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FOUNDER’S GUIDE TO B2B SALES THREE TYPES OF CUSTOMER SUCCESS MANAGERS The Best Friend • Think: “I’m here to help you use the product.” • Provides advanced technical support • Technical background • Will ask how it’s going • Won’t ask you for money • Measured on CSAT The Renewals Clerk • Think: “I’m here to collect your renewal next quarter.” • Manages the contract renewals process • Finance background • Will ask you for money • Won’t ask about expansion • Measured on churn reduction The Account Manager • Think: “I’m here to maximise your value from the software.” • Manages an account • SDR/sales background • Sees value as driver of renewal • Will ask* about expansion • Measured on account growth *Looking for expansion opportunities is not the same thing as selling them. Depending on your model, CS managers may find opportunities and hand-off to sales. They may handle the opportunities themselves, or they may work with sales in order to sell the opportunity together. SPRING 2023 .33

BALDERTON The Founders Guide to B2B Sales - Page 33 BALDERTON The Founders Guide to B2B Sales Page 32 Page 34

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