In the world of B2B sales and customer success, collaboration between Customer Success Managers (CSMs) and Sales Executives (SEs) is critical. While Sales Executives are responsible for acquiring new customers and closing deals, CSMs ensure customers achieve their desired outcomes and remain engaged long-term. For organizations that operate with a joint account model, seamless communication between these two roles is essential.
The sale is just the beginning—true success comes from how well you support and grow the customer afterward.
Key Insights
To drive retention, expansion, and customer satisfaction, here are five crucial things that CSMs and Sales Executives should consistently keep each other informed about:
1. Customer Goals and Business Objectives
Sales Executives often gather insights into a customer’s strategic goals during the sales process, but those goals may evolve over time. CSMs, who work closely with customers post-sale, must update Sales Executives about any shifts in business objectives. This ensures that future upselling, cross-selling, and renewal conversations align with the customer’s evolving needs. Likewise, Sales Executives should share initial business objectives with CSMs so that onboarding and success planning can be tailored accordingly.
Why It Matters: When both teams align with the customer’s objectives, they can proactively provide value and reinforce how the product or service supports long-term success.
2. Key Stakeholders and Decision-Makers
Sales Executives often build relationships with decision-makers during the initial sales process, but those contacts may change post-sale. CSMs, who work closely with end-users and champions, should update Sales Executives if key personnel move roles, leave the company, or new decision-makers emerge.
Similarly, Sales Executives should provide CSMs with insights into the internal dynamics of the customer’s organization—who has influence, who needs convincing, and who owns the budget.
Why It Matters: Keeping track of key stakeholders ensures that relationships remain strong, and both teams can engage the right people at the right time.
3. Usage Trends and Product Adoption
CSMs have direct access to customer usage data, engagement metrics, and feedback on product adoption. If a customer’s usage declines or they struggle with adoption, Sales Executives should be informed, especially before renewal conversations. Likewise, if a customer is seeing exceptional success, Sales Executives can leverage that insight to identify expansion opportunities.
Why It Matters: Understanding usage trends allows both teams to take action—whether it’s addressing potential churn risks or identifying opportunities for upsell and advocacy.
4. Customer Sentiment and Potential Risks
CSMs are often the first to detect dissatisfaction, complaints, or potential churn risks. Whether it's poor support experiences, product frustrations, or competitive threats, CSMs should proactively alert Sales Executives. On the flip side, Sales Executives should inform CSMs of any early signs of hesitancy or concerns raised during renewal discussions.
Why It Matters: Identifying and addressing risks early can prevent churn, increase trust, and improve overall customer satisfaction.
5. Opportunities for Expansion and Growth
Expansion doesn’t just happen during renewal cycles—it can occur organically as customers realize more value from a product. CSMs are in a unique position to recognize these moments and should share them with Sales Executives so they can initiate the right conversations at the right time. Similarly, Sales Executives should inform CSMs of any pre-existing discussions around potential upsells or new business units.
Why It Matters: A well-timed expansion conversation increases the likelihood of success and ensures the customer sees continuous value from the partnership.
Conclusion:
For joint accounts to thrive, CSMs and Sales Executives must act as a unified team. Regular sync-ups, shared documentation, and mutual visibility into customer interactions help build a proactive and aligned customer strategy.
By keeping each other informed about customer goals, key stakeholders, usage trends, sentiment, and expansion opportunities, both roles can work together to drive growth and long-term customer success.