Client success is the front line of customer support, and should be focused on resolving customer issues and driv- ing broad adoption and happy users. Account management is tasked with managing the ongoing sales part of the relationship, including renewals, upsells, and expansion. These are the “farmers” in your organization who are sales executives at their core, but longer term relationship thinkers who will invest in the long term goals and objectives of your customers over time and help them use your products to get there. Professional services groups are getting smaller in modern cloud companies – and even non-existent in some – but can still play a vital role in customer onboarding, configurations, and integrations when needed. The goals and objectives of these three func- tions are very different, and the skill sets of the top performers in these functions are typically very different, so it is likely a cloud company will want to split these functions out into 2 or 3 different organizational groups as you scale from 50 to 100+ people and can afford to hire specialists. Each of these functions should work with the technical team to enable proactive monitoring of the product for likely churn or upsell opportunities. You can easily check who logs into your product, how often, what they do inside the product, and what results they achieved. So now you need to track the key usage metrics and measures, and create internal dashboards to know which customers are getting the most value (potential upsell candidates) and which are likely to churn (time to intervene proactively). As you get more insight into the issues, you may want to consider techniques like expanded online training or even unlimited subscription-based training (as many leading SaaS com- panies are now doing) to drive adoption and awareness. Cloud businesses can also learn from their consumer internet peers, by taking advantage of their web application architecture to analyze detailed customer usage data, use a/b test variations, iterate on small details of a page or a feature, and evolve the product each and every day. Given the growth of Employee Software and the fact that many customer orders are starting very small and growing very large over time, you may find that upsells from account management become more critical to your long term busi- ness model than the initial sale itself. If, after all your efforts to satisfy the customer, you find that you still face a churn situation and they want to transition off your product, recognize that it doesn’t need to be binary. Some of our most creative SaaS portfolio companies have started offering archiving services for their customers where they offer a very limited use (typically read only), single user license at ~20% of the prior MRR. This offering has many positive results often including ongoing high margin revenue for the company, a slower migration plan due to the lack of a hard cutover date, an easier migration path back if the customer ultimately regrets their decision to churn, and higher satisfaction among former customers as well as current customers. Bessemer Venture Partners 21