Ep. 247: Mari Cross | These B2B Customers Don't Buy Features. They Buy Outcomes.

Episode 247: What if customers achieve real results—but don't know it?

Most vendors sell functionality. Mari Cross wants customers to see impact—in their own numbers, in real time.

Mari Cross, Chief Customer Officer at Infor, is dismantling a common illusion: that delivering software features equals delivering value. Infor sells enterprise resource planning (ERP) tools, but Mari's focus is on proving business outcomes. She built a system where customers define the results that matter, track them through the product itself, and act on them with confidence. Her team isn't there to rescue implementations. They're there to make value obvious—and to ensure it keeps showing up.

Most ERP systems operate like black boxes. Even when customers get results, they can't always prove it. Mari attacks that gap.

Infor's value mapping begins before the deal closes. Once the system is live, telemetry and process mining show what's working and where clients are drifting off course. This isn't a side program—it's baked into the product and reflected back to users in dashboards, metrics, and business KPIs.

The shift isn't just operational. It's cultural. Mari rebuilt Infor's customer success team to be proactive, industry-specific, and integrated from day one. That means fewer rescue missions, fewer slide decks, and more conversations grounded in actual product usage and outcome data. And it means the customer success journey starts well before go-live—and runs all the way through renewal.

"A good value conversation is if you have some measures in place that are more repeatable than having a value engineer fly in from left field," Mari says.

Learn how Infor's CareFor Success program gives customer success teams the tools, visibility, and data to show what's working and where to go next. And learn how and why value delivered is value clients understand.

Guest: Mari Cross, Chief Customer Officer at Infor

Host: Rob Markey, Partner, Bain & Company

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Key Topics Covered:

• (01:00) The value void: what clients miss—and what it costs
• (03:30) Why Infor embeds value mapping into the sales process
• (06:10) Telemetry, process mining, and outcome tracking
• (11:45) The difference industry specificity makes
• (14:50) Mari's CareFor Success program explained
• (17:30) Getting sales, success, and product aligned
• (22:15) Making value visible across the customer lifecycle
• (25:00) How to track value realization in real time
• (36:00) Culture change and customer empathy

Notable Quotes:

• [05:00] "If someone wanted to stick completely to standard, they could flip the switch on Day 1 and use our product. That's very different than the approach, I think, some other vendors take."
• [10:00] "In the vision of, 'We succeed when our customers succeed,' the [chief customer officer] role [at Infor] was really pivoted to make sure to focus on ongoing value realization and optimization after the go-live date. That is probably a very unique orientation for Infor."
• [12:00] "We are very focused on this idea of value engagement. We launched CareFor Success, which is our success program, last year. But it's completing this value-based customer journey all the way through where we are on a regular basis, across all teams, and repeatedly driving value with our customers by helping them look at the data, optimize, and then that visibility into value delivered within the product."
• [29:00] "We want to be in sync with our strategy when we talk about success motions, because that alone is an incredible power. We can become proactive."