This is Growth! Growth Pill: Why Forcing CSMs to Sell Kills Growth
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Oct 1, 2025 Pushing Customer Success Managers to sell may seem like a growth strategy, but it often leads to customer churn. Early successes can disguise underlying issues, only for neglected customers to reassess their value later. The key lies in delivering exceptional value first, sequencing growth efforts, and measuring customer success. By focusing on value rather than just revenue, businesses can create a healthier path for expansion. Proper metrics can help identify when customer engagement drops, allowing proactive adjustments.
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Year-One Success Then Trouble
- Daphne Costa Lopes recounts seeing companies hand CSMs sales quotas repeatedly over the last decade.
- She notes this lands well in year one because healthy, nurtured customers still buy more.
Short-Term Wins Create Long-Term Churn
- Pushing CSMs to sell causes neglected customers to reassess value and churn in year two.
- Churn then destroys your ability to expand because unhappy customers won't buy more.
Prioritize Value Before Expansion
- Do make value delivery the CSMs' core focus and measure what value means for customers.
- Sequence value realization before expansion and track leading indicators to act early.