The Evolution of Customer Success in SaaS: How Sales and CS Alignment is Changing the Game

Customer Success is a vital aspect of SaaS companies. In the past few years, there has been a shift in the way SaaS companies view CS, and for good reason. But what’s been happening and what does this mean for the industry as a whole?

Sales and CS Are Two Sides of the Same Coin

One of the biggest changes in customer success in SaaS is the increased alignment between sales and CS. In the past, sales and CS were often seen as separate entities. However, companies are beginning to realize that the two are not independent of each other. In fact, sales and CS should be working together to achieve the ultimate goal: happy customers.

When sales and CS are aligned, they can work together to ensure that the customer’s needs are met from the very beginning. Sales can work with the customer to identify their needs, while CS can ensure that those needs are met throughout the customer’s journey. This can lead to increased customer satisfaction, retention, and ultimately, revenue.

Investment Changes Everything

Another change in CS in SaaS is the increased investment in CS functions. Companies are beginning to realize that customer success is not just a nice-to-have, but a necessity. Investing in CS can lead to increased customer satisfaction, retention, and ultimately, revenue.

This investment can come in many forms, such as hiring more CS staff, providing better training and resources for CS staff, and investing in technology to better track and analyze customer data. Companies are also starting to see the value in creating dedicated CS teams, rather than having CS be a part of another department.

Yeah – But, What Does This Mean for Tech?

As the SaaS industry continues to grow and evolve, so do the trends in customer success. Here are a few trends that are currently taking place:

Personalization: Customers want a personalized experience, and SaaS companies are beginning to deliver on this. This can come in the form of personalized onboarding experiences, tailored support, and customized product recommendations.

Automation: Automation is becoming increasingly important in CS. Companies are using technology to automate routine tasks, freeing up CS staff to focus on more important issues.

Metrics: Measuring the success of CS is becoming more important. Companies are using metrics such as customer satisfaction scores, churn rates, and lifetime value to track the success of their CS efforts.

Proactive Support: SaaS companies are moving towards proactive support, rather than reactive support. This means identifying potential issues before they become problems and addressing them proactively.

Who’s Who in Customer Success?

If you’re interested in learning more about CS in SaaS, there are several thought leaders you should follow. Here are a few:

Lincoln Murphy: Lincoln is the founder of Sixteen Ventures, a consultancy that helps SaaS companies with Customer Success. He’s also the author of “Customer Success: How Innovative Companies Are Reducing Churn and Growing Recurring Revenue.”

Nick Mehta: Nick is the CEO of Gainsight, a Customer Success platform. He’s a frequent speaker on the topic of customer success and has been named one of the Top 50 SaaS CEOs by The SaaS Report.

Dan Steinman: Dan is the Chief Customer Officer at Gainsight. He’s been in the Customer Success industry for over 15 years and is a frequent speaker and thought leader on the topic. Not to mention, a brilliant SME for Sales Impact Academy.

Kristen Hayer: Kristen is the founder of The Success League, a consultancy that specializes in Customer Success. She’s also the host of “The Customer Success Podcast.”

SaaS companies approach CS. By focusing on these areas, SaaS companies can increase customer satisfaction, retention, and ultimately, revenue.

It’s also important for companies to stay up-to-date on the latest trends and insights into customer success. Following thought leaders in the industry, such as Lincoln Murphy, Nick Mehta, Dan Steinman, and Kristen Hayer, can provide valuable insights and guidance for companies looking to improve their CS efforts.

Customer Success is no longer just a nice-to-have for SaaS companies, but a necessity. By investing in CS functions, aligning sales and CS efforts, and staying up-to-date on industry trends, SaaS companies can create a culture of CS that drives growth and success for both the company and its customers.


Need help with managing these challenges as a collective? Sales Impact Academy can help!