Sales and customer success are two crucial components of any business, and both play a significant role in driving the growth of the organization. However, they have different objectives, processes, and goals, and it is important to understand the differences between them to leverage their strengths and improve the overall performance of the business. In this blog, we will delve deeper into the differences between customer success and sales and explore how they complement each other.
SALES:
Sales is all about the actions that lead to the purchase of goods or services. It involves the process of identifying potential customers, communicating with them, and convincing them to make a purchase. The primary objective of sales is to generate revenue by acquiring new customers and increasing the value of existing ones. Sales teams use various strategies such as prospecting, lead generation, cold calling, networking, and presentations to attract customers and close deals. Salespeople are typically measured on metrics such as Customer Acquisition Cost (CAC), Monthly Recurring Revenue (MRR), and Win Rate.
CUSTOMER SUCCESS:
Customer success, on the other hand, is a customer-centric approach that focuses on delivering value and ensuring the long-term success of customers. The goal of customer success is to help customers achieve their desired outcomes by providing them with the necessary resources, guidance, and support. Customer success teams work closely with customers to understand their needs, goals, and challenges and develop a customized plan to help them succeed. Customer success is typically measured on metrics such as Net Promoter Score (NPS), Churn Rate, and Customer Effort Score (CES).
THE DIFFERENCES:
Sales and customer success teams interact with customers at different points of the customer journey. Typically, the Customer Success team steps in once the sales team has fulfilled its role. The key difference between sales and customer success is the focus of their activities. While sales is primarily focused on acquiring new customers and generating revenue, customer success is focused on ensuring the long-term success of existing customers. Sales is transactional in nature, whereas customer success is relationship-based. Salespeople typically have a short-term outlook, while customer success managers have a long-term perspective.
Another major difference is the metrics used to measure success. Sales leaders are typically measured on revenue-related metrics such as the number of deals closed, the revenue generated, and the conversion rate. Customer success managers, on the other hand, are measured on customer-centric metrics such as customer retention, renewal rates, and customer satisfaction scores. This difference in metrics reflects the difference in the objectives of the two functions.
THE SIMILARITIES:
While sales and customer success have different objectives and metrics, they are not mutually exclusive. In fact, they complement each other and work towards a common goal: the growth and success of the business. Sales and customer success teams need to work together to create a seamless customer journey that spans the process from acquisition to retention.
Sales teams can help customer success teams by providing them with insights into customer needs, preferences, and pain points. Customer success teams can, in turn, provide feedback to the sales teams on how to improve their messaging and positioning to better align with the customer’s needs. By working together, sales and customer success teams can create a customer-centric approach that drives growth and success.
No matter where – or how – you decide to invest in your sales and customer success initiatives, it will be an investment worth making. An additional way to support these efforts is to consider the advantages gained through working with successful business process outsourcing (BPO) companies like award-winning Anexa. A twenty-year veteran in both sales and customer service outsourcing, our skilled agents are trained in closing deals, fostering and retaining customer loyalty and providing customer-centric solutions that reflect your voice, your values, and your brand.
Reach out today and see for yourself – Anexa.