What Is Customer Success Management And Why Is It Important

I attended the Gainsight Pulse conference in San Francisco on May 14 which is a unique event for customer success managers to network, learn best practices, and understand the value of this role. You could feel the energy of the 900+ conference members, fueled by the fantastic 115 speaker roster featuring luminaries like Malcolm Gladwell, venture capital firms like Battery Ventures, Bain Capital Ventures, and Summit Partners, and companies like Salesforce, Marketo, LinkedIn, Zuora, Brainshark, Bazaarvoice, Evernote, Zendesk, Xactly, Box and many, many more. So, the question is what is customer success, why is it important, and why now?

Why now?

The subscription economy - where products are purchased as services - has tipped. This is because monthly operational costs are often easier to rationalize than large capital expenditures. Industry segments like media and entertainment have moved to a subscription model. Other industries like publishing, computer storage are moving in this direction. This move to a subscription based delivery model is evident in B2B software, as highlighted in Liz Herbert’s TechRadar analysis of the SaaS market. Some software categories like SFA, eLearning, human capital management are almost exclusively sold via the SaaS delivery model. Others - like collaboration, customer service software and marketing automation software – are heading that way.

What is customer success management?

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