Customer Success and Sales alignment: how to make it work
Sales is one of Customer Success’s most important partners. The strongest account teams are usually built on a good working relationship between the account executive and the CSM. When that relationship breaks down, customers feel it straight away.
In one of our community panels, four sales leaders shared their experience of working with CS teams, and where the two need to line up to give customers one joined-up experience from first conversation to renewal.
Collaboration starts with culture
Do senior leaders prioritise working across teams, or do they let silos form? Does the CRO see CS as a driver of revenue? At a startup, these habits are set early, so it’s worth getting them right before the team grows.
Build a joint account plan
When Sales and CS create the account strategy together, both feel ownership and both are focused on delivering value to the customer, not just closing the next deal.
Agree who does what
Clear roles avoid overlap and make accountability obvious. Customers should see a seamless partnership, not confusion over who to call. At an early-stage company, write the handover and ownership rules down, even if it’s a single page.
Talk regularly, even when it’s awkward
Consistent, open communication builds strong working relationships. Even when individuals don’t naturally click, a regular rhythm of conversation keeps things moving.
Trust comes from ownership
Trust grows when both teams take ownership of their part. Missed joint commitments damage trust quickly, and it takes time to rebuild.
Align the incentives
Shared metrics drive better results. Does CS have revenue targets, or any reward for contributing to growth? If Sales is paid only on new bookings and CS only on activity, the two teams will pull in different directions.
Treat go-to-market as one motion
An integrated go-to-market approach, where Sales and CS are aligned around customer value and long-term success, came up as the model to aim for. It’s far easier to set up early than to retrofit later.
Tailor each account plan
One size doesn’t fit all. Each plan should reflect that customer’s goals, challenges and investment in your product.
Make the first renewal a shared milestone
The first renewal is a strong indicator of long-term success. Sales and CS should work together to make sure value is delivered by then, rather than treating renewal as CS’s problem alone.
For more on getting the whole business behind retention, read how to build Customer Success from scratch and managing conflict in Customer Success.
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