At Gainsight, we’ve built an “ROI of Customer Success” Dashboard that helps us directly track, in dollar metrics, the broad reaching impact that Customer Success has on your organization. We’ve bucketed our reports into three groups:

ROI = Retain + Expand + Land

Retain: How is Customer Success contributing to the retention of customers?

Expand: How is Customer Success growing the customers in its install base?

Land: How is Customer Success helping close new business?

This set of reports will focus on the “Land” portion, and this article contains configuration instructions for the following reports:

  1. Closed New Business ARR when CSM was involved in the Sales Cycle
  2. Closed New Business ARR where Customer Reference Occurred
  3. Closed New Business ARR where the lead source was a Customer Referral
  4. Closed New Business ARR from Repeat Buyers
  5. Closed Premier CSM ARR & Advisory Services
  6. Customer Success Qualified Advocacy Events

Note: Most of these reports rely on customization to the Salesforce Opportunity or Account object.

Closed New Business ARR when CSM was involved in the Sales Cycle

When CSMs meet with a prospect, they are adding value that should be documented. This report tracks the ARR closed in any particular quarter, where a CSM was brought into the Sales Cycle.

Necessary Custom Field:

1. Opportunity:CSM Involved in Sale? (Lookup to User object)

a. Someone will need to populate this field following a CSM<>Prospect meeting. At Gainsight, the CSM is responsible for entering their name within this field on the Prospect Account’s Opportunity after a prospect meeting.

 

 Configuration: (or Download Report from Vault)

1. Navigate to Administration > Analytics > Report Builder.

2. Select the data source: Opportunity

3. Select fields in the Show Me:

  • Opportunity::ARR (when fields are added to the “By”, this will switch to Sum of ARR)

4. Select fields in the By:

  • Opportunity::Close Date (then switch aggregation to Quarters)
  • Opportunity::CSM Involved in Sale? Name

5. Select filters:

  • Opportunity::CSM Involved in Sale? Name != null
  • Opportunity::Stage = Closed Won
  • Opportunity::Type = New Business

6. Click “Apply” and then set your visualization type to “Stacked Column”. The final report should resemble the above image.

7. Enter a report name and click Save.

Closed New Business ARR where Customer Reference Occurred

Customer Success adds value in the Sales Cycle by nurturing and coordinating references. This report configuration will allow you to track closed ARR where a Reference Call occurred.

Necessary Custom Fields:

1. Opportunity: Reference - Which Account (Lookup to Account object)

a. Someone will need to populate this field when a customer reference call occurs. This field gets populated on the Prospect Account’s Opportunity. At Gainsight, our Marketing department is responsible for documenting references and filling out this field.

 

  Configuration: (or Download Report from Vault)

1. Navigate to Administration > Analytics > Report Builder.

2. Select the data source: Opportunity

3. Select fields in the Show Me:

  • Opportunity::ARR (when fields are added to the “By”, this will switch to Sum of ARR)

4. Select fields in the By:

  • Opportunity::Close Date (then switch aggregation to Quarters)

5. Select filters:

  • Opportunity::Type = New Business
  • Opportunity::Stage = Closed Won
  • Opportunity::Reference - Which Account Name != null

6. Click “Apply” and then set your visualization type to “Column”. The final report should resemble the above image.

7. Enter a report name and click Save.

Closed New Business ARR where the lead source was a Customer Referral

When you build a lively community and network of advocates around your product/service, referrals are likely. These represent a current customer introducing a lead to someone at your company, precipitating in an Opportunity. Here, we’ve tracked the ARR of those Opportunities that have made it all the way to “Closed Won”.

Necessary Custom Fields:

1. No custom fields, but an additional picklist option “Customer Referral” should be added to the Opportunity::Lead Source field.

a. This could be set up as a required field when an Opportunity is created. At Gainsight, Sales Development Reps are required to fill out this field when creating an Opportunity.

 

  Configuration: (or Download Report from Vault)

1. Navigate to Administration > Analytics > Report Builder.

2. Select the data source: Opportunity

3. Select fields in the Show Me:

  • Opportunity::ARR (when fields are added to the “By”, this will switch to Sum of ARR)

4. Select fields in the By:

  • Opportunity::Close Date (then switch aggregation to Quarters)

5. Select filters:

  • Opportunity::Lead Source = Customer Referral
  • Opportunity::Type = New Business
  • Opportunity::Stage = Closed Won

6. Click “Apply” and then set your visualization type to “Column”. The final report should resemble the above image.

7. Enter a report name and click Save.

Closed New Business ARR from Repeat Buyers

These are examples of key sponsors that left a Customer Account and then became involved in the Sales process at a Prospect Account. Sometimes that prospect was already in the Sales Cycle before the sponsor’s arrival and sometimes not. Specifically, this report shows those Opportunities that are “Closed Won”.

Necessary Custom Fields:

1. Account::Repeat Buyer? (boolean or picklist with “Yes” or “No” options)

a. We suggest someone manually populates this field on the prospect Account when a Sponsor Change from a Customer to a Prospect occurs. Our Sales Ops team reviews all Sponsor Change CTAs (created through our Sponsor Tracking functionality) and manually updates this field when they identify a Customer → Prospect change.

 

  Configuration: (or Download Report from Vault)

1. Navigate to Administration > Analytics > Report Builder.

2. Select the data source: Opportunity

3. Select fields in the Show Me:

  • Opportunity::ARR (when fields are added to the “By”, this will switch to Sum of ARR)

4. Select fields in the By:

  • Opportunity::Close Date (then switch aggregation to Quarters)

5. Select filters:

  • Account::Repeat Buyer? = Yes (or TRUE if boolean)
  • Opportunity::Type = New Business
  • Opportunity::Stage = Closed Won

6. Click “Apply” and then set your visualization type to “Column”. The final report should resemble the above image.

7. Enter a report name and click Save.

By tweaking the Opportunity::Stage filter, these reports can be adjusted to track Opportunities that are still active in the pipeline. This adds another layer of depth to your ROI of CS reporting.

Closed Premier CSM ARR & Advisory Services

These are 2 revenue streams that CSMs are directly responsible for.  Premier CSM is a higher touch form of Customer Success, while Advisory Services represent consultative engagements beyond the normal scope of the CSM’s job.

Necessary Custom Fields:

  1. Opportunity::Premier CSM ARR (currency)
  2. Opportunity::Advisory Services (currency)

When a new deal is closed, we suggest these field get populated by the AE or by a member of your Sales Ops team.

Configuration: (or Download Report from Vault)

1. Navigate to Administration > Analytics > Report Builder.

2. Select the data source: Opportunity

3. Select fields in the Show Me:

  • Opportunity::Premier CSM ARR (when fields are added to the “By”, this will switch to Sum of Premier CSM ARR)
  • Opportunity::Advisory Services (when fields are added to the “By”, this will switch to Sum of Advisory Services)

4. Select fields in the By:

  • Opportunity::Close Date (then switch aggregation to Quarters)

5. Select filters:

  • Opportunity::Stage = Closed/Won
  • Opportunity::Premier CSM ARR > 0
  • Opportunity::Advisory Services > 0
  • Use filter logic “A AND (B OR C)”

6. Click “Apply” and then set your visualization type to “Stacked Column”. The final report should resemble the above image.

7. Enter a report name and click Save.

Customer Success Qualified Advocacy Events

Your Customer Success team can identify opportunities for advocacy that they then turn over to your Marketing team. The Marketing team then converts CS identified advocacy opportunities into Webinars, Case Studies and Speaking Engagements and lays a Milestone, captured here.

Necessary Custom Fields:

1. No custom fields, but an additional Milestone specifically for Advocacy Events (webinars, case studies & speaking events) should be added under Administration > Workflow > Milestones > New

a. Each time a customer performs an advocacy event, the Marketing team should lay an advocacy Milestone that can then be tracked by this report.

Configuration: (or Download Report from Vault)

1. Navigate to Administration > Analytics > Report Builder.

2. Select the data source: Milestone

3. Select fields in the Show Me:

  • Milestone::id (when fields are added to the “By”, this will switch to Count of Id)

4. Select fields in the By:

  • Milestone::Date (then switch aggregation to Quarters)
  • Your preferred segmentation field (optional)

5. Select filters:

  • Milestone::Milestone Name = the name of your Advocacy Milestone
  • Milestone::Date <between> set desired date range

6. Click “Apply” and then set your visualization type to “Stacked Column”. The final report should resemble the above image.

7. Enter a report name and click Save.