SAN MATEO, CA -- (Marketwired) -- 03/21/16 -- Guy Nirpaz, CEO of the leading customer success software company Totango, today announced the release of Farm Don't Hunt: The Definitive Guide to Customer Success, a new book that challenges conventional thinking about customer relationships in business. The book was co-authored by Fernando Pizarro, a former tech executive who writes about the impact of technology on business and society.
The rise of recurring revenue models has drastically changed how companies of all sizes acquire and keep customers. Based on the universally-understood metaphor of "farming" your customers to more easily sustain recurring revenue and reduce churn, instead of constantly "hunting," Farm Don't Hunt includes:
1. A model that allows the customer success team to speak the same language
2. Analytical frameworks for customer success efforts
3. Practical advice on what to do -- how to build the team as well as manage and measure the work
"There is still no real consensus on what the term 'customer success' means organizationally. When I decided to write Farm Don't Hunt, I had in mind Scrum, a system that had a tremendous influence on me as an engineering manager. It was a model that allowed us all to speak a common language when it came to our work," said Nirpaz. "Similarly, my goal is for customer success leaders to read Farm Don't Hunt, then hand the model to their colleagues, so that everyone can think about customer success in the same way."
Today's customers are managed further down the sales funnel than ever before. Farm Don't Hunt is a handbook, packed with frameworks and guidelines, for the modern customer success practitioner. The book aims to help organizations nurture long term customer relationships, rather than focus on short term sales, by acknowledging and emphasizing the customer's journey and experience.
"It has become obvious to anyone in the SaaS space that the old breakpoint in the customer journey -- the sale -- is no longer the defining moment in the business relationship; at least, not to the customer, and certainly not from a revenue standpoint," added Pizarro. "An entirely new way of thinking is necessary."
Totango is the leader in customer success management. The company helps SaaS and subscription businesses take a data-driven approach to reducing churn, driving customer adoption and advocacy, and maximizing lifetime revenue. Totango monitors customer behavior -- along with data from CRM, billing, and other enterprise systems -- to generate insights on customer health and engagement. The company's platform combines big data analytics with powerful segmentation and predictive tools to help companies pinpoint at-risk customers, spot upsell opportunities, and then manage communications with customers to drive productivity and scale for customer success teams.
About Fernando Pizarro
Fernando Pizarro, author of Blueprints for SaaS Sales and Farm Don't Hunt: The Definitive Guide to Customer Success is a Bay Area-based author who writes about the impact of technology on society and business. For writing collaboration and speaking inquiries please contact firstname.lastname@example.org.