Go-To-Market Spotlight
RevSetter Team
06 Feb

The spotlight is on GTM leaders in 2024!

Throughout the year, we’ll be sharing insights and perspectives from conversations with our friends and thought leaders across a range of tech topics. Enjoy!

Interview #5:

We asked Aaron, “Can you share your insights on the importance of employee empowerment and development in fostering high-performing teams, and how these practices contribute to the overall success and growth of organizations?”

Customer Success, and Customer Experience, begin and end with Employee Success, and Employee Experience. If organizations want to be customer-centric, and truly execute customer-driven growth, they must first focus their efforts internally. Once their employees are supported, and enabled properly, then and only then can those employees do the same for their customers.

This is where employee training and enablement come in. Developing their skills properly unleashes the power of performance across the organization. It drives higher employee retention rates, higher employee satisfaction scores, and an overall increase in employee engagement. They’re more willing to go above and beyond, and yet have the skills necessary to be more efficient and effective in their roles.

So many companies and leaders ask their teams to “just wing it” and lack the proper investment and focus on training and development. Meanwhile the inefficiencies garnered when this lack of focused, formalized training is present begin to whittle away at the internal procedures, and people involved. Making the customer journey frictionless becomes more difficult than it would have been without any involvement. Meaning a little early employee training investment goes a long way towards overall customer satisfaction and experience down the road.

An ounce of prevention, is worth a pound of cure, and the organizations that realize that invest in their people heavily, so that they invest in the company and it’s customers just as much.

Previous Interviews:

We asked Ed, “With the rise of AI and automation, how do you envision these technologies transforming Go-To-Market strategies, particularly in Customer Success and post-sales Revenue?”

Although the “human-like” nature of generative AI is at the same time exciting and terrifying, like it is with all other technologies, we will learn it performs well on certain things and poorly on others. It’s still early figuring it out, but so far, researching, summarizing, and generating “first drafts” with GenAI can save significant time and effort.

A number of companies are tinkering with AI to discern hidden signals in text streams that reveal customer health and buying intentions, and I expect this trend to continue as well. We must, however, redouble our efforts to carefully check and improve upon any results we get. That’s because AI and machine learning are based on the mathematics of maximum likelihood estimation, and what’s most probable isn’t necessarily correct, relevant, or even useful.

It still takes a human to pilot an airplane, and it will be many years before any AI “copilot” can fly one entirely on its own. Until then, it’s best that we continue to couple our imagination with careful and extensive experimentation.

We asked Cliff, “Do you have any thoughts, predictions, or trends to watch for in 2024 that you’d like to share with our audience?”

As 2024 unfolds amidst uncertainties like fluctuating interest rates and geopolitical tensions, businesses face the daunting task of adapting and thriving. As a response to evolving market dynamics and organizational needs, the landscape of RevOps must change.

The focus on metrics like the Rule of Forty (Ro40) and Net Revenue Retention (NRR) highlights the pressing need for a strategic shift towards profitability and efficiency. However, achieving this requires more than just adherence to these metrics; it demands a fundamental mindset change across all stakeholders to truly impact the bottom line.

The post-SaaSacre era underscores the importance of three guiding principles: driving profitability, focusing on what matters, and enhancing both perceived and actual customer value. The shift towards profitability is especially challenging for SaaS companies accustomed to growth fueled by zero interest rates and capital injections. This new reality has led to a significant restructuring of the workforce, necessitating new skills and roles, notably in RevOps, which has seen its ranks swell from 5,800 in early 2022 to over 150,000.

Today’s RevOps professionals are at the forefront of steering the customer journey, optimizing feedback loops, streamlining processes, and refining go-to-market (GTM) strategies. Their role encompasses a broad array of responsibilities, from data analysis and insight generation to tool ecosystem management and data governance. Despite the enormity of these tasks, the objective is clear: prioritize effectively, focusing on strategic initiatives that deliver tangible benefits.

The conversation with industry veterans Jeff Ignacio and Anne Pao echoes a common sentiment among RevOps leaders—the overwhelming nature of their roles amid constant demands and disruptions. The solution lies in candid communication with leadership about realistic expectations and strategic alignment, emphasizing a balanced allocation of resources towards daily operations and long-term strategic goals.

Community support and continuous learning are vital for RevOps professionals navigating these challenges. Engaging with networks like WizOps, RevOps Co-Op, Pavilion, GTM Partners, and MOPs Pros offers invaluable opportunities for knowledge exchange and support.

At the core of RevOps’ mission is the enhancement of customer value through the integration of people, data, processes, and technology. By accelerating feedback loops and ensuring data-driven decision-making, RevOps can significantly contribute to sustaining Net Revenue Retention, reducing churn, and improving the customer experience.

In conclusion, the path forward for RevOps in 2024, despite the surrounding challenges, is marked by opportunities for growth and innovation. By focusing on skill development, strategic prioritization, and customer-centricity, RevOps leaders can drive their organizations towards unprecedented profitability and success. The journey ahead is promising for those ready to leverage their expertise to navigate through the macroeconomic climate and enact meaningful change.

We asked James, “Do you have any thoughts, predictions, or trends to watch for in 2024 that you’d like to share with our audience?”

Unequivocally we cannot ignore the advancements to provide business impact using artificial intelligence, predictive analytics, and personalized technologies. The humanizing of the customer experience will become the new unique identifier of a vendor. Customer success, now proven to be a company capability will never break free of its stigma and ‘best practices’. However, it will just act like water and fill the necessary void to deliver business hydration!

Despite the number of growing AI-driven platforms predicting customer needs and behaviours with unprecedented accuracy, the pro-active endeavours of SaaS vendors will always require human intervention to those generations who thrive on it. The customer success manager will become proficient based on knowledge commerce, a consultant, rather than a conduit to the resources.

Companies will focus on simplicity over innovation to become leaders in their field. The era of a new perception of convenience via tech is on its way.

We asked Jan, “Do you have any thoughts, predictions, or trends to watch for in 2024 that you’d like to share with our audience?”

“In 2024, we’re going to see more tech layoffs, and many will be from acquisitions and startup shutdowns. This shouldn’t surprise us given that there are still some Default Dead companies out there. Fifteen years of Zero Interest Rate Policies (ZIRP) led investors and startups to spend more than they made in the chase for Growth at Any Cost (GaAC), and valuations grew exponentially. 

If your investors are underwater on your company’s adjusted valuation, you are a prime contender for acquisition or shutdown. Our whole industry has been in turnaround since mid-2022. And now that GaAC is untenable, Post-Sales Revenue is key to every company’s growth. Going forward, successful companies and CS leaders will focus on post-sales activities that deliver customer value and project their revenue based on those customers that achieve business outcomes.

Investors now expect companies to achieve both profitability and growth. For GTM leaders, profitability means understanding your margin – your contribution to the growth and the costs of your business – and prioritizing the key activities that lead to your customers’ growth that will in turn lead to your company’s growth.  It also means “doing more with less” is here to stay. Generative AI tools (like ChatGPT) have brought AI to non-coders, and these tools can enable productivity and improved analysis of business trends. However, effective use requires clean data and developing your understanding of AI, your prompting skills, and your craft.

2024 will be seen as a critical year of change. Those who embrace this change will be more likely to succeed in 2025 and beyond.”

Check out our other blog posts

The New Way to CS

Listen here on: Apple Podcast Spotify Google Customer Success has evolved in recent years - from focusing on old-school, vanity metrics and being seen as a support or services function to focusing on value-creating, ROI-driven metrics and being seen as a revenue...

Setting Customer Success Goals for 2024: A Guide for Success

It’s another new and exciting year in the tech world, which means it’s time to set clear goals and expectations for the coming months! In this article, we'll dive into the significance of goal setting and offer some practical tips for creating goals that are both...

Future Customer Value Podcast Episode

Our CEO, Haydar Al-Saad, recently sat down with Sagar Shukla, CEO of Foresight, on his Future Customer Value podcast. In the episode, Haydar and Sagar dive into: -How you scale a post-sales organization  -Who "owns" the customer?  -Why RevSetter does CS Audits instead...

Salary and Compensation Models Guide: Mastering & Aligning Customer Success, Account Management  and Revenue Team Compensation Models

In today's highly competitive B2B SaaS landscape, achieving and sustaining rapid growth is the ultimate goal for any company. However, the path to scaling successfully involves more than just acquiring new customers; it's about retaining and expanding your existing...

The Essential Role of Customer Success in Driving Revenue for SaaS Companies

In today's competitive SaaS landscape, ensuring customer success has become paramount for companies looking to drive revenue and achieve sustainable growth. Customer Success professionals are uniquely positioned to play a vital role in maximizing customer value,...

Maximizing Customer Success & Revenue Potential: A Holistic Approach to the full Revenue Journey

In today's fiercely competitive SaaS and tech industry, driving revenue is a multifaceted endeavor that extends far beyond the realm of the sales team. Companies that embrace a comprehensive, customer-centric approach to revenue generation are thriving, and this...

Maximizing Growth: The Synergy of Customer Success and Account Management in B2B SaaS

In the ever-evolving landscape of B2B SaaS, the triumphant ascent of tech companies hinges on their ability to not just acquire customers but to retain them profitably. This demands a cohesive approach that aligns every facet of the organization towards...

Achieving Success as a CSM

Being a Customer Success Manager is a rewarding role, but can often be overwhelming if one doesn’t prepare and prioritize properly. After all, keeping a full portfolio of clients happy and successful while still actively pursuing growth opportunities requires a...

Executive Insights: Unveiling the Top Priority in Customer Success Today

Life in Customer Success is certainly never boring. With the business landscape in technology constantly evolving, Customer Success teams must be capable of adapting quickly and prioritizing the right strategies. Given the uncertainty of the last 6 months, our team at...

Webinar: Proving Customer Success as a Profit Center

Rewatch our webinar from April 20th 2023. The core reality of corporate life is simply: Power Follows Money. If you are not perceived as being necessarily connected to strategically significant profitability streams, in hard economic times, your job and your team may...

How Customer Success and Account Management Teams Can Grow Enterprise/Large Customer Accounts

In the highly competitive B2B tech SAAS market, winning large customers is a top priority for companies. However, once the deal is closed, the real work begins to keep these valuable customers happy and retain them for the long term. This is where customer success and...

I love Customer Success because People Matter! It’s not just business, it is absolutely personal.

I had the pleasure of interviewing Jenelle Friday, VP of Customer Success at Forecastable. Hello! Thank you so much for giving me the opportunity to share my story. I’m originally from the Seattle, WA area so yes I love cloudy rainy days, green surroundings all year...

Grow Your Business From Within with the Premier Customer Success Platform

Stop wasting time on expensive, low-conversion sales and business development tactics. Instead, maximize the value of the customers you already have with RevSetter. The Customer Success Platform Built for Revenue Retention A Suite of Customer Success Tools at Your...

Understanding the Rule of 40: How Net Revenue Retention (NRR) Drives Success in B2B Tech

The "Rule of 40" is a common benchmark used by many B2B tech companies to measure their success. The Rule of 40 is the sum of a company's growth rate and profit margin, and a result of 40 or higher is considered a good indicator of a healthy and sustainable business....

What Is CSM Software? A Comprehensive Guide to Customer Success Platforms

Customer success management software (commonly known as CSM software or Customer Success Platforms (CSP)) is an immensely powerful tool for businesses of all sizes. It helps companies focus on the satisfaction of their current customer portfolio to grow their business...

The Importance of Retention and Customer Success for SaaS companies

Net Revenue Retention (NRR) is a key metric for Software-as-a-Service (SAAS) companies as it measures the ability of a company to retain and grow its customer base over time. In the B2B (business-to-business) space, the importance of NRR cannot be overstated as it is...

Customer Intelligence is the key to unlocking revenue growth!

I had the pleasure of interviewing Mary Poppen, Chief Business and Customer Officer at involve.ai recently. We discussed all things “Customer” and how to drive amazing customer experiences at scale while growing Net Revenue Retention! Mary Poppen is the Chief Business...

Customer Success goes beyond a function — it is a mindset

I had the pleasure of interviewing Stephanie Hamilton, a gregarious woman who has dedicated the past 15+ years to the Hospitality Industry. Stephanie shared her own personal thoughts, opinions and ideas with us. From multiple positions at hotels to post-sales...

Customer Success — one of the greatest revenue engines ever

I had the pleasure of interviewing Ariel Benzakein. Ariel has over 25 years of experience leading high performing teams at software companies, currently in SaaS, but going back to the on-premise software days. Ariel began his career in software sales, but spent the...

Customer Success — the art of putting value & people first

I had the pleasure of interviewing Nir Kalish, Director of Customer Success at StrongDM, CS coacher, and CS advisor. Nir has 15+ years of experience building QA, Solution Engineering, and Customer Success groups from the ground up in early-stage startups. He is a...

Value is all about the outcome, not just the journey.
(Although he loves customer journey’s too!)

I had the pleasure of interviewing Michael Boyd, a long-time customer success leader who has just stepped into a new challenge as the VP of Customer Success at Vanta, the leading automated security and compliance platform that helps companies continually monitor...

Axonius’ James Levine sees an exciting future for the Customer Success space

I had the pleasure of interviewing James Levine who brings with him over 21 years of experience in the Customer Success space including a wealth of Business Intelligence, business strategy, analytics and SaaS expertise. James joined Axonius in February 2021 to form...

Building an Effective Customer Success Team

Customer success teams are crucial to organizations from SaaS companies to small businesses to global corporations. But what exactly does a customer success (CS) team do? What might your team structure look like? And what should you look for in candidates to build an...

How to Calculate and Improve Customer Lifetime Value

One of the most important metrics for SaaS companies is your customer lifetime value. Understanding this metric can help you strategize your business growth and nurture high-opportunity customers. Here’s everything you need to know about how to calculate CLV  and...

How to Calculate Customer Retention Rate: Exploring Customer, Gross, and Net Retention

How do you calculate customer retention rate? What’s the difference between gross and net retention rates? And most importantly, once you know your retention rate, how can you improve it? Get the answers to these questions and more in our blog. What Is Customer...

How to Improve B2B Retention With the Customer Journey Map

The customer journey map can provide insights into your audience, offering, and future as a company. But how can the customer journey map work for B2B audiences, especially in relation to a service or subscription instead of a product? Today we’re taking a look at a...

Why Investing In Customer Success Software Is Key to Business Growth

Growing a business sustainably is tough. New business is risky and lead generation tactics can waste significant resources only to fail to close. At RevSetter, we believe that the best customers are the ones you already have. Our customer success software helps you...

How to Identify the Best Upselling & Cross-Selling Opportunities for Your B2B Business

Existing customers are one of your most valuable assets when it comes to company growth and expansion. But how can you best grow the lifetime value of a customer? Upselling and cross-selling are two classic sales techniques that, when used correctly, can have a huge...

How to pick a Customer Success tool

As Customer Success continues to boom, there are more and more leaders out there in search of a great Customer Success or Customer Growth software that will help them become more structured and deliver better results. So, what should you do before you get your next CS...

Help! How do I hit my CS quota?

You are in SaaS. You are a CSM, Account Manager, or CS Account Executive and you are measured on churn. Gross Revenue Retention (also known as Gross churn/GRR) and/or Net Revenue Retention (also known as Net churn/NRR). You are trying to figure out how to consistently...

Ditch the old-school Customer Lifecycles

What is different between pre-sales (new business/new logos) and post-sales (customer success, account management etc)? Well, there are many things of course. But fundamentally one of the most important differences is that the (pre-) sales process is mostly linear in...

Maximize your CS portfolio today

Having the right strategy to get the most out of your portfolio will help you unlock your full potential. But as all Customer Success (CS) professionals know, getting the most out of your portfolio is not always easy. Getting the right data, structuring your portfolio...

The Next Transformation of Customer Success

The story of CS is still in its early stages, but is entering a pivotal point in time. A time that calls for innovative technologies and an approach that helps companies take that vital next step. At this moment, the truest measure of value is when a customer decides...

How to stay organized in Customer Success

Most CS leaders would agree that staying organized is key to being successful in CS, whether it is on a micro-level (rep) or macro-level (org). You need to be organized to succeed long-term. Mastering organization in a fast-moving and complex CS world can be tough. It...

Does your team know what truly creates value?

To all CS leaders & CS professionals out there. Go to a few of your CSMs/account managers individually and ask them (or yourself) a simple question: what is the single thing that creates the most value for our customers? Start with “what”, not “how” - because if...