How to Tap Your Account Resources

By Natalie Macks

The notion of a simple one customer to one agreement ratio often fails to capture today’s complex business environment. Your success may depend on people that aren’t yet on your radar. A successful CSM works to ensure that they have at least a few active contacts for every account, as well as an understanding of who benefits from using the product. Here are some things to consider:

Broaden Your Reach

It’s easy to focus initially on the person signing the agreement, but remember they aren’t always the end user. Ask your main contact about their team and any other groups that come in contact with your product. These key players should be documented in your CRM and while you may not have full contact information initially, even having a name as a starting point can be helpful down the line. Folks frequently change positions or move on to other opportunities. Don’t be left high and dry.

Help Adoption Rates

Coach your client on the best ways to introduce your product to their team and encourage completion of any needed training. Send them some swag to pass along as part of the on-boarding process. Pay attention to usage and gauge overall adoption rates for the account. Instead of just checking in with your client, discuss how engaged their team has been lately. Ask them for the specific names of those that seem to be the most successful with your product. Again, you might consider sending some swag to the cream of the crop as a reward (and an introduction for you).

Create Internal Advocates

If your success tools allow you identify an especially active team member, consider reaching out to them directly. A little bit of praise can go a long way and help build an advocate for your company inside the account. Having an internal resource can be helpful when you are unable to reach your main contact for whatever reason. Often the main contact or buyer isn’t the individual that ends up being the power user. You want these folks on your side and vocal about how much they love your product when renewal time rolls around.

Get Referrals

The more people who are familiar with your product and enjoy using it, the more likely you are to get referrals. Practice ending any conversation you have with a new contact with the question, “Do you know of any other people (or industry contacts) that might benefit from our product or struggle with the same issues we’ve been able to solve for you?” It’s really that simple and the more you use this strategy, the more referrals you’ll get. Set up notifications internally that allow you to reward those contacts that have successful referrals and share the love. A handwritten thank you note and a bottle of wine can do wonders to keep the flow of referrals coming your way.

Avoid a potential drought. Resisting the temptation to focus only on the main account contact benefits your bottom line and sows the seeds of future success. Nurture all your account contacts and you’ll be well on your way to exponential growth.

The Success League is a customer success consulting firm focused on helping leaders and teams perform at their peak.  To learn how other companies have worked with us to develop their customer success groups, visit

Natalie Macks - Natalie builds a culture of dedicated customer evangelists, as well as the systems and processes required for success.  Her award-winning leadership expertise coupled with integrity and passion produce increased customer retention and generate revenue.  With over 15 years in customer-facing roles, Natalie excels in bridging the gap between business technologies and the user experience.  She holds a BA in Zoology/Genetics from Michigan State University and resides in San Francisco, CA.