Bill Binch – Sales Success, Data-Driven Insights, and Ideal Customers Artwork

The CX Iconoclast

If you’re exhausted by traditional approaches to CX, impatient with the stunning lack of progress in the field, and done re-hashing the “best practices” that don’t change anything, you’ve found your podcast. Here’s what we know: Companies gain competitive advantage through exceptional customer experience, and customer insights are the best decision-making tool there is. But traditional CX approaches have run their course and it’s time for the next revolution in CX. Tune in every two weeks as Richard Owen, co-founder of OCX Cognition, hosts conversations and interviews with business leaders, academics, and thinkers whose ideas can guide the CX profession to think in new ways about what success looks like. Most of them aren’t CX professionals, but all of them have something to teach us about CX. We’ll take a clear-eyed look at the problems that have hampered the discipline and explore the compelling ideas behind a re-engineering CX for a modern world. Come disgruntled, leave inspired. Find us at www.ocxcognition.com

All Episodes

The CX Iconoclast

Bill Binch – Sales Success, Data-Driven Insights, and Ideal Customers

May 01, 2023 • OCX Cognition • Season 1 • Episode 10

When the customer experience is poor, should the sales team take the blame for failing to consider the long-term health of customer relationships? Not so fast, says our guest Bill Binch, a sales leader at some of the tech industries fast-growing companies. It’s a bit more complicated than that, and if you’re a leader whose role include ensuring that customers either get value from your solution or deliver value to your bottom line, you’ll learn a lot from this episode.

Bill is an operating partner at Battery, an investment firm focused on tech companies, where he coaches and advises sales leadership in portfolio companies. Before that, he was chief revenue officer at Pendo, where he helped drive the annual recurring revenue to $100M in just three years. He spent nine years at Marketo, leading sales as the company grew from its infancy to its IPO, and beyond. And he held sales leadership roles at other heavy hitters like Oracle, PeopleSoft, and BEA.

So it was great to get Bill talking about how sales fits into the organization, its role in thinking about the ideal customer profile, and its use of metrics. A few of Bill’s points to listen for:

Sales should be invested in renewals as well as new business, because that’s critical for company success, so it’s critical to align incentives and work hard to cross the internal gaps that can form in companies.
Collaboration between sales and other departments -- like marketing, customer experience, or customer success -- rests on a shared understanding of the metrics and markers of progress, so clarity is key.
As a sales leader and an executive, more is better when it comes to data about the customer experience, and the urgency around frequent updates only grows in an era of big data.

Find Bill on LinkedIn: https://www.linkedin.com/in/bill-binch-302a4a2/
Learn more about Bill’s role at Battery: https://www.battery.com/people/bill-binch/

Find out how predictive CX analytics can help your business: https://ocxcognition.com/
Follow us on LinkedIn: https://www.linkedin.com/company/ocxcognition/
Connect with Richard Owen on LinkedIn: linkedin.com/in/richard-owen-98ba3

People on this episode

Richard Owen

Host