The Outcome Generation: How a New Generation of Technology Vendors Thrives Through True Customer Success
198The Outcome Generation: How a New Generation of Technology Vendors Thrives Through True Customer Success
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Overview
Stand aside, we're coming through!
That's the cry of a new generation of technology vendors. They have a new approach to enabling success for their customers. And they're thriving as a result.
These vendors all have subscription pricing at the heart of their business. Each has learned that if customers don't feel they've had success, recurring revenue doesn't grow and may even decline.
What makes them different? They have absolute clarity about what the customer considers success to be. And they've built their business around enabling that success. They know it's the outcomes for the customer that count. They're all members of the Outcome Generation.
This book shows how to join the Outcome Generation. You'll learn how to leverage true customer success at every stage of the customer lifecycle. For existing customers, you'll learn how to engage customer executives at the start of the buying cycle--and often create a buying cycle.
You'll learn how to increase new business (new logo) sales by employing the third generation of technology sales--selling outcomes. And exactly what type of outcome to sell. Using the third-generation approach, you'll create greater emotional connections, differentiate from the competition and win more business.
You'll also learn how to evolve Services and Support to focus on enabling true customer success, and how that's producing great references.
And Marketing will have a whole new way of attracting attention, creating interest and engaging prospects.
Most vendors have evolved past solution-selling and its approaches to marketing, sales, services and support. The Outcome Generation shows how to align the whole business around a common theme--enabling outcomes the customers regard as success. And why that allows vendors to thrive! Buy the book now and join the Outcome Generation.
Product Details
ISBN-13: | 9780648216100 |
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Publisher: | Outcome Leaders |
Publication date: | 08/23/2018 |
Pages: | 198 |
Sales rank: | 568,857 |
Product dimensions: | 6.14(w) x 9.21(h) x 0.45(d) |
About the Author
Table of Contents
Testimonials iii Introduction 1 Part 1 The Outcome Generation and Customer Success 5 Section 1 — Customer Success and Other Challenges 7 Section 2 — Three Generations of Customer Success 17 Section 3 — Success Outcomes 27 Part 2 DEEP Engagement 39 Section 1 — Framework for Customer Success 41 Section 2 — Ideal Customers 49 Section 3 — Ideal Customer Lifecycle 53 Section 4 — DEEP Engagement Principles 60 Section 5 — Success Consulting 67 Section 6 — Customer Success Is Pervasive 70 Section 7 — Customer Success Measurement 74 Section 8 — Bridging the Outcome Gap 80 Part 3 New Business Sales 85 How Generations 1 and 2 Sell New Business Deals 88 New Business Deals Have Changed 90 Generation 3 Vendors Sell the Dream 92 Part 4 Generation 3 Customer Loyalty 99 Part 5 Implementing Generation 3 Customer Success 111 Step 1 — Define the Success Outcome 114 Step 2 — Define the To-be State 121 Step 3 — Analyse Execution Capability 122 Step 4 — Develop an Implementation Plan 125 Step 5 — Staged Rollout 132 Step 6 — Develop a Generation 3 Growth Plan 135 Part 6 Generation 3 Growth Planning 139 BEND Growth Model 142 Growth Categories 146 Choosing What to Do 161 Part 7 Generation 3 Marketing 165 Leveraging Generation 3 167 Conclusion 173 End Words 177 Next Steps 179 Acknowledgements 180 About the Author 183 Bibliography 185 Table of Figures 187