clients involves understanding their unique challenges and circumstances.Data democratization means that everyone has access to information; CSMs must leverage this effectively.Asking good questions can help CSMs stand out in a crowded market.The importance of maintaining a balanced mindset during the entrepreneurial journey.CSMs should focus on building relationships rather than just presenting data.Contents00:00 Intro1:16 The Genesis of Steerco: Founders' Journey5:56 The Emotional Rollercoaster of Startups11:06 Mindset and Best Practices for Entrepreneurs18:14 Leveraging Data for Customer Success25:12 Building Trust Through Emotional Intelligence31:38 The Human Connection in Customer RelationshipsResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
In this episode of SaaS Therapy, hosts Todd Kirk and Casey Trujillo reflect on the key themes and insights from the past season. The conversation highlights memorable guests and their contributions, as well as the challenges faced by B2B SaaS companies in serving diverse customer needs. Looking ahead, they are excitement for the upcoming season and the opportunity to delve deeper into the habits and mindsets that drive success. TakeawaysIt's important to learn from different voices inside a SaaS company.Being people-centric can unlock meaningful relationships.Customer education is crucial for maximizing potential.Certification programs should focus on practical application.Revenue management is essential for customer success teams.Understanding the two hump problem can improve service delivery.Humility in seeking advice can lead to personal and professional growth.The challenges we face can become our strengths.Contents00:00 Intro3:30 Highlighting Key Guests and Their Insights8:32 The Importance of People-Centric Leadership 12:12 Customer Education and Certification Programs17:05 Revenue Management vs. Relationship Management19:55 The Two Hump Problem in B2B SaaS 24:42 Popular Episodes 29:05 Looking Ahead to Season FiveResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
In this episode of SaaS Therapy, Todd Kirk and Casey Trujillo discuss the critical importance of maintaining accurate customer contact data in B2B SaaS companies with guest Irwin Hipsman. They explore the common pitfalls organizations face regarding data management, the necessity of effective segmentation, and the role of cross-functional teams in improving database health. The conversation concludes with insights on best practices for customer engagement and the importance of crisis communication.TakeawaysMaintaining accurate customer contact data is crucial for B2B SaaS success.20% of employees leave their jobs annually, impacting database accuracy.Cross-functional teams can improve data management and communication strategies.Segmentation by relationship to the product enhances marketing effectiveness.Crisis communication readiness is essential for customer trust.Utilizing home email addresses can help maintain customer relationships post-employment.Regular updates to customer data can significantly improve open rates.In-app messaging should be used judiciously to avoid overwhelming customers.Establishing a governance structure for customer communications can streamline efforts.00:00 Intro2:58 The Importance of Customer Contact Data10:28 Improving Database Health and Segmentation15:42 Cross-Functional Collaboration for Data Management21:43 Best Practices for Maintaining Customer Relationships30:30 Effective Customer Communication Strategies37:04 Lessons Learned and TakeawaysResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
Join Todd Kirk and Casey Trujillo today for a conversation with Madison Hall, Director of Customer Success at RingCentral. Madison shares her journey from an individual contributor to a leadership role, emphasizing the importance of customer success in driving revenue and retaining customers.Learn more about the evolving landscape of customer success, the challenges faced by teams, and the strategies implemented to ensure customer satisfaction and loyalty. Madison highlights the need for transparency in discussing revenue and losses, the significance of learning from challenges, and the role of CSMs in creating future value for customers.TakeawaysDefending the value of customer success teams is crucial in a volatile market.Balancing customer care with revenue generation is a constant challenge.Implementing effective strategies can significantly reduce churn.Building strong relationships with customers leads to advocacy and loyalty.Transparency in discussing revenue and losses fosters trust within teams.Learning from challenges and competitors is vital for improvement.Post-mortem analysis helps refine customer success tactics.CSMs must be knowledgeable about products and market trends.Creating a culture of support and care enhances team morale and performance.Stability breeds creativity in customer success roles.CSMs must be consultative and understand customer needs deeply.Training should focus on product knowledge and negotiation skills.Quality of conversations with customers is more important than quantity.Engagement through various training methods enhances team performance.Time allocation for CSMs should prioritize consultative conversations.Building trust with customers requires quick problem resolution.Contents00:00 Intro01:12 Madison's Journey in Customer Success03:02 The Evolving Landscape of Customer Success06:49 Defending the Value of Customer Success Teams10:20 Implementing Effective Customer Success Strategies12:55 The Importance of Customer Relationships15:28 Learning from Challenges and Competitors18:42 Post-Mortem Analysis and Continuous Improvement20:50 The Role of CSMs in Future Value Creation26:33 Navigating Chaos and Building Trust29:22 The Evolving Role of Customer Success Managers30:53 Training for Success: Skills Development in CSMs39:31 Ideal Time Allocation for CSMs46:50 Defining the 'Why' for Team AlignmentResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Angela AllredShow assistant: Jenna Mollinet
This is part 2 of a conversation between Todd Kirk and Dave Derington! Find part 1 on Dave's podcast CELab: https://customer.education/podcast/episode-155-todd-kirk-brainstorm-the-two-hump-problem/In this episode, they focus on the 'two hump problem' that represents the gap between scaled and high-touch learning with customer education. They explore the importance of motivation, the role of admins as gatekeepers, and the complexities of change management. TakeawaysThe 'two hump problem' illustrates the gap between SMB and enterprise needs.Building a bridge between SMB and enterprise customers is crucial.Admins often act as gatekeepers in the adoption process.Understanding the needs of champions is essential for success.Change management is a complex issue in software adoption.Training must be tailored to the specific audience's needs.Empathy is vital in designing effective customer education programs.Creating a supportive environment can enhance user engagement.Creating a safe learning environment is crucial for customer success.Understanding customer pain points leads to better training outcomes.Effective onboarding requires a tailored approach to learning.Short, engaging training sessions enhance participation.Utilizing feedback loops can improve learning experiences.Measuring success goes beyond attendance; it includes engagement metrics.Contents00:00 The Silent Struggle in SaaS Education04:14 Building Bridges Between SMB and Enterprise09:03 Understanding Change Management Challenges12:47 The Role of Admins and Champions19:33 Empathy in Customer Education26:03 Creating a Safe Learning Environment32:32 Understanding Customer Needs and Pain Points36:10 Designing Effective Learning Experiences44:42 Measuring Success and Progress50:49 Empathy in Customer EducationResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Angela AllredShow assistant: Jenna Mollinet
Hosts Todd Kirk and Casey Trujillo welcome Debbie Smith, president of CEdMA, to discuss the evolving landscape of customer education and the importance of certifications. Debbie shares insights on how customer education can drive business outcomes, the role of certifications in enhancing partner success, and the legal implications surrounding certification programs.This conversation also touches on the balance between building an academy, community, and certification programs, emphasizing the need for cross-functional relationships within organizations. TakeawaysCustomer education is shifting to encompass the full customer experience.Building cross-functional relationships is crucial for customer education professionals.Certification programs can significantly impact business metrics like ARR and churn.Certification should not be tied to training; it must assess knowledge and skills.The importance of certification is growing in a job market shifting towards micro-credentials.AI is influencing the need for certifications in various fields.Building an academy should be prioritized when resources are limited.Sales reps need product knowledge to avoid selling 'vaporware'.Building a community of certified users can drive product advocacy.Inspirational use cases are essential for effective training.Identifying leaks in the education funnel is crucial for engagement.Regularly updating training is necessary due to high turnover rates.A jobs to be done framework is key for effective education.Contents00:00 Intro02:10 Exploring CEdMA and Customer Education05:40 The Landscape of Customer Education08:33 Understanding Certifications in Customer Education12:14 The Value of Certification for Partners16:42 The Importance of Certification in a Changing Job Market19:32 Legal Implications and Risks of Certification21:26 Balancing Academy, Community, and Certification25:54 Building Internal Expertise and Certification27:15 Identifying Leaks in the Education Funnel30:32 Creating Engaging and Inspirational Training35:08 Timing and Targeting Certification Discussions38:02 Innovative Approaches to Certification40:05 Changing Perspectives on Certification42:20 Actionable Insights for Customer EducationResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Angela Allred
In this episode of SaaS Therapy, Todd Kirk and substitute co-host Debra Wilson chat with Joe Di Grande, a former VP of Customer Success turned CS consultant. They explore the concept of "tech touch" in customer success, emphasizing its importance in scaling businesses and enhancing customer experiences. Joe provides practical advice on when to adopt digital touch strategies and how to manage customers at scale, ultimately aiming to improve efficiency and customer satisfaction.TakeawaysTech Touch is essential for scaling customer success.Digital customer success should be a strategy, not just for low-value customers.Data infrastructure is crucial for effective personalization.Start with low-risk customers to experiment with digital touch.Identify repetitive tasks to free up CSMs for impactful work.Dynamic content can personalize automated communications.Understanding customer data helps in effective segmentation.Investing in digital strategies benefits all customer segments. Do not automate and send out communications blindly.Focus on who you do not want to automate communications to.Build processes before implementing new technology.Use existing tools to clean and manage data effectively.Contents00:00 Intro01:12 Understanding Tech Touch in Customer Success05:37 Shifting Perspectives on Digital Customer Success09:23 The Importance of Data in Personalization12:23 Beyond Emails: Effective Digital Communication Strategies17:01 When to Implement Digital Touch Strategies22:05 Maximizing Efficiency Through Automation28:00 Identifying Common Pitfalls in Customer Success33:58 Building a Data-Driven Culture39:03 Starting Small: The Path to ScalabilityResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Angela Allred
In this episode Todd Kirk and Casey Trujillo bring on Noah Little, an experienced Customer Success Manager coach, who shares his journey and insights into the evolving role of CSMs. Noah discusses the importance of focusing on revenue generation rather than just relationship management, introducing his Revenue Impact Framework. He emphasizes the need for CSMs to adapt to changing market conditions and to be proactive in retaining customers.TakeawaysNoah has helped 113 CSMs find new jobs globally.Success in job hunting requires persistence and effort.CSMs must focus on revenue retention and growth.The role of CSM is evolving towards revenue generation.Building relationships is important, but not sufficient.CSMs need to be product experts to provide value.Negotiation skills are essential for modern CSMs.Work ethic is crucial for success in the CSM role.Transparency in communication builds trust with customers.Taking ownership of mistakes is essential for CSMs.Identifying untapped potential in customers can drive growth.Prioritizing company interests while supporting customers is key.Contents00:00 Introduction01:55 Noah's Journey in Customer Success Management05:49 The Revenue Impact Framework Explained10:21 Shifting Mindsets: From Relationship Management to Revenue Focus17:09 The Evolving Role of CSMs in Today's Market24:10 The Future of CSM Services and Value Proposition25:32 The Role of Customer Success Managers (CSMs)28:38 Essential Skills for CSMs29:08 Work Ethic and Transparency in CSMs34:03 Taking Ownership and Accountability41:38 Identifying Untapped Potential in Customers46:51 Mindfulness and Clarity for CSMsResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Angela Allred
This episode contains some explicit language.Join Todd, Casey and Amanda to discuss the importance of LinkedIn for personal branding and thought leadership. Amanda is the founder of Thot Leader Labs and shares her vulnerability professional journey.Join the conversation to explore the balance between personal and company branding, best practices for thought leadership, and strategies for growing a LinkedIn audience.TakeawaysLinkedIn is the most valuable platform for professional branding.Being candid and vulnerable can attract respect and connections.Don't fear looking stupid; it's part of the process.Personal wins resonate more than professional achievements.Building credibility takes time and consistency.Infusing personality into posts can enhance engagement.Creating a content calendar can help maintain a posting rhythm.Networking early in your career can set a strong foundation.Growth on LinkedIn is often a gradual process. Gaining followers can often come from adversity.Authenticity is key in personal branding.Be yourself and avoid copying others.Visual content is important for engagement.Embrace your unique qualities and hobbies.Video content is currently favored on social media.Treat every interaction as an opportunity to connect.Contents00:00 Intro02:58 The Value of LinkedIn for Personal Branding05:49 Navigating Personal and Company Branding on LinkedIn08:57 Best Practices for Thought Leadership on LinkedIn11:59 Building a Personal Brand: The Journey14:51 Overcoming Vulnerability in Content Creation18:03 Growth Strategies for LinkedIn Presence24:02 Navigating Adversity and Building a Following28:06 The Power of Authenticity in Personal Branding30:33 Choosing Happiness and Perspective in Challenges33:47 Tactical Tips for Building Your Personal Brand40:10 Networking Strategies for Success43:34 Homework: Embrace Authenticity and CringeResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Angela Allred
Join us for a quick summary about channel partnerships! Be sure to listen our previous episode on channel partnerships with Max!ResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Angela Allred
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