In this episode of SaaS Therapy, Todd and Casey welcome Jillian Betlick, Senior Manager of Community and Customer Advocacy at Calendly. They discuss the importance of community in business, how to build and manage a successful community, and the nuances of community engagement. Jillian shares her insights on finding community champions, measuring success, and handling negative feedback. The conversation emphasizes the need for passion over expertise in community management and the significance of understanding both the company's and the individual's 'why' in community building.
Takeaways
Community is essential for customer engagement and feedback.
Understanding the need for a community is crucial before building one.
Passion is more important than expertise in community management.
Finding and enabling champions within the community can drive engagement.
Measuring success should align with company goals, not just community metrics.
Handling negative feedback requires empathy and understanding.
Community can significantly impact conversion rates.
There is no single path to becoming a community manager; diverse backgrounds are valuable.
Meeting customers where they are emotionally is key to effective communication.
Know your personal and company 'why' to stay motivated in community management.
Contents
00:00 Introduction to SaaS Therapy and Guest Introduction
02:43 The Importance of Community in Business
05:34 Identifying the Need for a Community
08:22 Understanding Community Engagement and Participation
11:09 The Role of Community Managers
14:03 Finding and Empowering Community Champions
17:01 Motivating Community Members
22:37 Optimizing Community Engagement for Business Success
27:50 The Role of Community Managers Across Functions
31:01 Navigating the Challenges of Community Management
33:50 The Importance of Personal and Professional 'Why' in Community
36:19 Handling Negative Feedback in Community Spaces
39:58 Actionable Insights for Community Professionals
Resources
Credits
Show manager: Jenna Mollinet
In this episode of SaaS Therapy, Todd and Casey engage with Rachel Provan, a seasoned customer success leader, to explore the intersection of behavioral psychology and customer success. Rachel shares insights on how understanding human decision-making can enhance customer relationships, the importance of empathy in sales, and strategies for effective communication. The conversation delves into common pitfalls in sales, such as loss aversion and the need to tailor messages for different personas. Rachel emphasizes the significance of listening and understanding the customer's perspective to foster stronger connections and improve retention rates.
Takeaways
Contents
00:00 Introduction to Customer Success Leadership
02:17 Behavioral Psychology in Customer Success
09:28 Understanding Customer Emotions and Decision-Making
15:27 The Power of Framing and Loss Aversion in Sales
19:01 Understanding Audience Dynamics in Customer Success
23:22 Crafting Tailored Messaging for Different Personas
26:46 The Importance of Empathy in Customer Conversations
32:46 Navigating Emotional and Logical Conversations
36:20 Learning from Customer Losses and Moving Forward
Resources
Credits
Show manager: Jenna Mollinet
In this episode of SaaS Therapy, hosts Todd Kirk and Casey Trujillo celebrate their podcast's success while discussing effective customer training strategies. They explore the new features of Outlook, emphasizing the importance of change management and user comfort. Todd shares best practices for engaging training sessions, highlighting the need to create 'wow' moments for users. The conversation concludes with a challenge for listeners to reevaluate their training approaches and focus on user engagement.
Takeaways
Contents
00:00 Introduction and Celebration of Success
01:09 Effective Customer Training Strategies
04:03 Exploring the New Outlook Features
11:15 Change Management and User Comfort
22:02 Best Practices for Training and Engagement
28:47 Final Thoughts and Challenges for Improvement
Resources
Credits
Show manager: Jenna Mollinet
In this episode of SaaS Therapy, Todd Kirk and Casey Trujillo welcome back Ashley DeKerlegand to discuss the Action Mapping framework, a method for enhancing customer education and driving behavior change. The conversation explores the importance of measurable goals, the challenges faced in customer education, and the need for cross-functional collaboration. Ashley shares real-life examples of implementing Action Mapping, emphasizing the significance of empathy and understanding in the learning process. The episode concludes with actionable takeaways for listeners to apply the framework in both personal and professional contexts.
Takeaways
Contents
00:00 Intro
2:34 Action Mapping Framework Explained
5:42 Real-World Applications & Challenges
10:36 From Busywork to Measurable Impact
15:19 Shifting from Order-Takers to Advisors
19:20 Executive Sponsorship & Cross-Team Alignment
24:41 Turning Problems Into Solutions
30:57 Practical Examples & MVP Learning
39:18 Why Action Mapping Works
41:26 Wrap-Up & Homework Assignment
Resources
Credits
Show manager: Jenna Mollinet
In this episode of SaaS Therapy, Todd and Casey dive into the intricacies of change management, focusing on the ADKAR framework and introducing their own ADOPT framework. They discuss the importance of awareness, desire, knowledge, and participation in driving successful software adoption. The conversation emphasizes the need for effective communication strategies, creative campaigns, and the significance of aligning change initiatives with executive goals. The hosts provide actionable insights for SaaS vendors to enhance customer success and drive meaningful change within organizations.
Takeaways
Contents00:00 Intro
1:06 Understanding the ADKAR Framework
4:54 The Importance of Awareness and Desire
8:34 Knowledge and Ability in Change Management
11:32 Effective Communication Strategies
15:44 Innovative Training Approaches
20:40 Introducing the Adopt Framework
20:50 Understanding User Reinforcement and Adoption Challenges
23:44 The Importance of User Orientation in Change Management
27:28 Participation vs. Ability: A Shift in Perspective
32:41 Transforming User Behavior for Lasting Change
36:04 Practical Applications of the Adopt Framework
Resources
Credits
Show manager: Jenna Mollinet
In this episode of SaaS Therapy, Todd and Casey engage with Sarah Scheibner, a member of the TechSmith Advisory Board, to discuss the importance of customer feedback, change management, and effective communication in software implementation. Sarah shares her experiences with TechSmith and highlights the need for software vendors to prioritize user experience and adapt their strategies to better support end users. The conversation emphasizes the significance of understanding the user perspective and fostering collaboration between vendors and customers to ensure successful software adoption.
Takeaways
Contents
00:00 Intro
2:02 Exploring the TechSmith Advisory Board
5:56 The Importance of Customer Feedback
11:31 Navigating Change Management in Software
18:04 The Role of Change Management in Software Adoption
25:24 Success Stories in Software Implementation
29:15 Learning from Implementation Failures
35:34 The Importance of Communication in Software Projects
40:35 Homework Assignment for Listeners
Resources
Credits
Show manager: Jenna Mollinet
In this episode of SaaS Therapy, Todd Kirk and Casey Trujillo welcome Bill Wilson, a B2B pricing strategist, to discuss the intricacies of pricing strategies in SaaS businesses. Bill shares his journey from software engineering to pricing strategy, emphasizing the importance of understanding customer needs and the dynamics of pricing within organizations. He outlines a four-step approach to pricing, discusses the significance of customer conversations, and provides insights on when to adjust pricing strategies. The conversation also touches on the importance of aligning pricing with product positioning and handling annual price increases effectively. Bill concludes with actionable homework for listeners to improve their pricing strategies.
Takeaways
Contents00:00 Intro
1:04 Bill Wilson's Journey in Pricing Strategy
2:28 Understanding Pricing Dynamics in Organizations
6:11 The Four-Step Pricing Approach
11:29 Recognizing When to Adjust Pricing Strategies
15:14 The Importance of Customer Conversations
16:50 Navigating Customer Feedback for Pricing
20:42 Rapid Fire Pricing Questions
27:49 Influences and Resources in Pricing Strategy
31:30 Aligning Pricing with Product Positioning
37:29 Handling Annual Price Increases
41:58 Final Thoughts and Homework Assignment
Resources
Credits
Show manager: Jenna Mollinet
In this episode of SaaS Therapy, Todd and Casey welcome Randy Hulme from Qualtrics to discuss the intricacies of customer success in the public sector. Randy shares insights from his extensive experience at Qualtrics, including impactful speakers at their events, the importance of creating a positive team culture, and strategies for managing diverse customer use cases. The conversation emphasizes the need for alignment between customer expectations and company offerings, as well as the significance of understanding value in customer success management. Randy concludes with a homework assignment for listeners to chart their value chain and ensure alignment within their organizations.
Takeaways
Contents
00:00 Intro
2:06 Impactful Speakers and Personal Growth
4:22 Career Development and Job Satisfaction
10:13 Defining Value in Public Sector
11:20 Team Dynamics and Culture Building
18:28 Navigating Company Culture Changes
19:49 Supporting Diverse Customer Needs
22:12 Transforming Data into Actionable Insights
29:10 Customer Success and Value Delivery
35:20 Navigating Consumption Models in SaaS
42:29 Aligning Value Chains for Customer Success
Resources
Credits
Show manager: Jenna Mollinet
In this episode of SaaS Therapy, host Todd Kirk and guest Ryan Debenham, CEO of Grin AI, explore the evolving landscape of AI in business. They discuss the hype surrounding AI, the balance between optimism and realism, and the importance of understanding AI for both product teams and individual knowledge workers. Ryan shares insights on AI strategy, user experience design, and offers advice for non-technical workers on embracing AI technology. The conversation emphasizes the need for open-mindedness and continuous learning in the face of rapid technological advancements.
Takeaways
Contents
00:00 Intro
1:01 Ryan's Journey: From Engineer to CEO
2:26 The Current State of AI: Hype vs. Reality
9:40 Navigating AI Fatigue: Balancing Optimism and Realism
10:37 Building AI into Products: Expectations vs. Reality
21:30 AI Strategy: Product vs. Process
23:16 Navigating Product Strategy Risks
27:33 AI for the Average Knowledge Worker
36:22 Homework and Closing Thoughts
Resources
Credits
Show manager: Jenna Mollinet
In this episode of SaaS Therapy, Todd talks with Michael Lux, Senior Director of Customer Education at Procore Technologies. They discuss the evolution of Procore from a startup to a public company, the structure of the education team, and the importance of a unified content strategy across departments. Michael shares insights on the challenges of customer education, the need for tailored content, and the metrics that define success in customer training. The conversation also touches on the future of AI in learning and the importance of time to value in customer success.
Takeaways
Contents
00:00 Intro
2:46 Understanding Procore's Structure and Education Role
5:37 Content Strategy and Customer Lifecycle
8:39 Monetization of Education and Professional Services
11:41 Defining Content for Customer Success
14:15 Challenges in Customer Education and Feedback
17:06 Customer Needs and Content Development
20:07 Balancing E-Learning and Instructor-Led Training
22:50 Metrics for Success in Education
25:53 Time to Value and Customer Success Metrics
28:35 Future Aspirations and AI in Learning
31:39 Final Thoughts and Homework Assignment
Resources
Credits
Show manager: Jenna Mollinet
In this host only episode of SaaS Therapy, Todd and Casey explore the complexities of decision-making in sales and customer relationships. They introduce the concept of 'Fofu' (fear of messing up) and discuss how it leads to decision paralysis in business. The conversation delves into the importance of emotional intelligence in sales, the different types of questions customers ask during the buying process, and the framework of belief, understanding, deciding, and becoming. The hosts emphasize the need for sales professionals to recognize customer mindsets and navigate skepticism and confusion effectively to foster growth and progress in their relationships.
Takeaways
Contents
00:00 Intro
2:40 Understanding Decision Paralysis in Business
5:18 The Importance of Emotional Intelligence in Sales
8:34 Believing Questions: The First Stage of Decision Making
11:02 Understanding Questions: The Next Step in the Process
13:56 Deciding Phase: Operationalizing the Solution
17:51 Becoming: Growing with the Product
20:26 Understanding Customer Individuality
23:06 Identifying Skepticism in Customers
26:22 Addressing Customer Confusion
28:56 Navigating the Decision-Making Process
31:56 Recognizing the Becoming Stage
37:19 Framework for Customer Engagement
Resources
Credits
Show manager: Jenna Mollinet
In this episode of SaaS Therapy, Todd Kirk and Sean Adams discuss the importance of customer relationships in the SaaS industry. They explore Sean's unique career path from contractor to VP of Revenue, the significance of measuring customer education impact, and the challenges of navigating customer expectations. The conversation emphasizes the need for SaaS companies to focus on delivering outcomes rather than just features, the importance of post-sale engagement, and practical advice for enhancing customer experience. Sean shares insights on understanding IT buyers and balancing organizational and individual needs, while also addressing churn challenges and providing actionable homework for listeners to improve their customer relationships.Takeaways
Contents 00:00 Intro
8:15 Measuring Impact in Customer Education
11:56 Understanding SaaS Outcomes and Customer Expectations
19:21 Post-Sale Engagement and Customer Success Strategies
22:1 3 Understanding Customer Needs in SaaS
23:57 The Role of IT in SaaS Adoption
27:17 Navigating the IT Persona
29:19 Balancing Organizational and Individual Outcomes
31:23 The Challenge of User Education & Overcoming Churn
35:08 Reducing Friction in User Experience
37:21 Practical Advice for Customer Success
41:21 Homework for Enhancing Customer Relationships
Resources
Credits
Show manager: Jenna Mollinet
In this episode of SaaS Therapy, Todd Kirk and Casey Trujillo chat with Courtney Sembler, Senior Director at HubSpot, discussing the importance of passion in both personal and professional realms. Courtney shares her journey, influenced by her mother's pioneering spirit, and emphasizes the significance of integrating personal passions into work life. The conversation explores how to find one's passion, the role of leadership in fostering a successful environment, and strategies for maintaining enthusiasm during challenging times. Courtney concludes with a powerful homework assignment focused on self-love and reflection.
Takeaways
Contents
00:00 Intro
1:20 Courtney's Journey and Influences
5:18 Career Path and Discovering Passion
9:21 Finding Passion and Purpose
13:35 Integrating Passions in Work Life
20:52 Creating a Safe Work Environment
23:39 Extreme Ownership and Accountability
27:50 Leadership and Team Dynamics
29:51 Navigating Change and Pivots
35:33 Maintaining Passion During Tough Times
41:27 Self-Love and Personal Reflection
Resources
Credits
Show manager: Jenna Mollinet
In this episode of SaaS Therapy, Todd Kirk and Casey Trujillo engage with John Leh, founder and CEO of Talented Learning, to explore the intricacies of customer education and learning management systems. John shares his unique journey in the learning industry, emphasizing the importance of aligning customer education with business needs and revenue generation. They discuss common pitfalls in the buying process, the significance of understanding the buyer's mindset, and the necessity of integrating customer education into the broader organizational strategy.
Takeaways
Contents00:00 Intro
2:03 Understanding Talented Learning and Its Role
5:22 John's Unique Path to Becoming an Analyst
7:55 Prioritizing Customer Needs in SaaS Solutions
10:58 Common Mistakes in the Buying Process
13:03 Charging for Customer Education: Principles and Practices
16:07 The Buyer’s Mindset in SaaS Solutions
19:32 Ensuring Successful Implementation of Learning Management Systems
21:41 Aligning Customer Education with Business Goals
23:54 Understanding Personal and Professional Risks
28:35 The Role of Customer Education in Software Adoption
30:45 Leveraging AI for Enhanced Learning Experiences
34:52 Expanding the Reach of Customer Education
38:09 Maturity Levels in Customer Education
Resources
Credits
Show manager: Jenna Mollinet
In this episode of SaaS Therapy, Casey Trujillo speaks with Zach Hawley and Will Aja, co-founders of SteerCo, about their journey in customer success and the challenges of startup life. They discuss the importance of empathy in customer interactions, the emotional rollercoaster of entrepreneurship, and how their software aims to automate QBRs to free up time for customer success managers. They emphasize the need for CSMs to connect with clients on a personal level and to leverage data effectively to enhance customer relationships.
Takeaways
Contents
00:00 Intro
1:16 The Genesis of Steerco: Founders' Journey
5:56 The Emotional Rollercoaster of Startups
11:06 Mindset and Best Practices for Entrepreneurs
18:14 Leveraging Data for Customer Success
25:12 Building Trust Through Emotional Intelligence
31:38 The Human Connection in Customer Relationships
Resources
Credits
Show direction: Debra Wilson
Show manager: Jenna Mollinet
Summary
In this episode of SaaS Therapy, Todd Kirk interviews Gary Yao Chan, co-founder of a startup, Clarity Inbox. They discuss the importance of customer onboarding calls, the transition from sales-led to product-led growth, and strategies for improving user experience and retention. Gary shares insights from his experience conducting hundreds of customer calls, emphasizing the value of personal interaction in building trust and gathering feedback.
Takeaways
Contents
00:00 Introduction
2:13 The Importance of Customer Onboarding
6:28 Optimizing the Onboarding Experience
8:56 Transitioning from Sales-Led to Product-Led Growth
12:58 Understanding Customer Needs and Retention
16:14 Building Trust Through Personal Interaction
19:53 Scaling Customer Engagement Strategies
23:33 Enhancing Product Usability and Documentation
27:19 The Role of Product Teams in Conversion Metrics
28:55 Initiating Customer Conversations
35:11 Measuring Success and Learning from Feedback
40:37 Final Thoughts and Homework Assignment
Resources
Credits
Show manager: Jenna Mollinet
In this episode of SaaS Therapy, hosts Todd Kirk and Casey Trujillo reflect on the key themes and insights from the past season. The conversation highlights memorable guests and their contributions, as well as the challenges faced by B2B SaaS companies in serving diverse customer needs. Looking ahead, they are excitement for the upcoming season and the opportunity to delve deeper into the habits and mindsets that drive success.
Takeaways
It's important to learn from different voices inside a SaaS company.
Being people-centric can unlock meaningful relationships.
Customer education is crucial for maximizing potential.
Certification programs should focus on practical application.
Revenue management is essential for customer success teams.
Understanding the two hump problem can improve service delivery.
Humility in seeking advice can lead to personal and professional growth.
The challenges we face can become our strengths.
Contents00:00 Intro
3:30 Highlighting Key Guests and Their Insights
8:32 The Importance of People-Centric Leadership
12:12 Customer Education and Certification Programs
17:05 Revenue Management vs. Relationship Management
19:55 The Two Hump Problem in B2B SaaS
24:42 Popular Episodes
29:05 Looking Ahead to Season Five
Resources
Credits
Show direction: Debra Wilson
Show manager: Jenna Mollinet
In this episode of SaaS Therapy, Todd Kirk and Casey Trujillo discuss the critical importance of maintaining accurate customer contact data in B2B SaaS companies with guest Irwin Hipsman. They explore the common pitfalls organizations face regarding data management, the necessity of effective segmentation, and the role of cross-functional teams in improving database health. The conversation concludes with insights on best practices for customer engagement and the importance of crisis communication.
Takeaways
Maintaining accurate customer contact data is crucial for B2B SaaS success.
20% of employees leave their jobs annually, impacting database accuracy.
Cross-functional teams can improve data management and communication strategies.
Segmentation by relationship to the product enhances marketing effectiveness.
Crisis communication readiness is essential for customer trust.
Utilizing home email addresses can help maintain customer relationships post-employment.
Regular updates to customer data can significantly improve open rates.
In-app messaging should be used judiciously to avoid overwhelming customers.
Establishing a governance structure for customer communications can streamline efforts.
00:00 Intro
2:58 The Importance of Customer Contact Data
10:28 Improving Database Health and Segmentation
15:42 Cross-Functional Collaboration for Data Management
21:43 Best Practices for Maintaining Customer Relationships
30:30 Effective Customer Communication Strategies
37:04 Lessons Learned and Takeaways
Resources
Credits
Show direction: Debra Wilson
Show manager: Jenna Mollinet
In this episode of SaaS Therapy, Kelly Hall, Chief Customer Officer at QuickBase, discusses building a customer-centric culture through emotional intelligence, vulnerability, and human connection. She emphasizes delivering real value, fostering trust, and understanding both customers and employees as individuals. Kelly also shares her journey as a woman in tech and highlights the importance of curiosity, investing in personal growth, and leading with empathy in customer success.
Takeaways
Building a customer-centric culture requires understanding and addressing customer needs holistically.
Emotional intelligence is crucial for leaders to build trust and rapport with employees and customers.
Investing in customer success roles is essential for long-term retention and satisfaction.
Effective communication with customers should focus on their value and needs, not just business metrics.
Consistency in delivering on promises is key to building trust with customers and employees alike.
Listening with empathy can lead to better insights and solutions for customer challenges. The capabilities and opportunities on our platform are endless.
Articulating the art of the possible is challenging.
Investing in oneself is vital for personal and professional growth.
The importance of follow-through in customer relationships cannot be overstated.
A degree is not the only measure of capability.
Being human and caring about others is fundamental in business.
Contents
00:00 Intro
2:58 Understanding QuickBase and Its Value Proposition
6:03 Putting the Customer at the Center
8:59 Building a Customer-Centric Culture
12:05 The Importance of Emotional Intelligence in Leadership
14:49 Vulnerability and Trust in Customer Relationships
17:51 Measuring Success and Growth in Customer Engagement
21:01 Investing in Customer Success Amidst Challenges
23:54 The Art of Customer Success
27:12 Key Qualities of Effective Customer Success Managers
32:08 Overcoming Challenges as a Woman in Tech
40:01 Investing in Yourself for Professional Growth
Resources
Credits
Show direction: Debra Wilson
Show manager: Angela Allred
Show assistant: Jenna Mollinet
On this host-only episode of SaaS Therapy, Todd Kirk and Casey Trujillo discuss the challenges and opportunities within customer education in SaaS organizations, the disconnect between customer education teams and their impact on business outcomes, emphasizing the need for radical change in how customer education is approached. They understand the importance of collaboration with customer success teams, the pitfalls of traditional training methods, and innovative strategies that can enhance customer engagement and drive revenue growth.
Takeaways
Customer education teams are often not integrated into executive decision-making.
Silos within organizations hinder the effectiveness of customer education.
The focus should be on customer outcomes rather than just course completion.
Data shows that traditional training methods are not effective.
Customer education can unlock upsells and renewals if done correctly.
There is a need for radical change in customer education strategies.
Innovative approaches, like engaging with content creators, can enhance learning.
Customer education should be viewed as a key resource for sales and success teams.
Curiosity and creativity are essential for evolving customer education practices.
Contents
00:00 Intro
1:14 The State of Customer Education
5:38 Challenges in Customer Education
10:30 The Role of Customer Success
14:50 The Disconnect in Objectives
20:36 The Need for Radical Change
24:53 Innovative Approaches in Customer Education
28:36 The Future of Customer Education
Resources
Credits
Show direction: Debra Wilson
Show manager: Angela Allred
Show assistant: Jenna Mollinet
