What’s the org structure for your teammates who work on digital-led customer success?
Here’s how it’s broken down at Gainsight:
- 1 Director of Digital-Led Programs
- 1 teammate who develops always-on programs for key customer moments
- 1 teammate who develops customer communications (emails, virtual events, etc.)
- 2 teammates who develop in-app messaging
- 2 CSMs who used a pooled model to assist customers who don’t have a named CSM
- 1 teammate who manages our customer advocates and orchestrates ‘match’ requests from Sales and CS
- 1 teammate who provides logistical support for all of the above
- You could also consider community to be part of the digital/scaled support we offer to customers, and various pieces of community are owned by different teams
What does your digital-led team structure look like??
(Credit to Emily McGrath, Director of CX @ Drift for bringing up this topic!)
We currently have this spread across different roles. Our customer growth digital activities are owned by our customer marketing and advocacy team. Our pure CS digital programs are included in our CS Operations Manager role. We also have 2 digital-led CSM for our digital segment. Always curious to see what others are doing, Lane Holt did a great presentation at Pulse this year I would highly recommend. I definitely see the advantages of having one department or specific roles for this.
We’re hoping to add a Digital CS Analyst to support with 1:Many Events, JO Programs (Email/Surveys), and Reporting in 2023.
If you add that analyst role, what’s the line between what you want to give to them, and what you’d want to retain for yourself?
Ideally, that would free me up to focus on Adoption and Value Realization at scale in forms of automated Health Checks (Adoption Reports), Verified Outcomes, and Expansion plays.
At Gainsight, we abbbbsolutely use community for Marketing purposes (Pulse, meetups, exec roundtables, local dinners, etc.), but it’s at a very small part of anything that currently happens on community.gainsight.com, and it’s owned within our Marketing team.
Here’s one way to think about the capabilities you need in Digital Success and the other places they need to interface. What do you all think?
@tyler_mcnally ! This is a great visual representation. I would recommend drilling into the Events since that is a key component of a 1:Many model. We run Best Practices Webinars (roughly once a month) and Office Hours (one a week) which are the flagship programs of our Digital CS team
a few more details - absolutely agree with events and community. Events and community also support each other with community as the “meeting place” for event invites, recaps, discussions, etc.