It has been over seven years since I became a Customer Success Manager. The position has changed, and now it is a completely different job than back then. Back then, a lot of people expressed that CSM was a trend that will pass with time, and some still do, however in the recent past, quite a number of firms saw its importance, and it has gone beyond SAAS.
Having come from a Digital Marketing background, I can surely confirm that CSM is a rewarding career. Yet, there are a few alarming trends I would like to share. This is where the CSM roles are changing for a number of organizations (sometimes eliminating those roles entirely).
Let’s start with the basics.
CSMs – Why are they important?
I believe that CSMs are in the best position in any organization. It is us who always:
– Hear what customers want to do and achieve
– Help with strategies
– Assist with strategy to use the product and achieve ROI
– Eliminate the need for selling
But the territory of sales, customer success management, and technical skills are merging quickly. In order to remain in the game we have to evolve and learn how to use different weapons.
Today’s truth: Sales and Technical Skills Are Important
I was of the opinion that sales and technical skills are not part of the job description of a customer success manager. Then comes the epiphany:
– Selling skills do help in spotting potential up-sell/cross-sell opportunities, creating account strategies and articulating the case for the customer’s investment.
– Technical skills do allow product implementation, fine-tuning, troubleshooting and making helpful suggestions about the product.
By doing so, we could:
– Contribute to revenue increase
– Build loyalty with the customers
– Build our authority
But here’s the problem.
A lot of the CSMs nowadays do not want to get involved in sales or any technical aspects of the job.
To all my CSM fellows: let us rise up and claim our part in the pie of growth!
– Go learn sales skills and generate sales.
– Get technical and make it happen with the product.
– Tap on the experience of the sales and technical teams.
The CSM picture is changing, but at the heart of it, its about:
– Customer knowledge
– Strategic insight
– Product expansion
– Building connections
To be successful, however, CSMs should stretch and acquire additional skills such as:
– Sales skills and mindset
– Technical knowledge
For companies, leave the CSM teams as they are. Upskill/reskill your CSM instead of randomly pushing them on to new roles without any training.
Colleagues in CSM, it’s time to take responsibility for growth, not just help it happen!
– What in your opinion is the trajectory of the CSM position?
– Which methods did you apply to upskill/reskill your CSM team?