How to Scale Your Customer Success Network by Aligning With Channel Partners
Transcript of How to Scale Your Customer Success Network by Aligning With Channel Partners
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Disclaimer
• Why are Channel Partners important?
• What are the challenges of Customer Success with Channel
Partners?
• How to align with Channel Partners for Success
• Technology for Partner Management
• Advanced approaches for collaborating with partners
• What is the Customer Success Network?
• Questions and answers
Webinar Agenda
• Good partners can meet customer needs in a
way that a single vendor cannot.
• Partners are combining, supplementing and
hybridizing multiple products and services to
build out solutions that target specific
customer needs.
• Successful partners bring their own trusted
partners to fill needs that they aren't able
to meet.
Why Channel Partnerships Are Crucial
Partner ecosystems are born!
• When customers work with partners they can
trust, they stick with them (and you!)
• Happy customers spread the word.
• More business for your partners = more business
for you … at a fraction of the CAC.
Channel Partners and Customer Loyalty
Manufacturer Customer
Traditional Business
Manufacturer and Customer
not aligned
Manufacturer Customer
Customer Success
Shared alignment on
Outcomes
Manufacturer Customer
Traditional Business
Manufacturer and Customer
not aligned
Manufacturer Customer
Customer Success
Shared alignment on
Outcomes
Manufacturer CustomerPartner
Customer Success w/Partner
Align Success across ALL
THREE
Manufacturer CustomerPartner
1Drive Success for
Partner in context of
Customer
Drive Success for
Customer in context
of Partner
2
Gainsight for Partner Management
• Deliver success to your Partners
like you do for your Customers
• Unified view of your Partner
and their activities with a
Partner360
• Measure and manage partner
performance with Health
Scores, trending performance
data and Calls to Action
• Gather partner feedback via
Surveys
1
Expand How You Manage Partners to Consider
Customer Health
● Partner Managers are like CSM -- driving Outcomes for Partners
● Specify Partner Outcomes as both sales transactions and end-customer success
Outcome Leading Indicators
(Partner Health)
(Partner Manager)
Activities
Sales-oriented Partner
Outcomes
Closed Business Pipeline Sales Training
Marketing programs
CS-oriented Partner
Outcomes
Successful End
Customers, including
renewal & expansion
rates
Customer NPS for
partner
Customer adoption
measures
Customer Success
Training
Data sharing
Challenge: What does each Partner ‘own’?
Not uncommon for one Customer to
buy -- even the same product --
from multiple partners and/or direct
• What part of the customer’s
success is each partner
responsible for?
• What data can be shared with
each partner?
Customer
Prod 1Partner 1
Prod 2Partner 2
Prod 1Partner 2
Prod 3Direct
Solution: Gainsight Relationships
• Separate Health, Data &
Processes -- Full 360 for
each Relationship
• Each Relationship has a
Partner field (could be
‘Direct’)
Customer
Prod 1Partner 1
Prod 2Partner 2
Prod 1Partner 2
Prod 3Direct
Relationships
Understand What Each Partner Owns
• Associate Relationships
to Partner Accounts so
they are available for
Partner Managers
Customer
Prod 1Partner 1
Prod 2Partner 2
Prod 1Partner 2
Prod 3Direct
Partner 1
Partner 2
Partner
Accounts
Relationships
Access Customer Info via Partner’s 360
360 Degree View of Partner 360 Degree View of the Customer
Relationships Owned by the Partner
Customer Success for Partner-Managed Customers2
Tier Your Partners Expect a Learning Curve Share the Benefits
Strategy for Enabling Customer Success with Partners
Fulfillment Oriented Partners
● Vendor drives low touch CS programs
● Partner enables outreach through
contact sharing
● Collaborate on the list of customers
vendor would engage with
● Optional co-brand
● Vendor enables partner to build their
CS practice
● Collaborate on high and low touch
● Coordinate success plans, call to
actions
Value-Add Oriented Partners
Foundational - Across All Partners
● Deliver success to your Partners like you do for your customers
● Unified view of your Partner and their activities
● Measure and manage partner performance
● Gather partner feedback
Key Technique: Tech Touch
• Automated Outreaches to
customers with Success
content
• Partner needs to share
Contacts!
• Combine Manufacturer and
Partner brands
Sharing Data With Partners
Send CSV Files
Widget in Salesforce Community
Gainsight Everywhere
(Roadmap)
Manufacture
GS
Partner
Manufacture
GS
Partner
GS
Partners Users
Directly Login to
Manufacturers’
Gainsight
Data Sharing
Between Mfr and
Partner GS
Instances
Login
Advanced Approaches to Collaborating with Partners