The Strategic CSM: How to Drive Business Outcomes with Chad Horenfeldt

Sep 3, 2025

In this engaging discussion, Chad Horenfeldt, VP of Customer Success at Sienna AI and author of 'The Strategic Customer Success Manager,' shares insights from his two decades of experience. He emphasizes shifting from traditional roles to a strategic focus on business outcomes. Chad introduces frameworks like ACE and the 3C framework for effective customer conversations. He also outlines the importance of measurable success plans and the SOON funnel in driving customer success while advocating for a proactive mindset among CSMs.

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INSIGHT

Practical Focus For CSMs

Chad wrote his book to give practical guidance for CSMs rather than leaders, aiming to improve day-to-day execution.
He positions strategic CSM skills as practical tools anyone can adopt to advance their career.

ADVICE

Adopt A Strategic Mindset

Be a strategic CSM by adopting a mindset, not a title, and focus on higher-value work.
Use AI to free time and elevate from product tasks to strategic customer conversations.

INSIGHT

Start With Customer Business

Strategic CSMs start with the customer's business, not the product, and work backwards.
They focus on outcomes and balance customer-centricity with being company-centric.

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In this episode of the Customer Success Pro Podcast, host Anika Zuber speaks with Chad Hornerfeld, VP of Customer Success at Sienna AI, about the evolution of customer success and the importance of strategic customer success management. They discuss the shift from traditional customer success roles to a more strategic approach, focusing on business outcomes rather than just product adoption. Chad shares insights from his newly published book, 'The Strategic Customer Success Manager,' and provides frameworks for CSMs to enhance their strategic conversations and relationships with customers. The episode emphasizes the need for CSMs to understand their customers' businesses and to ask the right questions to drive value and outcomes.

Chapters:
00:00 Introduction
02:52 The Evolution of Customer Success
06:01 The Strategic Customer Success Manager
08:50 Defining Strategic CSMs
11:50 The Importance of Business Outcomes
14:47 Frameworks for Strategic Conversations
17:42 Managing Up and Building Relationships
20:54 Quickfire Questions and Wrap-Up

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Website: https://thecustomersuccesspro.com/
LinkedIn: https://www.linkedin.com/in/anikazubair/
CSM RevUP Academy: https://thecustomersuccesspro.com/revup

Connect with Chad Horenfeldt:

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

https://www.strategiccustomersuccess.com/

Chad Horenfeldt is the VP of Customer Success at Siena AI and an award-winning CS leader with over 20 years of experience building high-impact teams at companies like Eloqua (acquired by Oracle) and Kustomer (acquired by Meta). Known for his blend of strategic insight, empathy, and operational excellence, Chad has shaped the careers of hundreds of CSMs and helped define the modern CS profession. He’s a founding member of CS Angel, advisor to emerging CS tech, and a longtime advocate for elevating CS into a strategic function.

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