Achieve Exponential Growth by Focusing on CAC Efficiency


This post is by Lincoln Murphy from Customer-centric Growth by Lincoln Murphy


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Companies struggling with growth are the ones that try to figure out how to spend as little as possible to acquire customers. The companies growing like crazy have figured out it’s not about how much you spend, but the efficiency of that spend. They know that if you can outspend your competition to get in front of prospective customers, you’ll win. Let’s explore this in more detail.

Outspend Your Competition

If you can outspend your competition to get in front of prospective customers, you’ll win.  Like I said, companies that struggle with growth are the ones that try to figure out how to spend as little as possible to acquire customers. But the companies growing like crazy have figured out it isn’t about spending as little as possible, but increasing the efficiency of that spend to bring in more revenue, faster.

CAC Efficiency Cranks

So the best companies look
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TTFV as a Sales KPI to Drive Engagement and Expansion


This post is by Lincoln Murphy from Customer-centric Growth by Lincoln Murphy


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Time to First Value (TTFV) is a commonly used Customer Engagement metric to measure the efficiency of the customer Onboarding process, but not generally a Sales KPI. But it should be. How can we hold Sales accountable for the customers they bring in – getting them Onboard and setup for long-term success (and expansion!) – without them owning the customer post-sale? And how can this accountability be used to change the behavior of Sales to accelerate the stream of Good-fit customers, and eliminate the Bad-fit customers, without telling them to “stop closing Bad-fit customers?” Enter, TTFV. As I said, TTVF is a commonly used Customer Engagement metric to measure the efficiency of the customer Onboarding process, but not generally a Sales KPI. But since you can’t solve upstream problems downstream, we need a way to fix things upstream. Stop dumping toxic chemicals into the stream. Since TTFV
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Time to First Value (TTFV) is a Customer Onboarding Goal


This post is by Lincoln Murphy from Customer-centric Growth by Lincoln Murphy


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Time to First Value (TTFV) is a commonly used Customer Engagement metric to measure the efficiency of the customer Onboarding process. Unfortunately, the way this metric is used is almost always wrong. Time to First Value (TTFV) is the amount of time between the close of the sale and when the customer is Onboard. Your customers are considered “Onboard” once they get actual value from OR (in more complex scenarios) see the real value potential in – outside of the promises made by marketing and sales – their relationship with you. Let’s dig in… TTFV is a Customer Onboarding metric that is really just a goal. Every customer makes progress on their own cadence, on their own schedule, on their own timeline. But you have to set a goal for them. You would like [customers in this segment] to achieve [first value] in [some amount of time]. Again, they either
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Customer Onboarding: AHA! or WTF?


This post is by Lincoln Murphy from Customer-centric Growth by Lincoln Murphy


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You think the AHA! Moment during Customer Onboarding is a positive thing. But it’s not. AHA! moments are only a positive thing if you’re searching for something… perhaps aliens or a missing sock. At the end of this journey you discover what you’re looking for and you say, “AHA!… I knew it was there all along.” That’s a great feeling because it validates your scientific hypothesis or completes the pair of socks. But as your new customer with an emotional connection to their goals who sees – or SAW – your product or service as the catalyst to reach those goals, the Aha! moment comes at the end of a discovery journey…. only it’s NOT AHA! It’s WTF?!?! “Why did you let me poke around for so long not knowing what to do only to discover this on my own and waste a bunch of time in the
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Emotional Disconnect During Customer Onboarding


This post is by Lincoln Murphy from Customer-centric Growth by Lincoln Murphy


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Theres one major reason your Customer Onboarding sucks and it is something you can easily fix with little to no engineering or overhead. Fix the Emotional Disconnect that happens during Customer Onboarding. You see, Sales and Marketing create connections with prospects on an emotional level by focusing on the customer’s goals rather than on their product or service. We tell prospects, “If you do business with us, you will become a better version of yourself.” Prospects become customers because they emotionally buy into what this product or service is going to do for them. Even in B2B, customers buy emotionally and back that up with facts and data. Don’t lose sight of this. Oh wait… that’s the problem with your Onboarding… you DID lose sight of this. Your Onboarding, for lack of a better word, sucks (takes too long, fails to set customers to get value from their
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Bad Sales Handoffs Cause Customers to Ghost During Onboarding


This post is by Lincoln Murphy from Customer-centric Growth by Lincoln Murphy


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Customers ghosting you during onboarding comes up from time to time… you’ve probably experienced it yourself. Someone said that when this happens they kick it back to Sales since they have the relationship with the customer. This is unfortunately a common solution… but it also underscores one of the big problems in so many customer Onboarding scenarios: Sales STILL holds the keys to the relationship with the customer! Let’s get into this, shall we? 100% of the time, customers Ghosting you during Onboarding is the result of a poorly designed (or, let’s be honest… a not-designed-at-all) Sales Handoff process, one that doesn’t include in a systematic way:
  • Actual discovery turnover
  • Properly managing expectations with the customer
  • Orchestration to overcome change management issues on their end
  • Management, Direction, and Incentives
  • Real introductions between the customer and whomever takes over after the sale (Customer Success, Account Management, etc.)
What about situations
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How to Know if Customers are Actually Ghosting you


This post is by Lincoln Murphy from Customer-centric Growth by Lincoln Murphy


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When there is a legitimate reason for a customer to interact with you – based on helping them to get value from their relationship with you – but they are not… we say, in the parlance of our times, that they’re ghosting you. But… sometimes what you think is “ghosting” … well, it just isn’t. Let’s look at this in some detail, shall we? Perhaps the customer…
  • is on vacation
  • is in their busy time of year (or quarter or month)
  • has entered their off-season
  • had organization changes you didn’t know about
  • Or, they are engaged with your product and feel like that’s enough. This means that their Appropriate Experience (AX) doesn’t include the type, quantity, and/or frequency of communication you’re shoveling on them.
In other words, the customer may not be responding to you, but they aren’t actively ghosting you. But how can you know if they’re not really
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Why Customers Ghost you


This post is by Lincoln Murphy from Customer-centric Growth by Lincoln Murphy


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When there is a legitimate reason for a customer to interact with you – based on helping them to get value from their relationship with you – but they are not… we say, in the parlance of our times, that they’re ghosting you. You could say they are zombies, have gone dark, or anything else. I like ghosting. The term, at least. I don’t like it when customers ghost. Which is why un-ghosting customers is definitely my favorite tactical Customer Engagement topic because it generally requires some detective work and a lot of creativity. It can be legitimately fun… and the results of seeing customers come back from the dark when you thought it was a lost cause is so awesome. But before you can un-ghost your customers you have to know WHY your customers are ghosting you in the first place, so let’s dig in. The reasons customers will
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The Basics of Customer Onboarding


This post is by Lincoln Murphy from Customer-centric Growth by Lincoln Murphy


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Onboarding is perhaps the most critical phase in the customer journey – if nothing else, it sets the tone for the relationship – and is too important to just slap together and hope it works. Please ensure you’re giving the Onboarding process – and your new customers with whom you currently have a very fragile relationship – the attention they deserve. So let’s start here. If you can’t answer these questions with confidence, that’s a problem:
  • What does “onboarded” mean in the context of your customers?
  • Is it the same for each customer segment?
  • At what point is your customer onboard?
Let me help you answer those questions… I’ve covered the process of Customer Onboarding before in great detail, but let’s get back to basics here. To design an effective onboarding process you must know what “onboarded” means or at what point a customer would be considered “onboard.” “Onboarding
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Success Potential: Real Customer Success Starts Here


This post is by Lincoln Murphy from Customer Success-driven Growth


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Customer Success starts with acquiring customers that have Success Potential. Customers that have Success Potential are said to be good fit customers. This is the opposite of bad-fit customers that cannot get value from a relationship with us now or in the near future. If you knowingly allow bad-fit customers to be acquired, nothing else you do in Customer Success will have the result you’re hoping for as those customers – no matter what you do – will never achieve their Desired Outcome. You can’t solve upstream problems downstream. To help you better understand and implement the concept of Success Potential in your business, here are some resources I’ve published on the subject.

Overview of Success Potential

This quick Success Potential Overview video is just under 6-mins, but could completely change your business.

Deep-dive on Success Potential

This article on Success Potential has evolved over the last few years and
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