Building Your Retention Playbook

May 8, 2024

Function: Customer Success

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Overview

Retention is more than having a playbook telling you when to contact a customer to discuss renewals. Retention is: 


  • Being able to project who will renew and ensure that you renew those who are on track, 

  • Identifying who is at risk and executing a plan to change that outcome proactively


This 4-week course will give you the tools to impact your Retention at your company today so you can stop the costly hamster wheel of reactive “save campaigns.” Prepare to roll up your sleeves and get some work done!

Designer Bio

Jan Young is an award-winning Customer Success leader who has transformed CS leaders into award-winning executive team leaders. She has served as VP of Client Services for two successfully exited startups. 


Since 2016, Jan has been coaching and advising founders, startups, and Customer Success leaders on increasing revenue, go-to-market alignment, and customer-led growth.  Her holistic approach has developed over time working in technology and startups since 2001 in various roles, including Marketing, Sales, Account Management, Project Manager, Product Owner, Professional Services, and Customer Success.

Information

Who Should Take

This course is designed for CROs with responsibility for CS but no experience in post-sales motions, CMOs wanting to understand post-sales revenue for customer marketing messaging and goals, and CS leaders struggling with a systematic approach to improving retention.

Results to Expect

By the end of this course, you will have the knowledge and skills to be able to:

  • Identify the challenges to improving retention at your company

  • Build a plan to improve retention at your company that is appropriate for your business model, customer base segments, and product(s).

  • Identify the current & optimal team structure, workflow, communication, tools, and skills needed to improve customer retention for your business model, customer base segments, and product(s).

  • Identify and build your retention strategy and playbooks to improve your retention rates.

  • Identify and build retention projections and pipelines.

Homework, Assignments, or Expectations

There is no additional work expected outside of class.

Attendance Requirements

100% attendance is required for certification.

Outline

Class meets every Wednesday from 1:00 - 2:30 PM ET, starting May 8th. Enroll by May 7th.


Session 1: Retention Assessment

By the end of this class, you will be able to:

  • Identify your retention rates correctly

  • Identify the processes you use to retain your customers successfully

  • Improve customer retention by identifying and correcting systemic challenges


Session 2:  Retention Strategies & Playbooks

By the end of this class, you will be able to:

  • Build your strategies and playbooks for Enterprise vs Mid-Market vs SMB

  • Build your strategies and playbooks for monthly, annual, and multi-year deals and variations of business models


Session 3: Team Structure, Workflows, Communication, Training

By the end of this class, you will be able to:

  • Identify challenges in your current system and identify your optimal team structure

  • Build a plan to address any challenges or communication gaps in your current workflows

  • Build your optimal team structure by identifying any needed tools, processes, and skill gaps


Session 4: Projections vs Quotas

By the end of this class, you will be able to:

  • Identify key factors and data contributing to and signal renewals for your customer base and product(s).

  • Build renewal projections, quotas, and pipelines for your business model, customer base segments, and product(s).

Become the leader we know you can be

Develop your career alongside a powerful network of peers and enable your team to reach new heights