Customer Success Resources

Guide to Developing a Business Case for Customer Success

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3 - Guide to Developing a Business Case for Customer Success In today's world of competitive budget allocation and scrutiny, the best way to ensure your own success is to have an airtight business case. And you need to be willing to stand behind it. So ware-as-a-Service (SaaS) and other recurring revenue businesses are different because the revenue for the ser- vice comes in small increments over an extended period of time (the customer lifetime), creating a fundamental- ly distinct dynamic to a traditional so ware business. In a subscription business over 80% of revenue comes a er the initial close – further down the funnel, at different stages of the customer lifecycle. And buyers have more control now then ever. It is easy, fast and painless to move from your service offering to your competitor's. Effective adoption, retention and growth programs are quickly becoming table stakes for almost every SaaS company. However, a company's resources are o en stretched to, or above, their maximum allocation at any point in time. Introducing a new organization is a major investment decision in the strategic direction of your company, and one that will surely require more than a casual conversa- tion. More o en than not, you will only have one shot at getting the attention of the key stakeholders and decision maker(s). To show your executive team how customer success can ultimately help your business see results, you will want to be prepared to answer a 360º business view of your pro- posal such as: • What is the opportunity or challenge to be ad- dressed? • How will this contribute to our current business goals, targets and 1/3/5 year business plans? • How does this make us more innovative, competi- tive, and cost effective? • What is the investment and resources required? • Who will benefit or be impacted and how? • What is the ROI? • Why now or why this sense of urgency, can't we defer this investment? • Are there other options? • What are the risks and how will they be mitigated? This whitepaper goes into detail about the critical pillars of customer success and will help you begin building your business case. A good business case is simple, straightforward, comprehensive, and clearly identifies the decision to be taken. It doesn't need to be 100 pages. It just needs to be effective at convincing your management team that your proposal for a Customer Success mandate should be prioritized against the other 50 urgent needs in their inbox. Why a Business Case?

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