In 2017, we partnered with SuccessHacker and ProductCamp to conduct the first-of-its-kind Customer Success and Product Management Alignment Benchmarking survey, which helped us better understand the working relationship and state of alignment between these two teams. We knew that both teams had a significant stake in the overall customer experience and were both always working to improve it, but what we didn’t know was how successfully they were working toward these goals together.
In our original 2017 report, we uncovered a significant divide between B2B organizations’ perceptions of alignment and the realities. For instance, 88% of respondents stated that understanding customer needs is the most important factor in creating alignment but roughly one-third of SaaS businesses actually feel least aligned on who their ideal customer is.
Since the release of that report, companies across multiple industries and sizes have agreed with our finding that ‘customer success + product management is the new sales + marketing alignment’ and some have even built entire brands and products around this topic, so we figured it was high time we reexamine the data and find out what’s changed and what hasn’t.
That’s why we’re once again inviting customer success and product management professionals of all industries, levels, and company sizes to share their experiences. With your help, we’ll develop a new benchmarking report on our findings, answering questions like:
- Are customer success and product management teams becoming more or less aligned in B2B businesses today?
- Are they able to accurately measure their efforts and iterate on shared goals?
- What challenges are SaaS businesses currently facing in their alignment strategy?
- What can we learn about stronger alignment from best-in-class organizations?
We’ll also host a webinar in late July/early August to discuss key findings and chat with a panel of industry leaders to explore what these findings mean for the future of customer success.
We’re offering a $10 Starbucks gift card to participants who provide their business email (while supplies last).
If you have any questions or want to talk shop, contact me at [email protected]. Thanks in advance for sharing your thoughts!