When a business buyer makes an initial purchase from a seller, it’s only the start of the value exchange between the two. Most of the mutual value accrues over time as the customer benefits and both continues and expands purchasing.
What Is a Customer Success Manager?
It’s the second-most promising sales job for 2019, according to a LinkedIn survey.
November 18, 2019
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Summary.
As more companies shift from selling products to services, they have shifted from salespeople to “customer success managers,” who help B2B customers understand how to maximize the value of purchases such as software or cloud services. But for CSMs to be successful, they need a different mission, profile, performance metrics and incentives. It’s a balancing act.
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New!
HBR Learning
HBR Learning
Marketing Essentials Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.