47 minutes with Mo McKibbin: Head of Customer Support and Success at Moxion. Sales as a strategy, not a skill set. Helping the right customer solve the right problem, in the right way, at the right time. Building the entire customer operational process from scratch. Tight feedback loops between the customer and the business. Making customer success a whole company sport.20 insights. 8 rapid-fire questions. Show transcript.I'm in the camp that sales is a strategy and not a skill set. When I think about driving growth at any part of the funnel, whether it's more obviously pre-sales, but also post-sales expansion adoption, it's really all just about helping the right customer. And when I say the term, customer, I also mean pre-sale customers. For me, everyone's a customer, whether or not they bought. So, helping the right customer solve the right problem, in the right way, at the right time. Maybe that problem is, "I need to find more information about how to do my job better." That would be content, videos, best practices, things like that, and that is helping them solve the right problem that is relevant to the ecosystem of your products, at the right time. Maybe it's, "How do I apply this product to achieve this value proposition that I bought into during the buying process?" That would be more on the customer success side of like, "We're in the product now. I need to apply the product to achieve this desired business goal." So that would be solving the right problem, at the right time, for the right customer. All of the operational theories, or structures, or methodologies, that I do is built around that concept. It's a little bit more holistically. Less about what sales does, or support does, or what success does, or what marketing does. It's more customer-centric because at the end of the day, it doesn't matter if you're a product-led growth company, or a sales-led growth company, or marketing-driven, or whatever. At the end of the day, the only thing that's driving revenue is the customer buying your product. So it's all about, "What will a customer find valuable in this moment? How do we consistently deliver it?"What are 3 ways that your team converts your market into revenue?So as far as putting this into three bullet points:1) Investment in customer experience has contributed mostly to any sort of growth of businesses that I've had the joy of creating processes and operations for. That usually works, not only just by achieving incredibly high conversion rates – because I try to create approaches that are really tailored towards exactly delivering that right experience at the right, the right information to solve the right problem with the right time – but also word of mouth, and loyalty, and advocacy, and expansion. So I would say, I have no insights in the top-of-funnel or demand gen sort of world, as much as, it is all about nurture, conversion, solving problems, and then delivering a great experience that then causes word of mouth, loyalty, and expansion. So, the way that we do that from a tactical sense, is we create operational segmentation to facilitate scalable personalization. Now, that is a lot of buzzwords. I really like to take things apart and organize things. So, I like to organize my customers by operational segments, lifecycle segments, and personalization segments. So, operational segments has to do with the amount of touch that a customer requires. So a really common would be the difference between what is a low-complexity self-serve customer versus a high complexity enterprise customer, are probably the two ways to think about that. Then, personalization segments is, “What is this customer's desired outcome use case?” A good example for a tool that everybody uses, because it's the OG project management tool, is take something like Trello. If you're using Trello as a software company, you're using it very differently than if you're an event planner. Personalization segments are a little bit like, “What are the common goals that our customers are using these products for? And how do we create paths for them with enablement, with videos, with what we introduce them at the right time that are actually aligned with their goals?” There's a self-serve version of that, but then there's also a high touch version of that where it's more like coaching and consulting to get enterprises on the right path or change management within that. So, I think that that was just a big “one.”2) After you break apart your operational segments, it's optimizing both for digital and human touch. I am of the mindset that you actually need both because you have to help customers the way they want to be helped. Some customers prefer self service and want to do all of that exploration on their own. They want to get information and they don't want to talk to anyone unless they absolutely have to. I'm a buyer like that. The only time I've ever bought something that required me to get on a phone...
