Bridging the gap between Customer Success and Marketing teams is an age-old struggle in SaaS companies. Yet, this is one of the most crucial working relationships in a healthy customer marketing and advocacy program. How do you get these critical functions to collaborate instead of operating in silos and stepping on each other’s toes?
I recently dove into this topic with Sara Bochino, VP and Head of Customer Success Management at talech (a US Bank company). With a deep background spanning customer marketing and Customer Success leadership roles, Sara brought a valuable dual perspective. As we discussed the friction that often emerges between CS and marketing, Sara shared sage advice on bringing the teams together. Read on to hear her advice, or watch our video interview below (6 minutes).
Episode 3
Go On a Listening Tour to Discover Their Engagement Approaches
Sara pointed out a crucial mistake marketers make – assuming all Customer Success teams operate the same way. When the reality is CS models differ enormously depending on factors like:
- Company size
- Target market
- Product mix
- Geographic footprint
Many enterprises still have a traditional model focused on deep relationship building between each CSM and their book of accounts. The cadence here emphasizes more personal outreach and value conversations.
Meanwhile, younger companies are operating digital-first, at scale right out of the gates. They empower customers to self-serve while creating cohort-targeted digital programs to automate engagement.
Before planning any joint initiatives, smart marketers first go on a listening tour. This simply involves sitting down with CS leaders, managers, and front-line CSMs to probe their approach. Really get into the weeds of how they segment customers, deploy resources, communicate inbound and outbound, measure outcomes, and more.
Doing the footwork to understand CS’s perspectives sets the stage for true collaboration.
Audit All Touchpoints to Find Overlap
Armed with an intimate understanding of CS engagement models and pain points, smart marketers use that insight for good. Bring everyone together to audit all existing customer communication touchpoints across the two teams.
Where are the gaps? Where is there inefficient overlap? Who owns renewals vs. expansion? How do they coordinate on customer health scoring? This open sharing creates awareness on both sides about what programs touch customers and when.
From there, look for quick wins. Can marketing take over certain outbound nudges to free up CSMs for richer, two-way dialogue? What one-to-many digital programs could augment high-touch cohorts?
Create Clear Rules of Engagement
Sara shared the genius but simple next step – co-creating rules of engagement and communication protocols based on the audit. Codify who owns what campaigns, workflows, and touchpoints. Plus document appropriate cadences for things like:
- Customer surveys
- Advocacy outreach
- Training invites
- Content offers
- Reviews & testimonials
Spelling out these guidelines gets all teams rowing in the same direction while respecting CS’s primary ownership of customer relationships. They provide helpful guardrails as marketing introduces new initiatives meant to dovetail with CSM efforts.
And here’s the kicker – because CS actively participates in designing these rules, they feel invested in sticking to them! More collaboration upfront drives more willingness to collaborate downstream.
The Power is Yours
As Sara concluded – this whole process of collaborating early and often with Customer Success is eminently doable. Any friction that exists can get smoothed over through better mutual understanding. After all, at the end of the day, both CS and marketing share the same noble goal – helping customers extract maximum value.
So there you have it, marketer friends. The ball is in our court. I encourage you all to be the catalyst for that Customer Success partnership. If the amazing results I’ve seen are any indication, it will pay dividends for customers, CS teammates, and your programs alike!
Now get out there and start listening!
