You understand the importance of customer success and sales collaboration, but how do you achieve such a thing?
Here we go.
1. Choose sales tech built for the whole team
One of the easiest ways to facilitate customer success and sales collaboration is strategically choosing sales tech that the whole team can use.
Take, for example, a sales engagement solution.
It’s something SDRs, AEs, and CSMs need to successfully engage and manage prospects and customers.
But instead of getting different sales engagement solutions for each role (or only getting it for one role), you can opt for the hidden gem that’s built for the sales AND customer success teams.
Here’s what you’ll gain by choosing a sales engagement solution that does it all, like Mixmax:
- All prospect, lead and customer interactions are automatically updated in Salesforce (without duplication), which is easily accessible through a sidebar in Gmail by both teams.
- Customer records are always up to date, making the handoff between sales and CS painless.
- Sales and CS have full visibility on each others’ activities at all times.
- A nifty side chat feature allows sales and CS to collaborate and keep each other in the loop on important email threads without using CC or BCC.
- Call recording helps sales and CS share key conversations they’ve had with leads and customers with each other to get a better understanding of accounts.
- Workflow rules can be set up to send automatic templates (e.g., a sendoff email to the CSM) when sales closes a deal.
- Cross-team calendar availability and prevention of double bookings make involving both teams in meetings with prospects and customers easy.
2. Hold meetings regularly with sales and customer success
If sales and customer success aren’t meeting regularly, there’s a serious disconnect that needs to be mended asap.
Both teams’ expectations should be aligned, otherwise neither will be successful in the long run. But that’s not possible if one has no idea what the other is doing.
Here’s what sales and customer success can discuss during weekly and internal QBR meetings:
- Cross-functional goals
- Upsell and cross-sell opportunities
- Product updates/changes
- Churns (and the reasons for these)
- High-profile leads
- Customer feedback (more on that later)
By having open channels of communication between both teams, sales and CS will be able to provide better value and service to customers, making sure the shoe actually fits.
Check out this post by Mixmax’s VP of Sales on how he conducts internal QBRs.
3. Establish a proper handoff process
The handoff between sales and customer success normally happens just after a lead signs a contract and becomes a customer.
The faster (and smoother) the handoff, the more confident the customer will be in the decision they’ve made.
Here’s how you can ensure a seamless transition:
- Introduce the CS rep to the prospect before the deal closes. The earlier the better, especially if it’s a big contract.
- CC (or BCC) the customer success rep in important emails. Or better yet, use Mixmax’s Sidechat feature so the CS rep can follow the entire conversation without receiving 100 notifications.
- Use tools with built-in CRM integrations to keep customer records up to date. That way, the CS team can have a complete picture of a new customer at their fingertips during–and after–the handoff.
- Create an easily fillable form that covers high-level account information that sales can quickly complete for the CS team during handoff (i.e., company size, industry, # of employees, pain points, and any initial hesitations/concerns about your product).
By making the transition as easy as possible for sales, CS, and the customer, you’ll be making a significant difference in the customer’s time-to-value, because they’ll get to their ah-ha! moment sooner (and smoother) than anticipated.