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.
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.
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