Part 2 of 3 | Inspired by Episode 13, Doing It for Retention Podcast
Customer success has undergone a dramatic transformation. What began as a relationship management function, often little more than glorified technical support, has evolved into a commercial, strategic role that sits at the heart of SaaS business models.
This evolution hasn’t been comfortable for everyone. It has created winners and losers, demanded new skills, and fundamentally changed what it means to be successful in CS. Understanding this shift is crucial for both those entering the field and those already in it.
From Strategic to Quantifiable
Four years ago, the buzzword was ‘strategic’. Every CS professional was focused on delivering ‘value’ and becoming a strategic partner to customers. The problem? Value is nebulous. Strategic is vague. These terms meant different things to different people.
Today’s customer success demands something more concrete: quantifiable business value. It’s no longer sufficient to talk about platforms that save time or provide visibility. Modern CS requires translating those benefits into hard numbers – pounds saved, revenue generated, efficiency gains measured precisely.
This isn’t just about better reporting. It’s a fundamental shift in how CS professionals engage with customers. You’re not just maintaining relationships; you’re driving commercial outcomes and being held accountable for them.
The Technical-to-Commercial Divide
This evolution has created a clear divide within the profession. CS professionals with highly technical backgrounds – those who built their careers on product expertise, troubleshooting, and incident resolution – often struggle with this more commercial orientation.
For years, being able to debug issues and solve technical problems was considered excellent CS work. It still is, in certain contexts. But when that becomes the primary focus, you’re operating more as technical support than as a business partner.
Meanwhile, CS professionals comfortable with business discussions and commercial negotiations are thriving. They’re the ones having conversations about ROI, business cases, and contract renewals. They’re challenging customer assumptions and pushing back when necessary.
This doesn’t mean technical skills are irrelevant. But they’re table stakes, not differentiators. The CS professionals who advance are those who combine technical competence with commercial acumen.
The Uncomfortable Commercial Conversation
One of the most significant changes is the expectation that CSMs will engage in commercial discussions with confidence and authority. This isn’t about becoming aggressive salespeople – it’s about operating as genuine business advisors.
Successful modern CSMs don’t just respond to customer requests. They challenge assumptions. They push back when customers are heading in the wrong direction. They position themselves as experts who understand the customer’s business well enough to offer perspective and guidance.
This requires a fundamental mindset shift. If discussing pricing, contract terms, or commercial value makes you uncomfortable, it’s worth examining whether customer success in its current form is the right path. There’s no shame in that – alternative roles like technical account management or professional services might be better fits.
For those willing to embrace this commercial orientation, the career trajectory can be remarkable. The CS professionals who master both relationship building and commercial discussions become invaluable – and highly sought after.
What This Means for Career Development
For career changers entering CS, this evolution actually creates opportunity. If you’ve managed budgets, negotiated contracts, or been accountable for commercial outcomes in your previous career, these skills transfer directly.
You don’t need to apologise for lacking deep technical knowledge. In fact, your business experience might be more valuable than product expertise. You can learn software. Commercial maturity and business acumen are harder to teach.
For those already in CS roles, the message is clear: develop your commercial skills or risk being left behind. Attend commercial training. Shadow your sales colleagues. Learn to speak the language of business outcomes, not just product features.
Looking Ahead
The evolution of customer success isn’t finished. As SaaS markets mature and competition intensifies, the commercial expectations on CS teams will only increase. Those who embrace this shift will find themselves at the centre of their organisations’ growth strategies.
The CS professionals who thrive won’t be those with the deepest product knowledge. They’ll be the ones who can demonstrate business value, have challenging conversations with senior stakeholders, and drive commercial outcomes whilst maintaining genuine customer relationships.
That’s not a dumbing down of the role. It’s an elevation of it.
Next in this series: Breaking Down the Sales-CS Barrier
About ABR Talent
ABR Talent specialises in connecting exceptional professionals with leading SaaS companies. Whether you’re making your first move into tech or seeking your next leadership role in customer success or sales, we understand the unique challenges and opportunities in the market.
Get in touch to discuss your career journey or hiring needs.
