We’ve discussed how important it is to align your sales and marketing efforts, but collaborating with the customer success team is equally as important and beneficial.
Both teams cover similar territory in terms of client communication, product and service knowledge, and relationship management. Despite the similarities, there is often little to no communication after a new client is passed from sales to customer success.
Allowing the two teams to function separately may result in a weaker client relationship and strategy, while enabling them to work together will undoubtedly have a positive impact on your long-term revenue generation.
The Data Behind Sales and Customer Success Alignment
Dedicate extra resources to highest-value clients
It’s standard process for sales to hand new clients over to customer success and then move on to the next big sell. But, since most revenue often comes from a small subset of your customers, your teams should be devoting extra resources to ensure you are meeting their needs. Encourage sales to stay engaged with your highest-value customers. Whether it’s longtime clients, growing clients, or frequent referrers, make sure your teams are working together and allocating time appropriately to strengthen those high value relationships.
Proactively communicate to achieve all new opportunities
As a sales leader, you need to recognize that a lot of your revenue potential for the year is already sitting in your CRM. Not only that, it’s actually 50% easier to sell to existing clients than new ones, reducing the time and effort needed to achieve that additional sale. We suggest proactive coordination between sales and customer success to make sure you are not missing out on quick wins and repeat business.
- Schedule periodic meetings between sales and customer success. Teams can brainstorm potential opportunities with the existing portfolio and plan next steps. Since sales reps are likely too busy in the field, they can coach customer success to ensure the right messaging is conveyed in future client check-ins.
- Add a commission incentive for your customer success team. This will ensure your teams are always considering new ways to increase the value to your client, and making sure the clients know about it.
Encourage teamwork to improve customer retention
Your sales reps are great at building that initial relationship and excitement among your prospects and convincing them to sign on as clients. But, it is then up to your customer success teams to keep your clients happy and that’s no small feat. Help your customer success teams keep that relationship strong by building a client engagement process with several annual touchpoints from sales. These small interactions should help re-stimulate that initial excitement from your client and maybe even open up a new upsell or referral opportunities. Showing extra commitment and continued interest from teams across your organization will result in better, more engaged clients. Our tip: incentivize your sales teams to care about customer retention by building renewals into their compensation plan.
The bottom line: if your sales and customer success teams are not effectively coordinating, then you are missing out on revenue opportunities. Their collaboration plays an integral role in building longer-term relationships that lead to deeper levels of trust, more cross-sell and upsell opportunities, and ultimately better retention.
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