Trim Size: 6in x 9in  Mehta572763 flast.tex V1-04/03/2020 11:45pm Page x x Foreword Revenue.”Itwasaboutstavingoffthesilentkillerofsubscriptionbusinesses and developing a defensive strategy. In 2016, most people still didn’t understand Customer Success beyond customer service. Where customer service is a necessary but reactive aspect of customerssuccessfully using a product, Customer Success involves a more holistic understanding of a customer’s business objectives. If you were in CustomerSuccess four years ago, it’s easy to imagine you spent a lot of time just explaining your job and its value. Today, nobody needs to be convinced of the value the customers cre- ate for their business or the business imperative of proactively nurturing and deepening those relationships. But what’s the next step? Why this new book? Why now? It’s become clear that too many businesses stopped reading after “Re- ducing Churn.” The conversation ended with, “I’m not selling anything.” In far too many cases, they stopped at Customer Success Management. AsNickandAllisonmakethecaseinthisbook,CustomerSuccesshasa second phase of evolution that goes far beyond churn and far beyond CSM. In this new evolution, Customer Success is infused into every part of your  company and is fulfilled in every interaction between every team member  and customer—at every level. Customer Success 2.0 isn’t a defensive strategy. It’s all about the offense—unlocking your customer’s huge, hidden growth potential through people, processes, and technology built for 2020 and beyond. There’s a quote from Steve Jobs that I love: “You have to start with the customer experience and work backward to the technology. You can’t start with the technology and figure out where you are going to try to sell it.” I think the same is true with books as well—you have to start with the reader and work backward to the book. In 2016, the reader was a Customer Success neophyte, likely learning about the need for a new way of business for the first time. But in 2020, the reader of Customer Success 2.0 already knows the imperative. They know how to run a CSM team. They know howtofight churn. ButtheyneedtoknowhowtoscaleCustomerSuccessacrosstheentire organization; how to go from Customer Success to customer growth; how to build Customer Success into the product itself; how to unify customer data; and most importantly, how to bring humanity back into technology. I look forward to seeing well-worn copies of this book on the shelves of the next generation of Customer Success innovators. Maria Martinez Executive vice president & chief customer experience ofocer at Cisco