Teams that don’t specialize will struggle to scale.
In early-stage SaaS companies, finding "full stack" CSMs is quite common, and the full-stack approach is okay to a point.
But the tasks of onboarding, engaging, coaching, renewing, and supporting customers are so divergent, that one person can't possibly provide all these services effectively.
If it goes on too long, you'll have unsuccessful customers, high gross churn, an unprofitable business, and a weary team.
I built the model below to explain how specialized teams work together to achieve customer and business outcomes (across the top of the table).
Customer and business outcomes across the top.
Departments and roles down the left side.
Activities each role engages in to drive customer success. Highlighted green boxes are the primary focus for each role.
Enjoy, and please send me any feedback you have.