Retention isn't a one off tactic or even a series of tactics; it's a core aspect of grinding through a framework with a completely aligned team. David Cancel, CEO of Driftt, walks through how they think about aligning the entire team around specific values to ensure that retention (and frankly the rest of the SaaS business) can come out on top.

1. Improve your
retention with
this one change
David Cancel
SaaSFest 2015

2. About David Cancel
• 5x Founder / 2x CEO
• CEO/Co-Founder, Driftt
• Chief Product Officer, HubSpot,
IPO: HUBS
• CEO/Co-Founder, Performable
acquired by Hubspot
• Owner/Founder, Ghostery, acquired
by Evidon
• CTO/Co-Founder, Compete,
acquired by WPP
• Investor/Advisor/Director to Various
Companies and VC Funds

3. One change can
improve retention

4. Really?

7. Align Incentives

8. – Charlie Munger
‘The most important rule
in management “Get the
incentives right”‘

9. Simple, not easy

10. But…

11. Which
incentives?

12. Two categories of
incentives

13. 1. External

14. Align your pricing,
product, and promotions
with your customers

15. 2. Internal

16. Align your teams and
departments to promote
customer retention.

17. Lots of talks
about #1

18. We’re here to talk
about #2

19. Not what you’re
thinking

21. So…

22. How do we
align…

23. the incentives of
our departments?

24. Best way to
change behavior

25. is to leverage a
cognitive bias

26. only one bias in
this case

27. but ideally…

28. you should study
all…

29. 25 cognitive
biases

30. as described by

31. Charlie Munger

32. “The Psychology of
Human Misjudgment”

33. http://cancel.im/25-coginitive-biases

34. Today we are
discussing Bias #1

35. Bias 1:
Reward and Punishment
Super-Response Tendency

36. – Benjamin Franklin
“If you would persuade,
appeal to interest and not
to reason”

37. Incentives and
disincentives…

38. rule everything
around me

40. Few businesses
get this right

41. How do you align
your teams today?

42. You are what you
measure

43. but remember

44. There is a dark
side to metrics

45. 🎲🎰🎲

47. So are your
metrics aligned…

48. with your
customers?

49. Most team
metrics aren’t

50. Sales?

51. Marketing?

52. Product?

53. Solution

54. Customer 🎯

55. Design every
teams metrics…

56. to incent customer
retention

57. Examples

58. Establish
baselines

59. NPS

60. eNPS

62. 1. Sales

63. Territories

64. Upgrades

65. 2. Marketing

66. Leads +
Customer NPS

67. SDRs

68. 3. Engineering +
Product

69. Customer
Service

70. Internal
Customers Too

71. No Product
Roadmaps

72. Product Adoption

73. Usage Frequency

74. Shipping to
Customers Daily

75. Monthly Science
Fairs

78. One change can
improve retention

79. Thank You.

80. Once a week I share
what I’m learning.
http://davidcancel.com/newsletter
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