Customer Success Manager challenge
Customer Success Manager challenge

Customer Success Manager challenge

Welcome to this Customer Success Manager challenge! You will present the results to this challenge during your second interview round with us.

Second Interview Agenda

The second interview will help us learn more about your technical experience, your way of thinking, and how you would apply these to Surfe. It will last 1 hour and will be conducted as follows:

  1. Intro - We want to get to know each other before anything else.
  2. CSM Challenge presentation - We are ready to be wowed!
  3. Upsell Role-play - Live exercise, we will simulate an upsell calling exercise where you will showcase everything required to seal the deal. See below information about the account:
    1. Account information:
      1. Company: Qonto
      2. Size: 1 700 FTE
      3. Industry: FinTech
      4. Customer since: 1 year
      5. Main contact point: Director of RevOps
    2. Subscription information:
      1. Number of licenses: 100
      2. Current plan: Essential Plan
      3. Subscription cycle: Monthly
      4. Current discount: 30%
      5. Current ACV: 32,8 k€
    3. Current situation:
      1. Only SDRs have a Surfe license, the whole team is equipped
      2. They mainly use the Sales Nav List export feature and the enrichment cascade for phone numbers. Occasionally, they use the individual add to CRM feature.
      3. Switching from SDR + AE role to Full Cycle AEs only → drop in total number of reps, from 200 to 150, but all remaining are AEs due to promoting some SDRs to Full cycle reps
      4. Need to strongly increase the output of outbound to match their pre-IPO objectives
      5. Have noticed their existing customer-base in their CRM is outdated
  4. Expectations - We want to hear from you your expectations for this role
  5. Wrap up - It’s a wrap!

You will now find below more information that will help you build your CSM Challenge presentation.

About Surfe

Surfe is a sales platform designed to help sales people become more efficient, effective and remove many of the repetitive admin tasks that are inherent in their role. Surfe is currently at €2.9m in ARR and we need to grow to €4.5m by the end of 2024 (6 months from now).

Whilst we do have a direct Sales function, this is a small part of our growth strategy. We’re focused on SMB and Mid-market with a self-service signup model. We’ve committed to pursue a small number of channels, but execute on them at world class levels. CS and CSM are some of these.

Your Challenge

Imagine you are the first CSM to join Surfe, with no previously defined process to handle neither Customer Support or Customer Success Management.

Build a comprehensive 3-month strategy that will help you structure the CSM team’s efforts to:

  1. Reduce the Customer Support workload
  2. Streamline upselling/cross-selling as a forecastable revenue channel
  3. Build a scalable model
    1. Make sure to include at least one signal of upsell among others
    2. Detail how you would build this model ensuring end-to-end support for these customers
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If your strategy requires any resources please make sure to mention this.
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Ensure you include a list of metrics you would measure to ensure your different targets will be achieved.

This document will provide you with relevant information you might need to conduct this task. It is organized in the following fashion:

  1. Pretext
  2. Day in the Life of a Sales Rep
  3. Pain points for Sales Reps
  4. Surfe’s features
  5. Surfe’s Mission
  6. As of today
  7. Extra resources

Pretext

CRM stands for Customer Relationship Management. As the name suggests, CRM software is a system for managing your relationships with customers.

CRM software helps organizations keep track of customer and prospect interactions, data, and notes in a central database, accessible to multiple users.

Sales representatives often find it tedious to manually enter data into their CRM, as most of their interactions occur outside of the system. To address this issue, Surfe was created to reduce the burden of manual data entry while ensuring the accuracy, relevance, and timeliness of the data in the CRM.

Surfe's current features are designed to address the challenges that sales reps face in their daily CRM interactions. No more pain – just smooth sailing 🏄‍♂️

As we think towards the future, Surfe’s product roadmap moves into sales augmentation. Many of tasks of a sales person are repetative and it is our belief that they can be improved through the smart application of data and thoughtful automation.

Day in the Life of a Sales Rep

8:00 AM: The workday starts with the salesperson checking their email and LinkedIn inbox for any new messages and responding to any urgent inquiries. They then move on to their CRM to review their pipeline and identify the deals in progress and their next steps.

8:30 AM: Time to start prospecting. The salesperson begins by using LinkedIn's search feature and other resources, such as business directories and company websites, to find potential clients who match their ideal customer profile. They may also import new leads into the CRM that they've found through on LinkedIn or other sources.

9:00 AM: The salesperson begins reaching out to prospects. They start by sending personalized connection requests and follow-up messages on LinkedIn, as well as making phone calls and sending emails to prospects they've found through other sources. They aim to establish a connection and initiate a conversation that will help them assess the potential client's needs.

10:30 AM: Break time. The salesperson takes a short break to recharge and refocus.

11:00 AM: They log each interaction they have with each prospect into the CRM, including the initial connection request, follow-up messages, and phone calls. They use the CRM's task management features to set reminders for follow-up actions and to keep track of their progress.

12:30 PM: Lunchtime. The salesperson takes a break to grab a bite to eat and catch up on any important emails or messages.

1:00 PM: The salesperson attends virtual meetings with potential clients to further assess their needs and see if their product or service is a good fit. They use the CRM to follow up with prospects after meetings and keep track of the status of each deal.

3:00 PM: Afternoon break. The salesperson takes a quick break to recharge and refocus.

3:30 PM: The salesperson continues to prospect and engage with potential clients through all available channels. They also review their progress for the day and set goals for the next day.

5:00 PM: End of the workday.

This is just a general overview, and each salesperson's day may look different, but the main goal is to effectively prospect and engage with potential clients through a variety of channels to grow their business.

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Pain points for sales reps

  • No insights into LinkedIn and social media activities.
  • Inaccurate and incomplete CRM data.
  • Excessive copying and pasting.
  • Reaching out to the same contacts twice.
  • A cumbersome and complicated tool stack.

Features offered by Surfe to tackle the above pain points

(You can expand each section)

Add to CRM

When visiting a profile page on LinkedIn, Surfe enables users to transfer contact information from LinkedIn directly to their CRM, eliminating the need for manual copy-and-paste and reducing the risk of errors.

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Once a contact is added, the ability to enrich email addresses is available from the "Find Email Information" button. Surfe will send the required data to an email enrichment tool, retrieve the response automatically, and add it to the user's CRM.

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CRM Fields integration

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Surfe allows you to change CRM fields from LinkedIn, which ensures that all changes are synchronized with your CRM. You can choose which fields to include or exclude and fill them in directly from a person's profile.

Contact Enrichment

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Surfe allows users to source accurate B2B contact information with the click of a button, and without ever needing to leave LinkedIn. Surfe does not position itself as a contact database, but instead an aggregator of other databases. We layer ontop our smart selection processes so when the user requests contact data they don’t need to worry about which contact database to use. We abstract away that complexity. It is this selection process (cascade engine) that allows us to achieve 93% find rates, which is industry le

Deals

Deals are sales opportunities that are associated with contacts in your CRM. When a potential customer shows interest, create a "Deal" to close the sale. Surfe provides a way to log and record Deals directly from LinkedIn, making deal creation and management easier.

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Tasks

As a Sales Representative, it is important to keep track of tasks throughout the day. Surfe makes this easier by allowing tasks to be taken from LinkedIn and entered into the CRM.

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Notes

Taking notes is a necessary task for sales representatives. Surfe offers the ability to take notes from LinkedIn and save them in the CRM. Additionally, Surfe provides templates to facilitate the note taking process.

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Contact Updates

Surfe's contact update feature ensures the CRM database is always up-to-date by identifying job and company changes at the contact level.

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Message Sync

When you click Sync Messages, all conversations will be linked to your CRM. This button will only appear at the bottom of the conversation panel if a contact is already present in your CRM.

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List Export

LinkedIn's SalesNavigator provides a solution for sales teams to identify their target audience using over 15 search filters. Surfe operates in a similar manner on SalesNavigator as it does on LinkedIn, but with the additional advantage of being able to export lists with only one click.

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Smart Templates

Surfe's Smart Template Feature facilitates prospecting on LinkedIn by allowing users to create, reuse, and share message templates with their team. Templates can be quickly inserted into any conversation and the feature will identify the template with the highest reply rate and recommend it, assisting the team in closing more sales.

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Lighthouse

The Lighthouse is a new solution, being launched in July 2024, that allows companies to leverage our Contact Enrichment features, but in bulk.

Lighthouse takes the Surfe product into a new audience; primarly Sales Leaders, RevOps and Operations teams where they need the benefits of Surfe but need to apply it at large scales.

This product will be an important part of our strategy over the coming 12-24 months.

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Mission

Surfe's mission is to help sales people deliver the right message, to the right person, at the right time. This means making it easy to find relevant leads, get a deep understanding of them, craft relevant messaging, and ultimately source more, higher quality pipeline. We are committed to transforming the landscape of cold outreach, setting a new standard for precision, efficiency, and effectiveness in building meaningful connections.

What is a no-no for us?

We have no intention of becoming another LinkedIn message automation tool. This decision is based on LinkedIn's rules and regulations, which is to ban users who use automation tools.

Customer & User base as of today

Surfe operates on a 3-tiered subscription-based model, offering free, essential, and pro plans. Users can purchase subscriptions monthly or go with annual billing to benefit from a discount.

For the sake of this exercise, let’s assumer Surfe has over 2 500 companies as paying customers, and 8 000 non-paying companies.

Surfe has over 8 000 paying users, and 12 000 non-paying users.

Extra Useful Resources

Other tools in the same space

LinkedIn
Outside of LinkedIn
- Apollo - LeadIQ - Zeliq
- Clay - Fullenrich.com

Our demo video: https://youtu.be/U8IjhmXb6QU Faq page (contains objections): https://intercom.help/Surfe/en/ Example of case studies: https://www.surfe.com/case-studies

Sales deck

Surfe sales deck.pdf9912.5KB