2024: The End of The Old Way Of Doing Customer Success
Get ready for it.
Let’s not stick our heads in the sand and face the reality.
The old way of doing Customer Success is gone.
Adapt to the upcoming change, or you might soon lose your job.
Companies, particularly SaaS, are tightening their belts.
CS teams are learning to operate on leaner budgets, with increased automation and a focus on community support.
CS Teams and Sales Join Forces
CS is no longer about traditional post-sales activities.
It’s becoming a critical part of companies' sales strategy. For many of you, it’s already there.
So get ready for more upsell/cross-sell conversations.
Outcomes In the Spotlight
Success metrics are under the microscope.
Make sure your actions deliver tangible outcomes that impact revenue directly.
So, What's Next for CS?
Expect a makeover in the next few months.
Automation will accelerate.
CS will get even more closer to Sales. I know, many of you don’t like this fact, but it’s inevitable.
The Shift from CSM to Account Manager
It’s not a simple title change but a more profound evolution in the responsibilities of CS pros.
Traditionally, CSMs were focusing on onboarding, adoption, and renewals.
However, the lines are blurring.
We are seeing more hybrid roles like AM/CSM, CSM/Customer Support, and even CSM/implementation specialists/engineers.
The fusion of sales and relationship management responsibilities is real.
For those of you with a sales background: this can be a great opportunity. The shift to AM might even result in a pay upgrade and a chance to feel accountable for the entire customer lifecycle.
However, on the other hand, this might be very concerning for many of you. There is a risk of being thrust into a role that feels like a blend of AM and CSM without a clear definition of roles and responsibilities.
Another focus area is the commission plan that you’ll need to clarify in case of upsell or cross-sell requirements.
So, What Should You Do?
The decision is yours, and it’s personal.
If this is something happening to you right now in your current organization, ask explicit questions about the reasons behind the shift.
And negotiate for a revised compensation structure that aligns with the expanded responsibilities.
The Change Is Inevitable
In short: no revenue, no CS.
It’s a response to the need for tangible revenue generation.
It requires a transition from softer ROI, like “driving relationships,” to roles with a clear revenue focus.
Failing to do so means layoffs.
The shift is for real, and you’d better be prepared for it.
Happy holidays!
-Hakan.
