Early in my career, a costly assumption cost us real expansion revenue: I figured Sales owned the overconsumption conversation end to end. They didn't, CS did. Now AI flags every overage across the book of business in seconds, which raises the real question: does the machine change who owns what between CS and Sales? My answer, after building this motion by hand and then watching AI speed it up.

When a customer fails to realize value, it is tempting to lay that problem at CS’s door. But in most cases, the root cause is detected earlier in the customer journey. Marketing sets expectations. Sales made promises. Product capabilities are not easily proven. CS was handed a customer who was already misaligned. Read this post for practical tips and ideas to promote value and outcomes with your customers.

The hardest part of becoming a CS executive isn't the strategy. It's what you have to stop doing. When I moved from VP CS to CCSO, stepping back from routine conversations with my team and other teams felt like losing control. Nobody told me that feeling was a good sign.

Is your GTM engine failing? From "Sales Heroics" to "Forecast Fog," learn how to bridge the gap between Sales, Marketing, and CS to secure renewals and scale upmarket in a competitive landscape.