RevOps FM

A Deep Dive into Customer Success Operations - Stephen McBride

Apr 1, 2024

53:32

SaaS companies spent the past decade optimizing for growth and customer acquisition at all costs. For many, the plan to actually retain and grow those customers has been foggy.

Now with many businesses facing the reality of massive churn, it's become incredibly clear that helping customers succeed is just as important as acquiring them in the first place.

So we're here today to discuss the third leg of the RevOps stool: customer success ops, and by extension, the discipline of customer success as well.

CS Ops doesn't get as much love or attention as marketing or sales ops—one of my past guests jokingly referred to CS Ops as the "red-headed step-child" of RevOps. But I think, and hope, this is starting to evolve.

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About Today's Guest

Stephen McBride is a Customer Success and CS Ops leader dedicated to helping companies grow better. His career has spanned in-house and consulting roles, and he’s spent over seven years in total at Hubspot, five of them as a leader in their Customer Success Org. He recently returned to the agency world with Go Nimbly as a RevOps Delivery Director.

https://www.linkedin.com/in/mcbridest/

Key Topics

[00:00] - Introduction
[01:49] - Defining the role of customer success
[02:51] - Role of CS in a PLG motion
[03:37] - Strategies of a great CS team
[06:00] - CS strategy at Hubspot
[07:56] - Why do some big companies neglect CS?
[09:29] - CS as cost center vs. growth driver
[11:38] - Balancing the mindset of customer support vs. upselling
[14:09] - Defining the mission of your CS team
[15:36] - CS as a point of leverage in the customer experience
[17:28] - Impact of macro-economic factors on CS strategies
[20:06] - Identifying the impact of CS, factors you can A/B test
[21:35] - Scope and mission of CS Operations
[23:23] - CS Ops as a its own function vs. part of RevOps
[29:09] - Who should a unified RevOps function report to?
[31:52] - CS Ops vs. MOPS and SOPS
[34:42] - CS tools and systems
[40:19] - A best-in-class CS tech stack
[42:34] - Churn forecasting
[44:35] - Getting truly useful health scores
[48:34] - Reducing churn

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