Chief Marketing Officer demonstrates how marketing supports Customer Success

Tracy Eiler Chief Marketing Officer for InsideView

 

Our guest today is Tracy Eiler, the Chief Marketing Officer for InsideView. InsideView is the leading cloud-based market intelligence platform for sales and marketing professionals.

 

Tracy is a revenue-driven SaaS marketing executive and co-author of Aligned to Achieve: How to Unite Your Sales & Marketing Teams into a Single Force for Growth.  She literally wrote the book on functional alignment, and brings that expertise to the Customer Success capability.

 

Tracy leverages SBI’s How to Make Your Number in 2018 PDF Workbook to answer questions to evaluate customer success emerging best practices. Turn to the Customer Success phase found on pages 411 – 416.

 

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.

 

Tracy is uniquely qualified to speak on this topic as the co-author of Aligned to Achieve and the CMO of InsideView. Tracy is responsible for the overall marketing strategy at InsideView, including all phases of the customer lifecycle.

 

Watch as Tracy demonstrates how marketing supports Customer Success to grow revenues by retaining and growing customers by proactively managing the customer life cycle. 

 

In the first segment, Tracy describes the best fit for Customer Success from a reporting and structure standpoint. For most companies this is an emerging discipline, and the interlock is still being developed between marketing and sales.  As a CMO, you understand the full revenue lifecycle and are in an ideal position to shape your organization’s Customer Success Team.

 

The second segment of the show is focused on leveraging marketing’s understanding of buying trends. Tracy shares examples of how marketing supports CS to illustrate to the audience the impact marketing can contribute.  In addition, we discuss the role that Customer Success Managers (CSMs) can play in extending marketing campaigns. 

 

Our final segment explains how can marketing supports the nurture and content needs of the Customer Success team. Emotion, not logic, is the key driver of buyer behavior.  Marketing, as a function is best equipped to guide CSMs on how emotion plays into customer affinity. We summarize with a discussion about how marketing and sales work together to support the Customer Success function.

 

As you begin the new year, here is a valuable resource to help evaluate your effectiveness. The Revenue Growth Diagnostic tool will help you understand where your strengths and gaps are and what needs to be addressed. Take the Revenue Growth Diagnostic test and rate yourself against SBI’s sales and marketing strategy.

 

Sales Revenue Growth

 

ABOUT THE AUTHOR

Matt Sharrers

Leads the firm's focus on the CEO’s role in accelerating revenue growth by embracing emerging best practices to grow revenue faster than the industry and competitors. 

Matt Sharrers is the CEO of SBI, a management consulting firm specialized in sales and marketing that is dedicated to helping you Make Your Number. Forbes recognizes SBI as one of The Best Management Consulting Firms in 2017.

 

Over the course of nearly a decade at SBI, Matt Sharrers was an instrumental early partner guiding SBI as the Senior Partner. Matt’s functional responsibilities included acting as the head of sales where he led SBI’s double-digit revenue growth, and was responsible for the hiring function to build SBI’s team of revenue generation experts.

 

Prior joining SBI in 2009, Matt spent eleven years leading sales and marketing team teams as a Vice President of Sales. Matt has “lived in the field.” As a result, he is the foremost expert in the art of separating fact from fiction as it relates to revenue growth best practices. CEOs and Private equity investors turn to Matt’s team at SBI when they need to unlock trapped growth inside of their companies.

 

 

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