The following outlines the customer segments supported by the Technical Account Management organization and the metrics for success for each segment:
These accounts are those that pay >50k ARR or are >5k and have high LAM
Success plans with milestones/key objectives in all Pr1 accounts. These accounts are those that have either near-term growth opportunities or potential risk. The success plans ensure that we are engaging around value and not features & functions. This focus ensures that we are spending time on ensuring IACV growth, and defending gross retention. Completed EBRs in minimum 75% of PR 1 accounts. These strategic touchpoints ensure that progress against desired business outcomes is being made and communicated back to both the team that we work with and key influencers/decision makers. It also creates a vehicle for introducing senior leadership into the customer account, enabling more strategic touchpoints.
The primary objective in enabling our customers is to get to value quickly, and to ensure that any roadblocks to adoption are removed for our customers. These roadblocks can best be seen in our Time to 1st Value metric, whereby customers are delayed in inviting users into their instance if stuck on setup and rollout issues. As product analytics become available within Gainsight, these metrics will mature into being initial onboarding and stage maturity.
This phase is about going beyond a customer’s existing use cases, into additional stage adoption and tier upgrades. In ensuring a customer gets to value quickly, in understanding a customer’s desired business outcomes, and in engaging strategically through touchpoints such as EBRs in addition to cadence calls, a TAM is ‘given permission’ as a trusted advisor to introduce and advocate for the idea of growth.
These accounts are 5-50k ARR for onboarding, or any account =>5k ARR and not TAM-assigned. The focus of this program is ensuring successful set-up, scale and expansion through digital enablement campaigns.
We will engage through carefully placed surveys to garner key information such as desired use cases and outcomes, customer satisfaction half-way through contract period (NPS, CSAT) and likelihood to renew.
We will seek to remove adoption roadblocks and poor setup scenarios (frequent issue) and enable use-case/stage adoption maturity through admin enablement via email. In FY22 we will augment this email program with other vehicles such as downloadable issue boards, guided video paths, guided blog series, and Slack Bots.
We have legal permission to email users for enablement only, so will seek to drive expansion through suggested next-steps via the FY22 vehicles such as issue boards with task lists, while continuing to partner with other teams such as the Marketing and Growth teams on use case adoption and maturity with key next steps into new stages via key points such as introducing SAST/DAST scanning (leading to Secure, Ultimate).