Hi GGR Fam,
I've recently been thinking about Demand Generation and how customer success can play a pivotal role in it. Many say demand generation is more a marketing responsibility but I think there's much more to it than that.
Creating demand for a product or service doesn't end when a client signs on. It's an on-going process. This is where CS comes in.
If a CSM is doing their job right, they are doing all three of these things:
- Helping their clients have a great experience using their product or service
- Helping their clients achieve their desired outcomes
- Building an authentic relationship with their clients
It's through this, that CSM's can help generate more demand for their products. This can be done in two ways.
- The likelihood of cross-sell and up-sell opportunities will increase
- The client will be more willing to write a positive review or give a testimonial
Both of these things can increase the demand for your current and future products. Pretty simple, eh?
Or is it not that simple? Am I over my head thinking CS plays a role in demand gen? Let me know what you think!