Value per Customer

Building a Developer Relations Function

Building a Developer Relations Function
Mary Thengvall leads developer relations at Camunda, and has long been a thought leader in the guide, authoring the book, "The Business Value of Developer Relations" and publishing DevRel Weekly. In this guide, she describes what DevRel is, and how to stand up a function to drive developer awareness, enablement, and engagement.

Building a Solutions Engineering Function

Building a Solutions Engineering Function
Zach Lawryk is the VP of Solutions Engineering at Slack, and has previously led solutions engineering at Optimizely and Box. In this guide he explains the role of solutions engineering in the presale process, and outlines how to manage key SE responsibilities from demoing to technical discovery to running pilots.

Codifying Your Company’s Customer Success Playbooks

Codifying Your Company’s Customer Success Playbooks
Kristi Faltorusso is currently the VP of Customer Success at ClientSuccess and has previously led the function at IntelliShift, BetterCloud, and Sisense. Her specialty is scaling customer success at hyper-growth companies on their way to $100M in ARR. In this playbook, she explains how CS teams can craft repeatable playbooks to handle common scenarios. She lays out four families of CS playbooks: risk, expansion, lifecycle, and objectives.

Collecting Voice of the Customer Insights to Prevent Churn

Collecting Voice of the Customer Insights to Prevent Churn
Anita Toth is a Customer Success expert specializing in Voice of the Customer customer feedback. In this guide, she covers qualitative Voice of the Customer research techniques, including surveys, interviews, focus groups, listening tours, customer advisory boards, and testimonials.

Conducting Technical Discovery

Conducting Technical Discovery
Joe Casson is the Director of Solutions Engineering at Qualified.com and previously managed solutions engineering at Optimizely. In this guide, he explains that good technical discovery prevents customer dissatisfaction and services inefficiency once it comes time to implement customers. He outlines what to ask prospects and how to weave technical discovery into the sales process.

Defining an Ideal Customer Profile

Defining an Ideal Customer Profile
Kirby is the Chief Marketing Officer at Elevate Security, and has served as CMO at enterprise software and networking companies including Ionir, Illusive Networks, Bayshore Networks, and Limelight Networks. In this guide, he explains how to identify prospect characteristics that predict strong fit, to help sales and marketing automate prioritization.

Designing a Category

Designing a Category
John is the VP of Marketing at BlockSpaces, a B2B integration platform, and the Founder and Category Design Consultant for B2B Tech at Flag and Frontier.  He also co-hosts the #CategoryCreation series on the B2B Growth Show podcast. In this guide, he explains how to use category design to capitalize on unclaimed market territory and to help prospects evaluate your product using advantageous criteria.

Designing a Product-led Go-to-Market Strategy

Designing a Product-led Go-to-Market Strategy
Myk Pono is the Director of Product Management focused on Growth & Acquisition at Freedom Financial Network. For the past 12 years, he’s been a product-led growth and go-to-market strategy consultant, author, and advisor. In this guide, he explains what a product growth team is, and how to operationalize a product-led go-to-market strategy.

Designing a Sales Org for a High-velocity Sale

Designing a Sales Org for a High-velocity Sale
Lori is currently the Global Head of Business Development at Cloudflare. She has built high-velocity sales teams at companies across the growth spectrum, from joining early startups as the first sales hire to helping public companies achieve revenue targets of $1B. In this guide she outlines how high-velocity sales teams should design their sales org, set up their processes and leverage tech tools to drive efficiency and productivity.

Developing a Customer Onboarding Process

Developing a Customer Onboarding Process
Donna Weber is a recognized Customer Success thought leader and strategist. She’s currently a consultant specializing in customer onboarding, implementation, enablement, and education for high-growth companies. She previously built out customer success and customer enablement organizations at SugarCRM and Jaspersoft. In this guide, she dispels the notion that onboarding is just implementation and shows how education, enablement, and support should be woven into onboarding to help new customers see value and succeed quickly.

Email Marketing Strategy

Email Marketing Strategy
Jeanne Jennings is a recognized industry expert and an email marketing consultant and trainer with 25+ years of experience working with both B2B and B2C clients ranging from early-stage startups to major corporations like Capital One and Verizon. In this guide she outlines relevant email regulations, best practices for segmentation and campaign management, and tips for driving conversion rates.

Establishing a Competitive Intelligence Program

Establishing a Competitive Intelligence Program
Andrew McCotter-Bicknell is the Head of Competitive Intelligence at ClickUp and was previously the Head of Competitive Intelligence at ZoomInfo. In this guide, he explains how to research your competitive landscape and arm sales and marketing teams with powerful competitive intelligence.

Hiring a Product Marketer

Hiring a Product Marketer
Ryan Goldman is the Global VP of Marketing at Moloco, and has led marketing or product marketing at Soundcloud, Pendo, Sentry, SignalFx, and Cloudera, and over the course of his career, he's managed or hired 15+ B2B product marketers. In this guide, he explains how to find a product marketer who can serve as a bridge between the product, the sales org, and the market.

Hiring Customer Success Managers

Hiring Customer Success Managers
Maranda Dziekonski is currently Chief Customer Officer at Swiftly, and has previously led customer success and support teams at Lending Club and HelloSign. In this guide, she describes the CSM role, where to look for candidates, and how to screen for judgement, proactive mindset and communication skills in interviews.

Identifying and Multiplying Your Best Customers with Customer Segmentation

Identifying and Multiplying Your Best Customers with Customer Segmentation
Tamara Grominsky is the Chief Strategy Officer at Unbounce, and has previously led product marketing at other SMB-focused companies including FreshBooks and Yellow Pages. In this guide, she explains why customer segmentation is a powerful tool for improving conversion, acquisition cost, churn, and lifetime value. She outlines how to take on a segmentation project - from analysis to product packaging.

Implementing Salesforce

Implementing Salesforce
Jen Flanagan is the Director of Sales Operations at Ordergroove, and has built or advised on dozens of Salesforce instances. In this guide, she explains what Salesforce can do natively, with integrations, and with customization and outlines, how Salesforce objects work and how to think about the right setup for your business.

Increasing Prices Intelligently

Increasing Prices Intelligently
Mark Stiving is Chief Pricing Educator at Impact Pricing, an advisory firm specializing in value-based pricing for B2B technology companies. In this guide, he describes how to manage a price increase (which probably shouldn’t be an across-the-board increase) including deciding how much more to charge, which customers should see a price increase, and how to manage the roll-out.

Managing a Customer Success Team

Managing a Customer Success Team
Boaz Maor currently serves as Chief Customer Officer at Talech and has previously led customer success at OpenGov, Mashery, newScale, and FreeMarkets. In this guide, he discusses the role of Customer Success, how to structure a CS team as a company grows, and what metrics to track to measure success.

Managing B2B Product Launches and Releases

Managing B2B Product Launches and Releases
Mary Sheehan has help product marketing leadership roles at Adobe and SocialChorus. In this guide, she describes how to prepare for, coordinate, and measure product launches of all types, from routine releases to major new offerings.

Managing Customer Engagement Marketing

Managing Customer Engagement Marketing
Lisa Pratt is the Vice President of Customer Engagement Marketing at UKG where she leads a team responsible for customer marketing, customer intelligence, advocacy, and community for more than 20,000 customers. In this guide, she explains how customer marketing can make customer retention and expansion efforts more effective at scale, and describes how to manage the function.

Managing Scalable ABM Campaigns

Managing Scalable ABM Campaigns
Heidi Vandermeer is the Director of Demand Generation at Resolver and has led account-based marketing at Security Compass and Uberflip, and has won an ABMie award for best ABM campaign at scale. In this guide, she shares how to select an ABM account list, and how marketing and sales should work together to execute ABM campaigns.

Optimizing a Payments Processing Partnership

Optimizing a Payments Processing Partnership
Greg Myers is a payments ecosystem expert and the host host of the Monetize your Payments podcast. In this guide, he outlines the different types of payment processor relationship options available to software companies, along with the risks, benefits, and considerations that come with each.

Optimizing Your Support Function

Optimizing Your Support Function
Maranda Dziekonski is currently the Vice President of Chief Customer Officer at Swiftly, and has previously led customer success and support teams at Lending Club, HelloSign, Castlight Health, and Pared. In this guide, she outlines how to set up and tier a customer support function, including how to divert support queries to self-serve channels, and how to work with product and tech teams on bug management.

Outcome-based Product Roadmapping

Outcome-based Product Roadmapping
Rajesh Nerlikar is a Co-Founder and Product Coach at Prodify, and co-author of the best selling product book, Build What Matters. In this guide he explains how to build a roadmap centered on customer outcomes instead of features shipped. He outlines how to balance new functionality with maintenance and tech debt, and how to run a cross-functional roadmapping process.

Planning for Predictable Growth and Accurate Forecasting

Planning for Predictable Growth and Accurate Forecasting
Anthony Cessario is VP of Industries and GTM Solutions at Clari, the revenue operations and forecasting platform. In this guide, he explains how good forecasts are a part of a bigger predictable growth strategy, and lays out how to design and instrument a repeatable revenue process with strong processes and accurate data.

Positioning and Launching a New Product

Positioning and Launching a New Product
Dan Murphy has led product marketing at Privy and Drift, where he’s overseen over 70 product launches and more than a dozen large, new product launches. In this guide, he walks through how to position and launch major new offerings, including new products, products introduced to new verticals, acquired products, and important partnerships.

Scaling a Marketplace Product

Scaling a Marketplace Product
Paul Zeckser led product ad HomeAdvisor from 2011-2020 as well as founded Fresh Product Design, a full-service product strategy and development consultancy. He is now the VP of Product Development at Sealed. In this guide he lays out how product, sales and marketing and operations should coordinate to scale marketplaces. He covers metrics to track, how to think about matching, and guidelines for monetizing marketplace transactions.

Scaling Onboarding with Self-guided Pathways

Scaling Onboarding with Self-guided Pathways
Shareil Nariman is the Head of Customer Success at Arrows. Previously, he led customer lifecycle management, including onboarding, at Sprout Social and previously led operations teams at Booking.com. In this guide, he explains how companies that offer lower-priced SaaS products can leverage cross-functional collaboration and automation tools to design high quality self-guided customer onboarding experiences.

Structuring and Scaling a Post-Sales Org

Structuring and Scaling a Post-Sales Org
Rod Cherkas is the CEO of HelloCCO, a consulting firm that partners with Chief Customer Officers and their leaders to develop, execute and scale their post-sale functions. He previously led post-sale organizations at Gainsight, Marketo, RingCentral and Narvar. In this guide, he outlines the responsibilities and typical growth paths of post-sales functions including services, customer success, support, customer education, customer operations, and partner success.

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