Your Secret Weapon for Client Retention

Podcast production and show notes provided by HiveCast.fm

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Why Post-Sale Is Still Broken (And What to Do About It)

With Craig Rosenberg

Most companies have no real strategy for what happens after the deal closes, and this episode makes it clear why post-sales growth is still the most underutilized advantage in B2B.

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Alex Raymond is joined by Craig Rosenberg, the Chief Platform Officer at Scale Venture Partners and the co-host of The Transaction, for a conversation about why account management continues to be under-resourced, undertrained, and underleveraged despite its direct impact on retention, expansion, and long-term revenue. Drawing from decades of experience at TOPO, Gartner, and Scale, Craig argues that account managers are often better at identifying customer value than net new sellers, yet they’re rarely given the tools, frameworks, or recognition to lead.

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Together, Alex and Craig unpack the org design problems that keep post-sales teams sidelined, from confusing leadership structures and weak handoffs to misaligned incentives and the CRO’s disproportionate focus on net new revenue. They explore the potential of pod-based teams, examine the evolving role of the Chief Customer Officer, and make the case for a new revenue structure centered on an SVP of Growth.

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Craig also shares his take on how AI is rapidly reshaping go-to-market roles and why account managers need to start “talking to the machines” to stay ahead. Plus, Alex previews AMplify 10x Growth System, a bold new framework designed to help AMs think bigger, act like owners, and drive exponential growth from existing customers.

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Episode Breakdown:

00:00 Introduction to Account Management Secrets

01:19 Why Post-Sales Growth Is Still Overlooked

05:59 The Sales vs. Account Management Investment Gap

09:42 How Pod Structures Improve Retention and Expansion

13:25 The Problem with the Chief Customer Officer Role

15:04 Rethinking Org Design: The Case for an SVP of Growth

25:13 What Boards and Investors Actually Care About

32:13 Why Account Management Needs Its Own Playbook

38:14 The Amplify 10x Growth System Explained

42:48 How AI Is Reshaping Account Management Today

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Links

Connect with Craig Rosenberg:

LinkedIn: https://www.linkedin.com/in/craigrosenberg/

https://www.gartner.com/en/topo-now-gartner

https://www.scalevp.com/team/craig-rosenberg/

https://thetransaction.substack.com/

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Connect with Alex Raymond:

Podcast production and show notes provided by HiveCast.fm

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The People Pleaser Trap: Why Being Helpful Isn’t Enough

With Chad Horenfeldt

Too many account managers confuse being liked with being effective and it’s costing them renewals, influence, and growth. Chad Horenfeldt, the VP of Customer Success at Siena AI and author of “The Strategic Customer Success Manager,” joins Alex Raymond to talk about the people-pleaser trap and how to break out of it. They unpack the four identity traps that keep account managers stuck in reactive mode: the firefighter, entertainer, fixer, and waiter, and why those well-meaning habits quietly erode trust and impact.

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Chad shares tactical frameworks like motivational interviewing and radical customer candor, showing how curiosity, preparation, and self-awareness can lead to better business outcomes, stronger client relationships, and more personal wellbeing on the job.

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If you’ve ever walked away from a “great” client meeting only to lose the account later, Alex and Chad’s conversation will help you rethink your role and lead more strategically in today’s fast-moving world of entrepreneurship and customer success.

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Episode Breakdown:

00:00 The People Pleaser Trap in Account Management

04:02 Why Being Helpful Doesn’t Prevent Churn

06:06 Identity Traps: Firefighter, Waiter, Fixer, Entertainer

12:23 How to Build Trust and Lead with Confidence

20:25 Motivational Interviewing Techniques for Client Conversations

24:41 Disruptive Questions That Shift Client Mindsets

31:34 Practicing Radical Customer Candor

36:26 Building Stronger Client Relationships Through Strategic Disclosure

41:19 Small Shifts That Lead to Long-Term Growth

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Links

Connect with Chad Horenfeldt:

LinkedIn: https://www.linkedin.com/in/chadhorenfeldt/

Website: https://www.strategiccustomersuccess.com/

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Connect with Alex Raymond:

Podcast production and show notes provided by HiveCast.fm

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Why Post-Sales is Broken

With Anthony Iannarino

Too many account managers are stuck in reactive mode—waiting on problems, answering tickets, and playing support—while the real opportunity sits untapped: driving strategic growth. In this episode, Alex Raymond is joined by author and sales strategist Anthony Iannarino to unpack what’s broken in post-sales and what needs to change.

Too many account managers are stuck in reactive mode—waiting on problems, answering tickets, and playing support—while the real opportunity sits untapped: driving strategic growth.

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In this episode, Alex Raymond is joined by author and sales strategist Anthony Iannarino to unpack what’s broken in post-sales and what needs to change. Their conversation challenges the status quo of account management and lays out a new path, one where AMs act less like order takers and more like strategic guides who know how to lead.

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Anthony introduces the concept of being “one-up”, bringing enough experience and insight to teach clients how to make better decisions. He explains why the age of AI will punish passivity and reward value creation, and why account managers who stay stuck in the admin zone are putting themselves at risk.

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Whether you're managing a $10M portfolio or just trying to prove your value internally, this episode will push you to rethink how you show up. Because in 2025, the winning account managers won’t be the ones who play it safe, they’ll be the ones who lead.

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Episode Breakdown:

00:00 Introduction

01:30 Why Post-Sales Is Broken

05:14 AI Will Punish Passive Account Managers

08:05 What It Means to Be “One-Up”

09:20 Raising the Floor for Real Growth

11:22 What Creating Value Actually Looks Like

15:23 Why Relationships Still Drive Revenue

20:18 The AI Impact on Account Management Teams

22:29 The Missed Opportunity in Post-Sales Investment

27:23 How Sales and Buying Committees Have Changed

33:23 Final Advice: Elevate or Get Replaced

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Links

Connect with Anthony Iannarino:

LinkedIn: https://www.linkedin.com/in/iannarino/

Website: https://www.thesalesblog.com/

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Connect with Alex Raymond:

LinkedIn: https://www.linkedin.com/in/afraymond/
Website: https://amplifyam.com/

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Podcast production and show notes provided by HiveCast.fm

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Using Executive Results Reviews to Drive Growth

With Robert Sproule

Most account managers talk about value but Robert Sproule shows you how to prove it in fifteen minutes flat. Alex Raymond sits down with Robert, the VP of Account Management at SafetyChain, to discuss what it really looks like to show measurable impact in industries where the stakes are high and the paperwork never ends.

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Robert explains how his team uses short, focused executive results reviews to help clients surface clear ROI and make stronger business cases with their leadership. He talks about how AI is helping his team cut back on busywork, sharpen their account planning, and stay ahead of renewal conversations without losing sight of the bigger picture.

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Where are your clients seeing real outcomes? Are they able to explain why your product matters or have they started to forget? Alex and Robert’s conversation will give you a smarter way to keep your accounts growing and your partnerships strong.

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Episode Breakdown:

00:00 Introduction

01:19 The High-Stakes World of Food Safety

05:01 Who Uses Safety Chain and Why It Matters

07:29 Robert’s Account Management Philosophy

10:16 Proving ROI Through Executive Results Reviews

15:01 Using AI to Support Account Planning and Renewals

21:01 Leveraging the Amplify Community

30:01 Identifying White Space and Driving Expansion

34:01 The Value of Consolidation and TCO Strategy

35:22 Clarifying the Roles of Customer Success and Account Management

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Links

Connect with Robert Sproule:

LinkedIn: https://www.linkedin.com/in/robert-sproule-b02b783/

Website: https://safetychain.com/

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Connect with Alex Raymond:

Podcast production and show notes provided by HiveCast.fm

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A10X: Four Moves That Unlock Massive Growth After the Sale

With Alex Raymond

Most account managers are playing too small and leaving millions in growth potential untouched inside their current client base. Alex Raymond challenges the idea that retention should be the finish line. He invites us to take a closer look at the mindset and habits that keep teams stuck in incremental growth

Most account managers are playing too small and leaving millions in growth potential untouched inside their current client base.

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Alex Raymond challenges the idea that retention should be the finish line. He invites us to take a closer look at the mindset and habits that keep teams stuck in incremental growth and asks something many of us don’t pause to consider: Are we thinking big enough when it comes to the accounts we already have?

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Drawing from his own client work and insights from Ben Hardy’s 10X Is Easier Than 2X, Alex shares the A10X Growth System, a framework built around four key shifts: solving bigger problems, leading with radical curiosity, thinking like the CEO of the account, and clearing out the low-value work that gets in the way.

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This isn’t about working harder or chasing more deals. Alex reminds us that it’s about reimagining how we partner with our customers and being honest about where we’re holding back. For anyone in account management, customer success, or post-sales leadership, this episode’s a sharp and timely push to think differently, act more strategically, and build deeper value right where you are.

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Episode Breakdown:

00:00 Reframing Customer Retention to Growth

05:18 Introducing the AMplify 10x Growth System

08:38 Solving Bigger Problems for Customers

17:08 Embracing Radical Curiosity

23:35 Adopting an Ownership Mindset

27:27 Raising the Floor for Greater Impact

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Links

Connect with Alex Raymond:

Podcast production and show notes provided by HiveCast.fm

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Heroes, Villains, and the Power of Story in Account Management

With Adrian Davis

Most account managers think they’re here to sell solutions. But the real opportunity might be helping your client see themselves differently, like the hero of their own story. Alex Raymond talks with Adrian Davis, the President and CEO of Whetstone Inc. and author of “Heroes, Villains, and the Thrill of Professional Selling.”

Most account managers think they’re here to sell solutions. But the real opportunity might be helping your client see themselves differently, like the hero of their own story.

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Alex Raymond talks with Adrian Davis, the President and CEO of Whetstone Inc. and author of “Heroes, Villains, and the Thrill of Professional Selling.” Adrian shares a storytelling framework that redefines the role of the account manager, not as the hero, but as the guide. What happens when you stop pitching and start helping your client rewrite their script?

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They get into what it means to identify a client’s strategic aspiration: the deeper, often unspoken thing they’re truly trying to achieve. Not just surface-level goals, but the kind that keep them up at night or define their legacy. Adrian explains how to uncover these aspirations and why understanding them is more powerful than asking about “needs.”

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They also talk about villains (not competitors) but the real threats standing in the way of your client’s success. Why is status quo such a powerful force? What external pressure points are shaping your client’s world before they even realize it? And how do you become the person who helps them see it coming?

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If you’ve ever been asked to “be more strategic” and weren’t sure where to start, this episode lays it out clearly. From conducting industry and SWOT analysis through your customer’s eyes, to asking better questions that lead to real urgency, Adrian offers a framework that helps you guide the people who need it most. And maybe most importantly: How do you step into that guide role - quietly powerful, fully trusted, and always a few steps ahead?

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Episode Breakdown:

00:00 The Role of Account Managers

01:01 The Hero’s Journey in Sales

03:10 Storytelling as a Sales Advantage

07:30 Customer Aspirations and Emotional Drivers

13:43 Identifying the Real Villain: Status Quo

20:35 Internal vs. External Challenges

28:14 Building Emotional Connection

30:41 Industry Expertise and Specialization

33:21 SWOT Analysis from the Customer’s POV

36:12 Become the Guide, Not the Hero

43:12 Why Suffering Creates Urgency

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Links

Connect with Adrian Davis:

LinkedIn: https://www.linkedin.com/in/adriandavis/

Website: https://whetstoneinc.ca/

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Connect with Alex Raymond:

Podcast production and show notes provided by HiveCast.fm

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Spheres of Influence: Building the Relationships That Drive Renewals and Growth

With Brad Englert

Brad Englert joins Alex Raymond on this episode to share strategies for building credibility, mapping power dynamics, and engaging with skeptics before they sabotage a renewal.

Most account managers think influence is a soft skill until it costs them the renewal.

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Brad Englert has been on both sides of the table. As a former Accenture partner and CIO at the University of Texas, he’s worked with account managers who earned his trust and others who landed on his “most hated vendor” list. In this episode, Brad joins Alex Raymond to discuss why influence is a skill that deserves more respect, especially for account managers working with complex clients and high-stakes decisions.

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How do you build trust with an executive when you’re mid-level or early in your career? What makes a QBR worth everyone’s time? And why do so many account managers miss the chance to deepen a relationship by simply showing up and following through?

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Brad shares strategies for building credibility, mapping power dynamics, and engaging with skeptics before they sabotage a renewal. The best account managers don’t wait to be taught influence. They build it intentionally, one conversation at a time.

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Episode Breakdown:

00:00 Why Influence Matters in Account Management

03:00 Relationship-Driven vs. Transactional Client Engagement

10:30 Making QBRs Worth Everyone’s Time

14:00 Understanding and Using Spheres of Influence

20:30 Building Trust in a Remote-First World

22:00 How to Engage Senior Executives with Confidence

23:15 Creating a Power Map Inside the Client Org

30:30 Turning Detractors into Advocates

36:30 Advice for Account Managers

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Links

Connect with Brad Englert:

LinkedIn: https://www.linkedin.com/in/bradenglert/

Podcast: https://bradenglert.com/podcast

Website: https://bradenglert.com/

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Connect with Alex Raymond:

LinkedIn: https://www.linkedin.com/in/afraymond/

Website: https://amplifyam.com/

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‍Podcast production and show notes provided by HiveCast.fm‍

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Account Management in a Commoditized World

With Todd O'Donnell

Alex Raymond is joined by Todd O’Donnell, who went from tech sales at IBM and Oracle to leading one of Canada’s top-performing insurance agencies. Todd shares how blitz days, cold calling, and world-class training shaped his early career, and why those habits still influence how he runs his agency today.

The best account managers build their book like it’s their business, and that mindset changes everything.

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They talk about the shift from chasing leads to building a referral-driven business, the hiring principle Todd swears by (“Can I trust this person?”), and why the best AMs know how to focus on what really moves the business forward. Todd also breaks down how he uses Sandler sales training, one-on-one coaching, and weekly team sessions to create consistent results without micromanaging.

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From creating a “Starbucks of insurance” experience to developing account managers with zero prior industry experience, Todd shows how long-term growth happens when you lead with trust, consistency, and a clear plan.

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Episode Breakdown:

00:00 Why Account Managers Drive the Business

02:13 Lessons from IBM and Oracle

07:17 Building a Team Without Micromanaging

10:23 How to Keep Clients Without Competing on Price

13:56 Hiring for Trust, Not Industry Experience

16:45 How Sandler Training Shapes the Sales Process

18:59 Coaching, One-on-Ones, and Leading by Example

26:10 What Top Account Managers Do Differently

28:54 The Power of Focus Time

30:28 Strategic Coach, 10X Thinking, and Personal Growth

36:06 Career Paths for Account Managers

39:36 Be Willing to Get Uncomfortable

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Links

Connect with Todd O’Donnell:

LinkedIn: https://www.linkedin.com/in/toddodonnellinsurance

Website: https://www.insurancetodd.com/

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Connect with Alex Raymond:

‍Podcast production and show notes provided by HiveCast.fm

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Is Account Management Dead? Jess Manganelli Doesn’t Think So

With Jess Manganelli

What happens when agencies start questioning whether account management still matters? Jess Manganelli joins Alex Raymond on this episode to discuss how account managers drive growth.

Account managers who lead with business acumen, creative insight and clear boundaries are the ones who drive real growth.

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What happens when agencies start questioning whether account management still matters? Jess Manganelli has seen it firsthand, and she’s got strong opinions. As the founder of Betts & Betz, she works with creative agencies to build high-performing account teams that don’t just keep the trains running but move the business forward.

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Jess and Alex discuss why some agencies are scaling back on account roles, and why that decision often backfires. They talk about what the job really demands: a deep understanding of how both the client and the agency make money, the confidence to lead from wherever you sit, and the willingness to have hard conversations instead of dodging them.

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Where do most account managers get stuck? Jess points to a lack of business fluency and a fear of pushing back. She offers ways to shift that, starting with how to frame a tough conversation without sounding defensive or deferential.

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If you’ve ever felt like your job description misses the point, or wondered how to grow into a more strategic role, Jess and Alex’s conversation will resonate.

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Episode Breakdown:

00:00 The Real Value of Account Management

02:26 Is Account Management Dead?

06:05 What Agencies Actually Need from Account Managers

08:23 Why Business Acumen Matters

12:27 Balancing Client Goals with Agency Health

20:00 How to Handle Tough Client Conversations

27:39 Curiosity as a Strategic Skill

31:30 Traits That Set Great Account Managers Apart

33:53 Removing Hurdles to Great Work

37:13 Fixing the Sales-to-Account Handoff

43:00 The Tucker Inner Concept

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Links

Connect with Jess Manganelli:

LinkedIn: https://www.linkedin.com/in/jessmanganelli/

Website: https://www.bettsandbetz.com/

Connect with Alex Raymond:

Podcast production and show notes provided by HiveCast.fm

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Brent Adamson on the Challenger Sale, Customer Confidence, and Growing Key Accounts

With Brent Adamson

Most account managers are stuck chasing satisfaction when they should be driving change.

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Alex Raymond is joined by Brent Adamson, the co-founder of A to B Insight and Qoos and the author of “The Challenger Sale,” for a discussion that challenges the way most teams think about account growth. If happy customers aren’t growing their accounts, what’s missing? And what does it actually take to move from retention to expansion?

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Brent shares research that calls out a common trap: overdelivering on service without helping clients rethink their business. He introduces the idea of customer improvement: the account manager’s job isn’t to keep things running smoothly, but to show customers what’s possible when they shift their approach.

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Alex and Brent also get into the confusion between customer success and account management, the pressure to grow accounts without losing them, and why confidence, specifically the client’s confidence in their own decisions, matters more than loyalty or trust.

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If you’re leading key accounts or coaching teams who do, Alex and Brent’s discussion will change the way you think about long-term growth.

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Episode Breakdown:

00:00 The Evolution of Account Management and Customer Success

02:52 Understanding the Roles: Retention vs. Expansion

11:11 The Importance of Customer Improvement

21:48 Driving Growth Through Insights

23:19 Navigating Account Management Challenges

26:36 Understanding Customer Improvement

29:27 Identifying Unique Strengths

32:16 The Importance of Customer Confidence

35:54 Introducing the Frame-Making Sale

46:30 Empowering Customers for Growth

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Links

Connect with Brent Adamson:

LinkedIn: https://www.linkedin.com/in/brentadamson/

Website: https://www.brentadamson.net/

Website: https://qoos.ai/

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Connect with Alex Raymond:

‍Podcast production and show notes provided by HiveCast.fm

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The One Question That Drove a 200x Increase in Client Revenue

With Joanna Hagelberger

Asking one bold question turned a $50K client into a $10M account and reshaped how account managers think about trust, strategy and growth.

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Account management leader Joanna Hagelberger joins Alex Raymond to talk about what account management looks like when it’s done right, from building the function from scratch at high-growth InsurTech companies to leading with curiosity instead of a script. What happens when you stop asking surface-level questions and start inviting your clients to think bigger? Joanna shares how one conversation sparked a 200x expansion and why most account managers don’t realize they have permission to ask the hard questions.

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This episode also gets into the realities of scaling an account management team, how to avoid segmentation mistakes, and why internal alignment matters just as much as client relationships. What do you do when your executive team has no idea what’s happening with your top accounts? How do you keep account managers from working in silos? Joanna brings clear, grounded answers from the field, along with a mindset shift that every account manager needs to hear.

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Episode Breakdown:

00:00 Intro and Meet Joanna Hagelberger

02:04 Building Account Management from Scratch

06:57 Customer Support vs. Customer Success vs. Account Management

09:27 No Surprises: The Role of Internal Account Reviews

15:52 The Five-Year Question That Led to 200x Growth

20:17 Curiosity as a Core Account Management Skill

26:28 Taking Ownership and Leading Accounts

31:12 Segmenting Accounts the Smart Way

36:28 How to Think About Portfolio Size

40:04 Becoming a Strategic Account Manager

41:35 Why Finance and Product Should Be Your Best Friends

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Links

Connect with Joanna Hagelberger:

LinkedIn: https://www.linkedin.com/in/joanna-hagelberger/

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Connect with Alex Raymond:

Podcast production and show notes provided by HiveCast.fm

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Relationships Drive Revenue

With Guy Rubin

Alex Raymond sits down with Guy Rubin, the founder and CEO of Ebsta, to unpack the 2025 GTM Benchmark Report and what it means for account managers right now

Most of your revenue probably came from existing customers last year, and if your QBRs don’t include the C-suite, you’re at serious risk of churn.

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Alex Raymond sits down with Guy Rubin, the founder and CEO of Ebsta, to unpack the 2025 GTM Benchmark Report and what it means for account managers right now. The data is clear: 52% of new revenue last year came from existing accounts, not new logos. That shift isn’t just interesting as it should completely change how teams think about growth, customer relationships, and where to invest their time and resources.

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Guy shares practical insights on what sets top-performing account teams apart, including the impact of C-level participation in QBRs (7x more likely to upsell) and the dangers of single-threaded relationships. He also explains how Ebsta’s engagement scoring works, and why tracking relationship momentum across the customer lifecycle is one of the most valuable metrics you’re probably not using.

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The conversation hits on a growing gap between top and average performers, a data-driven case for 360 selling, and a refreshingly blunt take on the real reasons sellers are missing quota. If you want to grow revenue, retain your best customers, and actually move the needle, this episode will show you where to start.

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Episode Breakdown:

00:00 Introduction

01:29 Why Existing Customers Are Driving Revenue Growth

05:49 How the GTM Benchmark Report Was Built

10:04 Relationship Momentum and Multi-Threading

12:21 Engagement Scoring and What It Reveals

14:10 Why C-Suite Participation in QBRs Changes Everything

25:08 Sales Performance Gaps and the Leadership Wake-Up Call

27:37 The Return of 360 Selling

36:10 What Top Account Managers Are Doing Differently

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Links

Connect with Guy Rubin:

LinkedIn: https://www.linkedin.com/in/rubinguy/

Website: https://www.ebsta.com/

Benchmarks: https://shorturl.at/abpRw

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Connect with Alex Raymond:

Podcast production and show notes provided by HiveCast.fm

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Career Moves for Account Managers: What Works Now

With Carly Agar

Spray-and-pray job applications aren’t getting anyone hired. So what actually works when the competition is this intense?

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In this episode, Alex Raymond is joined by Carly Agar, the founder and CEO of Carly Agar Training, to talk about how account managers can navigate the current job market with more clarity and control. What do hiring managers really care about? How do you stand out when hundreds of people are applying for the same role? Carly shares why intention matters more than volume, and how treating your job search like a high-value client strategy changes everything.

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Alex and Carly also talk about what it means to truly “own” your book of business and why that mindset separates top candidates from the rest. Carly offers advice on building internal champions, tracking the right metrics, and shaping your reputation, so that when you’re not in the room, people are still talking about you in the right way.

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And yes, AI comes up. Carly explains why account managers who lean into it, learn from it, and help their teams use it well are positioning themselves for long-term success. If you’ve been wondering how to level up or move forward with more purpose, this episode is your playbook.

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Episode Breakdown:

00:00 Introduction

01:07 What the Job Market Looks Like in 2025

05:35 Why Spray-and-Pray Applications Fail

07:13 Smarter Strategies for Job Searching

08:05 How to Uncover Your Dream Role

10:13 Making an Impact Without Switching Jobs

13:33 Building Internal Champions and Mentors

15:41 How to Get Promoted Without Just Hitting KPIs

16:24 Thinking Like a CEO of Your Book of Business

17:29 Career Paths: Leadership vs. Strategic Accounts

19:30 The Skills That Actually Set You Apart

21:09 How Account Managers Can Leverage AI

22:15 Advice for Owning Your Career Growth

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Links

Connect with Carly Agar:

LinkedIn: https://www.linkedin.com/in/carly-agar/

Website: https://www.carlyagar.com/

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Connect with Alex Raymond:

Podcast production and show notes provided by HiveCast.fm

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How AI Is Reshaping Customer Value

With Mark Stouse

In this episode, Alex Raymond sits down with Mark Stouse, the CEO of ProofAnalytics.ai, to talk about how AI is driving a seismic shift in how companies operate.

AI isn’t just changing the tools we use, it’s reshaping the entire conversation around business value, accountability, and risk.

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In this episode, Alex Raymond sits down with Mark Stouse, the CEO of ProofAnalytics.ai, to talk about how AI is driving a seismic shift in how companies operate. The core message: transparency and accountability are no longer optional, and gut instinct won’t cut it.

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Mark explains how AI is collapsing the “gray zone” of ambiguity in business, forcing teams to prove value with hard data. He also shares a critical legal shift from early 2023: a Delaware court ruling that expanded fiduciary duty to all company officers, not just CEOs and CFOs, making risk management everyone’s responsibility.

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You’ll hear how customer success is more than a renewal engine. It’s a strategic early warning system that should be treated as both a value creator and a multiplier. And you’ll learn why the old accounting mindset, focused only on past performance, can’t keep up.

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If you're leading customer accounts, managing renewals, or influencing post-sales strategy, this conversation will reframe how you think about risk, impact, and your role in the AI-powered business landscape.

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Episode Breakdown:

00:00 Introduction

03:25 AI as a Super Technology & What It Changes

04:44 How Fiduciary Duty Now Includes Functional Leaders

06:12 Case Study: CRM Data Fraud and Legal Risk

09:54 AI, Legal Accountability & Market Volatility Collide

12:54 Why Traditional Accounting Thinking Falls Short

14:31 Causal Analytics vs. Predictive Tools: What Leaders Need

17:34 The Long Game: Proving Impact in Customer Success

19:28 Customer Success as an Early Warning System

22:28 The Problem with BI Dashboards and Misread Data

25:46 How to Start Risk Conversations at Your Company

27:21 Forecast Risk vs. Enterprise Risk

28:00 Why T-Shaped Skills Matter in the Age of AI

29:24 What the Future of AI Looks Like for Teams

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Links

Connect with Mark Stouse:

LinkedIn: https://www.linkedin.com/in/markstouse/

Website: https://www.proofanalytics.ai/

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Connect with Alex Raymond:

Podcast production and show notes provided by HiveCast.fm

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The End of Customer Success as We Know It

With Parker Chase-Corwin

Customer success was supposed to be the future. So why are so many CS teams under-resourced, misunderstood, and fighting to stay relevant?

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Alex Raymond sits down with Parker Chase-Corwin, the CEO and principal consultant of Xperience Alchemy who’s helped dozens of B2B companies rethink how they approach retention, risk, and long-term value. They unpack why CS never quite delivered on its promise, why the function has become a catch-all for upstream problems, and what needs to change if companies want better outcomes and fewer surprises.

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Is customer success really one team’s job? Or does it require every part of the company to take ownership? Is your CS team driving strategy or just cleaning up after everyone else? This episode is a must-listen for account managers, CS leaders, and anyone who believes customer outcomes should be more than just a quarterly talking point.

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Learn more about AMplify at www.amplifyam.com

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Episode Breakdown:

00:00 Introduction

01:20 Why Customer Success Is Struggling

03:05 The Branding Problem in CS

05:28 From Customer Success to Customer Experience

07:03 Does CS Have a Future?

14:07 Solving Problems Upstream

17:20 Proactive Account Management

31:21 Risk Management That Works

39:53 Rethinking Customer Experience Teams

43:18 Where to Start and What to Prioritize

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Links

Connect with Parker Chase-Corwin:

LinkedIn: https://www.linkedin.com/in/parkercorwin/

Website: https://www.xperiencealchemy.com/

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Connect with Alex Raymond:

Podcast production and show notes provided by HiveCast.fm

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Secrets of Dynamic Account Planning

With Alex Raymond

In this episode, Alex Raymond explains why so many account plans fail to drive real impact and what to do instead

Most account plans feel like busywork. Why? Because they’re built in a broken system that rewards documentation over results.

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In this episode, Alex Raymond explains why so many account plans fail to drive real impact and what to do instead. He introduces a framework: three customer goals, three key contacts, and three specific actions for the next 90 days. No fluff. No filler. Just a clear plan you can actually use.

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Are you building your plan to impress your boss, or to deliver value your client will notice? Are you tracking assumptions, or asking the right questions?

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If you’ve ever felt like your account plan was more theater than strategy, this episode will help you shift into something far more effective. Alex also shares details on the upcoming Account Planning Bootcamp inside the AMplify community, where you can dig deeper and start building plans that actually grow your accounts and your career. Learn more here: www.amplifyam.com/account-planning-bootcamp

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Episode Breakdown:

00:00 Introduction

01:40 Why Most Account Plans Fail

10:41 What Is Dynamic Account Planning?

13:10 The Rule of Three Framework

30:35 Should You Share Your Plan with the Customer?

34:05 Making Your Plan a Living Document

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Links

Connect with Alex Raymond:

Podcast production and show notes provided by HiveCast.fm

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The Account Manager Career Path: What Hiring Managers Really Want

With Swati Garg

Alex Raymond talks with Swati Garg, the founder and CEO of Melo Associates, about what hiring managers are prioritizing right now, and what many candidates are getting wrong

Most account managers are chasing career growth, but few stop to ask whether their next opportunity might already be within reach.

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Alex Raymond talks with Swati Garg, the founder and CEO of Melo Associates, about what hiring managers are prioritizing right now, and what many candidates are getting wrong. What skills actually stand out in a crowded field? How do you show you’re ready for more responsibility? And why are so many companies missing the mark by defaulting to external hires?

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Swati shares what’s shifting in the job market, including the rising demand for strategic thinking, stronger negotiation chops, and real fluency with tools powered by AI. She also breaks down why internal promotions aren’t just cost-effective, they’re often the best way to keep top performers engaged and growing.

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If you’ve been stuck thinking the only next step is people management, this episode offers a broader view. Swati talks through alternative paths like CS operations, enablement, and even product or marketing roles, reminding us that knowing your customer deeply is a competitive edge across teams. She also gives practical advice for anyone on the job hunt: be intentional, do your prep, and stop treating the interview like a one-way evaluation.

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Whether you’re hiring or exploring your next move, this is a smart, honest look at how to grow your career without losing momentum.

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Episode Breakdown:

00:00 Career Growth in Account Management

02:53 Current Job Market for Customer Success and Account Managers

05:10 Hiring Internally vs. Externally

07:39 The Importance of Internal Talent Retention

08:59 Evolving Roles in Customer Success

12:29 Must-Have Skills for Account Managers

16:05 The Importance of Business Acumen

17:42 Navigating Job Searches and Maintaining Morale

24:10 Career Progression Paths for Account Managers

28:00 Exploring Non-Linear Career Paths

30:30 The Role of Chief Customer Officer

33:09 Assessing Company Fit During Interviews

39:45 Words of Wisdom for Job Seekers

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Links

Connect with Swati Garg:

LinkedIn: https://www.linkedin.com/in/swatigargmhrir/

Website: https://meloassociates.com/

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Connect with Alex Raymond:

Podcast production and show notes provided by HiveCast.fm

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The Megadeals Mindset

With Bora Brännström

In this episode, Bora Brännström, the co-founder of Megadeals Advisory, joins Alex Raymond to share insights on navigating the complexities of large, multi-million dollar contracts.

Securing Megadeals requires more than just a strong pitch. It demands a deep understanding of deal orchestration and stakeholder management.

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In this episode, Bora Brännström, the co-founder of Megadeals Advisory, joins Alex Raymond to share insights on navigating the complexities of large, multi-million dollar contracts. Bora breaks down what makes a deal truly complex, from influencing decision-makers at every level to managing a web of cross-functional relationships. He points out a common challenge many companies face—rainmaker dependency—and how relying too heavily on a few key individuals can hinder growth, especially for scale-ups.

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So how can account managers scale success in such a high-stakes environment? Bora points out the importance of proactively engaging with multiple stakeholders, leveraging internal references, and using targeted media to build trust across the organization. Can a systematic approach to deal orchestration be the key to driving consistent growth? Bora and Alex’s discussion offers strategies for anyone looking to step up their game in managing complex deals and building stronger relationships with key stakeholders.

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Episode Breakdown:

00:00 Introduction

02:19 Defining Megadeals

04:44 Four Criteria of Complex Deals

07:03 Challenges in Scaling Sales Teams

10:13 Finite vs. Infinite Markets

14:45 Expanding Within Existing Accounts

17:31 Stakeholder Mapping

20:52 Ideal Stakeholder Map (ISM)

25:35 Accessing Key Decision Makers

30:40 Proactive Account Management

34:54 Actionable Steps for Account Managers

40:58 Building a System to Eliminate Rainmaker Dependency

43:40 Specialization and Support for Rainmakers

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Links

Connect with Bora Brännström:

LinkedIn: https://www.linkedin.com/in/bora-br%C3%A4nnstr%C3%B6m-a193a9a/

Website: https://www.megadeals.com/

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Connect with Alex Raymond:

Podcast production and show notes provided by HiveCast.fm

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Why Onboarding Matters

With Donna Weber

Alex Raymond welcomes onboarding expert Donna Weber, the author of “Onboarding Matters,” to challenge the idea that implementation equals success.

Most companies treat onboarding like a finish line, but it’s the starting gate for retention, customer success, and long-term revenue.

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Alex Raymond welcomes onboarding expert Donna Weber, the author of “Onboarding Matters,” to challenge the idea that implementation equals success. If a customer isn’t using a product in a meaningful way, does it even matter that they have access to it? Donna explains why the first 90 days determine whether a customer sticks around or drifts away, and how her orchestrated onboarding framework helps companies guide customers to real value, not just a completed setup.

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Donna also breaks down a common mistake: declaring victory too soon. Product deployment isn’t the finish line. Without quick wins and clear adoption, customers second-guess their decision, leading to churn. Donna shares ways to shift the focus from closing deals to building long-term success, with insights on user adoption, time to value, and the hidden cost of bad onboarding.

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A must-listen for account managers and customer success teams who want to turn onboarding into a growth strategy.

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Episode Breakdown:

00:00 Introduction

01:46 The Critical Role of Onboarding

04:36 Onboarding vs. Implementation

06:23 Declaring Victory Too Early

09:42 Defining Onboarding: The Orchestrated Onboarding Framework

11:05 Review and Ongoing Optimization

14:09 Delivering Quick Wins

17:08 The Concept of Buyer's Remorse

19:10 Quick Wins vs. First Value

22:33 Trade-offs in Onboarding Approaches

24:29 Value Journey and Team Structure

26:14 Applying Onboarding Concepts Beyond SaaS

30:46 Incentives and Long-term Profitability

34:31 Team Structure and Responsibilities

37:04 Measuring Success in Onboarding

41:59 Linking Metrics to Business Impact

43:25 Key Takeaways for Successful Onboarding

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Links

Connect with Donna Weber:

LinkedIn: https://www.linkedin.com/in/donnaweb/

Website: https://www.donnaweber.com/

https://www.donnaweber.com/post/accelerate-success-the-power-of-quick-wins-in-customer-onboarding

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Connect with Alex Raymond:

Podcast production and show notes provided by HiveCast.fm

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RevOps in Action: Driving Retention and Growth

With Katherine Nino

RevOps is more than a back-office function. It is a game-changer for sales operations, account management, and long-term revenue growth.

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Alex Raymond sits down with Katherine Nino, the head of global revenue operations at Makosi, to talk about how RevOps goes beyond traditional sales enablement and shapes the entire customer lifecycle. They discuss the power of client health scores, how data-driven insights help account managers stay ahead of churn, and why a culture shift around risk and collaboration is essential.

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Katherine shares her approach to building a health score model that cuts through data overload and makes it easier for teams to focus on relationships. She also challenges outdated views on sales handoffs, training, and accountability, making the case for a more connected approach to retention and growth.

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Join Alex and Katherine’s discussion to discover a clear roadmap for leveraging RevOps to improve client satisfaction, reduce churn, and drive sustainable revenue growth.

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Episode Breakdown:

00:00 Introduction

01:53 What is RevOps?

03:07 Strategy and Transformation

05:05 Data Structure and Reporting

08:20 Evolution of RevOps

10:10 Orchestration and Collaboration in RevOps

14:42 Building a Client Health Model

18:39 Proactive Client Management

20:01 Developing and Testing the Health Model

24:00 Implementation and Success of the Health Model

27:31 Role of Account Managers in Using the Health Model

32:10 Improving Data Quality and Compliance

38:08 Mindset Shift for Account Managers

42:52 Regular Data Hygiene Practices

44:03 Importance of Training and Development for Account Managers

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Links

Connect with Katherine Nino:

LinkedIn: https://www.linkedin.com/in/jkatherinenino/

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Connect with Alex Raymond:

Podcast production and show notes provided by HiveCast.fm

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The 5-Year Customer Model

With Bob Mathers

Bob Mathers joins Alex Raymond to share why the smartest businesses focus on keeping customers for five years and how the right strategy can turn retention into a competitive advantage.

Most companies chase new customers without realizing retention is where real growth happens. Bob Mathers joins Alex Raymond to share why the smartest businesses focus on keeping customers for five years and how the right strategy can turn retention into a competitive advantage.

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In this episode, Bob breaks down the 5-Year Customer Model and explains why high churn is often a sign of deeper problems. Are companies setting themselves up for long-term success, or are they still stuck in outdated sales-driven models? Bob challenges leaders to rethink how they structure teams, run QBRs, and measure success. Instead of leaving retention to customer success teams alone, he lays out a case for making it a company-wide effort.

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Bob and Alex’s discussion is a must-listen for account managers and business leaders ready to move beyond quick wins and start playing the long game.

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Episode Breakdown:

00:00 Introduction

02:08 Bob Mathers’ Journey to Customer Success

04:52 The 5-Year Customer Model

05:03 Frustration with Customer Success Conversations

06:06 Shift from On-Prem to SaaS Models

08:10 The Burden of Generating Value

09:09 The Role of Customer Success in Long-Term Retention

11:35 The Role of Customer Success Managers

14:48 The North Star Goal: Five-Year Customer Retention

17:04 Ideal Customer Profile and Marketing Alignment

20:03 Commitment to Long-Term Goals

21:08 The Role of the CEO in Driving Change

22:02 Single-Digit Incremental Improvements vs. Mindset Shift

25:09 Core Functions, Behaviors, and KPIs

26:46 The Role of Data in Customer Success

27:18 Is a 5-Year Customer Good Enough?

28:06 The Role of the Chief Customer Officer

29:00 The Future of Customer Success and CCOs

32:32 The Role of Product in Customer Success

35:05 Optimal Structure for Customer Success Teams

39:48 Closing

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Links

Connect with Bob Mathers:

LinkedIn: https://www.linkedin.com/in/bmathers/

Website: https://bobmathers.ca/

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Connect with Alex Raymond:

Podcast production and show notes provided by HiveCast.fm

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How to Turn Customer Success Into a Growth Function

With Rav Dhaliwal

In this episode, Alex Raymond talks with Rav Dhaliwal, a veteran in customer success and account management, about what’s working, what’s broken, and what needs to change. Rav shares why customer success teams struggle to define their own value and how that disconnect affects both customers and company growth.

Customer success is at a crossroads. Does it need a complete rebrand? A new strategy? A bigger role in driving revenue?

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One of the biggest challenges? The divide between sales and customer success. Both teams focus on helping customers see value, yet outdated structures keep them working in isolation. Rav explains why shared goals and incentives could create stronger results for everyone.

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Rav also questions whether the term “customer success” still makes sense. Is it time to rethink the function entirely? Should it evolve into something bigger? If customer success is truly a competitive advantage, leaders need to stop treating it as an afterthought.

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This episode pushes past buzzwords and into the real conversations happening inside companies today. If you’d like to know where customer success is headed, this is one you don’t want to miss.

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Episode Breakdown:

00:00 Introduction

01:55 Rav’s Career Journey and Insights

02:57 The Evolution of Customer Success

06:19 Linking Customer Success to Revenue

08:17 Incentives and Organizational Alignment

09:11 Misconceptions About Customer Success

10:09 The Need to Retire the Term “Customer Success”

13:05 The Future of Customer Success

15:26 Customer Success and Revenue Ownership

19:30 Organizational Design: CCO vs. CRO

22:39 Skepticism About the CCO Role

25:05 The Importance of a CCO in Complex Organizations

29:40 Typical Friction Points in Alignment

35:04 The Competitive Advantage of Great Customer Success

37:04 Integrating CS into the Sales Process

42:15 Growing the Deal with CS Involvement

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Links

Connect with Rav Dhaliwal:

LinkedIn: https://www.linkedin.com/in/ravinderdhaliwal/

Medium: https://ravsterd.medium.com/

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Connect with Alex Raymond:

Podcast production and show notes provided by HiveCast.fm

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Resilience Under Pressure: Tools to Thrive as an Account Manager

With Rachel Provan

Rachel Provan, a customer success leader turned coach, joins Alex Raymond to discuss why so many account managers are expected to operate at peak performance with fewer resources and more demands. She breaks down how to push back effectively, set real priorities, and communicate workload challenges without feeling like you’re making excuses.

Drowning in unrealistic expectations? If “hero mode” feels like your default setting, it’s time for a reset.

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This episode digs into the mindset shifts that help account managers move from constantly defending their role to confidently leading client conversations. Rachel also challenges the way we approach QBRs, arguing that they should be more than a routine box to check.

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Want to be seen for the impact you make? Start tracking your wins, speaking up, and claiming your seat at the table. Alex and Rachel’s discussion gives you the strategies to do exactly that.

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Quotes

“If you ask me to do the work of 10 people, I physically cannot do that. So what I advise people to do is really to look at what are the things that I have to get done? What’s the outcome that we need? Get really, really clear on priorities with these people, with whoever your boss is.” (03:54 | Rachel Provan)
“We have this sense of this idea of time management that if we somehow time box and figure out the right order of things and do enough planning, we’ll somehow be able to fit 10 pounds of potatoes into a five pound bag. And time is fixed. There’s no managing it. So it’s really all about prioritization and being realistic across the board.” (09:53 | Rachel Provan)
“The number one thing that I advise people to ask their teams, especially if you’re going in there for the first time, if you’re having your first one-on-ones with people, my favorite question for them is: Do you feel your work here is valued? That is the number one question that will tell you if they’ve got one foot out the door, if they’re checked out. Because if they don’t feel their work is valued, what’s the point?” (11:11 | Rachel Provan)
“If people aren’t giving you recognition, it’s not necessarily because they think you’re crap at your job. They’re thinking about themselves. They’re not thinking about you. They’re not keeping track of what you’re doing. I encourage everyone to keep an accomplishment tracker.” (36:45 | Rachel Provan)

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Links

Connect with Rachel Provan:

LinkedIn: https://www.linkedin.com/in/rachelhprovan/

Website: https://provansuccess.com/

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Connect with Alex Raymond:

LinkedIn: https://www.linkedin.com/in/afraymond/‍

Podcast production and show notes provided by HiveCast.fm

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When Clients Don’t Engage

With Richard Harris

In this episode, Alex Raymond is joined by Richard Harris, the founder of the Harris Consulting Group and author of “The Seller’s Journey,” to discuss how emotional intelligence helps account managers earn the right to dig deeper without losing trust.

Most account managers are told to ask great questions, but without trust, those questions go nowhere. So how do you earn the right to dig deeper without losing credibility?

This episode also explores why focusing on economic impact is the best way to drive urgency and meaningful engagement. Along the way, Richard challenges common sales advice and shares practical strategies for handling disengaged clients, navigating tough conversations, and strengthening relationships. If you’ve ever struggled to get real answers from a client, Alex and Richard’s discussion will give you the tools to change that.

Quotes

“In sales—and even in account management after they become a customer—our job is to keep earning our customers’ trust.” (03:22 | Richard Harris)
“If leadership hasn’t taught them to send an email before you ask those questions, well, that’s just piss poor leadership, in my opinion. That’s just terrible leadership.” (09:54 | Richard Harris)
“Nothing drives urgency more than money. Nothing.” (27:25 | Richard Harris)
“You don’t become more resilient by doing the same thing over and over again. You become more resilient because you try something and you adjust.” (31:35 | Richard Harris)

Links

Connect with Richard Harris:

LinkedIn: https://www.linkedin.com/in/rharris415/

Website: https://theharrisconsultinggroup.com/

Connect with Alex Raymond:

Podcast production and show notes provided by HiveCast.fm

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The No-BS Guide to Customer Success

With Emilia D’Anzica

Most customer success strategies miss the mark because they push a product instead of solving real customer pain points. So how do you keep clients engaged and drive real growth?

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Alex Raymond sits down with Emilia D’Anzica, the Chief Customer Officer and founder of Growth Molecules, to discuss what makes customer success work. Emilia shares why leaders struggle to get buy-in, how silos kill momentum, and why clear roles and accountability matter more than ever. She also challenges companies to rethink their approach—are they equipping teams to drive retention, or just expecting results without the right tools?

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From using AI to lighten the load on account managers to the shift in how investors view customer success, this episode has insights for leaders who want to build stronger, more sustainable client relationships.

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Quotes

“Stop trying to push your whole product on a client. No one cares about your product. They care about what the product is going to do to help alleviate their pain.” (43:31 | Emilia D’Anzica)
“1st, what’s the company’s North star? What’s our organization doing in this grand scheme of things? And then what’s in it for the individuals who are going to make it possible? If you aren’t answering those two questions around the why, the why for the company, the why for me, then people can quickly get lost or working in silos. And I think that’s really important, understanding the big picture and then breaking it down into micro steps to success. And that’s where I would start as a leader.” (04:28 | Emilia D’Anzica)
“I cringe when people say everyone owns customer success or everyone owns this goal that the company’s achieved. Actually, no, you need to break it down and really explain who owns the function.” (06:58 | Emilia D’Anzica)
“The one thing you can’t automate with tech is making sure that people feel like they’re part of the mission and the change, and that you’re enabling them during change.” (10:17 | Emilia D’Anzica)

‍Links

Connect with Emilia D’Anzica:
LinkedIn: https://www.linkedin.com/in/emiliadanzica/

‍Website: https://growthmolecules.com/

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Connect with Alex Raymond:

Podcast production and show notes provided by HiveCast.fm

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From Key Account Manager to Chief Customer Officer

With David Karp

Account management is more than a role. It’s the backbone of customer success and a springboard to leadership. David Karp, chief customer officer at DISQO, joins Alex Raymond to share how his 20-year career journey, rooted in building relationships and understanding customer needs, led him to the C-suite.

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David provides a behind-the-scenes look at the multifaceted responsibilities of a CCO, from aligning sales, product, and operations to fostering collaboration across teams. He points out the importance of key metrics like net revenue retention to assess value delivery and drive business growth, while emphasizing a hands-on approach to understanding customer interactions and feedback.

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This episode also touches on the often-overlooked contributions of account managers—David calls them the “unsung heroes” of business—and he advocates for showcasing their impact to elevate their role within organizations.

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Quotes

“The biggest difference of that CCO role versus the others is how much time I spend working on the business instead of in the business.” (09:05 | David Karp)
“If you roll your sleeves up in today’s world, that gives you the option to roll them down. Things are changing so fast. We need to be close enough to what’s happening in the business to support teams, help customers, and make rapid decisions.” (13:03 | David Karp)
“The customer doesn’t care what department you’re in. They just want to know: ‘Are you going to help me?’” (34:24 | David Karp)
“We started with trying to make sure we understand the moments that matter for customers. And then, how do we create metrics around those moments that matter?” (24:40 | David Karp)
“We don’t just need other people to shout out and take those unsung heroes and make them heroes. You know how I want them to be heroes? Because everybody else realizes I should be more like them… that to me is the coolest part about it. That’s the influence that account managers can have when we set them up for success and they start to do what they do and share it with others.” (43:07 | David Karp)

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Links

Connect with David Karp:
LinkedIn: https://www.linkedin.com/in/davidalankarp/

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Connect with Alex Raymond:

Podcast production and show notes provided by HiveCast.fm

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The Truth About Customer-Led Growth

With Dave Jackson

Dave Jackson, a coach and author, joins Alex Raymond to talk about customer-led growth, exploring why it’s not just a post-sale activity but a comprehensive approach to the entire customer lifecycle.

“Any successful organization is only successful because it puts its customers at the heart of what it does. If they’re not, then it’s what I would call a scam or a rip-off, quite frankly,” says Dave Jackson, a coach and author known as the “CS Heretic.” In this episode, Dave joins Alex Raymond to talk about customer-led growth, exploring why it’s not just a post-sale activity but a comprehensive approach to the entire customer lifecycle. Are companies truly understanding and delivering what matters most to their customers, or are internal silos holding them back?

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Dave shares insights into the importance of aligning teams across marketing, sales, product, and post-sales to deliver measurable results that customers value. He challenges organizations to rethink their design, shifting from internal processes to an outside-in perspective rooted in customer success. How do your customers measure the impact of what you do? And are your efforts truly helping them achieve their goals?

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Join Alex Raymond and Dave Jackson as they explore how customer-led growth strengthens customer relationships and creates a foundation for sustainable growth.

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Quotes

“Any successful organization is only successful because it puts its customers at the heart of what it does. If they’re not, then it’s what I would call a scam or a rip-off, quite frankly.” (04:24 | Dave Jackson)
“One of my favorite [quotes] is by an American called Arthur Jones: ‘Every organization is perfectly designed to get the results it gets.’ If you want to change the results that you get, you have to change the organization.” (09:39 | Dave Jackson)
“One of the first management consultants, a guy called Peter Drucker once said, ‘The customer rarely buys what the company thinks it’s selling.’ We tend to push our products, talk about their value and benefits, but what we actually sell is features.” (13:10 | Dave Jackson)
“How do customers measure the impact we have on them? Once you start to understand that, you'll build momentum that says, ‘We can’t not do this.’” (37:08 | Dave Jackson)
“If you don’t deliver some form of measurable results, you ain’t going to retain that customer. You might have put huge amounts of effort into acquisition, but your LTV value is going to be crap.” (37:31 | Dave Jackson)

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Links

Connect with Dave Jackson:

LinkedIn: https://www.linkedin.com/in/davidjacksonuk/

Website: https://www.customer-led-growth.com/

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Connect with Alex Raymond:

Podcast production and show notes provided by HiveCast.fm

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Stop the Churn: How to Retain Customers and Drive Growth

With Ali Cudby

Retention is the secret weapon for sustainable growth, yet too many companies overlook its true power. Ali Cudby, the CEO of Alignment Growth Strategies and author of “Keep Your Customers,” joins Alex Raymond in this episode, and explains why fixing the leaks in your bucket changes everything.

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Why do so many businesses prioritize acquisition over retention? Ali breaks it down, and points out the hidden costs of churn and the untapped potential of keeping customers engaged long-term. From chaotic onboarding processes to misaligned internal teams, she shares how these common missteps can derail growth.

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Can retention become a company’s strategic focus? Ali offers ways to shift this mindset, including the power of clear playbooks and leadership-driven alignment across departments. By tackling onboarding challenges head-on and investing in customer success, businesses can create lasting relationships and sustainable profitability.

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Ali and Alex’s discussion will challenge you to rethink the role of retention in your organization, because growth doesn’t come from plugging holes; it comes from building a stronger foundation.

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Quotes

“If you talk about what drives growth—what’s really gonna make your company move, hit their revenue targets, move to the next level—it’s retention.” (05:43 | Ali Cudby)
“When you plug the leaks in your bucket, then every customer that you bring in, every new customer, instead of filling a hole, is growth revenue. It’s net new. And so, it’s not just the downside of plugging the holes. It’s the upside of being able to level up.” (08:21 | Ali Cudby)
“By looking at the impact of churn and really being able to isolate the numbers, what is it costing us? Then, you can start to tease apart and see what that impact of churn really looks like. And when you can articulate the impact in numbers, it’s a lot easier for account management teams to come to the table and say, ‘Here’s why we need the support that we need, and here’s what’s at stake, and here’s what we’re bringing.” (18:55 | Ali Cudby)
“In order to deliver a great customer experience, you need two things: the smart—systems, processes, tracking—and the heart—making people feel seen, heard, and valued.” (33:40 | Ali Cudby)

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Links

Connect with Ali Cudby:

LinkedIn: https://www.linkedin.com/in/alicudby/

Website: https://alignmintforgrowth.com/

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Connect with Alex Raymond:

Podcast production and show notes provided by HiveCast.fm

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Customer Success is a Strategy, Not Just a Function

With Ed Powers

Customer success teams are facing mounting pressure to prove their worth as organizations tighten budgets and shift priorities. Ed Powers, an expert in customer success and account management, joins Alex Raymond to discuss the challenges of reducing churn and demonstrating customer value in a way that resonates with decision-makers. Why do some customers leave while others stay and deepen their engagement? Ed points out the importance of understanding this dynamic and argues that true success lies in connecting day-to-day activities with tangible business outcomes.

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The discussion also examines the evolving role of customer success, from bridging gaps in the customer journey to aligning efforts with revenue goals. Ed shares insights on measuring value and creating a compelling narrative that positions customer success teams as indispensable. This episode invites leaders to rethink their strategies and focus on what truly drives retention, loyalty, and long-term growth.

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Quotes

“What is the economic impact of building trust with a customer? Well, that has been very fuzzy. It’s a lot of hand-waving. There’s no real numbers that tie those two things together. And if you don’t have that, if you can’t kind of convincingly show that cause and effect, then they’re not going to put money into it, right? They’re going to take the easy way out, which is, well, just give them a quota number.” (07:17 | Ed Powers)
“No one’s really paying attention to that customer’s experience of value, closing the gap between the expectation and the realization of that value. Nobody owns that. It just gets lost in all the silos.” (15:30 | Ed Powers)
“When customers achieved a certain milestone, a certain value realization milestone, the odds of them renewing and expanding increased by a factor of five and a half times, five and a half times versus those who didn’t get there.” (39:30 | Ed Powers)
“Understand why your customers leave and why others stay and buy more. If you’re not crystal clear on that and you can’t quantify that, you’re lost already. Start with what is driving the behavior of your customers. That is the secret to everything.” (41:33 | Ed Powers)

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Links

Connect with Ed Powers:

LinkedIn: https://www.linkedin.com/in/ed-powers-ab5315/

Website: https://se-partners.com/

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Connect with Alex Raymond:

Podcast production and show notes provided by HiveCast.fm

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Using Customer Success to Drive Growth and Boost Retention

With Maranda Dziekonski

Maranda Dziekonski, the new VP of Customer Success at ID.me, joins Alex Raymond to talk about the transformation of customer success into a strategic driver of revenue, providing insights on how CS teams can align their goals with executive priorities and board expectations.

“Customer success is no longer just held accountable for adoption and NPS; CS teams now have to own a portion of the number, as we should,” says Maranda Dziekonski, the new VP of Customer Success at ID.me. In this episode, Maranda joins Alex Raymond to talk about the transformation of customer success into a strategic driver of revenue, providing insights on how CS teams can align their goals with executive priorities and board expectations.

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From tracking customer success qualified leads to leveraging quarterly business reviews as more than just check-ins, Maranda explains how CS leaders can demonstrate tangible business impact. She shares strategies for identifying untapped value, creating effective ideal customer profiles, and helping teams document and achieve customer goals. How can CS leaders turn customer insights into a flywheel for growth? How can teams secure resources and prove the value of CS initiatives in a tight economic environment?

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Join Alex and Maranda’s discussion as they share takeaways on how CS teams can evolve from reactive support to proactive growth partners, cementing their role as a vital part of modern business strategy.

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Quotes

“Customer success is no longer just held accountable for adoption and NPS; CS teams now have to own a portion of the number, as we should.” (04:37 | Maranda Dziekonski)
“You have to earn the right to do that with your customers. You have to be solving for the problem statements that they’ve already invested in before you start looking for additional problem statements to solve for. And that’s the beautiful thing about customer success. When you do it right, you queue it up and it is a flywheel. It starts to get that momentum going and then it’s a no-brainer.” (19:17 | Maranda Dziekonski)
“The business review really is us doing a report card together on how the relationship is going. Once upon a time, you had a problem. These were the problems that you identified we were going to solve together. Here’s how we’re doing.” (20:27 | Maranda Dziekonski)
“If you tie your teams to revenue outcomes within your organizations in the same way sales does, it becomes a formula, a mathematical equation that for every CSM, we can print this amount of renewals and this amount of upsells.” (33:52 | Maranda Dziekonski)
“You have to look at your green space. How much available green space can you have? Make a projection on how much of that is actually real. How much of that can you actually help get across the finish line? What does the relationship between CS and sales look like in regards to getting that across the finish line, but tying yourself to a number, making it a mathematical equation rather than just a feel. That’s how you get a budget these days.” (34:19 | Maranda Dziekonski)

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Links

Connect with Maranda Dziekonski:

LinkedIn: https://www.linkedin.com/in/marandaanndziekonski/

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Connect with Alex Raymond:

Podcast production and show notes provided by HiveCast.fm

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Expanding Existing Accounts with the REACH Framework

With Rod Cherkas

How can account managers and customer success teams become true drivers of growth in today’s competitive, profit-focused landscape? In this episode, Rod Cherkas joins Alex Raymond to share insights into his REACH Framework, a structured approach to uncovering expansion opportunities, building stronger customer relationships, and delivering consistent value.

How can account managers and customer success teams become true drivers of growth in today’s competitive, profit-focused landscape? In this episode, Rod Cherkas, the author of “The Chief Customer Officer Playbook” and “Reach: A Framework for Driving Revenue Growth from Your Existing Customers,” joins Alex Raymond to share insights into his REACH Framework, a structured approach to uncovering expansion opportunities, building stronger customer relationships, and delivering consistent value.

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Rod challenges the status quo by urging customer success teams to adopt a more revenue-focused mindset and demonstrates how methodologies like the REACH Framework can turn account management into a predictable, strategic function. With advice on navigating organizational challenges and fostering collaboration with enablement teams, he offers insights to help you make a measurable impact on growth while staying aligned with customer needs.

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If you want to learn how to balance trusted advisory roles with revenue goals or move beyond short-term wins to achieve sustainable, long-term growth, join Alex and Rod as they share insights to transform the way your team works.

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Quotes

“It’s important for our listeners to understand that what’s important to your executive team, your CEO and your CFO is not just that you can deliver results in a particular quarter, but that you can deliver those results on an ongoing basis in a predictable, forecastable way.” (16:32 | Rod Cherkas)
“What I’ve seen is that companies can load a lot of resources, look at their customer base, identify that white space, and create a whole bunch of opportunities in the short term. But then you get to next quarter, and you don’t have any way to redo that or predict what’s going to happen next quarter, the quarter after.” (16:56 | Rod Cherkas)
“One of the objections I hear is that people feel like if they start talking about other solutions, they’re going to come across as too salesy or too pitchy, or they're going to lose their trusted advisor status. And I don’t believe that at all. I think that there are very thoughtful ways that you can be talking to your customer about how you can provide more value from the solutions that you offer to be mutually beneficial. People just don’t have the skill set.” (33:53 | Rod Cherkas)
“Customer success organizations are moving too slow and need to move faster to take on more impact on the top line, whether they’re formally responsible for expansion bookings, or whether they have expectations that they’re identifying, uncovering, and nurturing those customers.” (37:05 | Rod Cherkas)

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Links

Connect with Rod Cherkas:

Website: https://rodcherkas.com/

LinkedIn: https://www.linkedin.com/in/rodcherkas/

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Connect with Alex Raymond:

Podcast production and show notes provided by HiveCast.fm

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Third Box Thinking: Redefining Customer-Centricity in Key Account Management

With Shakeel Bharmal

In this episode, Shakeel Bharmal of The Summit Group shares how third box thinking can transform account management by reframing how we see our customers. Are we truly understanding their challenges, or are we just focused on pushing our own goals? Shakeel argues that meaningful growth starts with empathy—seeing the world through the lens of the customer’s customer.

“It’s all about ‘what I want the customer to do based on what I care about.’ Nobody says that explicitly, but underlying that is a mindset still focused on what we need for our business to succeed, rather than what we need to do to help the customer’s business succeed,” says Shakeel Bharmal, as he highlights the critical gap between claiming customer-centricity and truly living it. Organizations must transition from self-serving goals to genuinely prioritizing the success of their customers—a shift that fosters trust, loyalty, and long-term growth for both parties.

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Shakeel explains why customer-centricity often falls short despite all the tools and data available today. He offers practical ways to shift this mindset, starting with a simple exercise: map the value chain from your company to the end user. How often do we really take the time to ask, “What does the customer’s customer care about?”

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Leadership also plays an important role in driving this change. Shakeel points out how consistent reinforcement from leaders can shape a culture that prioritizes long-term success over quick wins. The result? Stronger relationships, better alignment, and exponential growth potential.

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Tune in to Shakeel and Alex Raymond’s discussion if you’re looking to deepen your impact as an account manager and create genuine value for your clients. How could embracing third box thinking change the way you approach your work?

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Quotes

“It’s all about ‘what I want the customer to do based on what I care about.’ Nobody says that explicitly, but underlying that is a mindset still focused on what we need for our business to succeed, rather than what we need to do to help the customer’s business succeed.” (07:50 | Shakeel Bharmal)
“Third box thinking says if you are Box 1—your company, your customer’s Box 2, their customer is Box 3… By beginning the analysis on your customer’s customer, otherwise known as Box 3, you are now looking at the world not through your lens of what the customer cares about, but you’re looking at the world through the lens of your customer's customer, and looking at your customer from their customer’s perspective.” (13:53 | Shakeel Bharmal)
“Imagine what the world would be like if we all thought about how the people we serve can be more effective, more impactful at serving the people they serve. And imagine if every human being on this planet took that approach of wanting to help the people that they serve serve the people they serve. Can you imagine the ripple effect of impact and change that would happen?” (18:02 | Shakeel Bharmal)

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Links

Connect with Shakeel Bharmal:

LinkedIn: https://www.linkedin.com/in/shakeelbharmal/
Website: https://www.summitvalue.com/

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‍Connect with Alex Raymond:

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The Dark Arts of Creative Agency Account Management

With James Hidden

In this episode, James Hidden, who’s a seasoned account management leader and former managing director at Ogilvy, joins Alex Raymond to share how the best account managers navigate client relationships and agency dynamics.

“We’re diplomats, we’re orchestrators, we’re figuring out how to thread the needle of client needs and agency ambitions,” explains James Hidden as he reflects on the complexities of account management in creative agencies. This role isn’t about following a script but about balancing strategy and creativity, structure and adaptability.

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In this episode, James, who’s a seasoned account management leader and former managing director at Ogilvy, joins Alex Raymond to share how the best account managers navigate client relationships and agency dynamics. Why is listening more important than speaking? How does tenacity outweigh experience in this fast-paced world? James provides answers to these questions while challenging the way we think about roles in account management and project management.

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From the shift to project-based engagements to the value of building a brand, James offers insights for anyone who’s looking to succeed in a marketing or creative agency. This episode is a call to embrace curiosity, prioritize relationships, and see every challenge as an opportunity to grow in this ever-changing, creative industry.

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Quotes

“We often say that at the agency, you’re the voice of the client to the agency and the voice of the agency to the client. So we’re diplomats, we’re orchestrators, we’re figuring out how to thread the needle of client needs and agency ambitions.” (03:30 | James Hidden)
“Great account leadership is more than just execution and delivery; it’s about navigating the gray areas, triangulating the ultimately subjective challenges of great creativity, brand building, client needs, and brand requirements.” (05:13 | James Hidden)
“The very best account leaders have this superpower of triangulation, of understanding what’s not being said as well as what is being said, understanding the brief behind the brief, picking up on that seemingly throwaway comments someone made in a meeting that might actually be a massive unlock to how we get past the challenge or sell the creative idea or whatever it might be.” (13:42 | James Hidden)
“If you want 20% growth from a customer, you can sit on a Zoom call and do it that way. If you want 10x growth, you’ve got to go walk the hallways and spend time with them. That’s when you see all the other opportunities you wouldn’t otherwise have visibility into.” (18:12 | Alex Raymond)

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Links

Connect with James Hidden:

Website: https://www.jameshidden.com/

LinkedIn: https://www.linkedin.com/in/jameshidden/

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‍Connect with Alex Raymond:

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Why Most Account Plans Fall Short

With Alex Raymond

Most account plans fail not because they lack detail, but because they fall short as tools for proactive, strategic partnership. In this episode, Alex Raymond challenges account managers to rethink their approach to account planning, asking: Are your plans truly aligned with your clients’ goals, or are they just ticking a box? He identifies the most common mistakes—overcomplicating plans, treating them as static documents, and planning in isolation—and explains why these habits can damage trust, limit growth, and make account planning feel like a burden.

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Through a more thoughtful, collaborative, and client-focused approach, Alex shows how account planning can become your competitive edge. He points out the value of simplifying plans to focus on actionable priorities, keeping them agile, and regularly revisiting them to reflect evolving client needs. With practical advice on collaboration and documenting key wins, Alex demonstrates how account managers can use account planning to build trust, drive meaningful results, and position themselves as true strategic partners.

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Quotes

“Account planning, when done right, is your roadmap. It’s your guide. It’s how you are going to execute on all the ideas and plans that you have. It’s what takes you from being a reactive order taker to being a proactive strategic partner.” (02:46 | Alex Raymond)
“Avoid having lots of tabs and pages. A simple, clear plan that’s easy to follow and reference beats a 50-page document every single time. So, don’t overcomplicate your account plans.” (06:28 | Alex Raymond)
“The real value of building an account plan is not in the final product. It’s not in the plan itself; it’s in the process of planning. So, what I mean by that is shift your mindset to see account planning as an ongoing process. It’s an ongoing conversation with your client, with your internal stakeholders, and you’re constantly revising and refining it. The plan isn’t the end state; it’s a tool to help you get somewhere.” (12:03 | Alex Raymond)
“The plans were so often about us, as opposed to being about the customer. And guess what? Your clients can smell that from a mile away. They can tell if you’re truly being customer-centric or not. So my challenge to you, my invitation to you, is to make your account plans truly customer-centric.” (17:04 | Alex Raymond)
“Document your wins and your learnings… Documenting these learnings will be crucial when you review the account plan in a month or a quarter. I always say, document everything you can and bring in perspectives from others. This will help you gain clarity on what you’ve done and how you’re progressing with your clients.” (23:05 | Alex Raymond)

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Links

‍Connect with Alex Raymond:

Podcast production and show notes provided by HiveCast.fm

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Authentic Discovery: How to Build Deeper Client Relationships with Bob London

With Bob London

Bob London, the creator of the Radically Authentic Discovery Method, joins Alex Raymond in this episode and challenges account managers to rethink how they approach client relationships.

“There’s a mythology surrounding the concept of listening to the customer and being customer-centric. It comes from the fact that we think we’re listening, but the reality is customers don’t feel heard and understood,” says Bob London, the creator of the Radically Authentic Discovery Method.

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Joining Alex Raymond in this episode, Bob challenges account managers to rethink how they approach client relationships. Are you truly listening to your customers? Or are you missing the deeper insights that could transform your understanding of their business needs?

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Bob introduces his method of “radically authentic discovery,” which focuses on asking bold, truth-sparking questions, practicing silence to fully absorb answers, and connecting the dots between what customers need and what you offer. It’s a framework designed to uncover priorities and challenges that often remain hidden in surface-level conversations.

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Curiosity, Bob argues, is a superpower for account managers. He shares practical techniques, like using intentional pauses, to create space for clients to share more freely. He also offers advice on shifting your mindset to prioritize meaningful discovery, even with packed schedules.

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This episode is a wake-up call for account managers to embrace deeper curiosity and active listening. By understanding the voice of the customer, you can build trust, strengthen relationships, and bring valuable insights back to your organization. Are you ready to change the way you listen? Join Bob and Alex’s discussion today!

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Quotes

“There’s a mythology surrounding the concept of listening to the customer and being customer-centric. It comes from the fact that we think we’re listening, but the reality is customers don’t feel heard and understood.” (05:16 | Bob London)
“Your customer doesn’t have to be in board meetings to be able to answer, but they have to understand that what you’re trying to do is ask them, start at the most important level for them. What’s driving your priorities as a decision-maker or a user? And so, I try to explain to them that there’s these four principles of radical authentic discovery.” (08:50 | Bob London)
“Like many things in life, including—I’m sure—people’s relationships, people will remember that you made them feel heard and understood more so than the substance. I’m not saying the substance isn’t important. I’m saying that the main priority is to leave the customer feeling like this was a different conversation.” (38:31 | Bob London)

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Links

Connect with Bob London:

Website: https://www.boblondon.co/

LinkedIn:https://www.linkedin.com/in/boblondon/

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Connect with Alex Raymond:

Podcast production and show notes provided by HiveCast.fm

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How to Uncover Blind Spots in Your Strategic Accounts

With Betsy Westhafer

Blind spots in customer understanding can hold companies back, but customer advisory boards offer a way to uncover them and strengthen strategic accounts. Alex Raymond is joined by Betsy Westhafer, the CEO of the Congruity Group, to discuss how CABs reveal gaps in customer knowledge that companies often miss.

Blind spots in customer understanding can hold companies back, but customer advisory boards offer a way to uncover them and strengthen strategic accounts.

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Alex Raymond is joined by Betsy Westhafer, the CEO of the Congruity Group, to discuss how CABs reveal gaps in customer knowledge that companies often miss. Are you as customer-centric as you think? Betsy shares eye-opening stories, including one where a global company’s lack of account planning was laid bare in a CAB meeting. Insights from that moment led to significant improvements and pointed out the importance of truly knowing your customers.

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Betsy breaks down the essentials of creating impactful CABs—aligning leadership, engaging a mix of customer voices, and encouraging honest conversations. CABs are about listening and acting on what matters most to customers. She also explains why bringing in a neutral facilitator can make all the difference and warns against half-hearted efforts that risk doing more harm than good.

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If you’re an account manager or business leader ready to rethink how you engage with key customers, this episode offers actionable insights on building trust, uncovering critical gaps, and turning feedback into a competitive advantage.

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Quotes

“We did a customer advisory board probably about two or three months ago. And within the first few minutes, one of the customer advisory board members said to the host company, ‘Here’s what I want to hear from you: What’s your plan for my account?’ And it caught this company completely off guard, and they had to fess up that they did not have an actual plan for that account. This is a large global company.” (04:48 | Betsy Westhafer)
“When you bring in an outside third party that can create an environment where these blind spots get uncovered, it’s really, really valuable.” (05:56 | Betsy Westhafer)
“We do look at different metrics that are non-monetary ROI… the number of blind spots that have been uncovered or the number of advocacy activities resulting from CAB members. There are lots of other metrics beyond strictly sales dollars that we do track.” (32:58 | Betsy Westhafer)
“One of the things we do at the very beginning of any engagement is create a value scorecard with our clients. Because it’s different for every client we work with… We build that value scorecard and then track it throughout the entire engagement using a red, yellow, green system to indicate whether things are on track. We pay close attention to whether the customer engagement activities are delivering the desired results.” (33:46 | Betsy Westhafer)

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Links

Connect with Betsy Westhafer:

LinkedIn: https://www.linkedin.com/in/betsywesthafer/

Website: https://thecongruitygroup.com/

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Connect with Alex Raymond:

Podcast production and show notes provided by HiveCast.fm

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QBRs Don’t Have to Suck

With Alex Raymond

In this episode, host Alex Raymond uncovers four common missteps regarding Quarterly Business Reviews and how to make them forward-looking.

“Most QBRs suck,” says Alex Raymond, calling out the truth that too many Quarterly Business Reviews are boring, one-sided, and lack real impact. But what if QBRs could be more? In this episode, Alex gets into why so many of these high-stakes meetings fall flat. Are outdated beliefs holding you back from having the kind of QBRs your clients want? Alex uncovers four common missteps: seeing QBRs as presentations, handling them solo, taking a defensive stance, and focusing too much on past results.

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Imagine instead a QBR where the focus is on the client’s goals, where data is shared in advance, and where the agenda is co-created with the client. Through practical shifts like these, account managers can turn QBRs into dynamic conversations that build trust and foster genuine partnership. Alex’s advice on limiting presentation time, encouraging real dialogue, and setting clear next steps brings fresh insight on how to make these meetings truly valuable. How often do you reconsider the structure and purpose of your QBRs? For those eager to level up, this episode provides a preview of Amplify’s upcoming QBR Mastery program in January 2025, designed to help account managers make every meeting count.

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Quotes

“If your QBRs are nothing but a 60-minute monologue, you’re missing a massive opportunity. And not only are you wasting your client’s time, you’re also losing a chance to position yourself as a true strategic advisor to them.” (03:38 | Alex Raymond)
“If you’re thinking about the QBR as just a presentation about you, you’re thinking about it all wrong. And frankly, it’s not even a presentation; it’s meant to be a conversation. I’d like to invite you to reframe this and think about how we can use the QBR to align with our customer and create a dialogue.” (06:52 | Alex Raymond)
“Let’s make our QBRs forward-looking. This is an opportunity to strategize together, to look down the road ahead, and to use this time to ask open-ended questions about your customer—their future goals, needs, and challenges. It’s a chance to figure out what it will look like as we work together to achieve these goals. That mental shift creates a real partnership, where both sides are committed and focused on concrete goals that lead to long-term success.” (14:27 | Alex Raymond)
“If we want to make our QBRs truly valuable, we’ve got to ditch this idea that it’s a presentation—that our job is just to ‘show up and throw up.’ That’s not the idea at all. We also need to remember, we’re not here to do all the work ourselves. We have to enroll our customers and get them to do their share of work as well.” (25:04 | Alex Raymond)

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Links

Connect with Alex Raymond:

Podcast production and show notes provided by HiveCast.fm

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Unlocking the Ridiculous Upside That Already Exists Inside Your Strategic Accounts

With Andy Springer

In this episode, Andy Springer, Chief Client Officer at RAIN Group joins Alex Raymond to talk about the game-changing power of focusing on fewer, high-potential accounts.

“There are strategic accounts that will organically grow without proactive effort. Every account is strategic but you don’t have the time to grow them in terms of the way in which top performers do versus the rest. I think it’s a big mistake up front by trying to go for it all, because you end up winning less,” says Andy Springer, the Chief Client Officer at RAIN Group.

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In this episode, Andy joins Alex Raymond to talk about the game-changing power of focusing on fewer, high-potential accounts. Why spread your resources thin when doubling down on the right clients can yield far bigger returns? Andy reveals how top-performing account managers know the value of strategic account selection—choosing which clients to grow proactively and which will thrive organically.

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Andy also shares a fresh perspective on segmentation: how well do you really know your clients? The more you understand their goals and challenges, the more you can build trust and position yourself as a true partner, not just another vendor. Andy walks us through the essential roles of an account team, the importance of a flexible, evolving account plan, and why becoming a client’s trusted advisor can be the key to unlocking hidden growth.

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Are you ready to rethink your approach and unlock the “ridiculous upside” within your accounts?

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Quotes

“What we find also separates those who outperform versus those who don’t in strategic account management is one very simple thing: it’s the accounts that they select to grow… As a practitioner, when you’re in, and when you’ve engineered the success in terms of shifting that dial to take someone from the rest to top performance, you go for less, you win more.” (06:48 | Andy Springer)
“There are strategic accounts that will organically grow without proactive effort. Every account is strategic but you don’t have the time to grow them in terms of the way in which top performers do versus the rest. I think it’s a big mistake up front by trying to go for it all, because you end up winning less.” (09:30 | Andy Springer)
“Top performers see account planning as a dynamic. The rest see it as a linear annual event.” (30:15 | Andy Springer)
“The bigger the org, the more complex it is. The more demands that they put on really important people like you who help generate future growth and sustain current revenues for the business—it’s critical.” (45:25 | Andy Springer)

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Links

Connect with Andy Springer:

Website: https://www.rainsalestraining.com/

LinkedIn: https://www.linkedin.com/in/andyspringer/

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Connect with Alex Raymond:

Podcast production and show notes provided by HiveCast.fm

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Building True Customer and Employee Experiences

With Annette Franz

Annette Franz, the CEO of CX Journey Inc. talks about how putting employees first fuels customer success and she challenges the typical focus on metrics.

“I strongly believe that there’s a strong connection between employee experience and customer experience. Employee experience drives the customer experience,” says Annette Franz, the CEO of CX Journey Inc. She joins Alex Raymond to talk about how putting employees first fuels customer success. Annette challenges the typical focus on metrics, asking us to consider: Are we truly supporting our employees to deliver the experience our customers expect?

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Annette’s perspective is clear: collaboration—especially between sales and account management—is the key to equipping teams with the resources and support they need to meet customer needs. She shares stories from her work that show how a lack of support for account managers can directly impact customer satisfaction and retention.

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They also touch on survey fatigue and the value of a smarter approach to customer feedback. Are we measuring what matters most? Annette suggests customer effort scores and lifetime value over traditional metrics like NPS, which often miss the bigger picture of loyalty and engagement. By centering on the employee journey as much as the customer’s, this episode sheds light on how a collaborative, well-supported employee experience can elevate customer satisfaction and drive long-term growth.

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Quotes

“I strongly believe that there’s a strong connection between employee experience and customer experience. Employee experience drives the customer experience. If we don’t have employees to design, build, service, install, implement, and deliver all of these things, then who’s going to do it? And who are we doing it for? We’re doing it for the customer.” (04:48 | Annette Franz)
“Customer experience is not technology. Technology is a tool; it supports and facilitates. The experience that customers have is very much human. And this feeling’s part of it. It really puts the human into the experience. And I think that’s an important thing.” (07:13 | Annette Franz)
“You’re not customer-centric just because you’ve got a slogan on your website that says you are. You’re customer-centric when you truly understand who your customer is, what they need and want, and where they’re going.” (08:03 | Alex Raymond)
“One of the questions I ask during interviews, and I think it’s fair for leaders to ask too, is: do you have what you need to do your job? That is the bottom line.” (12:29 | Annette Franz)
“I’m not a fan of NPS for a variety of reasons... It’s just a metric... And to me, NPS only makes sense if your business is truly 100% driven by referrals... So for me, things like customer effort score, customer lifetime value, those kinds of things. Let’s talk about those kinds of things.” (25:09 | Annette Franz)

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Links

Connect with Annette Franz:

Website: https://annettefranz.com/

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Connect with Alex Raymond:

Podcast production and show notes provided by HiveCast.fm

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Customer Journeys That Drive Real Results

With Kia Puhm

Kia Puhm, CEO of DesiredPath, shares her insights on customer journey mapping, making the case that businesses need to understand their customer’s true needs—not just follow their own process maps.

“When we try to get customers to do something, if we ourselves don’t know what the path to success looks like and how to measure that path to success, how do we get them to do what we want them to do?” says Kia Puhm, CEO of DesiredPath. In this episode, Kia shares her insights on customer journey mapping, making the case that businesses need to understand their customer’s true needs—not just follow their own process maps.

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Kia introduces the idea of an intelligent framework, a flexible system that adapts as customer behaviors evolve. What if your business could actually predict what customers need before they even ask? This framework makes that possible by guiding teams to better align their efforts with real customer journeys. And how do playbooks fit in? Kia explains that they’re the practical guides that ensure each department understands its role in driving customer success. That way, it’ll keep everyone on the same page.

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The impact is huge—companies that focus on mapping the customer’s desired path and using agile playbooks see higher customer retention, faster adoption rates, and fewer escalations. By asking the right questions and designing journeys that truly reflect the customer’s perspective, businesses can unlock real results.

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Quotes

“It’s this marriage of us understanding the customer from their vantage point, walking in their shoes in that desired path, and then understanding how to, in the most effective and efficient manner, allow them to leverage things really successfully, our products and services, to achieve their desired path. It’s about tapping into that wisdom that customers know and of what they need and then guiding it and bringing in your products and services in alignment to that.” (04:04 | Kia Puhm)
“My philosophy is on this notion of the intelligent framework, this customer-centric model that needs to keep evolving. We need to keep observing what the customer’s patterns of their success are and keep being organizationally agile. Take those insights, put those into the operational model, and keep evolving how we are making customers successful.” (10:02 | Kia Puhm)
“I don’t think that if you have created a customer-centric model and you understand what your journey is, and the whole organization is aligned to it, we need to be talking about who owns the journey. Instead, we will be discussing what each function and each role needs to do in order to make the customer successful.” (15:49 | Kia Puhm)
“When we try to get customers to do something, if we ourselves don’t know what the path to success looks like and how to measure that path to success, how do we get them to do what we want them to do?” (31:50 | Kia Puhm)

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Links

Connect with Kia Puhm:

Website: https://www.thedesiredpath.com/

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Connect with Alex Raymond:

Podcast production and show notes provided by HiveCast.fm

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Real-World Strategies for Revenue Growth

With Janice Gordon

Janice Gordon, a renowned account management strategist, joins Alex Raymond in this episode to talk about the importance of account managers shifting from transactional to more buyer-focused relationships.

“You’ve got to move your customers to be a partner. Your aim is to get larger revenues, have partnership relationships with your key customers, so that you have a much bigger share of the purse going forward,” says Janice Gordon, a renowned account management strategist. She joins Alex Raymond in this episode to talk about the importance of account managers shifting from transactional to more buyer-focused relationships. But what does this really mean for companies today? It starts with understanding your customers on a deeper level—not just what they need right now, but where they’re headed and the larger business landscape they operate in.

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Janice also talks about the value of creating a frictionless selling environment, one where internal barriers are removed so account managers can focus on forging strong, strategic partnerships. How could this kind of shift impact the way your team builds client relationships?

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Janice’s insights offer a reminder for account managers to embrace a customer-centric approach. It’s all about leveraging deeper knowledge and working collaboratively to keep pace with the evolving demands of today’s market, all while driving sustainable, long-term revenue growth.

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Quotes

“Every aspect that a key account manager needs to deal with internally creates a block, creates a problem. It’s possible, but actually it’s not probable. The problem is that we don’t have customer-centric organizations, so all aligned for the customer. We have sales processes, which means it’s internally focused. As soon as we talk about sales, it’s all about us. When we talk about buying processes, it’s all about the customer.” (10:55 | Janice B. Gordon)
“You’ve got to move your customers to be a partner… Your aim is to get larger revenues, have partnership relationships with your key customers, so that you have a much bigger share of the purse going forward. That’s your aim.” (23:39 | Janice B. Gordon)
“You want to work in partnership with a few niches so that you’re spreading your risk, and you want to understand how that’s going to happen. But you’re not going to do that if you have a poor product. So, that’s why you do need to understand your own product base, first of all, your own products and services, and where you have the competitive advantage and leading edge in order to appeal to the key customers. (24:08 | Janice B. Gordon)
“One thing that may not surprise you, but certainly surprises a lot of people, is that active listening is 375% more important to sales success than any other trait. Active listening is key. There are many other factors—21 sales-specific competencies that make a difference—but this one stands out. When someone is really good at active listening, they ensure the person in front of them knows they are the most important, and that understanding makes all the difference.” (31:49 | Janice B. Gordon)

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Links

Connect with Janice B. Gordon:

Website: https://scaleyoursales.co.uk/

Website: https://janicebgordon.com/

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Connect with Alex Raymond:

Podcast production and show notes provided by HiveCast.fm

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Mastering the Art of Win Backs and Renewals with Tim Riesterer

With Tim Riesterer

Tim Riesterer, Chief Strategy Officer at Corporate Visions sits down with Alex Raymond in this episode to talk about the expansion sale and the nuances of customer recovery, stressing the importance of understanding why clients leave in the first place.

“Winning somebody back who had experiences with you is easier than taking net new share. You need to understand why they left because certain reasons for leaving are more likely to result in a potential opportunity for a win back than others,” says Tim Riesterer, Chief Strategy Officer at Corporate Visions. He sits down with Alex Raymond in this episode to talk about the expansion sale and the nuances of customer recovery, stressing the importance of understanding why clients leave in the first place. So, why do customers actually walk away? In Tim’s experience, clients who leave over service issues are often more open to coming back than those who switch to a competitor. This makes a well-thought-out recovery plan crucial to winning them back.

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Tim introduces “strategic altitude,” which is all about maintaining a big-picture view that aligns with your clients’ broader business objectives. How can account managers handle tough conversations after a service failure? Tim advises focusing on restoring value and demonstrating a commitment to improvement. In fact, these challenges can actually become opportunities to build stronger relationships. By communicating proactively and keeping long-term partnership goals in sight, account managers can position themselves as strategic advisors—helping drive both retention and growth in a competitive market.

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Quotes

“Winning somebody back who had experiences with you is easier than taking net new share. You need to understand why they left because certain reasons for leaving are more likely to result in a potential opportunity for a win back than others.” (04:25 | Tim Riesterer)
“I think the one thing we always see lacking is just sort of the general agreement that here’s what we’re all working towards. And it isn’t just, ‘here’s the project goals,’ but what were the business goals that caused everybody to decide to take this journey? And what are the corporate impacts of that if we do this right? We call it a triple metric. Project goals. Measure those. But how do those translate to the business outcomes that people wanted? And how does that then impact the ultimate strategic direction impact of the business? Like, daisy chain that thing up. One, two, three, triple metric. And that becomes your guiding story.” (19:50 | Tim Riesterer)
“The problem is we always say you get delegated to who you sound like. Too many project plans and too many account management strategies do not sound like the people with strategic altitude. So, what kind of business acumen or what kind of financial acumen are you bringing to the table that surrounds the project?” (27:10 | Tim Riesterer)
“The good news is there’s a concept called the ‘service recovery paradox.’ It’s a paradox for the very reason that you’re experiencing a service problem. But if you recover well, you can achieve greater awareness, advocacy, and loyalty after the problem is rectified than if you had never had a problem in the first place.” (32:00 | Tim Riesterer)

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Links

Connect with Tim Riesterer:
Website: https://corporatevisions.com/

Website: https://emblazegrowth.com/

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Connect with Alex Raymond:

‍LinkedIn: https://www.linkedin.com/in/afraymond/
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Podcast production and show notes provided by HiveCast.fm

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Why Unhappy Customers Stay

With Greg Daines

“Happy customers stay, and unhappy customers leave”—or at least that’s what we’ve always believed. But Greg Daines, a customer retention expert, sits down with Alex Raymond to challenge that assumption. Are metrics like net promoter score really reliable indicators of loyalty? According to Greg’s extensive research, retention has more to do with delivering measurable results than simply keeping customers happy. It turns out, customers who see clear, tangible outcomes are far more likely to stay—regardless of whether they’re fully satisfied.

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Greg encourages account managers to rethink their approach and shift from focusing on customer happiness to ensuring that clients achieve real, measurable success. What happens when businesses prioritize progress over satisfaction? This results-driven mindset fosters stronger, longer-lasting relationships, as clients who see results are much more likely to stick around. By focusing on outcomes rather than satisfaction scores, companies can boost retention and create a foundation for sustainable growth.

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Quotes

“It turns out there’s just one factor that by far is the best predictor of long-term retention. Nothing even comes close, and that is customers who get results. In the data, customers who get measurable results stay six times longer on average than those who don’t. And the irony is that the measurable part is critical. If they’re not measuring, they might actually be getting results, but they just aren’t tracking it. It turns out that measuring their results makes all the difference. (06:47 | Greg Daines)
“I’m not saying we shouldn’t make our customers happy—of course, we should. And shame on us if we don’t. The point is, it has nothing to do with whether they stay or how much they pay. It’s irrelevant.” (08:56 | Greg Daines)
“The other way to think about this is, look, we provide the same product or service to all our accounts, and we treat them as similarly as possible. So, how do we explain the fact that their results vary so much—from incredible to terrible and everything in between? The answer is that there’s a variable we don’t control, which is them, their behavior.” (11:16 | Greg Daines)
“Renewal is about convincing them they should continue. So you have to approach the renewal not just with evidence of past results, but with a vision of where things can go next. By tracking results, you’ll see opportunities for improvement or growth—whether that’s through change or buying more from you. Either way, it’s about showing forward progress that’s worth their continued investment.” (37:06 | Greg Daines)

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Links

Connect with Greg Daines:

Website: https://www.gregdaines.com/

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Connect with Alex Raymond:

Podcast production and show notes provided by HiveCast.fm

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Why Account Management Matters More Than Ever

With Alex Raymond

“What if I told you that you’re responsible for over 70% of your company’s revenue, but probably aren’t getting the recognition, resources, or support you deserve,” says Alex Raymond as he draws attention to how often account managers are overlooked. In this episode, he talks about how account management is becoming more critical in today’s business landscape. Account managers are emerging as the key to long-term growth as sales teams struggle with decreased win rates, longer sales cycles, and rising costs to acquire new customers. Would it be wiser for businesses to keep chasing new leads or should they focus on sustaining existing relationships?

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Alex argues that account managers should prioritize deepening relationships with current clients, who are not only easier to retain but also more profitable. He points out that focusing on client retention could be the game changer that many businesses need right now.

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This episode also introduces AMplify, a platform built to support account managers with a vibrant community where they can share ideas, learn from each other, and access resources tailored to their unique challenges. With live courses, templates, and peer support, AMplify helps account managers hone their skills and show their true value within their companies. Alex encourages account managers to check out AMplify and take their careers to the next level by shaping the future of client relationships and business growth.

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Quotes

“Account managers take huge responsibility within their companies. They generate so much revenue. So much of the company’s revenue goes past their desks, and yet they don’t get the recognition they deserve. They don’t get the credit they deserve. All their credit always goes to the new sales team, who gets to ring a gong, and account managers typically don’t. It’s sort of assumed that account managers are operating in the background, in sort of like a status quo. And it’s really amazing because account managers are driving growth, they’re driving profitability, they’re securing renewals, they’re finding upsells, and the spotlight doesn’t shine on them.” (01:51 | Alex Raymond)
“This podcast is for the account managers who want more: more recognition, more skills, and of course, more success. It’s for the account managers who want to be seen as strategic leaders within their companies, not just relationship managers, not just paper pushers, not just the people who do the renewals.” (03:21 | Alex Raymond)
“Even though this podcast is for account managers who are looking after existing customers, we still want to understand what it looks like from a new business point of view. So, what is marketing concerned with? What is sales concerned with? Because the better we understand them, the better we can do our jobs and deliver for our companies.” (06:16 | Alex Raymond)
“The account manager’s role is more important than ever to ensure that customers stick around with us and grow. We know that the sales landscape is more challenging than ever, and traditional approaches aren't really cutting it. This really leads to account managers coming to the floor and becoming a very important force for sustainable growth inside of a company. This is why I think of account management as being the solution in 2024 and beyond.” (08:33 | Alex Raymond)

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Links

Connect with Alex Raymond:

Podcast production and show notes provided by HiveCast.fm

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Earning the Right to Sell

With Jan Young

“When I got into sales, I was thinking about the customer throughout the whole life cycle. It wasn’t just about the hunting aspect; it was also about the farming aspect. Because of that, I think I always connected how to grow the account with how the customer was growing,” shares Jan Young, an expert in customer success and post-sale strategies. In this episode, Jan joins Alex Raymond to dive into the concept of “earning the right to sell,” a core principle for account managers aiming to boost net revenue retention and unlock upsell potential.

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In this episode, Jan joins Alex Raymond to dive into the concept of “earning the right to sell,” a core principle for account managers aiming to boost net revenue retention and unlock upsell potential. She stresses the importance of building meaningful, long-term relationships with clients—going beyond just understanding their business goals to continuously adapting as those goals shift.

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Jan also contrasts the structured approach of initial sales with the looser methods often used for renewals and upsells. Why do so many account managers lose that focus after the first deal closes? Jan makes a compelling case for consistent customer engagement and disciplined tracking post-sale. By keeping a close eye on key metrics like onboarding success and time to first value, account managers can have more informed, impactful conversations around renewals and upsells.

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This episode highlights the vital role of account managers as trusted advisors, who navigate complex client dynamics and ensure every part of the organization feels supported. This approach not only strengthens client satisfaction but also drives revenue growth, positioning account managers as key players in long-term success.

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Quotes

“You need to understand and translate how you’re impacting the business overall. This enables you to step up to the executive level and communicate effectively with other executives on the team.” (32:12 | Jan Young)
“There needs to be a team specifically focused on ensuring customers are achieving their goals, renewing, and expanding. But beyond that, everyone needs to understand their role and how they contribute to the customer’s success. Unfortunately, this is something we have to translate as leaders because we’re the ones working with the customers. Whether you’re in account management or customer success, we have that insight and the voice of the customer, and it’s up to us to translate it back.” (35:19 | Jan Young)
“We need to help marketing understand who the most successful customers are, which ones are more likely to renew and expand, and how they should go about identifying those customers in the marketplace. We also need to connect the dots across the executive team and speak in the language of business.” (36:41 | Jan Young)

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Links

Connect with Jan Young:

Website: https://www.janyoungcx.com/

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Connect with Alex Raymond:

Podcast production and show notes provided by HiveCast.fm

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Customer-Centric Metrics for Account Managers

With Jay Nathan

“Every team should have some kind of number, some kind of metric to show what their impact on the business is,” says Jay Nathan, a veteran in customer success and account management. In this debut episode of Account Management Secrets, he joins host Alex Raymond to discuss why customer success teams need to focus on measurable business results—whether it’s revenue, bookings, or customer retention—especially in today’s efficiency-driven economy.

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Jay points out that understanding the financial side and aligning customer success efforts with the company’s goals are key to reducing churn and driving growth. He also emphasizes that customer success needs to be woven into every part of the business—from product design to marketing—so that everyone is working toward the same goals. Structured onboarding and enablement resources is essential in ensuring long-term retention and customer satisfaction, helping teams secure success right from the start.

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Jay predicts that companies will focus more on efficiency and profitability, moving away from the growth-at-all-costs mindset. He expects a bigger push toward sustainable business practices, with customer retention and operational alignment becoming top priorities. Jay also sees shifts in venture capital, with more attention on private equity and long-term value. For customer success teams, this means they’ll need to deliver measurable outcomes that not only align with business objectives but also drive lasting customer satisfaction.

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Quotes

“You should actually understand the business that you're in so that you can make the biggest impact no matter where you sit in the organization structure.” (05:19 | Jay Nathan)
“The reality is, every team should have some kind of number, some kind of metric to show what their impact on the business is.” (07:21 | Jay Nathan)
“I think a North Star metric should be a customer-facing metric. So, what is the thing that your product or service enables that proves that the customer is getting value from your product?” (08:31 | Jay Nathan)
“You could grow that North Star metric by selling new accounts, by retaining the customers that you have, and by driving adoption and getting more value into the hands of the customer so that more users come in and use the product over time. So, I think a North Star is an external metric. It’s a value metric for the customer.” (09:09 | Jay Nathan)
“That is the fundamental use case for a CRM, the pipeline management. How many deals are being won? What’s the time to close on those deals? The reality is, everybody wants the answer. They want you to tell them what the answer is when you say that. And the reality is, there is no one answer. It depends on the market you serve, the product that you provide, and the value proposition that you’re selling. If you can map those things out, then you can find the answer.” (12:05 | Jay Nathan)

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Links

Connect with Jay Nathan:

Website: https://growthcurve.io/

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Connect with Alex Raymond:

Podcast production and show notes provided by HiveCast.fm

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Mastering the Chief Customer Officer Role

With Mary Poppen

“I am responsible for ensuring that our customers derive value from our partnership and remain with us for the long term,” says Mary Poppen, President and Chief Customer Officer at HRIZONS and co-author of “Goodbye Churn, Hello Growth!” In this episode, she sits down with Alex Raymond to talk about how the role of a CCO is evolving, especially as customer success becomes essential for reducing churn.

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Mary walks through her 5Ps framework—Playbooks, Prediction, Prescriptive, Proactive, and Personalization—as a comprehensive strategy for deepening customer relationships and achieving meaningful results. She emphasizes the importance of seeing value through the customer’s eyes and using AI-driven insights alongside personalized communication to create long-lasting connections.

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With teams being asked to manage larger portfolios but with fewer resources, Mary explains why efficient, cross-functional processes are more critical than ever. She also talks about how keeping sales teams involved after the initial deal can help nurture long-term relationships and find new opportunities for growth. And what about the connection between employee and customer success? Mary believes they go hand in hand—both should be seen as indicators of a company’s overall health. She leaves listeners with valuable insights into how data and technology can help companies stay ahead of customer needs and offer more proactive solutions.

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Quotes

“[The CCO role] has evolved over the years. And it looks a little bit different depending on the size of the organization, the type of products or services offered, etc. But in general, how I describe it is that I am responsible for making sure that our customers are getting value from our partnership and that they want to continue the partnership forever.” (02:52 | Mary Poppen)
“The best way to actually define if the customer is getting value is to have the customer share their measures of success—why they purchased your product or service, what they were expecting to get, and if they are getting that value. And second, how is it helping their organization to grow and be successful? If the customer can put that into measures, or even into words and a story, then you’ve got real, true value measures.” (04:44 | Mary Poppen)
“It does take time to get to the true value measures of real impact. So, if you’re rolling out a new technology that is enterprise-wide, once it’s live, it takes time to ensure that users are actually following the use cases and using it correctly. And all of those things really need to be measured. So, it takes time.” (06:24 | Mary Poppen)
“There are two secret ingredients I have found for really driving a differentiated relationship with a customer and a customer experience. One of those ingredients is customer intimacy. A lot of people shy away from the term intimacy, but to be honest, I’ve never found another term that describes it as exactly as I think of it, which is knowing the customer better than anyone else, knowing what they need, when they need it, and being able to deliver it in the best way for them.” (10:49 | Mary Poppen)

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Links

Connect with Mary Poppen:

LinkedIn: https://www.linkedin.com/in/marypoppen/

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Connect with Alex Raymond: