In today’s competitive B2B SaaS landscape, customer success is no longer just about keeping customers happy. It’s about driving revenue, retaining clients, and ensuring sustainable growth. This blog post delves into the key insights from G2’s State of Customer Success Survey, with a special focus on the growing trend of Customer Success (CS) personnel having sales quotas.

The Shift in Customer Success Roles

Traditionally, customer success focused on customer satisfaction and support. However, as subscription-based models became the norm, the role has evolved. Now, CS teams are crucial for reducing churn, maximizing customer lifetime value (CLV), and driving revenue. This shift is driven by the need to maintain strong relationships with existing customers, given the high cost and difficulty of acquiring new ones.

Key Metrics and Findings

1. Sales Focus in Customer Success

According to the survey, over half (53%) of CS professionals view their roles as having a significant sales component. Specifically, 11% see their roles as primarily sales-oriented, while 42% balance customer support and sales responsibilities equally. This evolution underscores the importance of CS in driving revenue and ensuring customer retention.

2. Sales Quotas for Customer Success Teams

A notable trend is the assignment of sales quotas to CS personnel. About 67% of respondents reported having sales quotas, highlighting the increasing emphasis on revenue generation. This shift aligns CS more closely with sales and marketing, transforming them into a revenue-generating department.

3. Customer Success in the C-Suite

Customer success is gaining a stronger voice in the C-suite. Approximately 25% of respondents have a Chief Customer Officer (CCO) representing their interests at the executive level. This representation is critical for aligning CS strategies with overall business goals and ensuring that customer retention and expansion are prioritized.

4. The Merger of Totango and Catalyst

In February 2024, Totango and Catalyst, leaders in customer success software, announced their merger. This strategic move aims to create a comprehensive solution for maximizing revenue from existing customers and reducing churn. The merger reflects the growing recognition of CS’s role in driving retention and expansion.

The Future of Customer Success

Expansion of Responsibilities

The survey reveals an optimistic outlook for CS professionals. About 65% reported an expansion in department headcount, and 45% saw an increase in responsibilities over the past year. This trend indicates that businesses are investing more in CS to drive growth and efficiency.

Greater Utilization of AI

AI is expected to play a significant role in the future of customer success. By leveraging AI, CS teams can gain deeper insights into customer behavior, predict churn, and identify upsell opportunities. This technological advancement will enable CS professionals to manage customer relationships more effectively and efficiently.

Technical Knowledge and Customer Focus

As the role of CS expands, there is a growing need for greater technical knowledge and a stronger customer focus. CS teams must understand the technical aspects of their products to provide better support and drive value for customers. Additionally, a customer-centric approach is essential for building long-term relationships and ensuring customer satisfaction.

The Importance of Customer Success in B2B SaaS

Driving Revenue Through Existing Customers

In the current economic climate, acquiring new customers is challenging and expensive. As a result, businesses are focusing on maximizing revenue from existing customers. CS teams play a crucial role in this strategy by ensuring customer satisfaction, reducing churn, and driving upsell and cross-sell opportunities.

Change Management

As businesses adopt new go-to-market strategies, such as product-led growth, change management becomes critical. CS professionals must navigate these changes effectively, ensuring that customers continue to derive value from the product. This approach helps in retaining customers and driving expansion within the existing customer base.


The role of customer success in B2B SaaS is evolving rapidly. With a greater emphasis on revenue generation, the integration of AI, and expanded responsibilities, CS teams are becoming essential to driving growth and ensuring customer retention. As a $5M ARR mature B2B SaaS firm, understanding and leveraging these trends can help you maximize customer lifetime value and achieve sustainable growth.

Customer success is no longer just about support; it’s about driving revenue, retaining customers, and ensuring long-term business success. By aligning your CS strategies with these insights, you can stay ahead in the competitive SaaS landscape and build lasting relationships with your customers.

Also published on Medium.

By John Mecke

John is a 25 year veteran of the enterprise technology market. He has led six global product management organizations for three public companies and three private equity-backed firms. He played a key role in delivering a $115 million dividend for his private equity backers – a 2.8x return in less than three years. He has led five acquisitions for a total consideration of over $175 million. He has led eight divestitures for a total consideration of $24.5 million in cash. John regularly blogs about product management and mergers/acquisitions.