Adobe Training Services and Retention Rates The Evidence ... articles/Webinars...Post-Sales Account...
Transcript of Adobe Training Services and Retention Rates The Evidence ... articles/Webinars...Post-Sales Account...
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mark Willder
John Bates
Adobe Training Services and Retention Rates—The
Evidence
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Brief overview of Adobe Training Services
A house divided
Focus
Selling ATS, the hard way
Value, value, value
From feelings to data
Training and Retention Analysis: A Study in Value
Questions
Agenda
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe Platforms And Tools – The Art & Science
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Adobe Training Services
Adobe offers comprehensive expert-led trainings to help
customers and partners rapidly build capabilities on Adobe
solutions
Accelerate your team’s
productivity
Unlock the product potential
for your business
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe Training Services
5
Online Classroom (@Adobe or onsite)
TRAINING PORTFOLIO
FLEXIBLE ENGAGEMENT & DELIVERY AVAILABLE FOR ALL MAJOR ADOBE
PRODUCTS
ADOBE PARTNER &
CUSTOMER
TRAINING
TRAINING PROVIDER
PROGRAM
ADOBE
CERTIFIED
EXPERTS (ACE)
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
We need to train our customers and make them
happy/successful/purchase more software
We likely also need to:
Make a profit, or
Cover our expenses, or
Justify our roles
ATS—Serving Two Masters
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
ATS is a profit center with quarterly revenue and margin goals
Weekly forecast calls with my Education Managers, and then with my
Global Client Services VP (who heads up Consulting, Training and Solution
Architecture)
HUGE focus on revenue
I like to think my revenue contribution matters…BUT
Adobe is a 4 billion dollar company
If I’m honest, our contributions have much more to do with
Customer retention
Customer satisfaction
ATS revenues? Not so much…
ATS Focus
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
SAAS Training accounts for 80% of our current revenue
This is is sold by:
Sales reps at time of MSA/SO (40% attachment rate and climbing)
Post-Sales
Account Managers, Consulting, ATS Education Managers, ATS registration site,
etc.
Laborious to sell
Have to train Sales and Customers on value at some point
The good reps get it. Others never do…
All traditional (anecdotal) arguments are used:
Helps customers ramp faster, reduces Client Care calls, etc.
We have proved some of this statistically before (Client Care)
ATS SAAS Training—how it’s sold
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
―Value‖ in a SAAS environment means
Helping customers move quickly and successfully through implementations
Helping customers get ROI from their solution, thereby increasing chance
for renewals
Helping Sales and Account Management upsell and cross-sell
It has little to do with our revenue contribution
However, ATS revenue does get us a seat at the table and lets us re-invest to build
new programs
ATS Value
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
I have known (felt) that training ―matters‖ to the success of a
customer…
We have CSAT surveys
Anecdotal info gets back to us
We have some good customer quotes about how they’ve applied
knowledge and seen differences
These are all meaningful, but
How do we show real statistical value to our Companies, which can
then further our real goal of helping our customers be successful?
How do we get the level of buy-in and investment from Corporate, so they
invest in training sales and infrastructure?
We need to prove to Corporate, that what we do is of incredible import to
the Company’s bottom line…
Moving from feelings to data…
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Customer Retention Analysis
John will now lead us through
the study he conducted and its
very interesting results…
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