Speakers: Natalie Fedie | Greg Alexander, SBI
Vice President of Customer Success demonstrates how to grow revenues by retaining customers and growing your customer base by proactively managing the customer life cycle.

Natalie Fedie - Vice President of Customer Success - Granicus


Joining us for today’s show is Natalie Fedie, a Vice President of Customer Success who knows how to grow and retain customers. Today’s topic is dedicated to the topic of Customer Success. Natalie and I leverage the How to Make Your Number in 2018 Workbook to access emerging best practices as a guide for our questions. Access the latest  Workbook  to review the Customer Success phase starting on page 411 of the Sales Strategy section.


Natalie Fedie is the Vice President of Customer Success for Granicus, a digital engagement software company focused on the government sector.  Granicus serves over 3,000 government agencies at all levels of government, federal, state, local, and city government. Natalie will demonstrate how to grow revenues by retaining customers and growing their customer base by proactively managing the customer life cycle.


Why this topic? Business models are changing from transaction-based revenue models to subscription-based revenue models. Companies dependent on recurring revenue must pay special attention to customer renewal rates, revenue retention, and customer lifetime value. As a result, reactive customer service approaches, built to lower the cost to serve, are being replaced with proactive customer success approaches, built to increase the revenue per customer. When your customer becomes more successful as a result of using your product, they buy more of it. And when your customer is unaware of how you have contributed to their success, they attrite. 


Natalie is uniquely qualified to speak on this topic having been involved in setting up customer success teams, and leading them to reach their goals of growing customer revenue.  The first segment of the program is focused on providing an overview of a highly productive Customer Success team.  Natalie speaks about the customer renewal rate and what to expect for your company. 


“We are a subscription model. We have annual contracts. Some are multi-year contracts. Our renewal rate is typically in the high 90% on average. Over half of our revenue comes from our existing customer base and that was through expansions of contracts and up-sells and cross-sells.” 


Listen as Natalie describes where the customer success team resides in her company’s organization, who Natalie reports to in the corporate structure, and the number of reps.  Many members of the audience are weighing decisions on where customer support should reside, and listening to Natalie describe the pros and cons of different parts of the organization she’s reported will help you think through factors to inform your decision. 


The second segment of the show is focused on how a customer success team gains early adoption of your products, and how to gain expanded adoption.  Natalie provides guidance for how to sell additional products to successful customers.  


Our final segment of the show explains how a veteran customer success team with a proven record of accomplishment recognizes the signs of churn before it happens.  Natalie explains the early warning signs and how her team acts.  In addition, we explore the early signs of a customer who is ready to buy more.  Just asking for more business isn’t going to do more than just capture active demand.  Listen as Natalie describes how a customer success team proactively develops latent demand and then spots trigger events to help customers solve problems.   


We wrap up the show discussing the profile of a customer success manager.  What do you look for in candidates, and how should you compensate a CSM. We dive into the major question of whether a customer success manager should carry a quota and how to structure their compensation plan.


Have expectations gone up and left you wondering if you have the right strategies to support your revenue growth goals? Here is an interactive tool that will help you understand if you have a chance at success. Take the Revenue Growth Diagnostic test and rate your Sales Strategy against SBI’s emerging best practices to find out if:


  • Your revenue goal is realistic
  • You will earn your bonus
  • You will keep your job




Greg Alexander

Leads the firm's focus on the CEO’s role in accelerating revenue growth by getting the product team, the marketing department, and the sales organization into strategic alignment.

Greg is the host of The SBI Podcast, the most listened to sales and marketing podcast on the internet.


He is the host of SBI TV, a monthly television program broadcast on the internet featuring top B2B sales and marketing leader sharing their strategies to grow revenues.


Greg is the Editor-in-Chief of The SBI Magazine, the leading B2B publication focused on sales and marketing effectiveness.


He is the author of two critically acclaimed books Topgrading for Sales and Making the Number.


Greg has authored over 100 articles on SBI’s award winning blog, The SBI Blog.


He graduated from The University of Massachusetts Amherst with a BA in English and received his MBA from Georgia Tech.




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