Read time: 3 min, 24 secs
This issue is focused on B2B SaaS + agency owners.

Hey there - it's Brian 👋

Trying to get new customers?

It’s only getting harder.

It costs more than ever to get new customers… getting 15% more expensive every year.
(Source: Hubspot).

People trust you less on the internet.

The economy is uncertain.

But…

There’s a trick to get around this.

See to grow your business… you have two options:
1) Get more money from new customers
2) Get more money from current customers

#2 is way easier.

Your current customers already trust you AND you don’t have to spend more to acquire them.

The way you do this?

Customer success.

By the end of this you’ll know exactly how you get more…

→ Upsells / cross sells
→ Longer retention
→ More referrals
→ More reviews

Building the right retention program will boost your revenue by 20 - 30% (Gainsight).

We’ve hired 18 CSMs + Account Managers. The more we hire the more convinced I‘m that they are mission critical to your growth.

You’ll be just as passionate about this as I am.

Let's make your business an outlier: 👇

P.S. prefer the video version? Here you go!

For my friends: what’s going on with Brian?

I’m writing this from Playa del Carmen, Mexico.

I spent the week with 150 nomad entrepreneurs. We roasted each other’s businesses and took courses on AI, acquisition, and delivery.

Now we’re back into the real world sharing our findings with you.

Today’s nerdy rant on CSMs came from how passionate I was talking about getting more revenue per customer with my founder friends.

So time to share this rant with you.

Let's get into it: 👇

This ONE metric will determine if your business will succeed

Business is just getting more money from a customer than it costs you to acquire and deliver them.

That’s it.

If you can make that math work, you have an amazing business. If you can’t, you don’t.

Said in business terms:

Customer lifetime value (LTV) / Customer acquisition cost (CAC).

Your business will fail in two situations:
1) You’re not getting enough money per customer
2) It costs you too much to get that customer

EVERYONE focuses on #2.

Getting more sales from new customers.

But more sales from people who don’t know you (and don’t trust you) is expensive!

It’s important. Don’t get me wrong.

But it feels like getting more money per customer is playing business on easy mode.

Why?

→ You don’t need to spend money to acquire them again (!!!)
→ They already trust you so it’s easy to upgrade them.
→ Do it right and they refer their friends too.

So here’s how you get more money per customer so you can play on easy mode too: 👇

🧔🏻‍♂️ Brian’s nerdy side rant:

I did a full deep dive on this metric last year.

The LTV to CAC ratio.

What makes a good LTV to CAC depends on your industry. Broad strokes above 4x is good.

I shoot for above 10x for my agency.

Here’s the deep dive if you want to nerd out.

What happens when you do Customer Success right?

Spoiler: A LOT.

But here’s my 4 favorite: 👇

1) Boost Retention:

Remember how great you were able to support those first few customers?

What if you could scale that quality?

Customers feel their every need is met. They feel taken care of. That they stay.

That means they pay you 20 - 30% longer.

That's not a small number.

If your customers typically pay $12,000 / year, they're now worth $15,000+ over their lifetime.

For every 100 customers, that's an extra $300,000 in revenue.

But that’s just staying longer. What if customers need your next tier of support but they don’t know to ask?

2) Get more upsells:

The moment you find out a customer needs your next tier, CSMs can help.

They coach your customers to understand that your next tier is exactly what they need to solve their problem.

There’s a sea of customers ready for your upgrade, but they don’t know it. You don’t know it.

That’s where CSMs come in.

3) Customers leave more reviews:

Hopefully you have reviews auto-pilot into your system (maybe)?

But it’s harder to do that for your more white glove upsells.

The reviews that convert the best for high ticket (the interview style) is harder to automate.

That’s another spot where CSMs come in.

4) Customers tell more friends:

And when you can scale your white glove support (the same support you had with your first few customers)

You get…

More referrals. Customers tell more friends.

All leads to one thing…

BOOSTING revenue from your current clients

On average a CSM function boosts your revenue 20 - 30%.

$1M ARR? That’s $250,000.

$10M ARR? That’s $2.5M…

The revenue boost is insane.

So if you’re not taking advantage of getting more out of each customer today, drop what you’re doing and plug CSMs into your business

🧔🏻‍♂️ Brian’s nerdy side rant:

A lot of people don’t because it’s a big upfront investment. Most need to spend $8k / month per CSM to get it right.

That’s if you hire in the US.

In Latin America each CSM is $2k / month. You can scale your team so much faster since you can hire 4x the talent for the same budget.

All of our CSM hires are in Latin America and they’re amazing.

Anyone who tells you otherwise is just bad at searching.

I can chat you through how to do it if you’re curious.

Just click here and I’ll give you tips.

Get more revenue per customer so you can thrive in 2025

You don’t have to fight rising acquisition costs when they’re already your customers. They trust you.

→ Upsells / cross sells
→ Longer retention
→ More referrals
→ More reviews

Get more money per customer and your business will skyrocket.

Chat soon, 👋

Brian
[email protected]
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TalentHQ

P.S. Want help finding CSMs in LatAm? Let’s chat

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