Account Management Secrets

Episode 34: How AI Is Reshaping Customer Value

AI isn’t just changing the tools we use, it’s reshaping the entire conversation around business value, accountability, and risk. 
 
In this episode, Alex Raymond sits down with Mark Stouse, the CEO of ProofAnalytics.ai, to talk about how AI is driving a seismic shift in how companies operate. The core message: transparency and accountability are no longer optional, and gut instinct won’t cut it.
 
Mark explains how AI is collapsing the “gray zone” of ambiguity in business, forcing teams to prove value with hard data. He also shares a critical legal shift from early 2023: a Delaware court ruling that expanded fiduciary duty to all company officers, not just CEOs and CFOs, making risk management everyone’s responsibility.
 
You’ll hear how customer success is more than a renewal engine. It’s a strategic early warning system that should be treated as both a value creator and a multiplier. And you’ll learn why the old accounting mindset, focused only on past performance, can’t keep up.
 
If you're leading customer accounts, managing renewals, or influencing post-sales strategy, this conversation will reframe how you think about risk, impact, and your role in the AI-powered business landscape.
 
Episode Breakdown:
00:00 Introduction
03:25 AI as a Super Technology & What It Changes
04:44 How Fiduciary Duty Now Includes Functional Leaders
06:12 Case Study: CRM Data Fraud and Legal Risk
09:54 AI, Legal Accountability & Market Volatility Collide
12:54 Why Traditional Accounting Thinking Falls Short
14:31 Causal Analytics vs. Predictive Tools: What Leaders Need
17:34 The Long Game: Proving Impact in Customer Success
19:28 Customer Success as an Early Warning System
22:28 The Problem with BI Dashboards and Misread Data
25:46 How to Start Risk Conversations at Your Company
27:21 Forecast Risk vs. Enterprise Risk
28:00 Why T-Shaped Skills Matter in the Age of AI
29:24 What the Future of AI Looks Like for Teams
 
Links
Connect with Mark Stouse:
LinkedIn: https://www.linkedin.com/in/markstouse/
Website: https://www.proofanalytics.ai/
 
Connect with Alex Raymond:
LinkedIn: https://www.linkedin.com/in/afraymond/
Website: https://amplifyam.com/
Podcast production and show notes provided by HiveCast.fm

Episode 33: The End of Customer Success as We Know It

Customer success was supposed to be the future. So why are so many CS teams under-resourced, misunderstood, and fighting to stay relevant?
 
Alex Raymond sits down with Parker Chase-Corwin, the CEO and principal consultant of Xperience Alchemy who’s helped dozens of B2B companies rethink how they approach retention, risk, and long-term value. They unpack why CS never quite delivered on its promise, why the function has become a catch-all for upstream problems, and what needs to change if companies want better outcomes and fewer surprises.
 
Is customer success really one team’s job? Or does it require every part of the company to take ownership? Is your CS team driving strategy or just cleaning up after everyone else? This episode is a must-listen for account managers, CS leaders, and anyone who believes customer outcomes should be more than just a quarterly talking point.
 
Learn more about AMplify at www.amplifyam.com 
 
Episode Breakdown:
00:00 Introduction
01:20 Why Customer Success Is Struggling
03:05 The Branding Problem in CS
05:28 From Customer Success to Customer Experience
07:03 Does CS Have a Future?
14:07 Solving Problems Upstream
17:20 Proactive Account Management
31:21 Risk Management That Works
39:53 Rethinking Customer Experience Teams
43:18 Where to Start and What to Prioritize
 
Links
Connect with Parker Chase-Corwin:
LinkedIn: https://www.linkedin.com/in/parkercorwin/
Website: https://www.xperiencealchemy.com/
 
Connect with Alex Raymond:
LinkedIn: https://www.linkedin.com/in/afraymond/
Website: https://amplifyam.com/
Podcast production and show notes provided by HiveCast.fm

Episode 32: Secrets of Dynamic Account Planning

Most account plans feel like busywork. Why? Because they’re built in a broken system that rewards documentation over results.
 
In this episode, Alex Raymond explains why so many account plans fail to drive real impact and what to do instead. He introduces a framework: three customer goals, three key contacts, and three specific actions for the next 90 days. No fluff. No filler. Just a clear plan you can actually use.
 
Are you building your plan to impress your boss, or to deliver value your client will notice? Are you tracking assumptions, or asking the right questions?
 
If you’ve ever felt like your account plan was more theater than strategy, this episode will help you shift into something far more effective. Alex also shares details on the upcoming Account Planning Bootcamp inside the AMplify community, where you can dig deeper and start building plans that actually grow your accounts and your career. Learn more here: www.amplifyam.com/account-planning-bootcamp 
 
Episode Breakdown:
00:00 Introduction
01:40 Why Most Account Plans Fail
10:41 What Is Dynamic Account Planning?
13:10 The Rule of Three Framework
30:35 Should You Share Your Plan with the Customer?
34:05 Making Your Plan a Living Document
 
Links
Connect with Alex Raymond:
LinkedIn: https://www.linkedin.com/in/afraymond/
Website: https://amplifyam.com/
Podcast production and show notes provided by HiveCast.fm

Episode 31: The Account Manager Career Path: What Hiring Managers Really Want

Most account managers are chasing career growth, but few stop to ask whether their next opportunity might already be within reach.
 
Alex Raymond talks with Swati Garg, the founder and CEO of Melo Associates, about what hiring managers are prioritizing right now, and what many candidates are getting wrong. What skills actually stand out in a crowded field? How do you show you’re ready for more responsibility? And why are so many companies missing the mark by defaulting to external hires?
 
Swati shares what’s shifting in the job market, including the rising demand for strategic thinking, stronger negotiation chops, and real fluency with tools powered by AI. She also breaks down why internal promotions aren’t just cost-effective, they’re often the best way to keep top performers engaged and growing.
 
If you’ve been stuck thinking the only next step is people management, this episode offers a broader view. Swati talks through alternative paths like CS operations, enablement, and even product or marketing roles, reminding us that knowing your customer deeply is a competitive edge across teams. She also gives practical advice for anyone on the job hunt: be intentional, do your prep, and stop treating the interview like a one-way evaluation.
 
Whether you’re hiring or exploring your next move, this is a smart, honest look at how to grow your career without losing momentum.
 
Episode Breakdown:
00:00 Career Growth in Account Management
02:53 Current Job Market for Customer Success and Account Managers
05:10 Hiring Internally vs. Externally
07:39 The Importance of Internal Talent Retention
08:59 Evolving Roles in Customer Success
12:29 Must-Have Skills for Account Managers
16:05 The Importance of Business Acumen
17:42 Navigating Job Searches and Maintaining Morale
24:10 Career Progression Paths for Account Managers
28:00 Exploring Non-Linear Career Paths
30:30 The Role of Chief Customer Officer
33:09 Assessing Company Fit During Interviews
39:45 Words of Wisdom for Job Seekers
 
Links
Connect with Swati Garg:
LinkedIn: https://www.linkedin.com/in/swatigargmhrir/
Website: https://meloassociates.com/
 
Connect with Alex Raymond:
LinkedIn: https://www.linkedin.com/in/afraymond/
Website: https://amplifyam.com/
Podcast production and show notes provided by HiveCast.fm

Episode 30: The Megadeals Mindset

Securing Megadeals requires more than just a strong pitch. It demands a deep understanding of deal orchestration and stakeholder management.
 
In this episode, Bora Brännström, the co-founder of Megadeals Advisory, joins Alex Raymond to share insights on navigating the complexities of large, multi-million dollar contracts. Bora breaks down what makes a deal truly complex, from influencing decision-makers at every level to managing a web of cross-functional relationships. He points out a common challenge many companies face—rainmaker dependency—and how relying too heavily on a few key individuals can hinder growth, especially for scale-ups.
 
So how can account managers scale success in such a high-stakes environment? Bora points out the importance of proactively engaging with multiple stakeholders, leveraging internal references, and using targeted media to build trust across the organization. Can a systematic approach to deal orchestration be the key to driving consistent growth? Bora and Alex’s discussion offers strategies for anyone looking to step up their game in managing complex deals and building stronger relationships with key stakeholders.
 
Episode Breakdown:
00:00 Introduction 
02:19 Defining Megadeals
04:44 Four Criteria of Complex Deals
07:03 Challenges in Scaling Sales Teams
10:13 Finite vs. Infinite Markets
14:45 Expanding Within Existing Accounts
17:31 Stakeholder Mapping
20:52 Ideal Stakeholder Map (ISM)
25:35 Accessing Key Decision Makers
30:40 Proactive Account Management
34:54 Actionable Steps for Account Managers
40:58 Building a System to Eliminate Rainmaker Dependency
43:40 Specialization and Support for Rainmakers
 
Links
Connect with Bora Brännström:
LinkedIn: https://www.linkedin.com/in/bora-br%C3%A4nnstr%C3%B6m-a193a9a/
Website: https://www.megadeals.com/
 
Connect with Alex Raymond:
LinkedIn: https://www.linkedin.com/in/afraymond/
Website: https://amplifyam.com/
Podcast production and show notes provided by HiveCast.fm

Episode 29: Why Onboarding Matters

Most companies treat onboarding like a finish line, but it’s the starting gate for retention, customer success, and long-term revenue.
 
Alex Raymond welcomes onboarding expert Donna Weber, the author of “Onboarding Matters,” to challenge the idea that implementation equals success. If a customer isn’t using a product in a meaningful way, does it even matter that they have access to it? Donna explains why the first 90 days determine whether a customer sticks around or drifts away, and how her orchestrated onboarding framework helps companies guide customers to real value, not just a completed setup.
 
Donna also breaks down a common mistake: declaring victory too soon. Product deployment isn’t the finish line. Without quick wins and clear adoption, customers second-guess their decision, leading to churn. Donna shares ways to shift the focus from closing deals to building long-term success, with insights on user adoption, time to value, and the hidden cost of bad onboarding.
 
A must-listen for account managers and customer success teams who want to turn onboarding into a growth strategy.
 
Episode Breakdown:
00:00 Introduction 
01:46 The Critical Role of Onboarding
04:36 Onboarding vs. Implementation
06:23 Declaring Victory Too Early
09:42 Defining Onboarding: The Orchestrated Onboarding Framework
11:05 Review and Ongoing Optimization
14:09 Delivering Quick Wins
17:08 The Concept of Buyer's Remorse
19:10 Quick Wins vs. First Value
22:33 Trade-offs in Onboarding Approaches
24:29 Value Journey and Team Structure
26:14 Applying Onboarding Concepts Beyond SaaS
30:46 Incentives and Long-term Profitability
34:31 Team Structure and Responsibilities
37:04 Measuring Success in Onboarding
41:59 Linking Metrics to Business Impact
43:25 Key Takeaways for Successful Onboarding
 
Links
Connect with Donna Weber:
LinkedIn: https://www.linkedin.com/in/donnaweb/
Website: https://www.donnaweber.com/
https://www.donnaweber.com/post/accelerate-success-the-power-of-quick-wins-in-customer-onboarding
 
Connect with Alex Raymond:
LinkedIn: https://www.linkedin.com/in/afraymond/
Website: https://amplifyam.com/
Podcast production and show notes provided by HiveCast.fm

Episode 28: RevOps in Action: Driving Retention and Growth

RevOps is more than a back-office function. It is a game-changer for sales operations, account management, and long-term revenue growth.
 
Alex Raymond sits down with Katherine Nino, the head of global revenue operations at Makosi, to talk about how RevOps goes beyond traditional sales enablement and shapes the entire customer lifecycle. They discuss the power of client health scores, how data-driven insights help account managers stay ahead of churn, and why a culture shift around risk and collaboration is essential.
 
Katherine shares her approach to building a health score model that cuts through data overload and makes it easier for teams to focus on relationships. She also challenges outdated views on sales handoffs, training, and accountability, making the case for a more connected approach to retention and growth.
 
Join Alex and Katherine’s discussion to discover a clear roadmap for leveraging RevOps to improve client satisfaction, reduce churn, and drive sustainable revenue growth.
 
Episode Breakdown:
00:00 Introduction
01:53 What is RevOps?
03:07 Strategy and Transformation
05:05 Data Structure and Reporting
08:20 Evolution of RevOps
10:10 Orchestration and Collaboration in RevOps
14:42 Building a Client Health Model
18:39 Proactive Client Management
20:01 Developing and Testing the Health Model
24:00 Implementation and Success of the Health Model
27:31 Role of Account Managers in Using the Health Model
32:10 Improving Data Quality and Compliance
38:08 Mindset Shift for Account Managers
42:52 Regular Data Hygiene Practices
44:03 Importance of Training and Development for Account Managers
 
Links
Connect with Katherine Nino:
LinkedIn: https://www.linkedin.com/in/jkatherinenino/
 
Connect with Alex Raymond:
LinkedIn: https://www.linkedin.com/in/afraymond/
Website: https://amplifyam.com/
Podcast production and show notes provided by HiveCast.fm

Episode 27: The 5-Year Customer Model

Most companies chase new customers without realizing retention is where real growth happens. Bob Mathers joins Alex Raymond to share why the smartest businesses focus on keeping customers for five years and how the right strategy can turn retention into a competitive advantage.
 
In this episode, Bob breaks down the 5-Year Customer Model and explains why high churn is often a sign of deeper problems. Are companies setting themselves up for long-term success, or are they still stuck in outdated sales-driven models? Bob challenges leaders to rethink how they structure teams, run QBRs, and measure success. Instead of leaving retention to customer success teams alone, he lays out a case for making it a company-wide effort.
 
Bob and Alex’s discussion is a must-listen for account managers and business leaders ready to move beyond quick wins and start playing the long game.
 
Episode Breakdown:
00:00 Introduction
02:08 Bob Mathers’ Journey to Customer Success
04:52 The 5-Year Customer Model
05:03 Frustration with Customer Success Conversations
06:06 Shift from On-Prem to SaaS Models
08:10 The Burden of Generating Value
09:09 The Role of Customer Success in Long-Term Retention
11:35 The Role of Customer Success Managers
14:48 The North Star Goal: Five-Year Customer Retention
17:04 Ideal Customer Profile and Marketing Alignment
20:03 Commitment to Long-Term Goals
21:08 The Role of the CEO in Driving Change
22:02 Single-Digit Incremental Improvements vs. Mindset Shift
25:09 Core Functions, Behaviors, and KPIs
26:46 The Role of Data in Customer Success
27:18 Is a 5-Year Customer Good Enough?
28:06 The Role of the Chief Customer Officer
29:00 The Future of Customer Success and CCOs
32:32 The Role of Product in Customer Success
35:05 Optimal Structure for Customer Success Teams
39:48 Closing 
 
Links
Connect with Bob Mathers:
LinkedIn: https://www.linkedin.com/in/bmathers/
Website: https://bobmathers.ca/
 
Connect with Alex Raymond:
LinkedIn: https://www.linkedin.com/in/afraymond/
Website: https://amplifyam.com/
Podcast production and show notes provided by HiveCast.fm

Episode 26: How to Turn Customer Success Into a Growth Function

Customer success is at a crossroads. Does it need a complete rebrand? A new strategy? A bigger role in driving revenue?
 
In this episode, Alex Raymond talks with Rav Dhaliwal, a veteran in customer success and account management, about what’s working, what’s broken, and what needs to change. Rav shares why customer success teams struggle to define their own value and how that disconnect affects both customers and company growth.
 
One of the biggest challenges? The divide between sales and customer success. Both teams focus on helping customers see value, yet outdated structures keep them working in isolation. Rav explains why shared goals and incentives could create stronger results for everyone.
 
Rav also questions whether the term “customer success” still makes sense. Is it time to rethink the function entirely? Should it evolve into something bigger? If customer success is truly a competitive advantage, leaders need to stop treating it as an afterthought.
 
This episode pushes past buzzwords and into the real conversations happening inside companies today. If you’d like to know where customer success is headed, this is one you don’t want to miss.
 
Episode Breakdown:
00:00 Introduction
01:55 Rav’s Career Journey and Insights
02:57 The Evolution of Customer Success
06:19 Linking Customer Success to Revenue
08:17 Incentives and Organizational Alignment
09:11 Misconceptions About Customer Success
10:09 The Need to Retire the Term “Customer Success”
13:05 The Future of Customer Success
15:26 Customer Success and Revenue Ownership
19:30 Organizational Design: CCO vs. CRO
22:39 Skepticism About the CCO Role
25:05 The Importance of a CCO in Complex Organizations
29:40 Typical Friction Points in Alignment
35:04 The Competitive Advantage of Great Customer Success
37:04 Integrating CS into the Sales Process
42:15 Growing the Deal with CS Involvement
 
Links
Connect with Rav Dhaliwal:
LinkedIn: https://www.linkedin.com/in/ravinderdhaliwal/
Medium: https://ravsterd.medium.com/
 
Connect with Alex Raymond:
LinkedIn: https://www.linkedin.com/in/afraymond/
Website: https://amplifyam.com/
Podcast production and show notes provided by HiveCast.fm

Episode 25: Resilience Under Pressure: Tools to Thrive as an Account Manager

Drowning in unrealistic expectations? If “hero mode” feels like your default setting, it’s time for a reset.
 
Rachel Provan, a customer success leader turned coach, joins Alex Raymond to discuss why so many account managers are expected to operate at peak performance with fewer resources and more demands. She breaks down how to push back effectively, set real priorities, and communicate workload challenges without feeling like you’re making excuses.
 
This episode digs into the mindset shifts that help account managers move from constantly defending their role to confidently leading client conversations. Rachel also challenges the way we approach QBRs, arguing that they should be more than a routine box to check.
 
Want to be seen for the impact you make? Start tracking your wins, speaking up, and claiming your seat at the table. Alex and Rachel’s discussion gives you the strategies to do exactly that.
 
Quotes
“If you ask me to do the work of 10 people, I physically cannot do that. So what I advise people to do is really to look at what are the things that I have to get done? What’s the outcome that we need? Get really, really clear on priorities with these people, with whoever your boss is.” (03:54 | Rachel Provan) 
“We have this sense of this idea of time management that if we somehow time box and figure out the right order of things and do enough planning, we’ll somehow be able to fit 10 pounds of potatoes into a five pound bag. And time is fixed. There’s no managing it. So it’s really all about prioritization and being realistic across the board.” (09:53 | Rachel Provan)
“The number one thing that I advise people to ask their teams, especially if you’re going in there for the first time, if you’re having your first one-on-ones with people, my favorite question for them is: Do you feel your work here is valued? That is the number one question that will tell you if they’ve got one foot out the door, if they’re checked out. Because if they don’t feel their work is valued, what’s the point?” (11:11 | Rachel Provan)
“If people aren’t giving you recognition, it’s not necessarily because they think you’re crap at your job. They’re thinking about themselves. They’re not thinking about you. They’re not keeping track of what you’re doing. I encourage everyone to keep an accomplishment tracker.” (36:45 | Rachel Provan)
 
Links
Connect with Rachel Provan:
LinkedIn:  https://www.linkedin.com/in/rachelhprovan/
Website: https://provansuccess.com/
 
Connect with Alex Raymond:
LinkedIn: https://www.linkedin.com/in/afraymond/
Website: https://amplifyam.com/
Podcast production and show notes provided by HiveCast.fm