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A CS Leader we spoke to recently did an amazing job in summarising the critical foundations an #AccountManager or #CustomerSuccessManger needs to grow their accounts and portfolio...

Let's start with the goal in mind - what puts you in position to grow an existing B2B Software account?

🟢 Relationship with the right stakeholders

🟢 Clarity on their goals and pain points

🟢 Realised value / tangible ROI

🟢 Positive user experience

🟢 Shared understanding of future value / roadmap alignment

... etc.

For an #AM or #CSM to get there can be challenging in practice - there is an art and timing to it that comes with experience. And the pressure of a SaaS business usually adds extra complexity and distortion - so great account owners stick to the basics and get it done through a mix of great timing and well laid foundations:

1.#Relationship

‍2. Sh*t is not on Fire 🔥

3. #CustomerEducation

‍4. #Optimization

‍Going into detail on these would be another post, but two quick points - if the account is on fire, do not pass go. And optimization is about optimizing for value - the key to growth.

🔑 The key ingredients... work + timing.

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🔴 Bad Example: An Account Manger pivots their attention to a somewhat neglected account with potential, currently on fiiiiire 🔥. After performing internal heroics the #AM, under significant pressure to meet target, pitches the current stakeholder a new product similar companies are buying. After some brief informal discussion in the client org, the idea is 'put on the back burner'. Now, not only is the AM struggling to target, but they have more internal inertia to overcome next time and it will be harder to gain further understanding.

🟢 Great Example: After their account saving heroics an #AM assesses where they are at, now they are out of the woods. Identifying usage and educational gaps, establishing a relationship of trust with multiple people, optimising and building a case for value. Not only working to the clients timetable, but looking for levers to create urgency and establish shorter timelines that align with the client and value. Striking at the right time, with a much clearer understanding of the client's needs and a watertight business case.

💡 Experienced #CSMs and #AMs always take a step back to assess where they are with an account according to these foundations. The great ones can become as important to a client as the product and sustain growth even when there are issues.