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Cross-Team Collaboration: Sales and Customer Success

We've all, at one point in our professional careers, have experienced communication breakdowns between internal teams leading to issues with customer onboarding which more often than not can lead to that dreaded churn. Of course, this can be very frustrating for the sales team after all the work invested prior to closing the deal. 

On the flip side, every customer success team has probably experienced situations where they have struggled to obtain the correct information from the sales team about the account they are assigned to onboard. With important notes missing, the customer success manager will need to go on a “fact-finding” mission or worse, ask the clients things they should already know. This can cause the onboarding to start on the wrong foot, which might affect the overall customer experience. This can lead to frustration and resentment from the customer success team towards the sales team. 

Plainly stated, poor execution of onboarding can lead to a loss in customer trust and satisfaction, and we all know first impressions count. This can impact churn which is exactly what we’re trying to avoid by having an onboarding process to begin with.

But it’s definitely not impossible to achieve a smooth handover from sales to customer success and continuous collaboration between the teams. At the core of any cross-team collaboration is a well-structured and thoughtfully designed process. The following is a guide on how you can foster better communication and collaboration amongst your sales and customer success team using monday.com! 

One central place to pass account information from Sales to CS

  • Build your board

In monday.com, building a board for Sales Handoff will ensure the free flow of information between the sales and customer success teams, from the point of closing a sale to starting onboarding.

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All of the key information about an account, which the sales agent has gathered throughout the sales process, will be stored in one place, giving the customer success manager an understanding of who they are dealing with, what the account is looking for and other key information before introducing themselves and starting the onboarding.

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  • Add automations

To ensure that onboarding can begin straight away and that new accounts will never be left hanging, automations can be added to the board. The customer success team will then be automatically notified for every new deal closed. The account should then be distributed to the customer success managers who will lead the onboarding. 

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  • Create a chart view

Using the Chart View, the manager gets a visual picture of which customer success managers have the capacity to take on a new account, allowing for efficient resource management!

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  • Integrate with your email

By integrating the board with Gmail or Outlook, an email can be sent in just a few clicks to the contact at the account, introducing their customer success manager and kicking off the process.

Of course, when dealing with clients, it’s important to have a reference point to your CRM. If you’re using monday.com to manage your CRM, you can easily link your onboarding board and CRM board for quick reference to client contact details. If you use an external CRM, you can easily integrate this with your monday.com boards via native integrations or via monday.com’s API and third-party sites, like Zapier or Integromat.

For a guide on using monday.com to manage your CRM, see here

 

  • Communicate in one place

Very important as well is the communication between customer success and Sales throughout the onboarding process. Any important updates can be discussed directly on the board with the full context of the customer involved, cutting down on internal emails and sync meetings.

For a guide on using the updates section, see here.

Keep Onboarding Consistent and Collaborate Directly with Clients

To ensure that each customer success manager is managing their accounts’ onboarding consistently, you can build a robust onboarding process on a template board, which can be easily duplicated and used for each new account. You can use this type of board to define key steps in the onboarding process and to visually (and quickly) see which stage each account has reached.

For a guide on creating templates, please see here.

For streamlined efficiency, you can make the board shareable and invite the client being onboarded as a guest in the board. The Timeline View, which can indicate major milestones in any onboarding, helps keep everyone on task and accountable throughout the journey.

  • Group by Customer Success Manager:

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  • Group by Status:

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Adding automations for upcoming due dates, helps to ensure everyone shows up to meetings and calls. It would also make sense to invite the sales agent in charge of the account, to this board so they can review important notes at any time and stay up to date in terms of the onboarding of their account—visibility with context has never been easier to accomplish!

For a guide on due date automations, please see here.

Improve your resource management and team performance

When looking to provide value to your customers, it’s important to be able to drill down on insights from your sales and customer success teams and look at data such as how many accounts were passed per month, how many accounts each customer success manager looks after, account segmentations per industry, and the average time for completion of an onboarding, to name a few.

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The Dashboards give managers of both teams the ability to get such insights and can help them achieve better resource management, review of team performance and to identify weak spots to improve upon!

For a guide on creating dashboards, see here.

Make cross-team collaboration easier and your customers’ journey seamless

Building and implementing cross-team processes within one tool which promotes visibility and transparency for all, is crucial for any successful organization to provide the best support and customer experience.

monday.com’s visualization helps tell the story of every account, automations (and integrations) create efficiency and accountability, and the ability to communicate in context and in one place, ensures nothing slips through the cracks. Start taking steps towards better cross-team collaboration today! 

Do you have any tips on how to use monday.com for cross-team collaboration? Let us know in the comments! 

If you have any further questions please don't hesitate to reach out to our customer success team at [email protected]! We are here for you 24/7.