I’m sure you’ve heard of Customer Success Managers, they’re the customer’s advocate in an organisation. Being customer-centric, they focus on ensuring that the customer’s best interests are taken on board by the organisation. That’s ok if you’re dealing directly with the end customer, what about when you’re in a B2B organisation?The rise of the Business Success Manager (BSM) has come about due to the need for a similar approach for the organisation as a whole.
Business is moving from a customer-centric approach to a relationship-centric approach. One where the aim is not to turn a client upside down and shake them till all their money has fallen out of their pockets. One where clients are happy to pay you a fair amount knowing that you have their organisation and your organisation’s interests at heart.
A BSM works in conjunction with your BDM, BRM and your technical team. The BSM justifies how changes and improvements to your organisation will benefit your clients and help your success. The BSM works to understand how your client’s success can be measured and identify the steps required to achieve it.
The key skills of a BSM are a mix of those you’ll find in a BDM, BRM & Consultant. They’ll understand how an organisation can develop new business through opportunities, they’ll know how to build a relationship that is mutually beneficial, and they’ll understand what technical tools can be used to achieve the success.
Having these skills means that they will work closely with these people in the organisation, whilst still engaging with the client. They develop ways to measure the path to success much like a Project Manager, yet keep the organisation’s strategic success as their key driver rather than just that individual project.
They have Business Analysis skills as they create ways to achieve success that has the maximum ROI through process engineering, data mapping and the use of the right tools, developing Proofs of Concept that answer both the organisation’s needs as well as those of the client.
Like a Customer Success Manager, they build communities. Rather than individual customers, BSMs create communities of Businesses & Organisations, creating new relationships and connections between them. This way, they establish community success that aligns with the organisation’s measures of success.
Being able to lead Executives and Boards through a journey is a key skill of a BSM, using the framework of success workshops to ensure that a common vision is achieved, identifying those metrics that allow Executives & Boards to have a live view of projects and the roadmap to success.
Working closely with Customer Success Managers, a BSM will ensure that the journey is shared with those that will undertake the work, ensuring that there is understanding throughout the organisation of the journey and necessary support is in place.
Success is no longer one organisation achieving success at the expense of others, it’s collaborating to achieve common goals and successes. That’s why the role of Business Success Manager is becoming key in organisations that are seeking to establish a relationship-centric approach to business. If you’d like to learn more about the Business Success Manager and how it will help grow your organisation, get in contact with me now.