Leading with Value and Increase Revenue in Customer Success

Being a Customer Success Pro isn’t just about keeping customers happy—it’s about driving value, growth, and revenue. But Customer Success is not a destination—it’s a journey, and today’s episode will help you navigate that journey with confidence. 

In this episode of the Customer Success Pro Podcast, I had the pleasure of speaking with Madelyn DePrey, VP of Customer Success at Aircall, about how leading with value contributes to both customer success and revenue growth.

We discuss the integration of sales strategies into CS, how CSMs can embrace revenue responsibilities, and the power of continuous learning. If you’re a CSM looking to level up your revenue-generating skills or a CS leader trying to balance retention with growth, this episode is packed with actionable insights.

From Hospitality to Customer Success Leadership 

Madelyn’s career journey is a perfect example of how transferable skills can lead to success in CS. Before entering the tech world, she worked in hospitality, hotel management, and customer relations, even starting her career as SpongeBob at a Nickelodeon theme park!

Key Takeaways from Madelyn’s Journey: 

✅ Customer experience is at the heart of every industry – Whether in hospitality or SaaS, success is about understanding and serving customers.

✅ CS careers don’t have a set path – Your skills in communication, problem-solving, and relationship management can transition into a successful CS career.

✅ Leadership is about adaptation – Moving from hospitality to SaaS required Madelyn to continuously learn and evolve her leadership approach.

For anyone transitioning into Customer Success from another industry, Madelyn’s story is proof that diverse backgrounds can make you a stronger CS leader.

Aircall’s Approach to Customer Success 

At Aircall, Customer Success isn’t just about retention—it’s about creating an end-to-end journey that drives adoption, advocacy, and revenue growth.

How Aircall Scales Customer Success: 

📌 A segmented customer journey – Tailoring engagement based on customer size, needs, and goals.

📌 A balance of automation & human touch – Using product-led engagement to scale while keeping high-value interactions for strategic accounts.

📌 Focusing on long-term relationships – Ensuring that customers not only stay but also expand their investment over time.

For CS leaders looking to scale their teams, Aircall’s strategy is a blueprint for balancing efficiency with impact.

Leading with Value in Customer Success 

One of the biggest takeaways from this episode is why leading with value is key to long-term customer and revenue growth.

What it Means to Lead with Value: 

✅ Focus on business outcomes – Help customers achieve measurable results with your product.

✅ Be proactive, not reactive – Anticipate customer needs before they reach out with issues.

✅ Build trust through education – Position yourself as a strategic advisor, not just a problem solver.

Pro Tip: Every touchpoint with a customer should reinforce their success and ROI. Whether in QBRs, check-ins, or renewal conversations, value should always be the focus.

Why CSMs Need to Embrace Revenue Responsibilities 

One of the hottest topics in Customer Success today is the shift towards revenue ownership. Madelyn and I dive into how CSMs can approach sales conversations without feeling like salespeople.

Key Strategies for Revenue-Generating CSMs: 

📌 Understand customer goals – Revenue comes from helping customers see the value of expanding their use of your product.

📌 Recognize expansion opportunities – Learn how to spot upsell and cross-sell signals in customer conversations.

📌 Collaborate with Sales – CSMs and Sales teams should work together to create seamless handoffs and expansion playbooks.

For CSMs who feel uncomfortable with revenue responsibilities, Madelyn shares practical strategies to make it feel natural and customer-centric.

How Sales Tactics Can Benefit CSMs 

Many CS professionals shy away from sales strategies, but learning core sales skills can actually make you a better CSM.

Top Sales Tactics Every CSM Should Master: 

✔ Active listening – Ask questions that uncover customer pain points and opportunities.

✔ Value-based positioning – Tie every conversation back to business impact and ROI.

✔ Objection handling – Learn how to address concerns and showcase why additional investment makes sense.

Pro Tip: Think of sales as an extension of helping your customers succeed, not just closing a deal.

Advice for CSMs Facing Revenue Targets 

For many CS professionals, revenue targets can feel intimidating. But Madelyn shares her best advice for CSMs embracing this shift with confidence.

How to Succeed with Revenue Targets: 

📌 Change your mindset – Selling isn’t about pushing products; it’s about helping customers maximize value.

📌 Use customer data – Look for product usage trends and customer health indicators to guide expansion conversations.

📌 Leverage your strengths – As a CSM, you already have deep customer relationships—use that trust to guide meaningful business discussions.

For anyone feeling overwhelmed by revenue goals, this part of the conversation will help you approach it with the right mindset and skills.

Listen Now & Elevate Your CS Game 

This episode with Madelyn DePrey is a must-listen for CSMs, CS leaders, and anyone looking to master the art of leading with value while driving revenue growth.

🎧 Listen on your favorite platform: 

🔹 YouTube

🔹 Spotify

🔹 Apple Podcasts

Want to take your CS career to the next level? 

✅ CSM RevUP Academy – My coaching program for ambitious CS professionals.

✅ AI Guidebook for CS – Learn how to use AI for smarter Customer Success strategies.

Connect with Us 

📌 Follow Madelyn DePrey: LinkedIn

📌 Follow Anika Zubair: LinkedIn | YouTube | TikTok | Website