Customer Success or Account Management – which one is right for you?
And…does it matter?
Remember Account Management, that stuffy cousin of the more sexy CS?
Well times have changed.
When I started in CS almost 10 years ago, the most common question was, “What is Customer Success?”
The most common way to define CS was by what it WASN’T.
1️⃣ CS is not Support. Support is reactive, CS is proactive.
2️⃣ CS is not Sales. Sales acquires new customers, CS retains existing ones.
3️⃣ CS is not AM. AM is revenue-focussed, CS is outcomes-focused.
#1 and #2 haven’t changed.
#3 has.
Most CS teams are now being held accountable for renewals and upsells like never before.
So tell me again how this is different than AM?
Here’s a rule of thumb. It’s called 2-30-10.
If you can’t clearly explain the difference between 2 things in 30 secs, to a 10-year-old – you’re kidding yourself.
The debate has become so nuanced, it’s meaningless.
I’ve seen AM functions that do a better job of measuring customer outcomes and building long-term strategic relationships than many CS orgs.
And I’ve seen CS functions that do a better job at managing renewals and closing upsells than many AM depts.
The right mix of CS and AM for any organization depends on complexity of the product, company stage and the mix of skills you have.
If you have a fully capable AM organization, you might not need CS.
And vice versa.
My advice to leaders…
Lose the names and baggage.
It’s getting in your way.
Start with what your customers need to succeed, and what your company needs to grow.
You just might arrive at a creative mix that finally delivers on both.
