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1、science-backed conversation skills for customer successbu ildin g s t ro n ger customer relationships2Building Stronger Customer Relationshipsu n re a l ize dpotentialEvery part of the enterprise plays an important role in driving growth.But,considering 70-80 percent of a companys revenue comes from

2、 existing customers,the customer success team has an outsized role as an architect for commercial growth.Sadly,most organizations fail to realize that growth potential.Companies are quick to invest in enabling their sales reps to articulate value to new prospects.But customer success gets short shri

3、ft in terms of training or enablement to support ongoing commercial conversations with those same buyers.In fact,nearly half the B2B companies we surveyed invest less than 10 percent of their marketing budgets in messaging and content for critical customer success situations like renewals and expans

4、ion.And fewer than half develop customized content for these conversations.The majority re-use the same messages and content across marketing,sales,and customer success,regardless of whether theyre talking to a prospect or an existing customer.Thats a problem,given that existing customers buying mot

5、ivations are 180 degrees different from those of new prospects.In this e-book,youll learn why existing customers make the decisions they make,how your customer success managers can articulate meaningful value,and what it takes to fully realize the potential of customer success as a growth engine for

6、 your organization.Nicci Nesmith Hammerel EVP of Customer Success and Chief of StaffCorporate Visions2Building Stronger Customer Relationships3Building Stronger Customer Relationshipst h e m a la d y o fmisalignmentA recent industry survey from software provider Totango uncovered a surprising statis