Cross-team leverage: marketing and AM partnerships

Most CS leaders handle a large book of accounts by taking the enterprise playbook and asking for it in bulk. More QBRs. More success plans. Denny Bura does the arithmetic: if a CSM has 80 accounts, that is a QBR every other day, before prep and before you try to lock in 80 customer calendars. It was never going to work.His alternative is to find what already works inside your own segment and scale that instead. In this episode he walks through it with real numbers, using the host's own book: three enterprise accounts covering 600 to 700 hotels.What's inside:

• Why over 80% of CROs come from a sales background, and why many of them admit they don't know how to run scaled CS any better than their individual contributors do
• The feature launch play worked all the way through: one personalised email to 600 accounts, what to do with the 120 who reply, and how to split them into champions, a voice of customer group, and a content list
• How to take 20 complaints to a product manager as one aggregated signal instead of 20 separate apologetic emails
• Using usage data to find your overachievers, then working out which underperformers most resemble them
• Why your sweet spot is the middle 60, not the top 20
• The revenue maths: 500 euros a month across 100 accounts is 50,000 euros, which is a new enterprise account your company got for free
• Why scaled CS is the lowest risk place in the company to experiment, and the highest reward when something lands
• Three options when your manager's targets don't fit your segment, including the one where you leave
• Why "they gave us a positive NPS score" is hunch work, and what replaces it
• How to pass your insights sideways to marketing and to your account manager, which is where the lost 10% of revenue actually sits

Denny Bura is Chief Customer Officer at River Consultancy Group, where he runs the Revenue Strategy Lab and the SaaS Growth Audit. His research across more than 50 senior revenue leaders found that around 10% of revenue is lost to misalignment between sales, CS and marketing.Chapters:0:00 Introduction to revenue lab0:52 Podcast introduction3:24 River Consultancy Group7:36 Scaling customer success13:30 Practical scalable strategies22:32 Data-driven expansion32:06 Empowering CS contributors37:00 Methodology for CS growth43:56 Cross-departmental impact47:28 Conclusion and key takeawaysConnect with Denny Burda - https://www.linkedin.com/in/dennyburda/Connect with Bayron: https://www.linkedin.com/in/bayron-toru%C3%B1o-solano-3a9408113/Customer Success Talks is for CSMs in their first years and anyone breaking intocustomer success. New episodes every two weeks.Follow us on:

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