Need More Sales?



Most of today’s SaaS businesses already have a Customer Success department built in order to improve the experience provided to their customers and to help them achieve the desired outcomes.

We all know that an organization is not going to be fully successful until customers are put at the core of the business. One of the factors that will lead to a company’s success is to make sure that Customer Success is properly done internally, before manifesting it externally.

Enforce Cross-Functionality

A cross-functional approach helps organizations build a customer-centric mentality. It unites departments into working together to find out the clients’ needs and to make them achieve their goals. The lack of cross-functionality leads to departments which are working individually, with their own solutions and encourages silos. Silos are harmful to your organization, as it affects communication between departments and it leads to the lack of a common goal – an exceptional experience of a customer throughout all the journeys within your organization.

A customer’s success, or their decision to churn, is not necessarily tied to your CS team’s effort only; it is in the hands of the entire organization and its different departments: marketing, sales, product, operations.

Customer Success within:


Marketing and Customer Success have to align their strategies when it comes to customer marketing. They have to make sure that, for each project, the right customers are being targeted and that the appropriate values are being communicated. Customer Marketing should be perceived as an investment in retention and growth.

  • Customer material, onboarding resources, and knowledge base: Marketing knows best for how to create the content for these resources and has the right tools in place to make sure they are a hit! Keeping the same tone and structure in customer communication as you did before closing them, will definitely provide value to your customers.
  • Webinars, blog posts, and events can help you build your advocates! With the help of the CSMs, you get insights into what makes your customers tick, what is the best channel to deliver the information, and whose story should be highlighted.


Customer Success and Sales should work together on at least the below aspects:

  • Finding a Success persona: What defines a successful customer, which ones of your clients have reached their goals, which branches, organization sizes work best for your product? Who are our best-fit and worst-fit customers? CS can share all these characteristics with Sales in order to help them qualify their leads better, making sure that not only the customer is a good fit for you, but that you are also the right vendor for them;
  • Handoff: A lot of information is being exchanged in the Sales process, starting from the SDRs to AE: culture, decision-making process, communication, red-flags etc. These insights should always be exchanged with the CSM, not only for a smooth onboarding but also for the expansion of the customer’s account;
  • Long-term successes: Customers that have a positive experience with your organization and also consider it part of their success, will most likely provide you with referrals for your Sales team to leverage!


How else can you improve your customers experience, engagement and satisfaction if not by aligning CS with Product? Some aspects that you would find beneficial:

  • Consistent communication: Making sure that all the feature releases and products updates are being properly communicated to your customers;
  • Share feedback: Not only from CS to Product regarding feature requests and bugs reporting but also from Product to CS: product analytics and customer behavioral data.
  • Including your Product team in customer conversations will sharpen the product’s strategy and vision and will help them manage the product development better so that customers can find consistent value in the product. NPS surveys, for example, can turn out to be a great way to understand where did your product fail and how you can improve it;


Maybe a department that you wouldn’t find as important in the alignment with CS, but still one that can impact your customers’ success:

  • Making sure that the same technology and tools are used between all departments
  • Enabling the CS team with the necessary organizational support in order to assist customers as smoothly as possible.

As you can see, developing a cross-functional approach to Customer Success brings you several improvements over time: the recurring revenue will become higher, churn rates will be lower, you will form more champions among your clients, and the referrals will increase. And last but not least, you will have more harmony among your departments, which will automatically reflect in all your other external processes!


Find Out More

Marketing Tips You Need

Keep In Touch

Quick Subscribe

Client Reviews Tell The Tale.

If you are looking for professional video production for your business, Dan and his team at Appture are the best.John CullensDecember 29, 2022
We used Appture to build a lodging website, and they were awesome! Dan went above and beyond to show us the functions and make all of our changes. Appture is our go to for web design from now on!Abigail HaleOctober 26, 2022
Dan did a fantastic job making me feel comfortable while shooting. He also made me look great! I don't photograph well, so I am very pleased with the results and speed at which I got the final product.Lily GostinSeptember 13, 2022
Appture knows their business and will go the extra mile for their customers. They do high quality work and provide great ongoing support.Chris McCorkindaleMay 24, 2022
Anita CauthornMay 24, 2022
It’s so rare in these times to find one man with so much wow factor and more rare to find men with similar interest and passion in their life journey as myself . Dan Elliott has been introduced to many in what is now considered as the Terror Dome , a place where many dreams are not deferred they are detoured to routes that lead to dead ends , he comes in full of optimism so infectious that he, maybe with out knowing is energizing those who have ventured where others would fear going with just the right jolt to forge on in the way of helping fallen humanity … His various fields of expertise has helped many in my region and I can only imagine the number he has effected beyond those I know … from day one I knew “ this was a man of kindred spirit “ Dan Elliott is a Gem and adds glimmer to things he touches … I’m a Witness ….and eternally grateful….L.Rashaan RichMay 21, 2022
Dan and his group are highly capable and knowledgeable. They work fast and get the job done. I highly recommend Appture.Justin FrankMarch 26, 2022
They are highly specialized in their work and constantly seek innovation.Ismail YenigulMarch 14, 2022
Dan is a marketing wizard. Honest, Experienced and a read deal. I am blessed to have him in my journey online :) Highly recommended.Sabbir HasanMarch 7, 2022
Incredible talent so much experience and always innovativeAppture SoftwareAugust 10, 2021
So much to say. Creative, Intelligent, Talented, Limitless, Affordable. It's amazing what these guys can do.Hack mackMay 17, 2019
We found Appture from their website, and immediately started work on a website, custom SMS marketing and social media. We got leads the FIRST DAY! And it keeps getting better and better.HawkDFW SecurityMay 17, 2019
We'd used some other agencies before, but man, they simply knocked us all over. After being in business for 30 years, I wonder how much more business we'd be doing if we'd hired them earlier.Rebecca HoneaMay 17, 2019