October & November 2016 Recap: Workplace Partnership Launch, New Articles And The Latest Helping Sells Episodes

This post is a recap of some of the projects I have been working on this fall.

Launched ServiceRocket’s Workplace Partnership In London

In October, I traveled to London to launch ServiceRocket’s partnership with Workplace, the enterprise productivity platform developed by Facebook. It was fantastic meeting and working with the Facebook team in London alongside ServiceRocket’s CEO Rob Castaneda and getting to know a few of the brilliant minds (and hearts) behind Workplace. Our team is really enjoying collaborating with Facebook,  other Workplace partners and customers — stay tuned for more articles, webinars, and more on the topics of the future of work and productivity.

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Received ServiceRocket’s “Share The Knowledge” Award

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I was honored to receive ServiceRocket‘s “Share The Knowledge” Award at this year’s team building in Palo Alto. Each year we vote for team members who exhibit each of our core company values. Startup values are tremendously important. I am grateful to work for a company whose values align with my own. Read my blog on this topic.

Published New Articles And Podcasts On Software Adoption, Customer Success and the Future of Work

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Workplace by Facebook is communications platform that is changing the way business is done on the planet by empowering companies to collaborate across geographies and departments through better communication, work, and sharing tools. One of the most exciting applications of Workplace is leveraging it to surmount the most common obstacles that modern Customer Success functions face. In this post, we explore some of the ways Customer Success teams can solve their biggest challenges through Workplace by Facebook. I wrote an article about how Customer Success teams can solve their biggest challenges with Workplace by Facebook.

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Workplace paves the path for organizations to work smarter and more effectively in today’s mobile-first world. In this post, we share tips for building smarter, better business communication and workflows through mobile with Workplace. I wrote a post highlighting how businesses can take advantage of mobile with Workplace.

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New Helping Sells Radio podcast episodes

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Bill Cushard and I co-host Helping Sells Radio, a podcast about helping your customers discover, adopt and thrive using your software.

Listen to a few of our latest podcast episodes:

Wishing everyone a happy holiday season. Thank you for reading! Sarah

Finding A Startup Aligned With Your Values

people-woman-coffee-meetingAccording to a study reported in the New York Times, “One of the most important dimensions of job satisfaction is how you feel about your employer’s mission” (Source). Robert H. Frank, an economics professor at Cornell University, reports that equal incomes may produce significantly higher life satisfaction if the person aligns with the mission and values of his or her workplace. “When most people leave work each evening, they feel better if they have made the world better in some way, or at least haven’t made it worse.” (Source)

Where we work and the nature of our work greatly impacts our life satisfaction. We owe it to ourselves to find a startup that aligns with our values and will enable us to produce our best work.

Company decisions are driven by values. These values impact everything from what the office looks like on Friday afternoon to how customers are treated. When evaluating whether a startup is right for you, you need to understand the company values and how they align with your own.

Startup Values: What Are They, Really?

Each startup operates within an implicit or explicit value system; this is the set of principles that guide every aspect of the business and will deeply shape your experience working at a company.

Values help companies orient and make decisions when they reach impasses. They provide the answer to the question: “does this align with what we want to achieve?” and should be consulted before proceeding with any major decision.

Company Values Drive Behavior

Whether implicit or explicit, these values shape company behavior. They encompass: hiring, firing, how employees are treated, the kind of office environments fostered, the formality of employee attire, philosophies towards customers, parental leave policies, the kind of products built, how products are marketed and sold, and…so much more. Companies’ values will shape every experience you will have at a startup. Here are a few examples of stated company values:

  • Talk straight. (ServiceRocket)
  • Results first, substance over flash. (Rackspace)
  • Focus on the user and all else will follow. (Google)
  • Deliver WOW Through Service (Zappos)
  • Respect for the Individual (Accenture)
  • Move fast and break things. (Facebook)
  • Take work but not ourselves seriously. (Kapost)
  • Feel Free (Twitter)
  • Judgement (Netflix)

According to Netflix CEO Reed Hastings, “The actual company values, as opposed to the nice-sounding values, are shown by who gets rewarded, promoted or let go.” (Source) Netflix is known for its strictly enforced culture code, which is publicly available through their “culture manifesto” on the web.

Netflix’s culture manifesto highlights the relationship between values and behavior through a famous example of corporate fraud, Enron, which stated high-and-mighty values in their lobby like “integrity, respect and communication” that clearly did not translate into company-wide behavior. These values, as the Enron example and Hastings quote illustrate, mean nothing without corresponding action. In almost every case, unless you’re working with a very early company, the values will be explicitly stated.  

How can you tell if a company lives its values? A few questions you could consider asking before joining a startup:

“How are values lived at this company?”

“When has the leadership team had to make a difficult decision in order to stay true to company values?”

“When a team or individual strays from company values, what are the consequences?”

Many companies state values that sound great, but actually allow for toxic behavior. “Above all, win,” sounds nice, but it could leaves the door open for jerks to be gainfully employed–as long as they “crush it”. If there’s a stated company value that sounds fishy or nebulous, you’d be wise to ask questions. Don’t accept vague answers or leave without concrete stories and examples of how values are put into practice–or prepare to be disappointed.

It’s important to note that even startups that fail to define their values (again, most often very early-stage companies) have them; They’re just implicit. Any company that doesn’t explicitly state its values is more likely to operate under values that they would be embarrassed to put to proverbial paper. According to Netflix’s Co-Founder and CEO Reed Hastings, “Real company values are the behaviors and skills that we particularly value in fellow employees.”

For example, among their nine values, Netflix explains that their value “Judgement” looks like this in practice:

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  • You make wise decisions (people, technical, business, and creative) despite ambiguity
  • You identify root causes, and get beyond treating symptoms
  • You think strategically, and can articulate what you are, and are not, trying to do
  • You smartly separate what must be done well now, and what can be improved later

(Source)

Early-Stage Startups

As previously mentioned, early-stage startups are the least likely to state values but are, of course, still guided by values–they’re just implicit and/or default. A company made up of just two co-founders, for example, may not be mature enough to have created a fancy deck like Netflix, but perhaps they created the company in order to perpetuate the good ol’ days of University where they met.

If you’re thinking of working for a very early-stage company, encourage them to discuss their values among the leadership team (ideally including you, especially if you’ll be joining the leadership team) and ensure there’s alignment before going all-in. Also, expect early-stage startups to pivot quite a lot, and as a result, to potentially re-align their values when they pivot. If a startup starts out serving bankers, but then pivots when they realize their real customer base is high school-level educators, the values and culture will likely change as a result (though, of course, not necessarily).

If a company doesn’t claim values around something you care about, that doesn’t necessarily mean they don’t champion them. But it is less likely to be a priority. On the flip side, a company may state a value but not actually take actions that reflect it. Look for a startup that incorporates values you care about into their every decision.

If you’re considering working for a startup, inquire about their values during the interview process. Research ahead of time what values the company states on their website, and then ask about how they are actually lived at the company. What was a difficult decision the startup made in order to stay true to one of their values? Listen for stories that include plenty of details. You’ll quickly get a sense if the values hold meaning or are just there for show.

May 2016 Recap: Gainsight Pulse Conference, Boulder Startup Week And More

I have been part of the unique, dense, and constantly-evolving Boulder, CO startup ecosystem for nearly three years. During this time, I have had the privilege of working closely with a few local startups as clients through my former marketing consultancy. I currently work directly with several local companies who are sponsors and partners of the inclusivity-oriented tech meetup I founded, Flatirons Tech.

Boulder’s unofficial startup community ethos is “give first,” a phrase coined by local VC Brad Feld. This philosophy drives the entrepreneurial community here in Boulder, and is part of why the community is so dynamic despite its relatively small size and considerable distance from the heart of Silicon Valley.

Andrew Hyde, the founder of Boulder Startup Week, reached out to me earlier this year asking me to be on the Boulder Startup Week organizing committee and help run an event within the “Change The Ratio” track, which focuses, broadly, on startup culture and inclusivity. I said yes, and worked closely with many great people, including local startup SendGrid and Boulder Startup Week organizer Amy Button, to put on an event called “Creating Inclusive Startup Cultures” at SendGrid’s Boulder office. 

Panel speakers came from Silicon Valley and local tech community; ServiceRocket’s COO Erin Rand spoke at the panel, alongside QuickLeft’s Chris McAvoy and Gorilla Logic’s Rachel Beisdel, whom I spoke with on a panel last November as part of NewCo Boulder, and SendGrid’s Josh Ashton, with whom I work closely through Flatirons Tech meetup.

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ServiceRocket’s COO Erin Rand also spoke at an another event organized by SheSays Boulder on creative entrepreneurship. It was an awesome night of inspiration from  some of the best c-level talent in Boulder and beyond, who just happened to be women.

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With ServiceRocket COO Erin Rand, A Featured Speaker At Boulder Startup Week 2016

I loved attending and helping shape Boulder Startup Week this year. I look forward to next year and continuing to be involved in its success.

Gainsight Pulse Conference And Customer Success Updates

Earlier in the month, I attended Gainsight Pulse Conference on behalf of ServiceRocket, who sponsored. This was my second time attending the awesome annual gathering of the Customer Success community, of which I am proud to be a part.

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With Helping Sells Radio Co-Host Bill Cushard And Guest Emilia D’Anzica of WalkMe Recording An Episode Segment At Gainsight Pulse Conference 2016

We’ll be releasing several episode of Helping Sells Radio that include interviews with experts from the conference. In the meantime, here’s two episodes we launched during the conference featuring Customer Success experts Todd Eby and Catherine Blackmore

Named Top 100 Influencer In Customer Success By MindTouch and Customer Success A-Lister By Amity For 2016

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I was honored to be included in MindTouch’s Top 100 Influencers In Customer Success among such amazing leaders in the industry. Thank you to MindTouch for including me.

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I was also honored to be named A “Customer Success A-Lister” by Amity.

Helping Sells Radio Listed In “What’s Hot?” Section Of iTunesCjQttKbVEAA7JkG

The podcast I co-host,  Radio, was listed in “What’s Hot” section of iTunes in Tech podcast category. My co-host Bill Cushard and I have been speaking to more great technology experts, including Geoffrey Moore, Aaron Ross, and more.  Listen to past episodes.

Thank you for reading. -Sarah

 

Introducing Helping Sells Radio Podcast

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I’m proud to be co-host of a new technology podcast called Helping Sells RadioHelping Sells Radio is a podcast about helping customers discover, adopt, and thrive using your software. In the inaugural episode of Helping Sells Radio, my co-host Bill Cushard and I talk about what Helping Sells Radio is, why we are doing a podcast, and what listeners can expect in upcoming episodes.

There are a lot of technology podcasts, but none that specifically address the topic of helping enterprise customers buy, adopt, and get the most out of the software they use. Even more specifically, there isn’t a podcast that talks about how this idea of helping customers, without expectation of reciprocation can actually help both customers and software vendors (or anyone that sells anything for that matter).

Helping sells can be summed up by looking at many of the areas in business where helping sells can help people thrive.

For example:

  • In Marketing: Create marketing that educates people to help them make a decision.
  • In Sales: Sales that challenges and helps prospects. Help prospects improve their own businesses.
  • In Consulting: Geoffrey Moore described it this way: Strategic acts of generosity.
  • In Customer Success: It is not about the renewal. It is about helping customers do their jobs better or otherwise achieve a desired outcome.
  • In Training: Not just teaching features, but education people on a new way of working.
  • In Support: Proactively helping customers with things they have not even asked about yet. Anticipating their needs and addressing those, but customers think to ask.

We plan for show guests in all of those areas to discuss their particular helping sells approach to technology and business. In our first few episodes, we talked to experts from Optimizely, Gainsight, Evernote, Zuora and more.

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We’re also proud to announce that our podcast Helping Sells Radio currently ranks under “New and Noteworthy” for the categories of “Technology” and “Tech News” in iTunes! Thanks to everyone for listening and helping the show top the charts!

Listen To Helping Sells Radio Now

Year In Review: Reflections On A Spectacular 2015

From client acquisitions to speaking on several panels for the first time, to stepping away from my consulting business and becoming a full-time, proud Rocketeer, to helping grow the local diversity in tech group I founded in my home city of Boulder, CO, Flatirons LGBTQ Tech Meetup, to over 225 people, plus hosting and participating in a dozen local events in Boulder and beyond, 2015 has been a year to remember. Best of all, I’ve also had the privilege of working with some truly amazing people, companies, and mentors. To close out this memorable year, I thought I’d share some of highlights.

Three of My Clients Got Acquired–And Then One Of Them Acquired Me

Hiking near Los Altos with ServiceRocket CEO Robert Castaneda and VP of Enterprise Ray Bradbury the day after joining the company.

Hiking near Los Altos with ServiceRocket CEO Rob Castaneda and VP of Enterprise Ray Bradbery the day after joining the company.

Perhaps the biggest professional news of my year involved the extraordinary success of my clients. Among this list of successes included three acquisitions: Learndot, a Customer Education platform for Customer Success-driven businesses sold to ServiceRocket in January 2015; Taxify (part of ShipCompliant), a Boulder, CO-based B2B tax automation SaaS was acquired by Sovos Compliance in April; and, most recently, Frontleaf, a Customer Success analytics platform was acquired by Zuora in May to become their Z-Insights product line. Read more about the acquisitions, and how thrilled I am to now be a Rocketeer at ServiceRocket.

Named One of MindTouch’s Top 100 Customer Success Influencers To Meet at Pulse 

Top 100 Customer Success Influencers at Pulse.

This year MindTouch listed me as a ‘Top 100 Customer Success Influencer to Meet at Pulse Conference.’ I was honored by the mention, and enjoyed connecting with others on the list as well as the uncounted numbers from incredible companies who deserved to be on here. Grab the PDF list of influencers on the MindTouch website.

Customer Success Twitter Chat Thrived

In 2014 I launched the first-ever Customer Success industry Twitter Chat (#CustomerSuccessChat) while consulting with Frontleaf (acquired by Zuora in May ’15). Frontleaf co-founders Tom Krackeler and Rachel English were totally on board, and together we launched the chat back in 2014, and in 2015, it really took off. The monthly twitter chat brought together Customer Success enthusiasts and practitioners to talk shop, share best practices, and discuss overcoming challenges.

The chats consisted of lively real-time discussions including a series of questions on one topic (onboarding, sales and customer success, etc.) leveraging the #CustomerSuccessChat hashtag Twitter. We asked subject experts to mark their calendars to guarantee a high-level discourse, and others from the world of software adoption and customer success were also invited to weigh in on. After the chats, the Frontleaf team and I compiled chat recap blogs highlighting the gems from each one. This one on Customer Success as growthhacking is my favorite. At the moment I’m not running the chat, but maybe some form of it will return in the future.

Helped Launch The World’s First Customer Success Podcast

When Frontleaf asked me to devise a new channel to reach their target audience, I researched and created a plan to launch the Customer Success industry’s first-ever podcast exclusively dedicated to that topic. In early 2015, Customer Success Radio, the first-ever podcast about all things Customer Success and the cloud, hosted by Frontleaf co-founders Tom Krackeler and Rachel English launched to great acclaim. The show served as a phenomenal source of leads and buzz for the company. The podcast archives are really worth a listen. While the podcast is currently on hiatus, Tom and Rachel tell me they will hopefully continue the podcast in some form at Zuora.

The experience of creating a plan for a podcast from soup to nuts was invaluable, and the lessons learned along the way have been very helpful in the creation of the brand-new podcast Bill Cushard and I will be co-hosting through ServicerRocket Media. Look out for “Helping Sells Radio” podcast in the first quarter of 2016.

Grew Flatirons LGBTQ Tech Meetup

Flatirons LGBTQ Tech MeetupIn May 2014 I founded Flatirons LGBTQ Tech Meetup in an effort to increase diversity and inclusion in tech in Boulder, CO and beyond. In 2015, with the help of epic co-organizers, we hosted a dozen local events, became a NCWIT Affinity Group Alliance Member, and continued to be supported by our amazing sponsors SendGrid, Pivotal Tracker, Galvanize, and more. We even got a shout-out in the Denver Post and hosted an official Boulder Startup Week event. I’m so proud of the community we’ve built and are continuing to build here in the Rocky Mountain region and beyond. I look forward to working with more local companies and organizations and to hosting and participating in more events in 2016.

Moderated ServiceRocket’s “Helping Sells” Webinar Series

Throughout 2015 I co-hosted the webinars in ServiceRocket’s “Helping Sells” series alongside ServiceRocket’s Head of Training and Director of Marketing, Bill Cushard. This year we interviewed industry leaders talking about customer education, customer success, software adoption, and more. Guests included expert GitHub trainer Peter Bell, Behavioral Design (Gamification) Expert Yu-Kai Chou, ClientSuccess Founder/CEO Dave Blake, and many other industry thought leaders. You can check out the archives and look out for more great webinars featuring all-star guests in 2016.

Spent A Month At ServiceRocket’s Office In Santiago, Chile

This year I had the incredible opportunity to spend a month working out of ServiceRocket’s office in Santiago, Chile. ServiceRocket is a major contributor to the growing startup community in Santiago, and it was a blast to join the team there to host and participate in events and work on projects together.

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Enjoying empanadas with incredible ServiceRocket team in Santiago, Chile.

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Hiking in the Andes near Santiago, Chile with ServiceRocket colleagues.

Was A Panelist At S-Factory Event In Santiago, Chile

In October, S-Factory accelerator, which is run out of Start-Up Chile, invited ServiceRocket’s Chief Operating Officer Erin Rand, accountant Noelia Rio and me to speak on a panel to discuss how we’re “rocking it”. I was honored to speak to the entrepreneurial audience about growth marketing, our company values, and how we approach software adoption and customer success. S-Factory Executive Director Patricia Hansen was an engaging moderator, and I enjoyed participating as well as listening to and learning from insights shared by colleagues Erin and Noelia.

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Speaking at S-Factory (part of Start-Up Chile) in Santiago in October 2015.

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Participated In NewCo Boulder Diversity In Tech Panel

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Speaking at NewCo Boulder “Diversity in Tech” panel in November, 2015

In November, I was a panelist on the “diversity and inclusion” panel at NewCo Boulder, hosted at Quick Left in Boulder alongside Quick Left’s VP of Engineering Chris McAvoy and Executive Leadership Coach Gerry Valentine, moderated by Rachel Beisel. I loved being a part of the discussion and getting to chat with people after who wanted to continue the conversations about “bringing your whole self to work.” I shared personal stories as well as lessons I’ve learned from working with Silicon Valley Women of Influence, ServiceRocket’s COO Erin Rand and VP of Marketing Colleen Blake, both of whom do amazing work to increase inclusion in tech. It was cool to hear that people enjoyed the panel and that QuickLeft may want us to recreate the panel again.Screen Shot 2016-01-01 at 2.30.45 PM.jpgScreen Shot 2016-01-01 at 2.30.28 PM.jpgScreen Shot 2016-01-01 at 2.32.21 PM (1).jpg

Interviewed Hooked Author Nir Eyal With Bill Cushard

Sarah_graphic-05I helped crowdsource edit the book Hooked by behavior engineering expert Nir Eyal and have been a huge fan of his work for a while, so it was a big honor to get to interview him and Bill Cushard for ServiceRocket Media. It was an amazing discussion about behavior psychology, customer education and software adoption. Listen to the interview.

Looking Forward To 2016

I’m grateful for the amazing people and companies with whom I had the privilege of working in 2015. Thank you to everyone who helped make this such a special year, and for being on this journey together.

I’m excited for what’s to come in 2016. In the first week of January, I’m headed to ServiceRocket’s office in Kuala Lumpur, Malaysia for team building and to work on projects with our team in KL. ServiceRocket Media has some awesome projects in store including a brand-new podcast, epic webinars, and much, much more. Happy New Year! Thanks for reading. Sarah

Three Of My Clients Got Acquired This Year, And Then One Of Them Acquired Me

For the past few years I’ve specialized in digital marketing consulting for B2B SaaS companies. I’ve really enjoyed helping my clients build out their marketing programs to reach their target markets. I’ve helped bootstrapped and VC-funded startups define their positioning, increase their brand awareness and thought leadership in their niche, and generate increased leads and sales. I’ve learned so much. And, perhaps most importantly, I’ve also had the privilege of working with some phenomenal people and teams.

A Series of Client Acquisitions

One of my clients, a Google Ventures-backed veteran in the SEM space, famously shuttered this year. But most of my clients, I’m pleased to say, have wildly succeeded this year. Among this list of successes included three acquisitions: Learndot, a Customer Education platform for Customer Success business sold to ServiceRocket in January 2015; Taxify (part of ShipCompliant), a Boulder, CO-based B2B tax automation SaaS was acquired by Sovos Compliance in April; and, most recently, Frontleaf, a Customer Success analytics platform was acquired by Zuora in May to become their Z-Insights product line.

Joining ServiceRocket As Senior Manager of Growth Marketing

Hiking near Los Altos with ServiceRocket CEO Robert Castaneda and VP of Enterprise Ray Bradbury the day after joining the company.

Hiking near Los Altos with ServiceRocket CEO Robert Castaneda and VP of Enterprise Ray Bradbery the day after joining the company.

I had loved working with the Learndot team. I did some of the best work of my career at that point with founder Paul Lambert and the Learndot crew. One month after the Learndot acquisition (February 2015), ServiceRocket hired me to consult with them on a part-time basis to help promote Learndot, and we quickly ramped up to a full-time consulting engagement. In retrospect, my work with ServiceRocket was a bit like falling in love–slowly at first, but then all at once. I hadn’t realized it, but even before I was consulting with ServiceRocket full-time, I was thinking about them and our work together constantly, reflecting often on the amazing team with whom I was working and the really interesting and creative projects we were working on.

With the amazing ServiceRocket team at Gainsight's Pulse Conference 2015

With the amazing ServiceRocket team (and special guest SalesLoft) at Gainsight’s Pulse Conference 2015

I truly believe in ServiceRocket’s mission, leadership, values, and culture, driven by extraordinary CEO Robert Castaneda. ServiceRocket enables Customer Success for software companies and their enterprise customers through training, support and utilization. When ServiceRocket invited me to join the team as a full-time employee as Senior Manager of Growth Marketing, it was a dream come true. My work as a growth marketer is a fun and challenging blend of content, PR, social media, and demand generation, and is truly further extension of all of the work I’ve been doing in the Customer Success world all along. The team is led by VP of Marketing Colleen Blake, an award-winning Silicon Valley Woman of Influence and incredibly talented marketer and leader. I feel honored to work with and learn from her and the rest of the talented ServiceRocket team every day.

Final Thoughts

I’m so incredibly proud of my amazing clients who have “leveled up” in big ways this year, as well as the small but meaningful roles I got to play in their successes. I’m also prouder than I can express to be a full-time Rocketeer! I am still learning constantly every day, especially from leaders in our field who inspire me, and I look forward to continuing on that journey and creating valuable marketing experiences and content for ServiceRocket customers and the Customer Success industry. I plan to continue blogging here to share insights, news and ideas from the world of customer training, Customer Success and SaaS marketing. I hope you’ll stay connected and continue growing with me on this journey in the membership economy.

Thanks for reading. Sarah

Getting Ready For The Epicenter Of Customer Success: Gainsight’s Pulse Conference 2015

Tomorrow, I’m attending Gainsight’s Pulse Conference 2015 alongside team members from my amazing client, ServiceRocket, who are proud sponsors of the event. I’ve been watching the meteoric growth of Pulse these past few years, and am truly excited to be joining 2000+ other Customer Success enthusiasts and practitioners this year–the first time I’ll be in attendance. I’m excited to meet great people, learn a lot from the expert panels and sessions, and soak up all of the vibes and insights from the premier Customer Success event of the year.

In anticipation of Pulse, here are a few of the latest projects I’ve been working on in the Customer Success world:

The Ultimate Guide to Gainsight’s Pulse Conference 2015

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I worked on this guide alongside others from the fantastic ServiceRocket team. It includes recommended speakers, panels, events, and even events to enjoy when you’re in town. I really recommend viewing and downloading if you’re coming to Pulse this year. Published on ServiceRocket website.

Convert Your Prospects Into Customers With Pre-Sales Training

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Through introducing customer training into the pre-sales equation, CSMs can help seal the deal and sow the seeds of software adoption and customer loyalty. Here’s why it’s so smart to leverage training to help convert your prospects into customers, as well as some tips for getting started. Published on the Learndot blog.

How To Build Training Programs Your Customers Will Actually Use

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To link your customer training to business outcomes and ultimately business return, you need to build training that your customers will actually use. To do this, you’ll need to create courses that are personalized to your customer personas with respect to delivery method, individual users’ professional growth, and ongoing feedback. Wherever your company is in the software training maturity model, you can get started building training your customers will directly benefit from and love to use. Published on the Learndot blog.

Named One of MindTouch’s Top 100 Customer Success Influencers To Meet at Pulse

Top 100 Customer Success Influencers at Pulse.

In other exciting news, MindTouch unexpectedly listed me as a ‘Top 100 Customer Success Influencer to Meet at Pulse Conference.’ I was surprised and honored by the mention, and look forward to connecting with others on the list as well as the uncounted numbers from incredible companies who deserve to be on here. Grab the PDF list of influencers on the MindTouch website.

Thanks so much for reading! If you’re at Pulse and want to meet up, tweet me at @SEBMarketing and say hi. As always, if you have any questions about the amazing companies or software mentioned here, please feel free to drop a line.

Roundup: Recent Posts I’ve Written For B2B SaaS Clients, March 2015 Edition

Happy March! Here is the latest roundup of recent blog articles I’ve written for my clients. Feel free to drop a line or leave a comment if you’re curious about any of the amazing companies I work with or any of the ideas and concepts mentioned here.

SuccessHacking: Customer Success As Growth Hacking: #CustomerSuccessChat Recap

Successful SaaS companies are recognizing and leveraging the relationship between growthhacking and Customer Success. After the February #CustomerSuccessChat, the fifth in the series, I wrote a recap for the Frontleaf blog on SuccessHacking — Customer Success as GrowthHacking. Lots of great expert insights were shared during the chat, and it was fun to rehash it and re-live the highlights. Published on the Frontleaf blog.

6 Exciting Emerging Trends In Customer Success 

If you’re committed to achieving your Customer Success goals in 2015, there’s never been a more opportune time to do so. We’re truly in the Golden Age of Customer Success, with ever-improving tools and processes available for reducing churn and increasing customer engagement. After Frontleaf co-founders Rachel English and Tom Krackeler released an episode of their always-awesome Customer Success Radio podcast discussing new trends that are emerging and taking hold in Customer Success, I wrote a blog summarizing their findings. Published on the Frontleaf blog.

How To Train Your Customers To Reach First Value ASAP

Onboarding is one of the most delicate (and critical) periods in the customer lifecycle. After the sale closes, when CSMs and CEMs first engage the customer (if they haven’t already come through pre-sales, to help drive success during a free trial), onboarding is the first chance to help your customers achieve success. Delivering the right customer training is paramount to ensuring your customers reach “First Value” as soon as possible during onboarding. “First Value” or “First Value Delivered” (FVD) is defined as the initial success your customer has with your software, according to your customer’s definition of success. Like Customer Acquisition Cost (CAC), ARR (annual recurring revenue), MRR (monthly recurring revenue), Customer Lifetime Value (CLTV), and churn, time to value (TtV) is now one identified by industry experts as a crucial metric that counts for SaaS customer growth and as a predictor of ongoing customer retention.  I wrote about some actionable strategies for training your customers to get to first value in the shortest time during onboarding. Published on the Learndot blog.

Interview with Rob Castaneda and Lincoln Murphy: Customer Training and Customer Success

Lincoln Murphy and Rob Castaneda featured on Sarah Brown Marketing

It was a thrill to interview ServiceRocket’s CEO Rob Castaneda and Gainsight’s Customer Success Evangelist Lincoln Murphy. Rob and Lincoln discussed best practices for training and customer success, as well as their visions for the future of training and learning software. We did an audio interview, and I did a writeup as well. Definitely worth a listen if you’re looking to incorporate Training into your Customer Success program (which you should!). Published on the Learndot blog.

5 Steps For Implementing Your First Customer Training Program

Learndot Enterprise Training Maturity Mode

Software companies who are still manually delivering Customer Training are learning the hard truth: If your company doesn’t yet have a formal Learning Management System (LMS), in effect, you are your LMS. Whether your customers are already knocking on your door asking for training or you’ve independently realized the revenue opportunities of implementing a training program, getting started doesn’t have to be difficult. I wrote about steps to getting started with your first Customer Training program. Published on the Learndot blog.

Building Success: Product Roadmap and Customer Success: #CustomerSuccessChat Recap

Creating products that customers love to use is crucial for retention and growth in the world of SaaS. But like delivering stellar Customer Success, this is easier said than done. Today’s fast-growing-software companies (FGSC’s) build products that reflect the voice of their customers. Yet they also recognize when the best thing for customers is to say no to some of their enhancement requests. So how do you determine which of your customers’ product concerns should be prioritized? And what are the best tools and strategies for aligning your Product and Customer Success teams and keeping customer experience at the forefront of every new deployment? I wrote a recap of the Customer Success Chat exploring these topics and more. Published on the Frontleaf blog.

Thanks for reading! – Sarah

Roundup: Recent Posts I’ve Written For B2B SaaS Clients, February 2015 Edition

I decided to put together a roundup of a few recent blog articles I’ve written for my clients, in case you’re interested in reading what I’m up to. Feel free to drop a line or leave a comment if you’re curious about any of the awesome companies mentioned here.

3 Ways CSMs Can Use Social Media For Customer Education

Customer Education article by Sarah E. Brown

How can customer success managers make use of social media for their customer education campaigns? I focused on some general best practices and case studies from Hootsuite and HubSpot, two SaaS companies who do this very well. Published on the Learndot blog.

Interview With Samuel Hulick: User Onboarding And Customer Education

Samuel Hulick by Sarah E. BrownIf you don’t know Samuel Hulick yet, you’re really in for a treat. I interviewed Samuel about the convergence of user onboarding and customer education and customer success. Lots of great insights in here for any SaaS company looking to nail these. Published on the Learndot blog.

Which Customer Success Analytics Platform Is Right For Your Business?

platform-comparison-06

I wrote an in-depth review of three customer success analytics solutions: Gainsight, Bluenose and Totango. The review came out of hour-long demos with each company and plenty of email exchanges to clarify additional questions. It’s kind of a long read, but I think it gives a pretty solid overview of the platforms if you’re interested. Note: After writing this article, I started working with Frontleaf, another amazing customer success analytics platform I highly recommend checking out. Published on the Learndot blog.

Staff.Com and Time Doctor Co-Founder Liam Martin On The Future Of Contract And Remote Work

My client Trada has created an awesome solution for small businesses who need help with their pay per click (PPC) campaigns called PPCPath. Through PPCPath, companies can hire AdWords experts on a contract basis to improve their campaigns at affordable rates. For the PPCPath blog, I interviewed one of the leading experts in contract and remote work, Staff.com and Time Doctor co-founder Liam Martin. Lots of good info and predictions in here, if you’re interested in the topic. Published on the PPCPath blog.

Avoiding The Pitfalls Of The Small Business Do-It-All-Yourself Mentality

I wrote this piece for Trada for a guest post on Duct Tape Marketing, one of the world’s most popular small business blogs, focusing on why and how small businesses need to outsource. Published on the Duct Tape Marketing blog.

To Boldly Go Where No Podcast Has Gone Before: Customer Success!

Frontleaf blog on podcast by Sarah E. BrownI helped come up with the concept for Frontleaf’s new podcast, Customer Success Radio, the first podcast of its kind in the industry, as part of their overall content strategy. Frontleaf’s co-founders, Rachel English and Tom Krackeler, have been churning out epic episodes featuring experts in Customer Success from the industry. I wrote about the story of the podcast and why and how it came to be. Published on the Frontleaf blog.

Growing Successful Customers: The Ins And Outs Of Upselling

This post highlighted the discussion from the most recent Customer Success Twitter chat I ran a few weeks ago for Frontleaf on the topic of upselling/cross-selling and customer success. I came up with the idea of facilitating a regular Twitter chat for Customer Success early on in my work with the company. There had never been a Twitter chat addressing Customer Success before, so it seemed like the perfect opportunity for them. Customer Success for SaaS companies is such a hot topic, the Frontleaf team and I correctly suspected experts and enthusiasts spanning the industry would be interested. I really enjoy facilitating the chats each month, and writing the recaps. Published on the Frontleaf blog.

Reflections On Being Out In Tech

Recently, I’ve been reflecting on what it means to be out in tech.

In the startup world, there’s a common understanding that we should bring our whole selves to our startup lives. When a well-known VC writes a blog about how he and his wife negotiate their partnership, we read it enthusiastically because we want to know about his whole self. Entrepreneurs who admit to and discuss their bouts with depression garner our respect and trust both for them and for their organization. I would argue that the “whole self” aspects of entrepreneurship are part of what makes this whole startup ecosystem so rich and exciting. As studies show, being our whole selves at work is also crucial for innovation. Being our authentic selves (and feeling comfortable and safe doing so) makes us more creative and engaged and better contributors at work. (Source)

But who gets to be their authentic self at startups, and who doesn’t? Which groups are still barely at the table, much less able to move through the startup world free to be themselves? As stats from tech companies brave enough to release them underscore, lack of diversity in tech is very much still a problem. While there are many aspects of this lack of diversity that need to be addressed (gender, ethnicity, age, disability status and more), for the purposes of this post, I’ll talk about a particular kind of diversity that I personally come up against: being a woman and being gay.

For the past few years, I’ve been out to my startup clients. I used to ignore inevitable pronouns and questions that would crop up after a few months on a project, but I felt like I was hiding myself every time personal lives became part of a conversation and I neglected to mention it. I’m grateful to say that, so far, coming out on the job has never been an issue for me. I have felt only supported by the clients with whom I’ve worked. It turns out, being out at work has not been an issue for me personally any more than my being vegan and ordering tempeh Ruebens at business lunches. That has been my experience, but I know that for many LGBTQ people, coming out in tech brings substantial risk.

In the United States, it’s unfortunately still a privilege to be out at the workplace. A gay CTO in Salt Lake City may worry about telling his co-workers about his engagement, lest doing so get him fired. This may sound extreme, but in many states with vibrant tech communities, workers can still be fired based on sexual orientation. Other issues with coming out at the workplace include simply being treated differently after coming out–not get promoted as quickly, not getting the best projects to work on, having assumptions made about your work based on your orientation/identity, and on.

When Tim Cook came out, it mattered to our community and to young people and to the world. Being out in tech shouldn’t be an issue, but in today’s world, whether we’d like to admit it or not, it very much still is.

Flatirons LGBTQ Tech Meetup

In May 2014, I founded the Flatirons LGBTQ Tech Meetup in an effort to create community around and bring awareness to a group who have been historically underrepresented in society and in tech. Since inception, we’ve grown to 100+ LGBTQ techies and allies, and have hosted diversity in tech-focused, dinners, panels, happy and coffee hours, and community networking events at local startups and technology hubs. The incredible people and co-organizers I’ve met as a result of this are now my friends and unending sources of inspiration (you know who you are).

Having dinner with Joel Spoksly, founder of Fog Creek Software and out leader in tech.

Having dinner with Joel Spoksly, out founder of Fog Creek Software, through Flatirons LGBTQ Tech Meetup.

Boulder, CO, where I live and have clients, has come under fire for diversity and tech issues. It seems like we can’t go a week without some council member suggesting that growing tech in Boulder is just going bring more “straight rich white guys”. I recommend reading Brad Feld’s blog on the subject if you want to read up. Our group stands in the face of those criticisms. Our members are exceptionally valuable contributors to Boulder’s technology economy. Local and international companies and orgs have embraced us, and we’re exploring new ways to partner with allies and companies working to make things better.

A recent Flatirons LGBTQ Tech Meetup held at Quick Left in Boulder, CO

A recent Flatirons LGBTQ Tech Meetup held at Quick Left in Boulder, CO

Our group is now an official partner of Lesbians Who Tech 2015 conference and we’re a NCWIT Affinity Group Alliance member. Our Meetup membership has been generously sponsored by Pivotal Tracker for 2015. We do volunteer work and community service (a few weeks ago 11 of us met to upgrade Out Boulder’s website, for example). Flatirons LGBTQ Tech Meetup has done events with Joel Spolsky of Fog Creek Software,  gSchool and Galvanize and 500 Startups, Lesbians Who Tech, SendGrid, Trada, Quick Left, and more. And we’re just getting started.

Since I moved to this beautiful mountain town almost two years ago, a lot has changed. When I first arrived, same-sex marriage was illegal. Now we have marriage equality. We now also have a LGBTQ tech meetup.

These days, I do my best to bring my whole self to work. Every day I feel grateful for that privilege, and reminded of those who don’t yet have it, and the work that needs to be done.

Thanks for reading. – Sarah