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Most customer advocacy programs fail before they start because the person building them is waiting for budget, headcount, or executive sign-off that never comes. If you’re the head of CS at a 30-person SaaS company and you also own retention, renewals, and onboarding, you probably know this feeling. But the assumption that advocacy requires a […]

There is a question that comes up at almost every B2B SaaS company past a certain size. Someone in a leadership meeting asks: who handles customer references? Who builds the case study pipeline? Who runs our advocacy program? And after a beat of silence, everyone turns to the CS team. Customer marketing is one of […]

Most customer health scores fail because they measure what is easy to collect, not what predicts renewal, churn, or expansion.

The CSMs who grow accounts the most are the ones who refuse to sell. Here is what they do instead; the timing, the signals, and the language that turns expansion into a CS outcome, not a sales target dropped onto CS.

Picture a Monday morning. A CSM has a renewal call in 40 minutes with a $180K account. They open the CRM. Last activity note: six weeks ago. Health score: yellow, updated last Thursday. They open the product analytics dashboard. Login frequency looks normal. They scan the support ticket history. Nothing critical. They close four tabs […]

There’s a version of this conversation that’s been happening in B2B SaaS boardrooms for three years. It goes something like this: CAC is up, pipeline is down, and the CFO finally wants to know why the CS team needs a bigger budget. And the CS leader, who has been screaming about this for two years, […]