Internal Handover

Internal Handover: Ensuring a seamless transition from Sales to Customer Success Management (CSM)

The internal handover from Sales to Customer Success Management (CSM) represents a critical juncture in the customer lifecycle. This process marks the transition from the pre-sales phase, where the primary goal is to close the deal. Moving on to the post-sales phase, where the emphasis shifts to ensuring that the customer derives ongoing value from the product or service. A well-coordinated handover is essential for laying the foundation for a successful and lasting relationship with the customer.

Table of Content

The importance of a seamless handover

A seamless handover from Sales to CSM is vital for several reasons

  • Setting the Stage for Success: The first interactions with the CSM team are crucial for setting the tone of the relationship. A well-executed handover helps the CSM team hit the ground running, enabling them to focus on delivering value from the outset.
  • Maintaining Customer Trust: The relationship begins with the Sales team, and the trust established during this phase must be preserved as the customer transitions to the CSM team. A poorly executed handover can lead to confusion and diminish the customer’s confidence in the organization.
  • Ensuring Continuity: The Sales team gathers critical information about the customer’s needs, challenges, and expectations during the sales process. This knowledge must be effectively transferred to the CSM team to ensure continuity in the customer experience.

The Bow Tie Funnel: A conceptual framework for handover

The concept of the Bow Tie Funnel is a useful framework for understanding the transition from Sales to CSM. The funnel illustrates the journey from prospect to a loyal customer and highlights the distinct but interconnected roles of the Sales and CSM teams.

  • Left Side of the Bow Tie (Sales): On the left side of the funnel, the Sales team is focused on converting leads into customers. The goal here is to guide prospects through the sales process, addressing their needs and objections, and ultimately finalizing the purchase. This side of the funnel is typically narrower, reflecting the decreasing number of leads as they move closer to a purchase decision.
  • Center of the Bow Tie (Handover): The center of the bow tie represents the crucial handover point, where the customer moves from the Sales team’s domain to the CSM team’s care. This is a pivotal moment where the focus shifts from closing the deal to ensuring the customer’s long-term success and satisfaction.
  • Right Side of the Bow Tie (CSM): On the right side of the funnel, the CSM team takes over with the aim of retaining and expanding the customer relationship. This side of the funnel widens, reflecting the growth opportunities that arise from successful onboarding, adoption, and expansion efforts. The goal here is to maximize customer lifetime value through renewals, up-selling, and cross-selling.

Understanding the bow tie funnel helps both Sales and CSM teams recognize the importance of their respective roles in the customer journey and underscores the need for a seamless handover process.

Bow tie funnel model

Key elements of a successful handover

To ensure a smooth and effective handover from Sales to CSM, several key elements must be addressed:

  1. Comprehensive Handover Documentation
    Thorough documentation is one of the most critical aspects of a successful handover. The Sales team should provide the CSM team with a detailed handover document that captures all relevant information about the customer. This document should include:
  2. Joint Handover Meeting
    A joint handover meeting involving both the Sales and CSM teams is essential. This meeting provides an opportunity for the Sales team to present the customer’s information directly to the CSM team, ensuring that no critical details are overlooked. It also allows the CSM team to ask questions and clarify any uncertainties before they take over the relationship.
    Key topics to cover in the meeting include:
    • Introduction to the Customer: The Sales team should introduce the key stakeholders and their roles within the customer’s organization.
    • Review of Customer Objectives: A discussion of the customer’s goals, expectations, and success criteria, ensuring that the CSM team fully understands the customer’s desired outcomes.
    • Discussion of Potential Risks: Any potential risks or concerns identified during the sales process should be discussed, along with strategies for mitigating these risks.
    • Next Steps: A clear plan of action for the first 30, 60, and 90 days, including key milestones, deliverables, and communication plans.
  3. Alignment on Customer Success Metrics
    Aligning on customer success metrics is crucial during the handover. These metrics should be closely tied to the customer’s objectives and provide a clear indication of whether the product is delivering the expected value.
    Common customer success metrics include:
    • Product Adoption: The extent to which the customer’s team is using the product, including usage frequency and depth.
    • Time to Value: The time it takes for the customer to achieve their first meaningful outcome from using the product.
    • Customer Satisfaction: Metrics such as Net Promoter Score (NPS) or Customer Satisfaction Score (CSAT) that reflect the customer’s overall satisfaction with the product and service.
    • Renewal Likelihood: Indicators of the likelihood that the customer will renew their contract, based on their engagement and satisfaction levels.
  4. Clear Roles and Responsibilities
    Clarity around roles and responsibilities is essential for a successful handover. Both the Sales and CSM teams should have a clear understanding of who is responsible for what during the transition period. This includes:
    • Sales Team Responsibilities: The Sales team should ensure that all relevant information is documented and communicated effectively to the CSM team. They should also be available to support the CSM team during the initial phase of the relationship, answering any questions or providing additional context as needed.
    • CSM Team Responsibilities: The CSM team should take ownership of the relationship after the handover, ensuring that the customer’s experience is seamless and that their needs are being met. This includes following up on any outstanding items from the sales process and beginning the onboarding process as quickly as possible.
  5. Customer Communication
    Effective communication with the customer during the handover process is crucial. The customer should be informed about the transition and introduced to their new point of contact within the CSM team. This introduction should be handled professionally and should reinforce the customer’s confidence in the organization’s ability to support their needs.
    Communication should include:
    • Introduction of the CSM Team: A formal introduction of the CSM team member who will be managing the relationship, including their role and how they will support the customer.
    • Explanation of the Handover Process: A brief explanation of the handover process, including why it is happening and what the customer can expect during this transition.
    • Next Steps: Clear communication about the next steps in the process, including any upcoming meetings, deliverables, or actions that the customer should be aware of.

Best practices for a smooth handover

To ensure a smooth and successful handover from Sales to CSM, consider the following best practices:

  • Start the Handover Early: Begin the handover process as soon as the deal is close to being finalized. This allows for a smoother transition and ensures that the CSM team is prepared to take over the relationship without delay.
  • Maintain Open Communication: Encourage ongoing communication between the Sales and CSM teams throughout the handover process. This helps to address any issues that may arise and ensures that both teams are aligned.
  • Use Technology: Leverage technology, such as CRM systems, to track and manage the handover process. This ensures that all relevant information is documented and accessible to both teams.
  • Regularly Review the Process: Regularly review the handover process to identify areas for improvement. This helps to ensure that the process remains effective and continues to meet the needs of both the customer and the organization.

Related topics


Request a demo

If you want to learn more about VENMATE and customer success management, feel free to get in touch and request a demo.

Please enable JavaScript in your browser to complete this form.
Newsletter