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SaaS Therapy
By BrainStormBusiness
SaaS Therapy episodes
- 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.
Takeaways
Amy'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.
Contents
00:00 Introduction to SaaS Therapy and Guest Background
07:29 Amy's Journey in the Software Industry
16:49 Transitioning from Perpetual Licensing to SaaS Pricing Models
23:59 Navigating AI Pricing and Customer Relationships
32:11 Balancing Usage and Outcomes in SaaS Pricing
42:50 Final Thoughts and Homework Assignment
Resources
Connect with Casey
Connect with Todd
Visit the show page
Get to know BrainStorm
Credits
Show direction: Debra Wilson
Show design: Kensie Smith
Show manager: Jenna Mollinet
48 min - 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.Takeaways
Customer 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.
Contents
00:00 Intro
01:22 Courtney's Transition from HubSpot to AlignCX
05:19 Setting Expectations for Customer Education
12:32 Debate: The Impact of Customer Education on Business Outcomes
18:01 Building a Customer Education Framework
25:18 Tracking Customer Engagement Effectively
26:23 Overcoming the Zero to One Trap in Customer Education
30:19 The Importance of Data Analytics in Customer Education
34:52 Positioning Customer Education for Success
43:18 Empowering Customer Education Leaders to Drive Change
Resources
Connect with Casey
Connect with Todd
Visit the show page
Get to know BrainStorm
Credits
Show direction: Debra Wilson
Show design: Kensie Smith
Show manager: Jenna Mollinet
50 min - 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.
Takeaways
Six 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.
Contents
00:00 Introduction to SaaS Therapy and Community Engagement
02:48 Understanding Six Sigma and Its Relevance
07:04 Applying Six Sigma to Customer Education
12:03 Identifying and Solving Customer Pain Points
15:42 Prioritizing Changes and Making Data-Driven Decisions
19:38 Concrete Examples of Six Sigma in Action
26:01 Navigating Stakeholder Feedback and Buy-In
36:38 Final Thoughts and Homework Assignment
Resources
Connect with Casey
Connect with Todd
Visit the show page
Get to know BrainStorm
Credits
Show direction: Debra Wilson
Show design: Kensie Smith
Show manager: Jenna Mollinet
46 min - 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.Takeaways
Success 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.
Contents
00:00 Intro
02:40 Transitioning from Customer to Customer Success Manager
06:16 Defining Success for Customers
11:35 Best Practices for Customer Success Management
15:15 Handling Renewals and Sales Conversations
18:23 Building Relationships and Trust with Clients
21:12 Navigating Organizational Dynamics
25:51 Mindset and Persistence in Customer Engagement
32:10 Making It Easy for Customers to Take Action
39:01 Final Advice and Homework for CSMs
Resources
Connect with Casey
Connect with Todd
Visit the show page
Get to know BrainStorm
Credits
Show direction: Debra Wilson
Show design: Kensie Smith
Show manager: Jenna Mollinet
46 min - 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.
Takeaways
Customers 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.
Contents
00:00 Introduction to SaaS Myths
01:14 The Myth of Customer Training Time
04:15 Understanding Customer Needs for Training
08:12 Perception vs. Reality in Training
11:48 The Importance of Effective Training
15:57 Training as a Product
18:59 Data-Driven Insights on Training Needs
22:37 Homework: Unpacking the Myth
Resources
Connect with Casey
Connect with Todd
Visit the show page
Get to know BrainStorm
Credits
Show direction: Debra Wilson
Show design: Kensie Smith
Show manager: Jenna Mollinet
30 min - 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.
Takeaways
Nobody'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?
Contents
00:00 Welcome to SaaS Therapy
00:59 The AI Adoption Dilemma
04:37 Unlocking AI with Customer Education
10:24 Understanding Customer Needs
14:43 Navigating AI Confusion
20:05 Effective Communication Strategies
24:51 Responsible AI Adoption
29:09 Homework and Closing Thoughts
Resources
Connect with Casey
Connect with Todd
Visit the show page
Get to know BrainStorm
Credits
Show direction: Debra Wilson
Show design: Kensie Smith
Show manager: Jenna Mollinet
32 min - 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.
Takeaways
Jacqueline'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.
Chapters
00:00 Introduction and Guest Introduction
02:33 Navigating Renewal Negotiations
09:29 Building Confidence in Sales Conversations
11:34 Real-Life Renewal Case Study
18:32 Leveraging AI in Negotiations
20:33 Emotional Intelligence in Negotiation
22:28 Leveraging AI for Effective Communication
24:16 Navigating Rejections and Finding Alternatives
25:59 The Human Element in Negotiation
27:56 Stress Testing Negotiation Strategies
30:03 Closing the Deal: Strategies for Success
32:12 Identifying Opportunities for Negotiation
35:02 Aligning Customer Goals with Business Objectives
38:10 Homework Assignment: Understanding Customer Success
Resources
Connect with Casey
Connect with Todd
Visit the show page
Get to know BrainStorm
Credits
Show direction: Debra Wilson
Show design: Kensie Smith
Show manager: Jenna Mollinet
45 min - 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.
Takeaways
Micro 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.
Contents
00:00 Introduction and Podcast Journey
01:12 Recapping the Top Episodes
02:00 Micro Passions and Career Alignment
08:20 Effective Product Training Strategies
12:01 Networking and Relationship Building
16:28 Customer Education as a Product
22:32 Innovative Onboarding Practices
26:39 Final Thoughts and Homework Assignments
Resources
Connect with Casey
Connect with Todd
Visit the show page
Get to know BrainStorm
Credits
Show direction: Debra Wilson
Show design: Kensie Smith
Show manager: Jenna Mollinet
33 min - 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.
Takeaways
- Change 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.
Contents
00:00 – Intro, T&Cs, and Guest Welcome
01:19 – Eleni’s Journey into Customer Success
03:14 – McDonald’s Story & Why We Quit on Change
04:47 – The Human Side of SaaS Change
07:09 – Calling Out Resistance & Winning Over Curmudgeons
15:16 – Aligning Product, Sales, and CS
18:18 – Change at Scale: Digital CS & AI
19:35 – Getting Sales Bought into Renewals
25:23 – Unlearning Bad Habits & Slowing Down to Speed Up
30:08 – Compensation, Motivation & Multi-Year Deals
36:46 – Intrinsic vs. Extrinsic Motivation in CS Teams
41:03 – Homework: Building Empathy Through Personal Change
43:17 – Final Takeaways & Where to Find Eleni
43:53 – Closing
Resources
Connect with Casey
Connect with Todd
Visit the show page
Get to know BrainStorm
Credits
Show direction: Debra Wilson
Show design: Kensie Smith
Show manager: Jenna Mollinet
45 min - 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!
Resources
Connect with Casey
Connect with Todd
Visit the show page
Get to know BrainStorm
Credits
Show direction: Debra Wilson
Show design: Kensie Smith
Show manager: Jenna Mollinet
6 min
About SaaS Therapy
From the publisher's feed
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.