Learn more about marketingandsales with this collection
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Why onboarding is crucial for customer retention
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AM or CSM: What’s the Difference?
“What is the difference between an account manager and a customer success manager?” or “Why are they different?” or “What is is that you do again?”
I might not need to continue grooming my customer success career! Lots of companies use these terms interchangeably, and some use one over the other. Or, if your experience is anything like mine, switch one out for the other. One thing is certain: Every company uses these titles a little differently. I am happy to share with you how I continue to navigate this path and discuss why these titles are often confused.
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Different Goals
While both AMs and CSMs are both customer-facing roles, they are typically striving towards different goals and KPIs.
An account manager is usually more sales-focused and working with clients on expanding their contract, cross-selling complementary product offerings, or working through the renewals process. The CSM, however, is focused on retaining the client, along with their satisfaction and product adoption.
The CSM also might be involved in technical projects or project managing professional services. The AM is likely tracking towards a quota for earning commision.
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Different Approaches
In support of striving towards different goals, a CSM and AM will most likely approach various conversations differently. A CSM will be more focused on team adoption, technical details, and perhaps where things have gone wrong, or the client requires more support. These circumstances typically build up the story of whether the customer will stay on board for the long term.
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Best Of Both Worlds
I think the sweet spot is where you can find a candidate that can perform all of these duties well. Being able to grasp the technical, while finesse on the business side, can make you a particularly strong contributor regardless of the title on your LinkedIn. I have carried both titles and would say I am more of a sales-driven performer but have a proven track record under both titles.
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