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Helping Sells Radio

Helping Sells Radio is the enterprise software podcast about helping customers discover, adopt, and thrive using your software. Host Bill Cushard talks to experts in software adoption, customer success, sales, marketing, customer training, and more. Subscribe and listen to get insider tips for leveraging "strategic generosity" to grow your software business. Brought to you by ServiceRocket Media.
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Now displaying: February, 2019
Feb 26, 2019

As Paul Henderson describes in his book, The Outcome Generation: How a New Generation of Technology Vendors Thrives Through True Customer Success, "customers buy technology products and services to achieve an end outcome. Success comes for a customer when they achieve that bigger outcome. Therefore, customer success programs should focus on enabling that bigger outcome." And yet....as many of us know, few technology vendors focus on helping customers achieve those outcomes. We've been picking this bone with the customer success industry since we launched Helping Sells Radio. Paul is a rare voice advocating for customers...for helping customers deliver the results they're after...which is why they bought your software in the first place. If a customer buys your marketing software and their pipeline does not go up, why keep your software...they should just hire a marketing agency. If this marketing company wants to keep this customers, it better help the customer increase the pipeline....not just "use the product." Who cares if they use the product and sales don't go up?

The Outcome Generation is the best book on customer success. If you want to deliver results. If you want to be ahead of 95% of other customer success leaders, you must read Paul's book. Then you must "do" Paul's book. 

Well, actually. Listen to this episode first, then read the book, then do the book. 

Then you might even get promoted. 

Learn more about Paul:

Feb 19, 2019

David Apple, Gemeral Manager of US and VP of Customer Success at Typeform joined the company to run sales. It wasn't long before Typeform didn't have a problem generated new sales. People were signing up for Typeform like crazy since it was such a good product. Typeform wanted to turn it's attention to retention and expansion and asked David to build a customer success function. David was deliberate about what he created, a customer success organization with six distinct teams: support, customer education, customer experience, customer outcome managers, sales, operations.

In that order. 

Don't let it breeze by you that customer education came second.

David described this structure quite well on the OV | Build podcast (link below). Of course, I wanted to take the discussion with him about his customer education team further. That's why he's on this episode of Helping Sells Radio. 

So, listen it. 

p.s. Notice he called customer success managers, customer outcome managers. We didn't talk about that on the show, but that title is worth pondering. Hard. 

Learn more about David:

Tell us what you think of Helping Sells Radio

We'd love it if you'd:

  1. Write a review on iTunes. https://itunes.apple.com/us/podcast/helping-sells-radio/id1080713333
  2. Tweet us using the hashtag #HelpingSells
  3. Comment below.

Thank you for listening to the show.

Feb 19, 2019

Thales Teixeira, Lumry Family Associate Professor of Business Administration at Harvard Business School, has a new book out TODAY, as of February 19, 2019, called Unlocking the Customer Value Chain: How Decoupling Drives Consumer Disruption. The book is about digital disruption, but not in sense you might mean. It's not about inventing new, blow-our-minds-innovative products. It's more practical than that. It's about (my words) "interrupting" the customer journey and insert yourself there, and introducing your product or services to one single step in that journey. Win there. Then expand. I loved the framework, and you will notice when you listen to my conversation with Thales, I was a little blown away.

Learn more about Thales: 

 

Tell us what you think of Helping Sells Radio

We'd love it if you'd:

  1. Write a review on iTunes. https://itunes.apple.com/us/podcast/helping-sells-radio/id1080713333
  2. Tweet us using the hashtag #HelpingSells
  3. Comment below.

Thank you for listening to the show.

Feb 13, 2019

Adam Avramescu is back on the show for the third time to discuss his new book, Customer Education: Why Smart Companies Profit by Making Customers Smarter. Adam offers some important advice. If you are thinking about building a customer education function, Adam wants you to ask yourself, "What is your customer education charter?" This matters because education can make a direct contribution to any and all steps in the customer journey. And when you are starting out, you don't want to try to address everything. You want to pick one of the steps, then go make friends with the team that owns that step in the journey (for example, marketing or sales or customer success or support) and together define clearly how education can make a difference. We need to work more collaboratively in service of our customers. 

"Make friends with the teams that are actually out in front of customers," explains Adam. "If you don't, you don't have empathy for those teams or for the customers they serve." 

Effective customer education requires empathy.

Learn more about Adam:

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