Best practices for driving your business outcomes

What outcomes are you hoping to achieve with Totango? Refer to the following guides to identify the primary metrics to measure success and the performance indicators to drive progress!

Prevent churn

Efficiently detect risk at a customer level and enable your team to proactively address it. Example metrics are provided.

Primary metric Starting Result % Change
Net Retention Rate
# of customers retained (per time period)		 78% 80% 2.5%⬆
Performance indicator Current Target Status
Overall customer health
Indicator of customer state (overall)		 72
started at 65 		80 ⬤
% of customers in poor health
Customers in poor health out of all accounts		 25% 20% ⬤

Additionally, consider tracking these milestones to support your goals:

  1. Tracking risk stages and reasons: Any account with a risk status has a reason
  2. “Detect Risk” program developed: SuccessPlays, assets, campaigns, scorecard
  3. “Detect Risk” program launched: Teams enabled on processes
  4. Revenue at risk: Accounts at risk out of all paying 
  5. Average days to resolve risks: Time during risk lifecycle

Increase revenue growth

Sell more products and SKUs to existing customers through expansion motions like upsell and cross-sell. Example metrics are provided.

Primary metric Starting Result % Change
Expansion revenue
% of total revenue growth from current customers (per time period)		 2% 3%

50%⬆
Performance indicator Current Target Status
CS-identified opportunities generated
% of total opportunities sourced from customers		 not tracked 10% ⬤
Opportunity health
Indicator of current state of pipeline		 60 70 ⬤

Additionally, consider tracking these milestones to support your goals:

  1. "Maximize Upsell" program developed: SuccessPlays, assets, campaigns, scorecard
  2. "Maximize Upsell" program launched: Teams enabled on processes
  3. Totango opportunity management: Configured and teams enabled on processes
  4. % of accounts with a plan summary: Customer objectives / milestones tracked

Boost team efficiency

Reduce manual workload and scale operations to improve team productivity. Example metrics are provided.

Primary metric Starting Result % Change
Daily time spent on manual tasks / searching for data
Estimated reduction on inefficient work		 50% 40% 20%⬇
Performance indicator Current Target Status
Consistent use of the tool
WAU/MAU 		 75%
started at 40% 		75% ⬤
Average account coverage
Accounts with activities out of all paying		 40% 90% ⬤
Customer touchpoints
% of accounts touched last 30 days, including campaigns sent as a “touch”		 40%
started at 15% 		<80% ⬤

Additionally, consider tracking these milestones to support your goals:

  1. SuccessPlays worked on: % of completed tasks driven by automation
  2. Integration with daily workflow tools: Communication (Outlook | Google | Chorus), scheduling (Google | Outlook), productivity
  3. Data integrity owned by CS Ops: Feedback loop in place for teams

Enhance data visibility

Unify customer health data to empower cross-functional teams in the tools they use every day. Example metrics are provided.

Primary metric Starting Result % Change
Daily time spent searching for data
Estimated reduction on inefficient work		 50% 40% 20%⬇
Data System Direction Status
CRM
Customer accounts / contacts		 Salesforce Inbound, Outbound ⬤
Opportunities Salesforce - ⬤
Activities Salesforce - ⬤
Support & Ticketing Zendesk Inbound ⬤
Usage / consumption
Connector for customer usage		 Modules & activities JS Collector ⬤
Sentiment
NPS / CSAT		 Qualtrics Inbound ⬤

Additionally, consider tracking these milestones to support your goals:

  1. Data integrity owned by CS Ops: Collaboration with internal data stakeholders, feedback loop for teams, CDH notifications
  2. Totango opportunity management: Configured and teams enabled on processes
  3. Additional fields: Identify additional attributes/fields to bring in for existing integrations
  4. Other: Productivity tools, team collaboration, APIs (e.g., Slack Zoe, Salesforce widget)

Improve customer health

Use multiple dimensions of customer data metrics to represent, analyze, and act on good, average, or poor health. Example metrics are provided.

Primary metric(s) Starting Result % Change
Overall customer health
Indicator of customer state (overall)		 65 72 11%⬆
Performance indicator Current Target Status
% of customers in poor health
Customers in poor health out of all accounts		 25% 20% ⬤
% of customers in good health
Customers in good health out of all accounts		 40% 40% ⬤

Additionally, consider tracking these milestones to support your goals:

  1. Number of active health profiles: Segmentation for customer cohorts (e.g., beyond default)
  2. Targeted dimensions: Weights and thresholds vary by profile for targeted dimensions. Examples include:
    • Product usage: WAU/MAU | Active Days (7d) | License Utilization (30D)
    • Risk: Risk Status
    • CSM Sentiment: CSM Subjective Sentiment
    • Support: Ticket volume
    • Financial / contract consumption: # of Licenses Used | # of Users Enabled

Build customer loyalty

Understand and act cross-functionally on customer feedback to build and nurture deep, lasting connections. Example metrics are provided.

Primary metric(s) Starting Result % Change
Net Promoter Score (NPS)
Measurement of customer loyalty		 15 20 33%⬆
Growth
% of total revenue growth from referrals		 2% 3% 50%⬆
Performance indicator Current Target Status
NPS Response Rate
Rate of response per delivery channel		 8%
started at 5% 		15% ⬤
Referenceable accounts
% of account base		 5% 30% ⬤

Additionally, consider tracking these milestones to support your goals:

  1. "VOC Programs" or "NPS/Loyalty" program developed: Automations for delivery, follow-up, KPIs
  2. "VOC Programs" or "NPS/Loyalty" program developed: Teams enabled on processes
  3. Organizational visibility: Shared cross-functionally (e.g., real-time updates in Slack)

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