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April 14, 2023
Chief Customer Officer: Breaking Down Silos In GTM Teams
Many B2B organizations are now having a Chief Customer Officer on their executive team. But why and how can your organization utilize this unique position to break down silos in your go-to-market teams?
Listen to this special conversation with Leigh Chesley, Chief Customer Officer with Longbow Advantage, an enterprise SaaS company to learn all this and more.
As I said in the podcast, the CCO title is my favorite executive / c-suite title because it's so focused on customer and creating unifying & memorable experiences.
#gtm #gotomarket #marketing #customersuccess #sales #growth #b2b
Transcript
Chief Customer Officer: Breaking Down Silos In GTM Teams
To create a customer-centric vision, the CCO must focus on aligning the entire organization with the customer's needs. This means putting the customer at the center of the organization's strategy and decision-making processes. The CCO should identify customer pain points and prioritize them based on their impact on customer satisfaction and retention rates. Additionally, the CCO should develop a set of customer success metrics that align with business objectives and track progress over time.
Defining Customer Success Metrics:
The CCO must define customer success metrics that are aligned with business objectives. These metrics should be based on customer feedback and should measure customer satisfaction, retention, and revenue growth. Additionally, the CCO should ensure that all GTM teams are aligned with these metrics and are working towards achieving them.
Implementing Strategies to Improve Customer Satisfaction and Retention:
To improve customer satisfaction and retention rates, the CCO must develop and implement strategies that address customer pain points. These strategies should focus on providing excellent customer service, delivering a personalized experience, and creating a strong relationship with customers. Additionally, the CCO should leverage customer feedback to identify areas of improvement and implement changes based on customer needs.
The Role of Marketing in Customer Success:
Marketing plays a critical role in customer success, as it is responsible for creating messaging and content that resonates with customers. By involving marketing in the customer success conversation, the CCO can ensure that the messaging is aligned with customer needs and is delivered at the right time. Additionally, marketing can help drive customer adoption, retention, and expansion by providing customers with the information they need to be successful.
Leveraging Technology to Improve Customer Success:
Technology can be a powerful tool for improving customer success, as it enables companies to track customer interactions, gather feedback, and deliver a personalized experience. The CCO should work with the IT department to identify the technology solutions that are best suited for their organization's needs. Additionally, the CCO should ensure that all GTM teams are trained on these solutions and are using them to drive customer success.
Conclusion:
The role of the Chief Customer Officer is critical for organizations looking to improve their customer success and drive revenue growth. By creating a customer-centric vision, defining customer success metrics, implementing strategies to improve customer satisfaction and retention, involving marketing in the customer success conversation, leveraging technology, and fostering relationships internally, companies can create a customer-centric culture that drives better outcomes for their customers and their business. With the right strategies and processes in place, companies can build strong relationships with their customers, increase revenue, and achieve long-term success.
Taylor Wells
Founder & Host @ GTM.news
Taylor has lived and breathed B2B marketing & go-to-market strategies for over 10 years at boot-scrapped & growth stage businesses. He thrives on building amazing customers experiences through what he calls the Selfless Advantage. This approach is an unconditional approach to marketing that helps people & positions your business as the obvious choice. He is the Founder & CEO of Potential Opportunity.
Leigh Chesley
Chief Customer Officer
As Chief Customer Officer, Leigh is an instrumental member of the executive team, collaborating with other senior leaders to set the overall strategy and direction of the company. With a focus on supply chain technology, Leigh brings over a decade of enterprise software industry experience and an in-depth knowledge of supply chain trends and market needs.
Leigh is responsible for leading strategy across the customer journey, ensuring that every touchpoint with the customer is designed to exceed their expectations. She manages multiple teams, including customer experience, pre-sales, marketing, and Rebus services, and excels at developing high-performing teams that drive organizational objectives forward.
Her involvement in shaping the company's culture and values has helped to establish a customer-focused and innovative organization. Through her sophisticated go-to-market approaches and best-in-class solutions, Leigh drives growth and innovation while elevating customer experiences across all touchpoints.