3 Lessons I Learned About Product-Led Growth [Interview] Image

3 Lessons I Learned About Product-Led Growth [Interview]

What is product-led growth, exactly? Travis Kaufman, VP of Product Growth at Gainsight, defines the buzzword and shares growth-boosting best practices. This Q&A is an excerpt from our webinar, Ask an Expert Q&A: How to Build Products That Drive Growth. You can listen to Travis and Gainsight’s VP of Product, Ciara Peter, share their expertise in full here. Long gone are the days when sales-led or marketing-led growth reigned supreme. Now, 80% of consumers prefer to do business with a company that offers personalization, making product experience intimacy vital to growth. Product-led growth uses this intimacy to drive user acquisition, expansion, and retention from the product itself. The result? A superior user experience. Let’s take a look at some tips to create your own product-led growth strategy. Catch Travis onstage at Product Marketing Summit in San Francisco where he’ll continue the discussion on product-led growth. Q: What qualities should a product team that is focused on driving growth possess? Travis: Historically, we would create enterprise software, enable our go-to-market team, and the product itself was treated like a good you would pick up off the shelf and hand to someone else to use. The challenge we faced was that we ended up with […]

7 min readSeptember 13, 2019
5 Lessons I Learned From Superhuman’s Onboarding Image

5 Lessons I Learned From Superhuman’s Onboarding

You know those moments in life where you feel like you reached the “next level” in your evolution as a human? I remember all of them vividly—moments like: The day my (now) wife agreed to go out with me The day I got accepted to college The day I got into Bill Simmons’ Mailbag Perhaps not-exactly-at-the-same-level-but-close is the day an acquaintance said, “I can get you a Superhuman invite if you want one.” Is this meme still a thing? Superhuman, in case you aren’t as obsessed with Twitter as I am, is the uber-popular and exclusive paid email client that purports to radically improve email productivity. As someone who can’t sleep without “inbox zero” and who aspires to respond to people as quickly as I can, I have always been intrigued by new email startups. Unlike the fate of most past ventures to “fix email,” Superhuman seems to actually be working, as judged by its big funding round from Andreessen Horowitz. A big part of this is due to the amazing product experience from UI speed to keyboard shortcuts. I was pleasantly surprised to learn that in addition, part of Superhuman’s success is its unique approach to onboarding. Superhuman took […]

5 min readSeptember 12, 2019

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How to Know If Your Product Instrumentation is Out of Date Image

How to Know If Your Product Instrumentation is Out of Date

If you’re using these old school methods, your product instrumentation is suffering. Today’s product teams have easy access to tools that help them track every user action (or lack thereof). I’ve worked in the world of tech and SaaS products for over 18 years and let me tell you, it wasn’t always that way. Automated product instrumentation is game-changing. I’m still in shock when I hear about the archaic processes people are using today. Manual logging. Querying your Dev team. Sacrificing the user experience for more data. (If your product analytics or engagement tool requires you to do any of these, that’s a red flag). In this article, I’ll give my perspective on the importance of automated product instrumentation and the shortcomings of older methods still in use today. Jump to a section. Why is Product Instrumentation Important? Outdated Product Instrumentation Methods The Benefits of Automated Product Instrumentation Do I Need Automated Product Instrumentation? Why is Product Instrumentation Important? Product instrumentation is the process of mapping out your product. If you’re planning to use a product analytics and product engagement solution, you’ll need to complete this process before you can actually use your solution. Product instrumentation requires you to create a model […]

9 sharesSeptember 12, 2019
The Essential Guide to Recurring Revenue Image

The Essential Guide to Recurring Revenue

Revenue. It’s the bottom line for any business. But in the new economy, it’s not enough to build a company on one-time transactions. Today’s customers demand successful outcomes and great experiences, and if you don’t provide them, the market is fluid enough to meet their needs when you can’t. But if the economy is operating under new rules, how are you supposed to grow your revenue through renewal, expansion, and beyond? This Essential Guide to Recurring Revenue is your all-in-one primer on how to understand modern recurring revenue relationships. It has detailed breakdowns on the different types of recurring revenue business models, all the metrics required to benchmark success, and best-practice strategies to compete and win in the subscription economy. In this ebook, you’ll learn: The underlying drivers of the recurring revenue economy. The most common challenges recurring revenue businesses face. Recurring revenue metrics and how to calculate them. The difference between lean and expensive revenue. Revenue operations tactics. What systems and processes you need to grow recurring revenue. And more!

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How To Know If You’re Prospect-Centric Or Customer-Centric Image

How To Know If You’re Prospect-Centric Or Customer-Centric

What is a customer? It’s a word I’ve typed so often in my job here at Gainsight I find myself accidentally typing it on autopilot half the time I type any word that starts with the letter “c.” It’s probably the most used noun on our website and blog, ahead of “outcomes” and “success.” But everyone knows what a customer is, obviously. I mean, we do, right? It’s a person who buys a product or service, right? Except it might not be a person, though. It could be a group of people—a company. Companies can be customers in B2B. And in B2B, it might not even be someone who literally “buys” your product. It could just be someone who uses your product, even though they weren’t involved in the buying process and they didn’t pay for it. In fact, some of your customers might not have paid for your product or service! After all, there are thousands of business models—if you buy something from a third party on Amazon, whose customer are you? The seller’s? Amazon’s? And in B2B, if you sell in the channel, who’s your customer—the partner or the buyer? Prospect Relationship Management But it’s alright, because even […]

2 sharesSeptember 6, 2019
4 Tips For Scaling Customer Experience In B2B Image

4 Tips For Scaling Customer Experience In B2B

Four out of five B2B companies expect to compete based on CX alone. But will they actually? For most of them, the answer is no. It should come at no surprise that compared to B2C, B2B lags in customer experience (CX). Increased customer expectations, especially when it comes to recurring revenue, mean that B2B companies can’t just drag and drop B2C CX strategies—even mid-touch customers are far too complex and spend far too much in ARR for that to work. That’s because B2C CX is typically reactive. You capture direct customer feedback and respond when they are upset or leverage it when they’re happy. Benchmark and repeat. Unfortunately, B2B orgs can’t expect to compete in this reactive model. In order to maintain positive trends, they must: Mix direct feedback with indirect and behavioral signals. Keep up with complex customer journeys and tailor engagements to multiple stakeholders. Identify root causes of dissatisfaction and solve using cross-functional playbooks. And on top of all that, you need to be concurrently driving desired outcomes in your customer base. Not gonna lie—it’s going to take systems, process, and data. Tip 1: Keep an eye on account health B2C CX has traditionally been built around a central […]

5 min readSeptember 5, 2019
How I Meet 500+ Customers A Year As A CEO Image

How I Meet 500+ Customers A Year As A CEO

Everyone has parts of their job that they love and parts that they loathe. The parts that energize you and the parts that drain you. As you grow in your career, you’ll also grow deeper in understanding which activities are doing what. My tank is refueled by interacting with people. My favorite part of the job of running Gainsight is the diversity of people with whom I get to interact across all our stakeholders—teammates, their families, clients, partners, investors, and even folks in our community. Yes, I am definitely an “E” in Meyers-Briggs language. So when I saw a recent HBR paper that said the typical CEO spends 5.6% of their time with clients, I was shocked. In fact, I was so surprised that we asked an intern to look at my calendar and determine what my percentage is. Turns out for me it was 17%. That averages out to roughly 11 clients a week, 45 clients a month, and over 500 client meetings a year. If you are a leader looking to meet more clients, this article is for you! If you’re looking at it and imagining how draining it would be, you’re probably figuring out whether you’re an introvert or […]

2 sharesSeptember 3, 2019
How To Budget For Customer Growth Image

How To Budget For Customer Growth

Thursday, September 26 | 11:00 a.m. PT (2:00 p.m. ET) We’re getting into budgeting season, which means it’s time to figure out the nuts and bolts of how you’re going to take your team from customer success to customer growth. As we learned in last year’s webinar, budgeting is about investing wisely. It’s not about how much you spend, it’s about how much you get for your dollar. This year, we’re going to be looking closely at how CS teams can become a growth center in 2020 and beyond. To do that, we’ll be looking at some of the highest-leverage areas for growth, including professional development, CS Ops, top line and bottom line investment, and more. Get actionable budgeting strategies to help you: Identify the right top-line metric—GRR or NRR Get “bang for your buck” in operations investments Benchmark CS costs to improve your bottom-line numbers Quantify your professional development ROI And much more

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How to Forecast Renewals Image

How to Forecast Renewals

Signing new customers costs five times as much as retaining old ones. So why are businesses failing at renewals? One of the most common problems I see in forecasting renewals is that businesses simply don’t know how to leverage their data in the right ways. They treat it the same as they treat sales and are stumped when their forecasts show up as less than accurate. That’s because forecasting renewals is a whole different game than forecasting regular net-new sales. You can’t just use your existing sales forecasting tool because forecasting renewals require you to leverage a completely different set of data. Remember in the movie Space Jam, when Bugs Bunny gave his teammate’s the water bottle with “Michael’s Secret Stuff”? After they drank it, they went from losing horribly to whooping some major monster behind. Think of a renewal system as your very own “Secret Stuff”. Chances are, like Bugs’ team, you don’t really understand it or how it does what it does—but unlike Bugs and Michael Jordan, our Secret Stuff is actually real. Ready to score some three-pointers? Check out how you can forecast renewals like a pro. Leverage Machine Learning One of the greatest perks of the machine takeover […]

6 min readSeptember 3, 2019
How to Create a Unified Customer Journey From Prospect to Renewal Image

How to Create a Unified Customer Journey From Prospect to Renewal

Thursday, October 3 | 11:00 a.m. PT (2:00 p.m. ET) For companies that rely on recurring revenue, finding, retaining, and growing your customers are typically top of mind. In fact, companies that relentlessly monitor their customer retention rate and engage with their customer through their journey have more visibility into the health of their overall business. In this webinar, Michael Redbord, General Manager of Service Hub at Hubspot, Jen Spencer, VP of Sales and Marketing at Smartbug, and Kellie Capote, Director of Enterprise Client Outcomes at Gainsight will share how you can be better equipped to create a unified customer journey, prevent churn and ultimately grow your customers by aligning on customer success, and engaging your customers throughout the customer journey. In this webinar you’ll learn: Trends around customer success. Why customer-centricity is a key growth driver. The key components around the customer journey. How to engage customers through the customer journey.

2459 registered
Customer Success: The Revenue Team’s Secret Weapon Image

Customer Success: The Revenue Team’s Secret Weapon

In the early days of customer success, the movement was all about stopping churn. In a subscription business model, you can’t have your customers leaving every month or year—you need a way to put a stopper on it. Enter Customer Success Management. Meanwhile, the Sales function was iterating on the same playbooks it always had: growing revenue through new logos. But it’s since become clear that in order to win in the new economy, you need to be optimizing for revenue growth both through new logos as well as within your customer base. That means both Sales and Customer Success need new missions—and new strategies. Gainsight has teamed up with Altify to bring a new vision of revenue growth driven by strategies and playbooks you’ll learn about in this webinar. Join Bob Slaby, Chief Customer Officer at Altify, and Bryan Hamblin, Chief Sales Officer at Gainsight to gain insights and actionable tactics for how you can begin to transform customer success into customer growth at your company.

2298 registered