I. Building a Success Renewal Pipeline in HubSpot
Planning for Success: How to Set Up a Success Renewal Pipeline in HubSpot
I created this blog post because 6 years ago I was brand new to the world of Customer Success. I was well-versed in the world of education and thought leadership, but I didn’t have a clue how to begin building out a Success Renewal pipeline for an edtech startup. I hope that other Customer Success Directors and Managers find the following information useful when they are also searching for a starting point.
Setting up a Success Renewal Pipeline is an essential step to clearly defining the customer journey.
The first and most important step is identifying the stages you want your company’s deals to flow through. After extensive Customer Success pipeline research, I decided on the following deal stages:
1.Onboarding: This is the first stage of the Success Renewal pipeline. Once a deal is Closed Won by Sales, all renewal deals flow into this stage. The primary goal of this stage is to welcome and complete all onboarding tasks defined in our HubSpot Onboarding Playbook.
Suggested stage time frame: Customers should be in this stage for no more than two weeks from entering the Onboarding stage.
Probability of renewal if the deal doesn’t leave this stage: 10%
Suggested tasks during this stage include:
a. Creating a Success Plan document for the company.
b. Scheduling an Onboarding meeting with the customer.
c. Scheduling all follow-up meetings, including a future training session. (in-person or remote)
d. Schedule all tasks for any follow up action items relative to the Onboarding meeting you hold with the customer in HubSpot.
e. Once the Onboarding Completed property has been filled in, set up a stage workflow automation to send out an Onboarding CSAT email to see how satisfied the customer was with the Onboarding process.
2. Implementation: This is the second stage of our Success Renewal Pipeline. Once a deal is moved to this stage, that indicates the company is ready for training, and a check-in after training.
Suggested stage time frame: Customers should be in this stage for no more than one month from entering the Implementation stage.
Probability of renewal if the deal doesn’t leave this stage: 10%
Suggested tasks during this stage include:
a. Schedule an in-person, or remote training session with the customer.
b. Schedule an automated task in the pipeline workflow to check in with the customer one week after training; just to see how things are going.
c. Follow-Up Training. Schedule any follow-up training sessions. (as necessary)
d. Bi-weekly usage checks. The CSM should review HubSpot usage property data and compare it to previous usage checks. The CSM would compile this data in a presentation that they will share with the customer in the health check meeting during the Engagement stage. Automate a task for the CSM to check in over the phone with the customer if the usage is low, and if usage is high, the CSM can choose to send an email with any updates to the product, or just send an email to say hi and see how things are going.
e. First Check-In. Create an automated workflow task to email/call the customer to set up a First Check In Meeting during the first four weeks of implementation. This meeting should be oriented around checking usage, checking for satisfaction with the product(s), and gathering any relevant feedback about the product(s). The CSM should fill in the date of the First Check-In immediately following this meeting in the appropriate HubSpot property.
g. Schedule all tasks for any action items relative to the First Check-In meeting you hold with the customer in HubSpot.
f. Once the Implementation Completed HubSpot property has been filled in, set up a stage workflow automation to send out an Implementation CSAT email in HubSpot to see how satisfied the customer was with the Implementation process.
3. Discovery: This is the third stage of our Success Renewal Pipeline. In this stage customers have now been onboarded, trained, and they are beginning to use the product, hence the word Discovery. Usage checks, communication, and follow-through on automated tasks are essential during this stage.
Suggested stage time frame: Customers should be in this stage for no more than three months
Probability of renewal if the deal doesn’t leave this stage: 20%
Suggested tasks during this stage include:
a. Second Check-In. Suggested time frame: two weeks after entering the Discovery stage. This is the second time that the CSM is taking the opportunity to check-in with the customer post implementation/training. This meeting should be oriented around checking usage, checking for satisfaction with the product(s), and gathering any relevant feedback about the product(s). This can be a phone call or a Zoom call/Google Meet. The CSM should fill in the date of the Second Check-In immediately following this meeting in the appropriate HubSpot property.
b. Schedule all tasks for any action items relative to the Second Check-In meeting you hold with the customer in HubSpot.
c. Bi-weekly usage checks. The CSM should review HubSpot usage property data and compare it to previous usage checks. The CSM would compile this data in a presentation that they will share with the customer in the health check meeting during the Engagement stage. Automate a task for the CSM to check in over the phone with the customer if the usage is low, and if usage is high, the CSM can choose to send an email with any updates to the product, or just send an email to say hi and see how things are going.
d. Number of Product Requests Property Check. Check in on any open Product Request tickets in HubSpot and follow up with the customer accordingly.
e. Number of Support/Bug Tickets Property Check. Check in on any open Support/Bug tickets in HubSpot and follow up with the customer accordingly.
f. Third Check-In. Suggested time frame: one month after entering the Discovery stage.This is another opportunity to check-in with the customer in a more formal manner and review usage/check for customer satisfaction during this stage. This meeting should be oriented around checking usage, checking for satisfaction with the product(s), and gathering any relevant feedback about the product(s). This would be a Zoom call or Google Meet. The CSM should fill in the date of the Third Check-In immediately following this meeting in the appropriate HubSpot property.
g. Schedule all tasks for any action items relative to the Third Check-In meeting you hold with the customer in HubSpot.
h. Once the Third Check-In property has been filled in, set up a stage workflow automation in HubSpot to send out a Discovery CSAT email to see how satisfied the customer was with the Discovery stage process.
4. Engagement: This is the fourth deal stage in the Success Renewal pipeline. In this stage, the CSM will be using all of the data and customer input from check-ins to complete a Health Check. This will guide the lifeline of the renewal from year to year.
Suggested stage time frame: Customers should be in this stage for no more than three months.
Probability of renewal if the deal doesn’t leave this stage: 40%
Suggested tasks during this stage include:
a. Fourth Check-In aka the Exploration stage Check-In. Suggested time frame: two weeks after entering the Engagement stage. This is another opportunity to check-in with the customer in a more formal manner and review usage during this stage. This meeting should be oriented around checking usage, checking for satisfaction with the product(s), and gathering any relevant feedback about the product(s). This would be a Zoom call or Google Meet. The CSM should fill in the date of the Fourth Check-In immediately following this meeting in the appropriate HubSpot property.
b. Schedule all tasks for any action items relative to the Fourth Check-In meeting you hold with the customer in HubSpot.
c. Bi-weekly usage checks. The CSM should review HubSpot usage property data and compare it to previous usage checks. The CSM would compile this data in a presentation that they will share with the customer in the health check meeting during this stage. Automate a task for the CSM to check in over the phone with the customer if the usage is low, and if usage is high, the CSM can choose to send an email with any updates to the product, or just send an email to say hi and see how things are going.
d. Number of Product Requests Property Check. Check in on any open Product Request tickets in HubSpot and follow up with the customer accordingly.
e. Number of Support/Bug Tickets Property Check. Check in on any open Support/Bug tickets in HubSpot and follow up with the customer accordingly.
f. Health Check Meeting. This is a formal meeting between the CSM and the main company lead to gauge the health of the customer account two months into this stage. The CSM will use data reports and customer feedback (CSAT data) from the first three stages to compile a comprehensive and professional presentation. The CSM should fill in the date of the Health Check Meeting immediately following this meeting in the appropriate HubSpot property.
g. Schedule all tasks for any action items relative to the Health Check meeting you hold with the customer in HubSpot.
h. Once the Date of the Health Check property has been filled in, set up a stage workflow automation to send out an Engagement CSAT email in HubSpot to see how satisfied the customer was with the Discovery stage process.
5. Adoption: This is the fifth deal stage in the Success Renewal pipeline. In this stage, the CSM will be using all of the data and customer input from check-ins to complete a Renewal Chat. This will give the CSM a gauge on the likelihood of the renewal at this point in the Success Renewal Pipeline.
Suggested stage time frame: Customers should be in this stage for no more than three to six months.
Probability of renewal if the deal doesn’t leave this stage: 60%
Suggested tasks during this stage include:
a. Bi-weekly usage checks. The CSM should review HubSpot usage property data and compare it to previous usage checks. The CSM would compile this data in a presentation that they will share with the customer in the Renewal Chat meeting during this stage. Automate a task for the CSM to check in over the phone with the customer if the usage is low, and if usage is high, the CSM can choose to send an email with any updates to the product, or just send an email to say hi and see how things are going.
b. Number of Product Requests Property Check. Check in on any open Product Request tickets in HubSpot and follow up with the customer accordingly.
c. Number of Support/Bug Tickets Property Check. Check in on any open Support/Bug tickets in HubSpot and follow up with the customer accordingly.
d. Renewal Chat Meeting. This meeting should be held within the first three months of being in this stage. This is a meeting to discuss the potential of renewal at this point in the deal stage. The CSM can take this opportunity to present usage, review any product request/support/bug tickets, and CSAT data from previous stages.
e. Schedule all tasks for any action items relative to the Renewal Chat meeting you hold with the customer in HubSpot.
f. Once the Date of the Renewal Chat property has been filled in, set up a stage workflow automation to send out an Adoption stage NPS survey email in HubSpot to see how likely the customer would be to recommend our product to others in the industry. Results from this survey will determine whether the customer moves into the Expansion stage. If the customer verbally agrees to the renewal, the CSM will fill in the “Ready to Invoice” property in with a Yes, and move the deal directly into the Closed Won renewal deal stage.
6. Expansion: This is the sixth deal stage in the Success Renewal pipeline. In this stage, the CSM will be using all of the data and customer input from previous check-ins and meetings to explore upsells and referrals from NPS. This will give the CSM a gauge on the likelihood of the renewal at this point in the Success Renewal Pipeline.
Suggested stage time frame: Customers should be in this stage for no more than three months.
Probability of renewal if the deal doesn’t leave this stage: 80%
Suggested tasks during this stage include:
a. Bi-weekly usage checks. The CSM should review HubSpot usage property data and compare it to previous usage checks. The CSM would compile this data in a presentation that they will share with the customer in the Final Health Check meeting during this stage. Automate a task for the CSM to check in over the phone with the customer if the usage is low, and if usage is high, the CSM can choose to send an email with any updates to the product, or just send an email to say hi and see how things are going.
b. Number of Product Requests Property Check. Check in on any open Product Request tickets in HubSpot and follow up with the customer accordingly.
c. Number of Support/Bug Tickets Property Check. Check in on any open Support/Bug tickets in HubSpot and follow up with the customer accordingly.
d. Renewal Chat Meeting. This meeting should be held within the first month of being in this stage as a reminder of the upcoming renewal. This is a meeting to discuss the potential of renewal at this point in the deal stage. The CSM can take this opportunity to present usage, review any product request/support/bug tickets, and CSAT data from previous stages. This meeting should only be held if the customer did not commit to the renewal during the Adoption stage.
f. Schedule all tasks for any action items relative to the Renewal Chat meeting you hold with the customer in HubSpot.
g. Final Health Check Meeting. This meeting should be held within the first two months of being in this stage. This is a meeting to discuss the overall health of the renewal at this point in the customer journey. The CSM can take this opportunity to present usage, review any product request/support/bug tickets, and review the NPS survey they submitted during the Adoption stage.
h. Schedule all tasks for any action items relative to the Final Health Check meeting you hold with the customer in HubSpot.
i. Once the Date of the Final Health Check property has been filled in, set up a stage workflow automation to send out an Adoption stage NPS survey email in HubSpot to see how likely the customer would be to recommend our product to others in the industry. Results from this survey will determine whether the customer moves into the Expansion stage.
7. Closed Won: This is the stage of a Renewal deal customer journey that indicates that the customer has chosen to renew.
Probability of renewal if the deal hits this stage: 100%
Suggested tasks during this stage include:
a. Once a deal is marked closed won, HubSpot pipeline automation will copy all necessary deal properties into a new year’s renewal (I will post later on how to set up pipeline/deal automation in a future post)
b. The lead CSM will begin the Success Renewal cycle all over again with the lead customer in HubSpot.
8. Closed Lost: This is the stage of a Renewal deal customer journey that indicates the customer does not intend to renew.
Probability of renewal if the deal hits this stage: 0%
Suggested tasks during this stage include:
a. Complete a Post Mortem assessment of why the deal churned on the HubSpot deal.
i. Meet with the customer over Zoom or Google Meet to find out why they do not intend to renew.
b. Place a pinned note on the Closed Lost or churned deal in HubSpot with the information discovered by the lead CSM in the above meeting, and tag sales for any future return to the pipeline possibilities.
