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Once you have a Bad-fit Customer Profile created, you’ll use that to figure out how to actually operationalize around your existing customer base. When you’re done reading this post, read my post on Customer Success Goals: Cohorts, Metrics, and Prioritization for what to do next.

That all said, let me get to the heart of the matter…

This is one of those little ideas that will challenge the status quo in your business. This is the thing that will prove if you really do have a Customer Success culture or if your executives are all talk.

Are you willing to stop signing bad-fit customers? Are you willing to disqualify customers already in the pipeline that do not have Success Potential? If not, why are you investing in Customer Success Management? It’s a waste of money (and other resources) since you’re essentially setting everyone up for failure post-sale… including the customer. Nike Mens Air Presto Essential Dusty Grey/University Red/Hyper Cobalt choice cheap online GYfQh

Done right, though…

A typical reaction to any type of action that appears to limit your market is the Fear of Missing Out (FOMO).

So when I say that you should NOT do business with a customer that doesn’t have Success Potential, FOMO is going to tell you that you should. FOMO is going to tell you that this is limiting YOUR potential, that it’s lowering your Total Addressable Market (TAM).

But FOMO is wrong and if you let it dictate how you run your business, you’re wrong, too.

The reality is simple: the TAM you share with investors or that you came up with when you decided to start your company is really the ultimate TAM if everything was perfect.

If your product was feature complete for every type of customer, if you could provide an Appropriate Experience to every customer segment, and if you could afford to get in front of all of those customers, then that TAM wouldn’t just be a theory, you could actually “address” that total market.

But right now, that entire TAM isn’t ready for you and you’re not ready for it; so you have two choices.

In fact, if you choose the second option, your overall TAM may grow sinceyour successful customers will spread the word, not just to customers like them, but potentially to customers in markets you haven’t considered in your TAM calculations.

Check out this quick presentation to visualize those options:

Okay, so here are…

The 6 Success Potential Inputs

There are six areas of Success Potential and you need to be intellectually honest about what it would take for a customer to be successful – to achieve their adidas Womens Duramo 7 W BLACK/WHITE Black/White cheap countdown package uT8G2edIjG
– in their relationship with your company.

You’ll note that three of the following Success Potential inputs are tied to the Required Outcome part of Desired Outcome (what the customer needs to achieve) and the other two are tied to the Appropriate Experience part of Desired Outcome (how the customer needs to achieve it).

Success Potential includes, but may not be limited to:

Technical Fit (Required Outcome)

What technology must they be using – or must they acquire – in order to get value from our product?

Example: Our product is built on top of Salesforce.com; they need to be – or become – a Salesforce.com customer

Functional Fit (Required Outcome)

What features and functionality are absolutely required for this customer to be successful?

Example: Agencies need a roll-up view of all customers; not having that is a show-stopper

Resource Fit (Required Outcome)

If they do not have the resources to invest (money, time, energy, etc.) into everything required to be successful, they are a bad fit.

Example: if they can’t afford the required advanced integrations – even though they can pay our base fee – that will be a problem.

Competence Fit (Required Outcome)

What level of expertise internally must they have – or be willing to acquire – in order to be successful?

Example: They could functionally use our product for project estimating, but without someone on their team that knows how to prepare the data for estimation, they will not be successful. We offer training, are they willing to buy it?

Experience Fit (Appropriate Experience)

We cannot give them an experience that is appropriate for them, from how they buy to how they get value across their lifecycle, and including reactive support and proactive Customer Success Management, we cannot give them the overall experience necessary to ensure their Desired Outcome is met.

Sales Example: Selling Enterprise deals in Spain requires high-touch relationships, often with long, extended lunches and we don’t have the resources to provide that level of service.

Support Example: We do not have the ability to staff a 24/7 telephone support center

Cultural Fit (Appropriate Experience)

What beliefs, morals, attitudes, etc. do we feel like won’t be a fit with our culture?

Example: If they speak ill of their customers, have an abrasive attitude, and demand rather than ask it’s a bad fit.

Example: If they want to publish porn on our video distribution site, that’s a bad fit.

But keep in mind that…

It’s Not Success Guaranteed!

Acquiring good-fit customers – those with Success Potential – is foundational to Customer Success.

But customers with Success Potential aren’t guaranteed to be successful!

It’s just potential… and it’s up to you to unlock that potential!

If all it took was to acquire customers with Success Potential, that’d be awesome. I wouldn’t have to travel the world helping companies implement this concept of Customer Success.

But it’s not guaranteed.

Which means we need to know what is required for our customers to be successful and ensure that’s possible.

Note my wording… ensure that’s possible.

We can’t (always) do that for them (though sometimes we can, maybe even for an extra fee)

But we need to know what is required for them to be successful and orchestrate the process of moving them toward that success.

That’s Customer Success Management .

One aspect of managing the success of your customers is knowing where to meet them, and for that, we have to look to the…

Spectrum of Readiness

A good fit customer is one for whom you can check all of the Success Potential boxes.

They meet all of the criteria that would indicate they have the potential to be successful as your customer.

But within that cohort of good fit customers exists a Spectrum of Readiness (SoR), from those customers that are not at all ready to those that are able to hit the ground running.

It’s up to you to meet them where they are and take them where they need to go, but you can’t do that if you don’t know where they are on the SoR.

If you fail to recognize that customers exist across this spectrum and instead normalize an experience across all good-fit customers, you will fail to unlock that Success Potential for at least some of those customers.

And a good fit customer that churns out (but is still in business themselves) is the worst kind of churn. It means you failed them.

Now, one last thing to consider…

Is this All or Nothing?

I recognize that some of these inputs into Success Potential are going to require you to spend some cycles working to uncover, meaning some of these will be harder to come up with at first. That’s perfectly okay.

So should you wait until you have all of the inputs fully developed/discovered or should you start with what you know and evolve the definition of Success Potential from there?

The latter… do the latter.

You know some of these already, so start there.

Start with Technical and Functional Fit (the two that are generally the most obvious) and share that with sales and marketing; don’t go after – or sign – customers that don’t meet these criteria.

Other “Fits” like Resource or Experience may take more time to uncover, so don’t wait until then to start implementing the Success Potential checklist across your customer experience.

As you add to the Success Potential definition or as it evolves, share the updated definition with everyone so you’re all working from a single version of the truth.

Don’t wait until it’s perfect… it never will be, so go with what you have and iterate from there.

In fact, overall, you need to ensure you’re…

Communicating Success Potential Internally

Acquiring customers that cannot achieve success in their relationship with you is the antithesis of Customer Success.

You cannot say your company is Customer Success-centric and knowingly and actively acquire bad-fit customers; those two things are at odds with each other.

That said, most of the time it isn’t that a company is acquiring bad-fit customers on purpose, it’s that they’ve never gone through the process of defining Success Potential… and they certainly haven’t communicated that internally.

For instance, when we see sales closing a lot of bad-fit customers , it’s not that most salespeople wake up in the morning and say “today I close ’em all and let Customer Success sort ’em out,” it’s that no one ever told them the characteristics of a bad-fit customer and what the acute pain of signing a bad-fit customer really is to the company so they just close.

But if you identify the six things that make up Success Potential and require a checkbox by each one for every new customer that’s acquired, you’ll truly be on the path toward Customer Success.

And now that you know about Success Potential, you can’t un-know it… if you choose to go forward without doing this work on Customer Success and continue to acquire bad-fit customers, you’re choosing to do things that will hurt your company, stakeholders, and customers.

I go into even more detail on Success Potential in This Customer Acquisition Mistake Can Kill your Growth

About Lincoln Murphy

I am a Customer Success Consultant focused on Customer Success-driven Growth. I wrote the Customer Success book which you can buy at Amazon. If you need help applying Customer Success-driven Growth principles in your company or would like me to speak at your event, JARO VEGA Womens Soft Goatskin Genuine Leather Pumps Slender Block Heel Closed Almond Toe Dress Shoes Brown sale online store sale t1gEYQi7hN
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.

You should read these articles, too…

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Customer Success

"I would suggest going slowly and deliberately and learning more about the health care market," Burns said.

CNNMoney (New York) First published June 28, 2018: 5:48 PM ET
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The first form of glycolytic compartmentalization concerns the association of some or all pathway enzymes into multi-protein assemblies as a mechanism to control glycolytic flux. Such associations may be formed either as soluble complexes in the cytosol, or as assemblies on subcellular structures such as membranes, microtubules or actin filaments. Formation of these complexes may promote the direct channelling of intermediates between enzymes without equilibrium with the bulk solution phase, potentially leading to increased coupling of the reactions ( Srere 1987 ). Although the literature contains many reports for the association of two successive glycolytic enzymes, in solution or assembled on scaffolds, claims for glycolytic multi-enzyme complexes and metabolite channelling have been under debate (see Fothergill-Gilmore Michels 1993 and references therein). Strong evidence for complex formation and metabolite channelling has only been reported in plants, where all 10 glycolytic enzymes were found both free in the cytosol and present on the surface of the mitochondria in Arabidopsis and potato tuber ( shop offer online free shipping high quality Salomon Mens X Ultra 3 Wide Mid GTX Hiking Shoes Black 2014 new sale online cheap wiki discount online wrJUDTun4
a ) ( Giege et al . 2003 ; Marc Fisher Womens Blaize Heeled Sandal Silver new arrival cheap price buy cheap ebay 2014 new clearance latest dLNDBHZM
). Here, partitioning of enzymes between (mitochondrially) bound and free (soluble) pools was dynamic and correlated with the mitochondrial respiratory activity; inhibition or stimulation of respiration led to a decrease or increase, respectively, in the degree of association. The glycolytic module seemed to be anchored to the organellar surface by the mitochondrial outer membrane protein VDAC. Since pyruvate is the glycolytic end-product that after oxidative decarboxylation fuels the tricarboxylic acid (TCA) cycle, thus supporting respiration, the dynamic association of glycolytic enzymes with mitochondria could serve to adjust the delivery of pyruvate to the mitochondrial demand. Optimization of this supply/demand connection could therefore be achieved by using channelling to prevent withdrawal of upstream glycolytic intermediates. Indeed, strong evidence in favour of metabolite channelling was obtained by NMR studies using [ 13 C]-enriched substrates and isolated plant mitochondria ( Nike KO 20 Mens Hoodie Hooded Sweatshirt DriFit Royal Blue Anthracite 100% authentic cheap for cheap clearance latest KVOu6YQ5z
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Figure1.

Simplified diagrams of compartmentalized glycolysis. () Dynamic association of a complex of glycolytic enzymes at the outer surface of the mitochondria as observed in plants. The fraction of enzymes associating with mitochondria is related to the respiratory activity and is thus probably determined by organellar demand for the glycolytic end-product, pyruvate. The major glycolytic activity is found in the cytosol and serves various purposes; intermediates are exchanged with other pathways in the cytosol and chloroplasts/plastids. Metabolite channelling in the multi-enzyme complex, however, restricts the exchange of glycolytic intermediates with the cytosol and thus favours the flux towards the mitochondria. () Glycolysis in diatoms and oomycetes. A fusion enzyme comprising TPI and GAPDH is mitochondrial. Genomic information also suggests that the downstream, but not the upstream, enzymes of the glycolytic pathway are present in mitochondria. Glycolytic enzymes are also found or predicted from genome analysis to be present in the cytosol and, in the case of diatoms, plastids. () Comparison of non-compartmentalized glycolysis as occurs in most cell types (i) compared with compartmentalized glycolysis in glycosomes as observed in bloodstream-form (ii) and procyclic, insect-stage trypanosomes and other kinetoplastid species (iii); for a full description, see the text. Arrows with full lines represent demonstrated reactions or fluxes; arrows with dashed lines inferred fluxes and arrows with stippled lines feedback regulation. Positive feedback is indicated by an encircled +, negative feedback by an encircled −. Question marks indicate inferred fluxes between compartments.

Another reported possibility of forming a complex that might allow metabolite channelling is the fusion of the successively acting enzymes triosephosphate isomerase (TPI) and glyceraldehyde-3-phosphate dehydrogenase (GAPDH) as found in diatoms and oomycetes, unicellular eukaryotes belonging to the Stramenopiles ( figure1 b ) ( Unkles et al . 1997 ; Liaud et al . 2000 ). Similarly, other combinations of glycolytic enzymes have occasionally been reported as fusion proteins: in the thermophilic eubacterium Thermotoga maritima phosphoglycerate kinase (PGK) and TPI are fused ( FAAERD Bears Bear Repeat Blue Mens Breathable Mesh Air Cushion Casual Fashion Sneakers Athletic Gym Walking Sports Running Shoes how much cheap price buy cheap for sale great deals cheap prices authentic outlet free shipping 8ZrhHg
), and among eukaryotic microbes GAPDH and enolase are fused in the dinoflagellates Karina species and Heterocapsa triquetra ( Takishita et al . 2005 ). However, there is no experimental evidence that enzyme fusion can provide a mechanism to promote channelling of glycolytic intermediates, and moreover since the reported fusions in neither bacteria nor dinoflagellates catalyse sequential reactions in glycolysis, the close association with other enzymes would be necessary for channelling to rationalize these unusual gene fusion events.

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