PODCAST · business
SaaS Therapy
by BrainStorm
Get comfy. It's time for "SaaS Therapy," with industry veterans Todd Kirk and Casey Trujillo – the podcast for customer-facing teams in SaaS. Casey and Todd leverage their experience working between software vendors and their clients to help you master your SaaS customer relationships. They dig into the complexities of client relationships, offer expert insights, and share proven strategies for overcoming common challenges. It's not just a podcast—it's a masterclass in nurturing and enhancing your SaaS customer connections.
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133
The Science of Behavior Change: Connecting Dots for Impact with Julie Dirksen
SummaryJoin Todd Kirk and Julie Dirksen as they explore the science of behavior change, effective communication, and how to connect with your audience's immediate needs. Discover practical strategies to simplify messages, understand the elephant and rider metaphor, and drive meaningful change in your organization.Chapters00:00 Introduction to Customer Education and Learning Design02:55 The Journey into Adult Learning05:23 Understanding Stakeholder Pain Points08:18 Connecting Learning to Real-World Applications10:56 Bridging the Gap Between Innovators and Majority Users13:53 Simplifying Complex Messages for Effective Communication16:32 The Role of Aptitude in Skills Development21:08 Understanding the Elephant and the Rider27:02 Bridging the Gap Between Knowledge and Experience28:47 Making Learning Immediate and Compelling35:09 The Role of Environment in Behavior Change39:44 Final Thoughts and Homework Assignment41:19 SaaS Therapy Outro .mp4Resources:Connect with Julie on LinkedIn“Design for How People Learn” BookUsable Learning Website Connect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCredits:Show direction: Debra WilsonShow design: Kensie SmithShow manager:Adam Rockwood
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132
How to Drive Adoption in Large Organizations with Ashley Moore
SummaryIn this insightful episode, Ashley Moore shares her extensive experience in change management, digital transformation, and employee experience. She discusses effective strategies for driving change, creating psychological safety, managing change fatigue, and the importance of human connection in technology adoption.Key TopicsChange management principles and frameworksStrategies for effective employee communicationThe role of middle managers in change successCreating a safe environment for changeThe impact of human connection in digital transformationChapters00:00 Introduction to Change Management and Employee Experience03:01 The Role of Change Agents in Digital Transformation05:43 Understanding Psychological Safety in Change08:47 The Importance of Human Connection in Technology11:32 Effective Communication Strategies for Change14:11 Managing Change Fatigue in Organizations17:21 Empowering Middle Managers for Successful Change19:50 Debunking Myths in Change Management22:44 The Necessity of Continuous Change Management25:16 Final Thoughts and Homework Assignment31:29 SaaS Therapy Outro .mp4Resources:Connect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCredits:Show direction: Debra WilsonShow design: Kensie SmithShow manager:Adam Rockwood
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131
How to Shape Environments for Better Learning with Chandler Milne
Summary:In this episode of SaaS Therapy, Todd Kirk hosts Chandler Milne from Brainstorm to discuss the science of learning experience design, change management, and how to effectively drive organizational transformation. They explore strategies for shaping environments, engaging stakeholders, and leveraging AI to enhance learning outcomes.Chapters:00:00 Introduction to SaaS Therapy01:31 Understanding Learning Experience Design03:00 The Importance of Change Management07:38 The Human Element in Learning09:44 Destination Learning vs. Modern Learning12:35 Customer Education's Role in Business Outcomes15:13 Navigating Change in Organizations17:41 Empowering Employees in Change Management22:48 Becoming a Visible Leader23:48 Leveraging AI for Change Management26:28 Innovative Approaches to Change30:17 Shaping the Environment for Change34:08 Navigating Remote Work Dynamics36:44 Assessing Readiness for Change39:03 The Reality of Change Management42:25 Empowerment and Intentionality in ChangeGuest Information:Chandler Milne on LinkedInThe Right Click on YouTube Resources:Connect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCredits:Show direction: Debra WilsonShow design: Kensie SmithShow manager:Adam Rockwood
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130
How to Build AI-Ready SaaS Products with Justin Watt
Summary:Justin Watt, CEO of Switchboard, shares insights on AI adoption, change management, and how SaaS companies can stay relevant in the rapidly evolving AI landscape. Learn practical strategies for understanding customer needs, implementing AI responsibly, and preparing for the future of AI-driven SaaS solutions.Key TopicsAI decision-making and governanceChange management and user adoptionBuilding AI-integrated SaaS solutionsChapters00:00 Introduction to SaaS Therapy and Guest Background01:08 Justin Watt's Expertise and Switchboard's Mission03:06 Understanding Customer Needs in AI Adoption04:36 Challenges in Decision-Making for AI Tools06:16 The Role of Business vs. Technical Decision Makers07:58 The Importance of Change Management in AI Implementation09:40 Evaluating AI Solutions: Off-the-Shelf vs. Custom Builds11:43 Best Practices for Customer Success Managers13:02 Navigating Customer Conversations on AI Tools16:16 Overcoming Barriers in SaaS AI Implementation19:11 Consultative Sales Approach in SaaS AI Solutions20:41 Navigating Customer Conversations in SaaS23:57 The Importance of Understanding Customer Processes28:37 Change Management and AI Adoption31:20 Warnings for SaaS Companies in the Age of AI36:12 Homework for SaaS Professionals: Defining Success
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129
People First, Technology Second with John Wade, Principal @ BrainStorm
In this episode of SaaS Therapy, Todd Kirk and Casey Trujillo interview John Wade, principal of Brainstorm, to explore the human side of AI adoption, the evolution of learning models, and practical strategies for integrating AI into business and personal growth. They discuss the importance of mindset, organizational change, and taking incremental steps to harness AI's power effectively.TakeawaysTechnology adoption is fundamentally a human problem Most software goes unused due to people gaps AI success depends on human behavior changeTraining models are outdated and inefficientAI creates endless, personalized use possibilitiesOrganizations must prioritize adoption through leadership structuresSmall, consistent actions drive meaningful progressFocus on opportunity, not fear, with AIContent00:00 Introduction to SaaS Therapy and Guest Introduction02:37 The Role of AI in SaaS and Customer Engagement05:23 Understanding Human Behavior in Technology Adoption08:09 Balancing Individual and Organizational Success10:35 The Evolution of Learning in Technology15:07 Challenges in Training and Adoption of New Technologies19:38 The Divergence of AI and SaaS Applications22:04 Human Adaptation to AI Technology24:09 Implementing AI in Organizational Structures27:01 Driving Change Through AI Adoption31:25 Navigating the AI Landscape34:28 Finding Opportunity in AI ChallengesResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna MollinetShow manager:Adam Rockwood
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128
The Hidden 150 Hours Behind Customer Adoption with Casey Trujillo
Casey explores how hard customer education is for the customer’s point of contact. Using one SaaS example, he shows how private portals, automated communications, adaptive learning, and reporting can save time, scale training, and improve adoption without adding manual work.Key takeawaysCustomer education often creates hidden laborManual comms slow down adoptionData helps customers act strategicallyTraining must scale beyond live sessionsSimplicity drives stronger product awarenessContent0:01 Intro and Todd’s absence0:32 Setting up the customer example1:13 What the private portal included2:23 Why customer-sent comms work better4:11 The 150 hours saved insight5:19 Why manual communication breaks down6:45 Why two people cannot train 8,000 users9:08 How 700 employees were trained in under 30 daysResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
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127
WEBINAR SPECIAL: Modernizing your academy without starting over with Courtney Sembler, COO @AlignedCX
In this special podcast episode, Courtney Sembler explores how to modernize customer education without rebuilding from scratch. It highlights shifting learner expectations, the growing gap between traditional training and real outcomes, and introduces a blended approach combining structured learning, microlearning, and adaptive experiences to drive product adoption, measurable impact, and long-term customer value. TakeawaysLearner expectations are rapidly evolvingGap between training and expectations is growingOutcomes matter more than completion ratesDon’t rebuild—modernize what already worksMicrolearning must support real user actionsBlend structured and short-form learningPersonalization drives engagement and adoptionData is essential to prove business impactContent00:00 Intro and speaker welcome02:04 Webinar focus: modernizing academies06:20 Changing learner expectations and behaviors09:13 Rise of microlearning and self-paced learning11:25 Shift from metrics to business outcomes16:07 Tension: change vs preserving value18:42 Old vs new success metrics21:29 Real example: better support outcomes25:23 Common fears in transformation27:15 Reframe: evolve, don’t rebuild32:10 Microlearning vs micro content distinction38:26 Designing for modern learners51:43 Four-phase modernization approachResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna MollinetShow assistant: Adam Rockwood
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126
Onboarding Doesn’t Matter with Donna Weber, CEO @Springboard Solutions
Customer onboarding is evolving from a checklist into a value-driven growth engine. Donna Weber explains why delivering meaningful customer outcomes—not just completing onboarding steps—is critical for retention, expansion, and success. Companies must shift from internal processes to customer-centric value, using interviews, data, and phased wins to drive long-term adoption and business impact. TakeawaysOnboarding fails without delivering meaningful customer value outcomesInternal focus prevents teams from understanding real customer needsTime to first value is often poorly defined and measuredCustomers care about outcomes, not features or product setupQuick wins create dopamine and drive continued engagementValue measurement should align with company-level revenue goalsCustomer interviews reveal insights surveys often fail to captureOnboarding success requires ongoing evolution, not one-time optimizationContent00:00 – Intro and guest background02:00 – Why onboarding needs rethinking06:10 – Defining real customer value10:00 – Identifying key value moments11:20 – Onboarding assessment framework overview19:30 – Sales to implementation handoff gap22:45 – Quick wins vs complex onboarding32:40 – Measuring success and key metricsResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
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Myth 2: It’s Not About Fewer Tickets—It’s About Better Ones
In this episode of SaaS Therapy, Todd and Casey challenge the myth that customer education should be judged by whether it reduces support tickets. Instead, they argue that strong training should reduce basic, repetitive questions while increasing higher-value questions that reflect deeper adoption, smarter workflows, and stronger long-term customer success.TakeawaysThe difference between customers who are silently failing, loudly failing, and loudly succeedingWhy some support tickets are actually healthy signs of adoption, engagement, and expansion potentialHow the first 90 days of the customer journey can strongly influence churn riskWhy users often do not ask “how” until they understand “why”How training can sometimes lower confidence at first, not because it failed, but because it revealed new complexity and possibilityWhy SaaS companies should stop treating training as a one-time event and start treating it as an ongoing processHow support, customer success, professional services, and education teams need to work together instead of operating separatelyWhy routing the right questions to the right team is critical for growth and customer outcomesHow companies can better measure success by analyzing what kinds of questions customers ask, when they ask them, and what those questions revealContents00:00 Introduction and Myth Setup00:58 Why “reduce support tickets” is the wrong goal03:24 Why executives fixate on support ticket volume05:50 Why ticket quality matters more than quantity06:49 Silently failing vs. loudly failing vs. loudly succeeding customers08:19 “Users don’t ask how until they know why”10:38 The kinds of support questions training should reduce13:37 Why good training can actually increase valuable questions17:19 Why the first 90 days matter so much18:28 Common SaaS mistakes around training and adoption23:12 Why training must be ongoing, not one-and-done26:50 The three levels of customer questions29:34 Why support and success teams often miss opportunities31:03 Routing questions to the right team36:49 HomeworkResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
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124
3 Misconceptions About Digital Customer Success with Kat Breeggemann, Founder @Katalyst CX
In this episode of SaaS Therapy, Todd and Casey interview Kat Breeggemann, founder of Katalyst CX, to debunk myths about digital customer success. They explore how digital CS strategies can be effectively applied across all customer segments, the importance of multi-channel communication, and practical tips for implementation.TakeawaysWhy digital customer success is more than just email and should not be limited to SMB accountsHow strong digital CS programs can support enterprise customers too, especially large groups of end users beyond the main point of contactThe idea of “seven times, seven ways” and why customers often need repeated communication across multiple formatsWhich channels matter most in digital CS, including email, live events, video, in-app messaging, and education platformsWhy video is becoming one of the most effective ways to drive engagement, education, and adoptionHow to think about measuring digital CS success through engagement, adoption, retention, renewals, and upgradesThe difference between a traditional CSM and a digital CS program manager, and why those roles may need distinct goals and metricsPractical advice for building a digital strategy that balances technology, scale, and human connectionContents00:00 Introduction to Digital Customer Success04:30 Misconceptions About Digital Customer Success09:18 Best Practices for Digital Customer Success14:22 Measuring Success in Digital Customer Success18:56 The Role of Digital Customer Success in Enterprise Accounts27:26 In-App Messaging: A Double-Edged Sword36:49 The Power of Live Events in Customer Success42:37 Homework Assignment: Embracing Video in Customer SuccessResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
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Change Management in the Age of AI with Nicolette Stepakoff, VP of Change and Enablement @Eliza
In this episode of SaaS Therapy, Todd and Casey are joined by Nicolette Stepakoff, VP of Change and Enablement at Eliza. They discuss the critical role of change management in the adoption of AI technologies within organizations. Nicolette shares her journey from sales to change management, emphasizing the importance of understanding user needs and executive sponsorship in successful AI implementation. The conversation also touches on the challenges of AI overload, the necessity of building strong partnerships in the SaaS space, and practical steps for organizations to take in order to effectively manage change and leverage AI tools.TakeawaysNicolette has a strong background in change management and enablement.Change management was introduced as a pre-sales motion at Google.Organizations often face resistance to change, even from change champions.AI overload is a common issue in organizations today.It's essential to align executive vision with user needs for AI tools.Slow down to ensure that AI solutions are impactful and relevant.Building a roadmap based on user workflows is crucial for AI adoption.Strong executive sponsorship is key to overcoming resistance to change.CSMs should focus on awareness and reinforcement of change management principles.Inventorying workflows for automation can help organizations adapt to AI. Contents00:00 Introduction to Change Management in SaaS02:37 The Importance of Change Management in Pre-Sales07:06 Navigating AI Overload in Organizations10:23 The Shift in Customer Needs and Expectations13:56 Lessons from Microsoft’s Change Management Experience16:36 The Role of Partners in Change Management20:21 Building Healthy Relationships Between SaaS Vendors and Partners23:31 Understanding End User Needs for Effective AI Implementation27:57 Trends in Resistance to AI Adoption31:22 Homework Assignment: Inventory Your WorkflowsConnect with Nicolette here: [email protected]Connect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
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122
The Origin Story of SaaS with Amy Konary, Senior VP @Subcribe
In this episode of SaaS Therapy, hosts Todd and Casey engage with Amy Konary, a thought leader in the SaaS industry. They explore Amy's journey from traditional software licensing to the innovative world of SaaS, discussing the evolution of pricing models, the impact of AI on pricing strategies, and the importance of customer relationships. The conversation emphasizes the need for a shared risk model between vendors and customers, the challenges of balancing usage and outcomes in pricing, and the significance of clear communication in pricing strategies. Amy concludes with a reminder to disconnect from technology and reconnect with nature as a form of self-care.TakeawaysAmy's journey in the software industry began with a passion for coding.The shift from perpetual licensing to SaaS was revolutionary for customer value.SaaS pricing models are evolving, especially with the introduction of AI.Customer success is crucial in the SaaS business model.The risk of seeing value has shifted from the customer to the vendor.Clear communication of pricing models is essential for customer understanding.Usage-based pricing can create unpredictability for customers.Balancing usage and outcomes is a common challenge in SaaS pricing.The importance of customer relationships in SaaS cannot be overstated.Taking time to disconnect from technology is vital for mental health.Contents00:00 Introduction to SaaS Therapy and Guest Background07:29 Amy's Journey in the Software Industry16:49 Transitioning from Perpetual Licensing to SaaS Pricing Models23:59 Navigating AI Pricing and Customer Relationships32:11 Balancing Usage and Outcomes in SaaS Pricing42:50 Final Thoughts and Homework AssignmentResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
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121
The Customer Education Playbook with Courtney Sembler, COO @AlignedCX
In this episode of SaaS Therapy, Todd and Casey welcome back Courtney Sembler, who shares her journey from HubSpot to AlignCX. The conversation delves into the importance of customer education in SaaS organizations, setting expectations for its impact, and the necessity of content maintenance. They discuss the role of customer education in driving revenue and improving customer success, as well as the challenges faced by customer education leaders. Courtney emphasizes the need for customer education to be closely tied to revenue-generating functions within organizations and offers practical advice for overcoming common pitfalls in the field.TakeawaysCustomer education is often undervalued in organizations.Setting clear expectations for customer education is crucial.Content maintenance is a key aspect of successful customer education.Customer education can bridge gaps between departments.Measuring the right metrics is essential for demonstrating value.Perfectionism can hinder the progress of customer education initiatives.Customer education should be tied to revenue-generating functions.Engagement with customers is vital for effective education.Creating content quickly is better than waiting for perfection.Customer education leaders need to advocate for their role in the organization.Contents00:00 Intro01:22 Courtney's Transition from HubSpot to AlignCX05:19 Setting Expectations for Customer Education12:32 Debate: The Impact of Customer Education on Business Outcomes18:01 Building a Customer Education Framework25:18 Tracking Customer Engagement Effectively26:23 Overcoming the Zero to One Trap in Customer Education30:19 The Importance of Data Analytics in Customer Education34:52 Positioning Customer Education for Success43:18 Empowering Customer Education Leaders to Drive ChangeResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
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120
Six Sigma for SaaS: Fixing What Actually Matters with Kelly McNamee, Customer Learning Director @PointClickCare
In this episode of SaaS Therapy, Todd and Casey chat with Kelly McNamee, Director of Customer Learning at Point Click Care, to explore the Six Sigma framework and its application in customer education. They discuss how Six Sigma helps organizations identify inefficiencies, prioritize changes, and enhance customer experiences. Kelly shares concrete examples of using Six Sigma principles to solve real-world problems, emphasizing the importance of data-driven decision-making and stakeholder engagement. The conversation highlights the need for continuous improvement and innovation in customer education, encouraging listeners to apply these concepts in their own work.TakeawaysSix Sigma helps organizations understand what's not working and why.Cutting through the noise is essential to identify the real problem.Non-value activities can distract from achieving business goals.Start with the desired outcome to guide decision-making.AI can simplify complex frameworks and enhance analysis.Identifying bottlenecks can lead to significant improvements in customer experience.Focus on high-impact work to maximize effectiveness.Creating value propositions is crucial for customer education.Measuring success and being ready to pivot is key to progress.Treating customer education as a product fosters better engagement and outcomes.Contents00:00 Introduction to SaaS Therapy and Community Engagement02:48 Understanding Six Sigma and Its Relevance07:04 Applying Six Sigma to Customer Education12:03 Identifying and Solving Customer Pain Points15:42 Prioritizing Changes and Making Data-Driven Decisions19:38 Concrete Examples of Six Sigma in Action26:01 Navigating Stakeholder Feedback and Buy-In36:38 Final Thoughts and Homework AssignmentResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
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119
The Customer Mindset You Need with Andrea Nottingham, CSM @ BrainStorm
In this episode of SaaS Therapy, hosts Todd Kirk and Casey Trujillo are joined by Andrea Nottingham, a seasoned Customer Success Manager. They discuss the transition from being a customer to a CSM, the importance of defining success for clients, and best practices for managing customer relationships. Andrea shares insights on handling renewals, building trust, and navigating organizational dynamics. The conversation emphasizes the need for authenticity, persistence, and making it easy for customers to take action. The episode concludes with actionable advice for CSMs to enhance their effectiveness and foster better client relationships.TakeawaysSuccess means understanding what your customers need.Customers often don't know what success looks like.Building trust is essential in customer relationships.Use data to guide your customers' decisions.Be authentic and patient in your approach.Don't go over your contact's head.Help customers take the next step easily.Engage with stakeholders to understand goals.Prepare for calls with valuable insights.Follow up to build reliability and trust.Contents00:00 Intro02:40 Transitioning from Customer to Customer Success Manager06:16 Defining Success for Customers11:35 Best Practices for Customer Success Management15:15 Handling Renewals and Sales Conversations18:23 Building Relationships and Trust with Clients21:12 Navigating Organizational Dynamics25:51 Mindset and Persistence in Customer Engagement32:10 Making It Easy for Customers to Take Action39:01 Final Advice and Homework for CSMsResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
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Myth #1: No time for training with Todd Kirk and Casey Trujillo
In this episode of SaaS Therapy, hosts Todd Kirk and Casey Trujillo explore the myth that customers don't have time for training. They discuss the underlying reasons behind this belief, emphasizing the importance of understanding customer needs and perceptions. The conversation highlights the significance of training type, the role of support sites as indicators of training needs, and the inefficiencies in current training approaches. The hosts advocate for a shift in mindset, treating training as a product and positioning it to deliver real value to customers. They conclude with actionable homework for listeners to identify the root causes of training challenges.TakeawaysCustomers often say they don't have time for training, but it's about the type of training offered.Support site visits can indicate a need for training.Training should be concise and relevant to current user needs.Customers may feel patronized by traditional training methods.The perception of training is often more important than the time commitment.Training should be treated as a product that evolves with customer needs.Inefficient training practices can lead to wasted resources.Understanding the customer's perspective is crucial for effective training.Change management is a continuous process, not a one-time event.Asking 'why' multiple times can uncover the root causes of training issues.Contents00:00 Introduction to SaaS Myths01:14 The Myth of Customer Training Time04:15 Understanding Customer Needs for Training08:12 Perception vs. Reality in Training11:48 The Importance of Effective Training15:57 Training as a Product18:59 Data-Driven Insights on Training Needs22:37 Homework: Unpacking the MythResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
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The Hidden Secrets of Customer Education with Todd Kirk and Casey Trujillo
In this episode of SaaS Therapy, Todd and Casey discuss the challenges of AI adoption in SaaS organizations. They explore the reasons behind low user engagement with AI tools, emphasizing the importance of customer education and understanding user needs. The conversation highlights the necessity for SaaS vendors to develop clear strategies and effective communication to guide their customers in utilizing AI technologies responsibly. The episode concludes with actionable insights for improving AI adoption and fostering better relationships with customers.TakeawaysNobody's adopting your AI module.Less than 1% of our total license user base is actually clicking.You need to tap into customer education.Why did you launch the AI product that you did?Most people are still just using AI as a better search engine.You need to get a chapter ahead of your customers.Clarity beats confusion every single time.You need to help people feel confident.You need to provide clarity around how organizations can responsibly adopt your technology.What must they have adopted first to get to where they need to be?Contents00:00 Welcome to SaaS Therapy00:59 The AI Adoption Dilemma04:37 Unlocking AI with Customer Education10:24 Understanding Customer Needs14:43 Navigating AI Confusion20:05 Effective Communication Strategies24:51 Responsible AI Adoption29:09 Homework and Closing ThoughtsResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
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116
The Art of Renewal Negotiations with Jaclyn Sayler, Strategic Account Manager @ BrainStorm
In this episode of SaaS Therapy, hosts Todd and Casey engage with Jacqueline Sayler, an enterprise account manager, discussing the intricacies of customer success and negotiation strategies. Jacqueline shares her journey from discomfort in discussing renewals to mastering the art of negotiation through experience and preparation. The conversation delves into a real-life renewal case, highlighting the importance of understanding customer needs, role-playing for confidence, and leveraging AI for effective communication. The episode concludes with actionable insights for CSMs to enhance their negotiation skills and customer engagement.TakeawaysJacqueline's initial discomfort with negotiating renewals was common among CSMs.Building confidence in negotiations comes from understanding the product and the customer's needs.Role-playing and practicing conversations can significantly improve negotiation skills.AI can be a valuable tool in preparing for customer interactions and refining communication.Understanding what the customer truly values is crucial for successful negotiations.It's important to address objections directly and find common ground.Negotiation is a collaborative process, not a confrontation.CSMs should regularly check in with customers to gauge satisfaction and success metrics.Being open to feedback and willing to adapt is key in negotiations.The ultimate goal is to create a win-win situation for both the customer and the business.Chapters00:00 Introduction and Guest Introduction02:33 Navigating Renewal Negotiations09:29 Building Confidence in Sales Conversations11:34 Real-Life Renewal Case Study18:32 Leveraging AI in Negotiations20:33 Emotional Intelligence in Negotiation22:28 Leveraging AI for Effective Communication24:16 Navigating Rejections and Finding Alternatives25:59 The Human Element in Negotiation27:56 Stress Testing Negotiation Strategies30:03 Closing the Deal: Strategies for Success32:12 Identifying Opportunities for Negotiation35:02 Aligning Customer Goals with Business Objectives38:10 Homework Assignment: Understanding Customer SuccessResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
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115
Season 5 Recap: Top Lessons from SaaS Therapy with Todd Kirk and Casey Trujillo
In this episode of SaaS Therapy, hosts Todd and Casey reflect on their podcast journey during season 5, discussing the top episodes of the season. They explore themes such as micro passions, effective product training, the importance of networking, and the need to treat customer education as a product. The conversation emphasizes innovative onboarding practices and the significance of reimagining roles and strategies in the SaaS industry. The hosts conclude with a call to action for listeners to apply the insights gained and improve their practices in the coming year.TakeawaysMicro passions can guide career alignment and fulfillment.Effective product training should focus on driving change, not just checking boxes.Building a strong network is essential for professional growth.Customer education should be treated as a product, not just a program.Onboarding processes can provide valuable insights for product improvement.Reimagining roles can lead to greater success in business.Practicing fundamentals correctly is key to long-term success.Engaging with customers during onboarding can enhance product development.Consistency in efforts leads to better outcomes in customer success.Feedback from customers is crucial for evolving educational programs.Contents00:00 Introduction and Podcast Journey01:12 Recapping the Top Episodes02:00 Micro Passions and Career Alignment08:20 Effective Product Training Strategies12:01 Networking and Relationship Building16:28 Customer Education as a Product22:32 Innovative Onboarding Practices26:39 Final Thoughts and Homework AssignmentsResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
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Everybody Wants Change… Nobody Wants to Change with Eleni Vorvis, Co-Founder @faroutcomes & Boston Founders Forum
The conversation delves into the complexities of change management in the SaaS industry, emphasizing the psychological aspects that influence user adoption. Eleni Vorvis discusses the importance of understanding user motivation and the need for a structured approach to facilitate smoother transitions for customers.TakeawaysChange management is hard, particularly in SaaS.We don't think about the psychological impact on users.It's not just about business; it's about motivation.There is science behind user motivation.A repeatable recipe for change management can be effective.Users should be brought along on the journey, not forced.Change management takes time and effort.Understanding user psychology is crucial for success.Most organizations fail to consider user experience during transitions.Effective change management can lead to better software adoption.Contents00:00 – Intro, T&Cs, and Guest Welcome01:19 – Eleni’s Journey into Customer Success03:14 – McDonald’s Story & Why We Quit on Change04:47 – The Human Side of SaaS Change07:09 – Calling Out Resistance & Winning Over Curmudgeons15:16 – Aligning Product, Sales, and CS18:18 – Change at Scale: Digital CS & AI19:35 – Getting Sales Bought into Renewals25:23 – Unlearning Bad Habits & Slowing Down to Speed Up30:08 – Compensation, Motivation & Multi-Year Deals36:46 – Intrinsic vs. Extrinsic Motivation in CS Teams41:03 – Homework: Building Empathy Through Personal Change43:17 – Final Takeaways & Where to Find Eleni43:53 – ClosingResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
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113
RECAP: The Path to Customer Success with Lincoln Murphy VP of Customer Experience @ListKit
In this recap episode, Casey highlights Lincoln Murphy as he shared his insights on the evolution of Customer Success and what it truly means to build customer relationships that last. From redefining retention and expansion to aligning CS with business outcomes, Lincoln breaks down practical strategies for creating real value and driving long-term growth.If you haven't given it a listen, go check it out!ResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
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112
The Path to Customer Success with Lincoln Murphy, VP of Customer Experience @ListKit
The conversation delves into the concept of customer success and its direct correlation with business expansion. It emphasizes the importance of understanding customer journeys and creating structured paths for customers to achieve success, which in turn leads to increased consumption of services or products. The discussion highlights the need for businesses to recognize progress milestones in the customer lifecycle and to orchestrate opportunities for expansion proactively.TakeawaysExpansion is a natural progression for successful customers.Customer success is defined by the success of the customers themselves.Building an Ascension path can enhance customer journeys.Recognizing progress milestones can lead to expansion opportunities.Orchestrating customer experiences ahead of time is essential.Offering additional services at milestones can increase consumption.Understanding customer needs is crucial for business growth.A structured approach to customer success can drive revenue.Proactive engagement with customers fosters loyalty and retention.Customer journeys should be mapped to identify growth opportunities.Contents00:00 – Welcome to SaaS Therapy & Lincoln Murphy Intro02:10 – Why Expansion Should Be a Natural Outcome of Customer Success06:11 – Control the Controllables & Eating Customer Complexity with AI14:26 – Who Should Lead Upsell: CS vs Direct Sales17:50 – Enterprise vs SMB: Where to Start Your Expansion Motion19:48 – “Upsell Will Ruin My Relationships” (And Why That’s Wrong)23:49 – $20K AI Bill Story & The Danger of Wrong-Time Upsells33:14 – Two Big Misconceptions About Expansion Programs41:55 – Homework: Map Progress Milestones & Use AI to Accelerate ThemResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
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111
The Quality of Your Questions: CS Secrets from the Trenches with Todd Kirk and Casey Trujillo
In this conversation, Todd Kirk and Casey Trujillo discuss the often-overlooked importance of celebrating personal and professional successes, particularly in the IT field. They explore how individuals frequently fail to share their achievements and the need for empowerment in communicating these wins to others. The dialogue emphasizes the significance of self-promotion and the role of leaders in guiding their teams to recognize and articulate their successes effectively.TakeawaysPeople often fail to brag about their successes.Many in IT take their wins for granted.It's important to keep others in the loop about achievements.Some individuals struggle with how to share their successes.Leaders can help others own their success long-term.Empowerment is key in self-promotion.Recognizing achievements can boost morale.Communication about wins fosters a positive environment.Helping others articulate their success is valuable.Celebrating success is crucial for professional growth.Contents00:01 — Intro03:56 — Change management & awareness: why good questions matter06:13 — High-usage customers: Question #1 – “What’s driving the increased usage lately?”09:28 — Using top-customer insights: “My best customers do…”14:43 — CSM role clarified: success owner vs. success coach18:10 — Sharing wins internally & communicating success23:30 — Low usage: reframing dips as opportunity26:47 — Asking what changed in priorities, projects, or org structure34:09 — Homework recap + LinkedIn cheat-sheet plug & closingResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
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110
The Power of Compelling Calls to Action with Dallin Palmer, Cofounder @HALDA.AI
SaaS Therapy hosts Todd Kirk and Casey Trujillo talk with Dallin Palmer, co-founder of Halda AI, about building an enrollment marketing platform for universities, why higher ed is surprisingly open to AI, and how “seeking truth” (not vanity metrics) drives real customer value. Dallin shares hiring and CS practices, product prioritization, and a simple homework assignment: flip fear into curiosity when working with customers.TakeawaysWhat we've tried before when we tried to lead a horse to water, it's just not working.85% of schools said, my number one problem is I need more leads.We're looking at the landing pages and we kept coalescing around the same advice.Your calls to action are clear, but not compelling.Nobody cares about any of those things.A bunch of people have the same thing they want more leads.If I can solve this, I can scale a business.Big group of people, same problem.Understanding client needs is crucial for effective marketing.Compelling calls to action can significantly improve conversion rates.Contents00:01 — Intros; meet Dallin Palmer (Halda AI)01:11 — Accidental entrepreneur → sales mindset shift03:29 — Halda in a line: AI enrollment + full-funnel agents 05:33 — Why higher ed’s ready for AI (demographics, ROI skepticism, competition)09:09 — Message shift: “more leads” → full platform13:38 — Research > shiny tech; weak CTAs insight16:37 — Core value: “Seek truth” (anti fake-it culture)21:53 — CS philosophy: strategic partners, empower to fix30:36 — Run by weekly metrics (GRR/NRR + growth)33:11 — Biggest churn: VP change; fix with exec reviews, in-person36:02 — Funding reality: retention > growth38:00 — Would he do it again? Yes40:10 — Homework: turn fear into curiosityResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
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109
Establishing New Success Metrics for Customer Education with Todd Kirk and Casey Trujillo
Welcome to SaaS Therapy — the show where founders stop pretending everything’s perfect. Hosts Todd Kirk and Casey Trujillo pull back the curtain on the real SaaS journey: the wins, the setbacks, the stress, and the breakthroughs. If you’re building, scaling, or dreaming about the SaaS life, grab a seat. This is your weekly dose of honest stories and real-talk advice.In this episode, Todd Kirk and Casey Trujillo explore a fresh framework for evaluating customer education that actually ties learning to product adoption, retention, community strength, and long-term customer value.ResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
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108
The Evolution of Customer Success Strategies with Dan Steinman, Director @ Colson Fellows
In this episode of SaaS Therapy, Todd Kirk and Casey Trujillo interview Dan Steinman, a seasoned expert in customer success and former Chief Evangelist at Gainsight. The conversation delves into the evolving role of customer success, the importance of data-driven strategies, and the necessity of healthy tension within leadership teams. Dan shares insights on how to stand out in a competitive SaaS market, the significance of building trust with customers, and the need for proactive management. He emphasizes that success in customer success relies heavily on understanding customer behavior and leveraging data effectively.TakeawaysThe role of Chief Evangelist is crucial for promoting customer success.Customer success should be proactive, not reactive.Data-driven strategies are essential for effective customer management.Healthy tension among leadership teams can drive better results.Building trust with customers is key to successful relationships.Customer success teams need to understand customer behavior deeply.Sales and customer success must align for better outcomes.The importance of health scores for customer management.Technology overload is a real challenge for organizations.Success breeds contentment, which can hinder growth. Contents00:00 Introduction to SaaS Therapy and Guest Introduction01:52 The Role of Chief Evangelist at Gainsight05:30 Translating the Chief Evangelist Role to Other Industries08:18 The Consistency of the Customer Success Message13:10 The Evolving Role of Customer Success Managers18:44 Strategies for CSMs to Stand Out in a Competitive Market25:34 Maximizing Product Knowledge for Customer Success28:50 Building Trust and Driving Change31:52 The Importance of Healthy Tension in Leadership39:21 Creating Healthy Tension in Organizations42:10 The Power of Data-Driven Decision MakingResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
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107
Your Network is Your Net Worth with Carson Heady, Managing Director of Americas @ Microsoft
In this episode of SaaS Therapy, host Todd Kirk and co-host Casey Trujillo welcome Carson Heady, a sales expert from Microsoft. They discuss Carson's extensive sales background, the transition from hardware to SaaS, and the essential skills for successful selling. Carson emphasizes the importance of building trust with customers, understanding their needs, and navigating the complexities of AI in sales. The conversation also covers the significance of expanding relationships beyond IT, the best and worst sales advice, and strategies for preparing for executive conversations. Carson shares insights on collaboration with team members and finding opportunities in point solutions, concluding with actionable homework for listeners to enhance their sales success.TakeawaysYour network is your net worth.Building relationships is key to successful sales.Trust is earned by understanding customer needs.AI should be used meaningfully, not just for the sake of it.Focus on making your customer the hero of the story.Control the controllables in your sales process.Small tweaks can lead to significant improvements.Don't be afraid to reach out to multiple contacts in an organization.Understand the motivations of your team members for better collaboration.Sometimes, doing the opposite of your instincts can lead to success.Contents00:00 Introduction to SaaS Therapy and Guest Introduction00:59 Carson Heady's Sales Journey and Background02:40 Transitioning from Hardware to SaaS Sales04:20 Key Qualities for Successful Selling05:38 Building Trust and Understanding Customer Needs07:28 Navigating AI in Sales Conversations10:51 Differentiating in a Competitive AI Landscape14:42 Leveraging AI for Efficiency and Productivity19:34 Advice for New Sellers and Building Relationships25:20 Closing Deals with Transparency27:32 Navigating Tough Conversations32:05 Collaborating with Team Members37:20 Building Relationships for Success41:14 Finding Opportunities in Point Solutions44:59 Challenging the Status QuoResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
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106
Meet Users Where They Are with Jillian Bejtlich, Sr. Manager of Community and Customer Marketing
In this episode of SaaS Therapy, Todd and Casey welcome Jillian Betlick, Senior Manager of Community and Customer Advocacy at Calendly. They discuss the importance of community in business, how to build and manage a successful community, and the nuances of community engagement. Jillian shares her insights on finding community champions, measuring success, and handling negative feedback. The conversation emphasizes the need for passion over expertise in community management and the significance of understanding both the company's and the individual's 'why' in community building.TakeawaysCommunity is essential for customer engagement and feedback.Understanding the need for a community is crucial before building one.Passion is more important than expertise in community management.Finding and enabling champions within the community can drive engagement.Measuring success should align with company goals, not just community metrics.Handling negative feedback requires empathy and understanding.Community can significantly impact conversion rates.There is no single path to becoming a community manager; diverse backgrounds are valuable.Meeting customers where they are emotionally is key to effective communication.Know your personal and company 'why' to stay motivated in community management.Contents00:00 Introduction to SaaS Therapy and Guest Introduction02:43 The Importance of Community in Business05:34 Identifying the Need for a Community08:22 Understanding Community Engagement and Participation11:09 The Role of Community Managers14:03 Finding and Empowering Community Champions17:01 Motivating Community Members22:37 Optimizing Community Engagement for Business Success27:50 The Role of Community Managers Across Functions31:01 Navigating the Challenges of Community Management33:50 The Importance of Personal and Professional 'Why' in Community36:19 Handling Negative Feedback in Community Spaces39:58 Actionable Insights for Community ProfessionalsResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
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105
The Science of Retention with Rachel Provan, Founder & CEO of Provan Sucess
In this episode of SaaS Therapy, Todd and Casey engage with Rachel Provan, a seasoned customer success leader, to explore the intersection of behavioral psychology and customer success. Rachel shares insights on how understanding human decision-making can enhance customer relationships, the importance of empathy in sales, and strategies for effective communication. The conversation delves into common pitfalls in sales, such as loss aversion and the need to tailor messages for different personas. Rachel emphasizes the significance of listening and understanding the customer's perspective to foster stronger connections and improve retention rates.TakeawaysBehavioral psychology plays a crucial role in customer success.Humans make decisions based on emotions, not just logic.Listening is key to understanding customer needs.Framing conversations can significantly impact engagement.Loss aversion affects customer retention decisions.Tailor your message to different customer personas.Invisible implications can influence customer decisions.Sales mistakes often stem from a lack of empathy.Small actions can lead to significant improvements in sales.Continuous learning and adaptation are essential in customer success.Contents00:00 Introduction to Customer Success Leadership02:17 Behavioral Psychology in Customer Success09:28 Understanding Customer Emotions and Decision-Making15:27 The Power of Framing and Loss Aversion in Sales19:01 Understanding Audience Dynamics in Customer Success23:22 Crafting Tailored Messaging for Different Personas26:46 The Importance of Empathy in Customer Conversations32:46 Navigating Emotional and Logical Conversations36:20 Learning from Customer Losses and Moving ForwardResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
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104
Unlocking Productivity with Outlook with Todd Kirk and Casey Trujillo
In this episode of SaaS Therapy, hosts Todd Kirk and Casey Trujillo celebrate their podcast's success while discussing effective customer training strategies. They explore the new features of Outlook, emphasizing the importance of change management and user comfort. Todd shares best practices for engaging training sessions, highlighting the need to create 'wow' moments for users. The conversation concludes with a challenge for listeners to reevaluate their training approaches and focus on user engagement.TakeawaysCelebrate your successes to motivate your audience.Focus on creating excitement in training sessions.Use micro learnings to engage users effectively.Understand the importance of change management.Empathize with users to ease transitions.Create 'wow' moments to enhance learning.Utilize new features in software for productivity.Encourage user participation in training.Reinforce learning to combat the forgetting curve.Evaluate your training methods for effectiveness.Contents00:00 Introduction and Celebration of Success01:09 Effective Customer Training Strategies04:03 Exploring the New Outlook Features11:15 Change Management and User Comfort22:02 Best Practices for Training and Engagement28:47 Final Thoughts and Challenges for ImprovementResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
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103
Turning Problems Into Solutions with Ashley DeKerlegand, Director of CE and CX Enablement @ QuickBase
In this episode of SaaS Therapy, Todd Kirk and Casey Trujillo welcome back Ashley DeKerlegand to discuss the Action Mapping framework, a method for enhancing customer education and driving behavior change. The conversation explores the importance of measurable goals, the challenges faced in customer education, and the need for cross-functional collaboration. Ashley shares real-life examples of implementing Action Mapping, emphasizing the significance of empathy and understanding in the learning process. The episode concludes with actionable takeaways for listeners to apply the framework in both personal and professional contexts.TakeawaysAction Mapping focuses on behavior change rather than just knowledge.Measurable goals are essential for effective training.Collaboration across teams enhances the learning process.Empathy is crucial in understanding learner challenges.Transforming obstacles into opportunities is key to success.Real-life applications of Action Mapping can drive significant results.Avoid information dumps; focus on observable actions.Executive sponsorship is vital for implementing new frameworks.Understanding the 'why' behind actions leads to better outcomes.Action Mapping can be applied in various contexts, including personal life.Contents00:00 Intro 2:34 Action Mapping Framework Explained5:42 Real-World Applications & Challenges10:36 From Busywork to Measurable Impact15:19 Shifting from Order-Takers to Advisors19:20 Executive Sponsorship & Cross-Team Alignment24:41 Turning Problems Into Solutions30:57 Practical Examples & MVP Learning39:18 Why Action Mapping Works41:26 Wrap-Up & Homework AssignmentResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
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102
The Power of ADKAR and ADOPT Frameworks with Todd Kirk and Casey Trujillo
In this episode of SaaS Therapy, Todd and Casey dive into the intricacies of change management, focusing on the ADKAR framework and introducing their own ADOPT framework. They discuss the importance of awareness, desire, knowledge, and participation in driving successful software adoption. The conversation emphasizes the need for effective communication strategies, creative campaigns, and the significance of aligning change initiatives with executive goals. The hosts provide actionable insights for SaaS vendors to enhance customer success and drive meaningful change within organizations.TakeawaysChange management is crucial for customer success.ADKAR focuses on individual change, while ADOPT emphasizes participation.Awareness and desire are foundational for effective change.Communication strategies must align with executive initiatives.Creative campaigns can enhance user engagement.Participation is more important than just ability.Transforming behavior is the ultimate goal of change management.Understanding user pain points is essential for effective training.SaaS vendors should learn from successful customer implementations.Making change easy is key to successful adoption.Contents00:00 Intro1:06 Understanding the ADKAR Framework4:54 The Importance of Awareness and Desire8:34 Knowledge and Ability in Change Management11:32 Effective Communication Strategies15:44 Innovative Training Approaches20:40 Introducing the Adopt Framework20:50 Understanding User Reinforcement and Adoption Challenges23:44 The Importance of User Orientation in Change Management27:28 Participation vs. Ability: A Shift in Perspective32:41 Transforming User Behavior for Lasting Change36:04 Practical Applications of the Adopt FrameworkResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
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101
From Rollout to Adoption: Change Management that Works with Sara Scheibner, member of the TechSmith Advisory Board
In this episode of SaaS Therapy, Todd and Casey engage with Sarah Scheibner, a member of the TechSmith Advisory Board, to discuss the importance of customer feedback, change management, and effective communication in software implementation. Sarah shares her experiences with TechSmith and highlights the need for software vendors to prioritize user experience and adapt their strategies to better support end users. The conversation emphasizes the significance of understanding the user perspective and fostering collaboration between vendors and customers to ensure successful software adoption.TakeawaysThe TechSmith Advisory Board provides valuable insights into customer needs.User feedback is crucial for software vendors to improve their products.Change management is often overlooked in software implementations.Effective communication is key to successful software adoption.Vendors should involve end users in the change process.Training and support should be prioritized during software rollouts.Understanding user experience can lead to better product development.Collaboration between vendors and customers enhances software success.Change is a constant, and managing it effectively is essential.Listening to users can uncover insights that vendors may not see.Contents 00:00 Intro2:02 Exploring the TechSmith Advisory Board5:56 The Importance of Customer Feedback 11:31 Navigating Change Management in Software18:04 The Role of Change Management in Software Adoption25:24 Success Stories in Software Implementation29:15 Learning from Implementation Failures35:34 The Importance of Communication in Software Projects40:35 Homework Assignment for ListenersResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
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100
Mastering SaaS Pricing Strategies with Bill Wilson, CEO & Founder @ Pace Pricing
In this episode of SaaS Therapy, Todd Kirk and Casey Trujillo welcome Bill Wilson, a B2B pricing strategist, to discuss the intricacies of pricing strategies in SaaS businesses. Bill shares his journey from software engineering to pricing strategy, emphasizing the importance of understanding customer needs and the dynamics of pricing within organizations. He outlines a four-step approach to pricing, discusses the significance of customer conversations, and provides insights on when to adjust pricing strategies. The conversation also touches on the importance of aligning pricing with product positioning and handling annual price increases effectively. Bill concludes with actionable homework for listeners to improve their pricing strategies.TakeawaysBill Wilson has nearly 30 years of experience in software and pricing strategy.Pricing is a complex issue that affects multiple departments within an organization.A common language around pricing can help reduce internal tension.The four-step approach to pricing includes discovery, design, pricing, and validation.Understanding customer needs is crucial for effective pricing strategies.Value dilution occurs when too many features are included in a package.Customers want to feel they are getting value for their money.Annual price increases should be communicated effectively to customers.Free offerings can serve as a powerful acquisition channel.Positioning and messaging should align with pricing strategies.Contents00:00 Intro1:04 Bill Wilson's Journey in Pricing Strategy2:28 Understanding Pricing Dynamics in Organizations6:11 The Four-Step Pricing Approach11:29 Recognizing When to Adjust Pricing Strategies15:14 The Importance of Customer Conversations16:50 Navigating Customer Feedback for Pricing20:42 Rapid Fire Pricing Questions27:49 Influences and Resources in Pricing Strategy 31:30 Aligning Pricing with Product Positioning 37:29 Handling Annual Price Increases 41:58 Final Thoughts and Homework AssignmentResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
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99
The Power of Empathy in Customer Relationships with Randy Hulme, Director of CS @ Qualtrics
In this episode of SaaS Therapy, Todd and Casey welcome Randy Hulme from Qualtrics to discuss the intricacies of customer success in the public sector. Randy shares insights from his extensive experience at Qualtrics, including impactful speakers at their events, the importance of creating a positive team culture, and strategies for managing diverse customer use cases. The conversation emphasizes the need for alignment between customer expectations and company offerings, as well as the significance of understanding value in customer success management. Randy concludes with a homework assignment for listeners to chart their value chain and ensure alignment within their organizations.TakeawaysRandy emphasizes the importance of empathy in customer success.Creating a diverse and inclusive team culture is crucial.Understanding the unique needs of public sector customers is key.Customer success managers must manage relationships across various stakeholders.Aligning incentives with desired outcomes drives better performance.Randy's approach to team building includes outdoor activities.The value of Qualtrics' solutions is demonstrated through real-world impact.Effective communication is essential for managing customer expectations.Randy's experience highlights the importance of continuous learning.The transition to a consumption-based model requires careful management.Contents00:00 Intro2:06 Impactful Speakers and Personal Growth4:22 Career Development and Job Satisfaction10:13 Defining Value in Public Sector11:20 Team Dynamics and Culture Building18:28 Navigating Company Culture Changes19:49 Supporting Diverse Customer Needs 22:12 Transforming Data into Actionable Insights29:10 Customer Success and Value Delivery35:20 Navigating Consumption Models in SaaS42:29 Aligning Value Chains for Customer SuccessResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
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98
Why AI Won’t Steal Your Job (But Someone Using It Might) with Ryan Debenham, CEO @ Grin AI
In this episode of SaaS Therapy, host Todd Kirk and guest Ryan Debenham, CEO of Grin AI, explore the evolving landscape of AI in business. They discuss the hype surrounding AI, the balance between optimism and realism, and the importance of understanding AI for both product teams and individual knowledge workers. Ryan shares insights on AI strategy, user experience design, and offers advice for non-technical workers on embracing AI technology. The conversation emphasizes the need for open-mindedness and continuous learning in the face of rapid technological advancements.TakeawaysRyan describes himself as an engineer turned CEO, bringing a unique perspective to AI.The conversation highlights the hype surrounding AI and the disconnect between expectations and reality.Fear-based responses to AI are not productive; a balanced perspective is essential.Executives need to invest in learning about AI to guide their teams effectively.AI fatigue is prevalent among knowledge workers who feel overwhelmed by the technology.It's crucial for employees to be open-minded about AI and its potential benefits.AI can automate complex operational processes, enhancing productivity.The future of user experience with AI will be dynamic and intuitive, moving beyond traditional interfaces.Companies must decide whether to integrate AI into existing products or build new AI-native solutions.Continuous learning and adaptation are key to thriving in an AI-driven future.Contents00:00 Intro1:01 Ryan's Journey: From Engineer to CEO2:26 The Current State of AI: Hype vs. Reality9:40 Navigating AI Fatigue: Balancing Optimism and Realism10:37 Building AI into Products: Expectations vs. Reality21:30 AI Strategy: Product vs. Process23:16 Navigating Product Strategy Risks27:33 AI for the Average Knowledge Worker36:22 Homework and Closing ThoughtsResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
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97
The Content Glue: Keeping Teams Unified Across the Customer Journey with Michael Lux, Senior Director of CE @ Procore Technologies
In this episode of SaaS Therapy, Todd talks with Michael Lux, Senior Director of Customer Education at Procore Technologies. They discuss the evolution of Procore from a startup to a public company, the structure of the education team, and the importance of a unified content strategy across departments. Michael shares insights on the challenges of customer education, the need for tailored content, and the metrics that define success in customer training. The conversation also touches on the future of AI in learning and the importance of time to value in customer success.TakeawaysThe education team is structured under professional services for better alignment with customer success.Content strategy should be unified across departments to maximize impact.Hands-on, use case-based training is essential for customer success.Procore has a high course completion rate compared to industry standards.Tailoring content to specific customer needs is crucial.Time to value is a key metric for customer success teams.AI in learning content is still developing and not fully reliable.A strong content strategy should consider the entire customer lifecycle.Contents00:00 Intro2:46 Understanding Procore's Structure and Education Role5:37 Content Strategy and Customer Lifecycle8:39 Monetization of Education and Professional Services11:41 Defining Content for Customer Success14:15 Challenges in Customer Education and Feedback17:06 Customer Needs and Content Development20:07 Balancing E-Learning and Instructor-Led Training22:50 Metrics for Success in Education25:53 Time to Value and Customer Success Metrics28:35 Future Aspirations and AI in Learning31:39 Final Thoughts and Homework AssignmentResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
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96
The Fear of Messing Up in Business (Fofu) with Todd Kirk and Casey Trujillo
In this host only episode of SaaS Therapy, Todd and Casey explore the complexities of decision-making in sales and customer relationships. They introduce the concept of 'Fofu' (fear of messing up) and discuss how it leads to decision paralysis in business. The conversation delves into the importance of emotional intelligence in sales, the different types of questions customers ask during the buying process, and the framework of belief, understanding, deciding, and becoming. The hosts emphasize the need for sales professionals to recognize customer mindsets and navigate skepticism and confusion effectively to foster growth and progress in their relationships.TakeawaysFofu, or fear of messing up, leads to decision paralysis.Emotional intelligence is crucial in understanding customer needs.Sales is a skill everyone must learn, regardless of their role.Believing questions are the first step in the sales process.Understanding questions help clarify customer needs and concerns.Deciding questions focus on implementation and logistics.Becoming questions are about growth and maximizing value.Recognizing skepticism can help tailor conversations effectively.The sales process is cyclical, requiring constant engagement.Identifying customer mindsets can improve sales strategies.Contents00:00 Intro2:40 Understanding Decision Paralysis in Business5:18 The Importance of Emotional Intelligence in Sales8:34 Believing Questions: The First Stage of Decision Making11:02 Understanding Questions: The Next Step in the Process13:56 Deciding Phase: Operationalizing the Solution17:51 Becoming: Growing with the Product20:26 Understanding Customer Individuality23:06 Identifying Skepticism in Customers26:22 Addressing Customer Confusion28:56 Navigating the Decision-Making Process31:56 Recognizing the Becoming Stage37:19 Framework for Customer EngagementResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
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95
Transforming Customer Relationships in SaaS with Sean Adams, Host of The Adoption Curve Podcast
In this episode of SaaS Therapy, Todd Kirk and Sean Adams discuss the importance of customer relationships in the SaaS industry. They explore Sean's unique career path from contractor to VP of Revenue, the significance of measuring customer education impact, and the challenges of navigating customer expectations. The conversation emphasizes the need for SaaS companies to focus on delivering outcomes rather than just features, the importance of post-sale engagement, and practical advice for enhancing customer experience. Sean shares insights on understanding IT buyers and balancing organizational and individual needs, while also addressing churn challenges and providing actionable homework for listeners to improve their customer relationships.TakeawaysThe importance of having a visually appealing background during virtual calls.Understanding customer pain points is crucial for effective communication.Measuring the impact of customer education goes beyond just tracking views.SaaS companies must focus on the outcomes they deliver, not just the features.A strong opinion on what success looks like can help guide customers effectively.Post-sale engagement is essential for customer retention and satisfaction.IT buyers often feel overwhelmed and need support to help their end users.Understanding the individual needs of users is as important as organizational goals.Proactive communication can significantly enhance the customer experience.Creating non-asked outputs can wow customers and strengthen relationships.Contents 00:00 Intro8:15 Measuring Impact in Customer Education11:56 Understanding SaaS Outcomes and Customer Expectations19:21 Post-Sale Engagement and Customer Success Strategies22:1 3 Understanding Customer Needs in SaaS23:57 The Role of IT in SaaS Adoption 27:17 Navigating the IT Persona 29:19 Balancing Organizational and Individual Outcomes31:23 The Challenge of User Education & Overcoming Churn 35:08 Reducing Friction in User Experience37:21 Practical Advice for Customer Success41:21 Homework for Enhancing Customer RelationshipsResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
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94
The Journey to Finding Your Purpose with Courtney Sembler, Senior Director @ HubSpot Academy
In this episode of SaaS Therapy, Todd Kirk and Casey Trujillo chat with Courtney Sembler, Senior Director at HubSpot, discussing the importance of passion in both personal and professional realms. Courtney shares her journey, influenced by her mother's pioneering spirit, and emphasizes the significance of integrating personal passions into work life. The conversation explores how to find one's passion, the role of leadership in fostering a successful environment, and strategies for maintaining enthusiasm during challenging times. Courtney concludes with a powerful homework assignment focused on self-love and reflection.TakeawaysPassion can be found in everyday activities.It's important to explore micro passions before macro passions.Leaders should integrate their personal passions into their work.Self-reflection is crucial for personal and professional growth.You can't always be passionate; it's okay to have down days.Honesty about your feelings fosters authenticity in leadership.Creating a psychologically safe environment is essential for teams.Finding the 'why' behind tasks can motivate teams during changes.Self-care is vital for sustaining passion and energy.Engaging with nature can rejuvenate your spirit.Contents00:00 Intro1:20 Courtney's Journey and Influences5:18 Career Path and Discovering Passion9:21 Finding Passion and Purpose13:35 Integrating Passions in Work Life20:52 Creating a Safe Work Environment23:39 Extreme Ownership and Accountability27:50 Leadership and Team Dynamics29:51 Navigating Change and Pivots35:33 Maintaining Passion During Tough Times41:27 Self-Love and Personal ReflectionResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
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93
Customer Education Shouldn’t Sit on a Shelf with John Leh, CEO @ Talented Learning
In this episode of SaaS Therapy, Todd Kirk and Casey Trujillo engage with John Leh, founder and CEO of Talented Learning, to explore the intricacies of customer education and learning management systems. John shares his unique journey in the learning industry, emphasizing the importance of aligning customer education with business needs and revenue generation. They discuss common pitfalls in the buying process, the significance of understanding the buyer's mindset, and the necessity of integrating customer education into the broader organizational strategy. TakeawaysCustomer education should drive revenue and business outcomes.Understanding the buyer's mindset is crucial for successful sales.Organizations often rush the buying process, leading to mistakes.Digital adoption platforms complement learning management systems.Stakeholder involvement is key to a mature customer education ecosystem.Data-driven insights can enhance learning experiences.Personal and professional risks influence buyer decisions.Customer education should target both current and potential users.Continuous feedback from customers is essential for improvement.Contents00:00 Intro2:03 Understanding Talented Learning and Its Role5:22 John's Unique Path to Becoming an Analyst7:55 Prioritizing Customer Needs in SaaS Solutions 10:58 Common Mistakes in the Buying Process13:03 Charging for Customer Education: Principles and Practices16:07 The Buyer’s Mindset in SaaS Solutions19:32 Ensuring Successful Implementation of Learning Management Systems21:41 Aligning Customer Education with Business Goals23:54 Understanding Personal and Professional Risks28:35 The Role of Customer Education in Software Adoption30:45 Leveraging AI for Enhanced Learning Experiences34:52 Expanding the Reach of Customer Education38:09 Maturity Levels in Customer EducationResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
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92
Building Tools People Actually Want to Use with Zach Hawley and Will Aja, co-founders @ SteerCo
In this episode of SaaS Therapy, Casey Trujillo speaks with Zach Hawley and Will Aja, co-founders of SteerCo, about their journey in customer success and the challenges of startup life. They discuss the importance of empathy in customer interactions, the emotional rollercoaster of entrepreneurship, and how their software aims to automate QBRs to free up time for customer success managers. They emphasize the need for CSMs to connect with clients on a personal level and to leverage data effectively to enhance customer relationships.TakeawaysThe emotional ups and downs of startup life can be challenging but rewarding.Empathy is crucial in customer success; understanding clients' needs leads to better relationships.Automation can significantly reduce the workload of customer success managers, allowing them to focus on strategy.QBRs should be tailored to the client's needs, not just a standard presentation.Building trust with clients involves understanding their unique challenges and circumstances.Data democratization means that everyone has access to information; CSMs must leverage this effectively.Asking good questions can help CSMs stand out in a crowded market.The importance of maintaining a balanced mindset during the entrepreneurial journey.CSMs should focus on building relationships rather than just presenting data.Contents00:00 Intro1:16 The Genesis of Steerco: Founders' Journey5:56 The Emotional Rollercoaster of Startups11:06 Mindset and Best Practices for Entrepreneurs18:14 Leveraging Data for Customer Success25:12 Building Trust Through Emotional Intelligence31:38 The Human Connection in Customer RelationshipsResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
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91
Mastering Customer Onboarding in SaaS with Gary Yau Chan, Founder @ Clarity Inbox
SummaryIn this episode of SaaS Therapy, Todd Kirk interviews Gary Yao Chan, co-founder of a startup, Clarity Inbox. They discuss the importance of customer onboarding calls, the transition from sales-led to product-led growth, and strategies for improving user experience and retention. Gary shares insights from his experience conducting hundreds of customer calls, emphasizing the value of personal interaction in building trust and gathering feedback. TakeawaysConducting customer onboarding calls can reveal valuable insights.Building trust through personal interaction enhances customer experience.Product-led growth strategies can complement sales-led approaches.Understanding customer churn is crucial for retention.Simplifying user experience can improve activation rates.Gathering feedback is essential for product improvement.Product teams should be involved in conversion metrics.Mental health is important for product managers facing rejection.Creating a supportive onboarding experience can drive user engagement.Contents00:00 Introduction 2:13 The Importance of Customer Onboarding6:28 Optimizing the Onboarding Experience8:56 Transitioning from Sales-Led to Product-Led Growth12:58 Understanding Customer Needs and Retention16:14 Building Trust Through Personal Interaction19:53 Scaling Customer Engagement Strategies 23:33 Enhancing Product Usability and Documentation27:19 The Role of Product Teams in Conversion Metrics 28:55 Initiating Customer Conversations35:11 Measuring Success and Learning from Feedback40:37 Final Thoughts and Homework AssignmentResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
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90
Unlocking SaaS Success: Insights from Season Four with Todd Kirk and Casey Trujio
In this episode of SaaS Therapy, hosts Todd Kirk and Casey Trujillo reflect on the key themes and insights from the past season. The conversation highlights memorable guests and their contributions, as well as the challenges faced by B2B SaaS companies in serving diverse customer needs. Looking ahead, they are excitement for the upcoming season and the opportunity to delve deeper into the habits and mindsets that drive success. TakeawaysIt's important to learn from different voices inside a SaaS company.Being people-centric can unlock meaningful relationships.Customer education is crucial for maximizing potential.Certification programs should focus on practical application.Revenue management is essential for customer success teams.Understanding the two hump problem can improve service delivery.Humility in seeking advice can lead to personal and professional growth.The challenges we face can become our strengths.Contents00:00 Intro3:30 Highlighting Key Guests and Their Insights8:32 The Importance of People-Centric Leadership 12:12 Customer Education and Certification Programs17:05 Revenue Management vs. Relationship Management19:55 The Two Hump Problem in B2B SaaS 24:42 Popular Episodes 29:05 Looking Ahead to Season FiveResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
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89
The secrets to effective customer communication, with Irwin Hipsman, Founder of Repetitos
In this episode of SaaS Therapy, Todd Kirk and Casey Trujillo discuss the critical importance of maintaining accurate customer contact data in B2B SaaS companies with guest Irwin Hipsman. They explore the common pitfalls organizations face regarding data management, the necessity of effective segmentation, and the role of cross-functional teams in improving database health. The conversation concludes with insights on best practices for customer engagement and the importance of crisis communication.TakeawaysMaintaining accurate customer contact data is crucial for B2B SaaS success.20% of employees leave their jobs annually, impacting database accuracy.Cross-functional teams can improve data management and communication strategies.Segmentation by relationship to the product enhances marketing effectiveness.Crisis communication readiness is essential for customer trust.Utilizing home email addresses can help maintain customer relationships post-employment.Regular updates to customer data can significantly improve open rates.In-app messaging should be used judiciously to avoid overwhelming customers.Establishing a governance structure for customer communications can streamline efforts.00:00 Intro2:58 The Importance of Customer Contact Data10:28 Improving Database Health and Segmentation15:42 Cross-Functional Collaboration for Data Management21:43 Best Practices for Maintaining Customer Relationships30:30 Effective Customer Communication Strategies37:04 Lessons Learned and TakeawaysResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Jenna Mollinet
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88
Investing in Customer Success: A Strategic Move with Kelly Hall, CCO @Quickbase
In this episode of SaaS Therapy, Kelly Hall, Chief Customer Officer at QuickBase, discusses building a customer-centric culture through emotional intelligence, vulnerability, and human connection. She emphasizes delivering real value, fostering trust, and understanding both customers and employees as individuals. Kelly also shares her journey as a woman in tech and highlights the importance of curiosity, investing in personal growth, and leading with empathy in customer success.TakeawaysBuilding a customer-centric culture requires understanding and addressing customer needs holistically.Emotional intelligence is crucial for leaders to build trust and rapport with employees and customers.Investing in customer success roles is essential for long-term retention and satisfaction.Effective communication with customers should focus on their value and needs, not just business metrics.Consistency in delivering on promises is key to building trust with customers and employees alike.Listening with empathy can lead to better insights and solutions for customer challenges. The capabilities and opportunities on our platform are endless.Articulating the art of the possible is challenging.Investing in oneself is vital for personal and professional growth.The importance of follow-through in customer relationships cannot be overstated.A degree is not the only measure of capability.Being human and caring about others is fundamental in business.Contents00:00 Intro2:58 Understanding QuickBase and Its Value Proposition6:03 Putting the Customer at the Center8:59 Building a Customer-Centric Culture12:05 The Importance of Emotional Intelligence in Leadership14:49 Vulnerability and Trust in Customer Relationships17:51 Measuring Success and Growth in Customer Engagement21:01 Investing in Customer Success Amidst Challenges23:54 The Art of Customer Success27:12 Key Qualities of Effective Customer Success Managers32:08 Overcoming Challenges as a Woman in Tech40:01 Investing in Yourself for Professional GrowthResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Angela AllredShow assistant: Jenna Mollinet
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87
The Future of Customer Education in SaaS, with Todd Kirk and Casey Trujio
On this host-only episode of SaaS Therapy, Todd Kirk and Casey Trujillo discuss the challenges and opportunities within customer education in SaaS organizations, the disconnect between customer education teams and their impact on business outcomes, emphasizing the need for radical change in how customer education is approached. They understand the importance of collaboration with customer success teams, the pitfalls of traditional training methods, and innovative strategies that can enhance customer engagement and drive revenue growth.TakeawaysCustomer education teams are often not integrated into executive decision-making.Silos within organizations hinder the effectiveness of customer education.The focus should be on customer outcomes rather than just course completion.Data shows that traditional training methods are not effective.Customer education can unlock upsells and renewals if done correctly.There is a need for radical change in customer education strategies.Innovative approaches, like engaging with content creators, can enhance learning.Customer education should be viewed as a key resource for sales and success teams.Curiosity and creativity are essential for evolving customer education practices.Contents00:00 Intro1:14 The State of Customer Education5:38 Challenges in Customer Education10:30 The Role of Customer Success14:50 The Disconnect in Objectives20:36 The Need for Radical Change24:53 Innovative Approaches in Customer Education28:36 The Future of Customer EducationResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Angela AllredShow assistant: Jenna Mollinet
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86
Unlocking customer insights in SaaS, with Lauren Oswald, UX and market researcher
Hosts Todd Kirk and Casey Trujillo are joined by UX and market researcher Lauren Oswald to explore the critical aspects of understanding customer needs in the SaaS industry. They discuss the importance of gathering context for data interpretation, overcoming internal biases, and the necessity of humility and trust in research. Lauren emphasizes the significance of user experience over mere functionality, especially in B2B SaaS, and advocates for regular customer engagement to keep insights fresh. They chat about the value of systems thinking as companies scale and the need to create memorable experiences before focusing on growth. Lauren challenges listeners to connect with their customers directly to gain valuable insights.TakeawaysUnderstanding customer needs is crucial for SaaS success.Many companies collect data but lack context for interpretation.Internal biases can skew perceptions of customer satisfaction.Humility and trust are essential for effective research.Mapping customer journeys is just the beginning; experience matters too.User experience should not be sacrificed for functionality.B2B SaaS companies must prioritize customer experience to retain clients.Engaging customers directly can uncover valuable insights.Contents0:00 Intro1:10 Understanding Customer Needs in SaaS 3:26 The Importance of Usage Data in SaaS Products6:50 Gathering Context for Data Interpretation10:27 Overcoming Internal Bias in Research 14:54 Mapping Customer Journeys Beyond Basics18:34 Expected Outcomes from Customer Experience Research22:03 Balancing User Experience and Functionality27:35 The Role of Experience in B2B SaaS30:22 Implementing Systems Thinking in SaaS39:10 Identifying Industries for Enhanced Customer Experience41:37 Homework Assignment: Talk to CustomersResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Angela AllredShow assistant: Jenna Mollinet
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85
Navigating the evolving landscape of CS with Madison Hall, Director of CS at RingCentral
Join Todd Kirk and Casey Trujillo today for a conversation with Madison Hall, Director of Customer Success at RingCentral. Madison shares her journey from an individual contributor to a leadership role, emphasizing the importance of customer success in driving revenue and retaining customers.Learn more about the evolving landscape of customer success, the challenges faced by teams, and the strategies implemented to ensure customer satisfaction and loyalty. Madison highlights the need for transparency in discussing revenue and losses, the significance of learning from challenges, and the role of CSMs in creating future value for customers.TakeawaysDefending the value of customer success teams is crucial in a volatile market.Balancing customer care with revenue generation is a constant challenge.Implementing effective strategies can significantly reduce churn.Building strong relationships with customers leads to advocacy and loyalty.Transparency in discussing revenue and losses fosters trust within teams.Learning from challenges and competitors is vital for improvement.Post-mortem analysis helps refine customer success tactics.CSMs must be knowledgeable about products and market trends.Creating a culture of support and care enhances team morale and performance.Stability breeds creativity in customer success roles.CSMs must be consultative and understand customer needs deeply.Training should focus on product knowledge and negotiation skills.Quality of conversations with customers is more important than quantity.Engagement through various training methods enhances team performance.Time allocation for CSMs should prioritize consultative conversations.Building trust with customers requires quick problem resolution.Contents00:00 Intro01:12 Madison's Journey in Customer Success03:02 The Evolving Landscape of Customer Success06:49 Defending the Value of Customer Success Teams10:20 Implementing Effective Customer Success Strategies12:55 The Importance of Customer Relationships15:28 Learning from Challenges and Competitors18:42 Post-Mortem Analysis and Continuous Improvement20:50 The Role of CSMs in Future Value Creation26:33 Navigating Chaos and Building Trust29:22 The Evolving Role of Customer Success Managers30:53 Training for Success: Skills Development in CSMs39:31 Ideal Time Allocation for CSMs46:50 Defining the 'Why' for Team AlignmentResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Angela AllredShow assistant: Jenna Mollinet
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84
The two-hump problem in Customer Education with Dave Derington, host of CELab podcast
This is part 2 of a conversation between Todd Kirk and Dave Derington! Find part 1 on Dave's podcast CELab: https://customer.education/podcast/episode-155-todd-kirk-brainstorm-the-two-hump-problem/In this episode, they focus on the 'two hump problem' that represents the gap between scaled and high-touch learning with customer education. They explore the importance of motivation, the role of admins as gatekeepers, and the complexities of change management. TakeawaysThe 'two hump problem' illustrates the gap between SMB and enterprise needs.Building a bridge between SMB and enterprise customers is crucial.Admins often act as gatekeepers in the adoption process.Understanding the needs of champions is essential for success.Change management is a complex issue in software adoption.Training must be tailored to the specific audience's needs.Empathy is vital in designing effective customer education programs.Creating a supportive environment can enhance user engagement.Creating a safe learning environment is crucial for customer success.Understanding customer pain points leads to better training outcomes.Effective onboarding requires a tailored approach to learning.Short, engaging training sessions enhance participation.Utilizing feedback loops can improve learning experiences.Measuring success goes beyond attendance; it includes engagement metrics.Contents00:00 The Silent Struggle in SaaS Education04:14 Building Bridges Between SMB and Enterprise09:03 Understanding Change Management Challenges12:47 The Role of Admins and Champions19:33 Empathy in Customer Education26:03 Creating a Safe Learning Environment32:32 Understanding Customer Needs and Pain Points36:10 Designing Effective Learning Experiences44:42 Measuring Success and Progress50:49 Empathy in Customer EducationResourcesConnect with CaseyConnect with ToddVisit the show pageGet to know BrainStormCreditsShow direction: Debra WilsonShow design: Kensie SmithShow manager: Angela AllredShow assistant: Jenna Mollinet
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ABOUT THIS SHOW
Get comfy. It's time for "SaaS Therapy," with industry veterans Todd Kirk and Casey Trujillo – the podcast for customer-facing teams in SaaS. Casey and Todd leverage their experience working between software vendors and their clients to help you master your SaaS customer relationships. They dig into the complexities of client relationships, offer expert insights, and share proven strategies for overcoming common challenges. It's not just a podcast—it's a masterclass in nurturing and enhancing your SaaS customer connections.
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BrainStorm
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