Customer Success and Product Teams Are the ‘New Sales and Marketing’ in the Age of the Customer
Gainsight, the Customer Success company, announced it has signed a definitive agreement to acquire Aptrinsic, a privately held company based in San Mateo, California and Tel Aviv, Israel. Aptrinsic is a product-led growth solution that delivers powerful analytics and in-product engagements used to increase adoption, retention and expansion in B2B companies. The acquisition strengthens Gainsight’s ability to help subscription businesses maximize growth in the age of the customer by unifying the efforts of the Customer Success and Product Management teams.
“Over the past six years, Gainsight has been on a mission to establish Customer Success as the primary driver of sustainable growth for subscription businesses. However, given the connected nature of SaaS solutions and the opportunities that presents to better understand and engage with customers, the biggest strategic ask of our clients has been stronger alignment with the Product team” said Nick Mehta, Chief Executive Officer at Gainsight. “This acquisition will enable us to deliver a single platform for Customer Success and Product teams to collaboratively build and deploy products that not only enjoy healthy adoption and retention, but also deliver the business outcomes their customers desire.”
“As companies mature, they have an opportunity to fundamentally change how software is created and delivered,” said Mickey Alon, Chief Executive Officer of Aptrinsic. “Product leaders require tools to construct, segment and run experiments for their applications by engaging their users, but they also need to align with Customer Success to have full context and visibility into the outcomes that customers are achieving, as well as deliver their own insights to those on the front lines. We are thrilled to join Gainsight to fully achieve our vision of helping our customers drive rapid growth for their businesses.”
Customer Success and Product: A New Era for Subscription Growth
In legacy business models, growth was all about customer acquisition and the Sales and Marketing teams were the drivers. Given that B2B buyers are typically 57% of the way to a buying decision before actively engaging with Sales (Gartner), and 67% of the buyer’s journey is now done digitally (Sirius Decisions), it was inevitable that Sales and Marketing platforms would come together to optimize growth through acquisition. Sales teams wanted to understand prospect behavior, scale their engagements via marketing-driven nurture campaigns and influence marketing priorities. Marketing was interested in driving lead volume, learning from prospects and iterating on campaigns quickly.
However, subscription business models and digital transformation have ushered in the “Age of the Customer,” where customers have more power, and delivering value over the course of the entire customer lifecycle becomes an imperative. In this new era, a powerful lever for growth has come from Customer Success teams, who use sophisticated technology to proactively address customer risks and opportunities in order to drive customer retention and expansion. However, with digital products, customer insights and personalized engagements happen within the product itself, transforming the product into a critical channel to reach customers. Therefore, like the traditional Sales and Marketing relationship, Customer Success and Product teams must now work together to deliver the experiences and outcomes necessary to drive customer growth.
While Sales and Marketing platforms have been consolidated, the same hasn’t happened with Customer Success and Product technology—until now. With the acquisition of Aptrinsic, Gainsight is ushering in a new era of growth for subscription businesses with Customer Success and Product teams at the heart.
New Capabilities Added to the Gainsight Customer Success Platform
In order to enable Customer Success and Product teams to work more closely together, as well as rally the rest of the company around the mission of driving Customer Success, a new type of solution is needed. With the addition of Aptrinsic, Gainsight has expanded its capability set to help companies retain and grow their customers.
New capabilities include:
- Product Analytics: Companies can now analyze feature usage trends from every angle and discover which features drive retention and growth using cohort retention, funnels, feature performance and journey analysis.
- Personalized In-App Engagements: Companies can now translate product insight into action with personalized in-app engagements to drive users to “a-ha” product moments.
- In-App Feedback: Companies can now present surveys to users directly within the product to understand what they value and what they don’t.
“Customer Success executives want better visibility into product adoption to influence the product roadmap and scale and automate C.S. within the product. At the same time, Product teams want to ensure the features they develop are actually being used, that they’re gathering enough data to prioritize the roadmap and that they’re making an impact,” said Allison Pickens, Chief Operating Officer at Gainsight. “Gainsight has a unique opportunity to bring these two worlds together. We are thrilled to welcome Aptrinsic to the Gainsight family.”
As a part of Gainsight’s continuous commitment to developing an extensive partner ecosystem of solutions, the company will continue to integrate with analytics and engagements solutions, such as Google Analytics, MixPanel, Segment, Pendo, WalkMe, UserIQ and more.
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