249. Generating Leads (and $25M) from Customer Success w/ Trina Dunham

<b>Generating two million dollars in net new revenue - in the first year of a new lead gen program. In year two? 10 million.In year three? 25 million!<br />Is it a new sales and marketing initiative? Nope. This came from the customer success organization. Today’s guest … will share that story - as well as other insights for CS teams and revenue leaders.<br />In this episode, Ethan sits down with Trina Dunham, Senior Leader of Customer Success - North America for Red Hat. They discuss: <br /></b><br /><ul><li>How emotions play a key role in buying decisions</li><li>How the program she implemented gained momentum to identify post-sale opportunities</li><li>When did this new initiative begin to gain momentum</li><li>What are “hot leads” and why they may be more valuable than referrals</li><li>Why the culture around new initiatives can make or break them and how champions and key practitioners can keep them moving forward</li></ul><b><br /><br />More information about Trina and today’s topics:</b><br /><ul><li>LinkedIn Profile: <a href="https://www.linkedin.com/in/trinadunham" target="_blank" rel="noreferrer noopener">https://www.linkedin.com/in/trinadunham</a></li><li>Company Website: <a href="https://www.redhat.com/en" target="_blank" rel="noreferrer noopener">https://www.redhat.com/en</a></li></ul><b><br />Subscribe, listen, and rate/review the Customer Experience Podcast on <a href="https://itunes.apple.com/us/podcast/the-customer-experience-podcast/id1453581989" target="_blank" rel="noreferrer noopener">Apple Podcasts</a>, <a href="https://open.spotify.com/show/6dv6SvwyqOI02pjzJ8srQq" target="_blank" rel="noreferrer noopener">Spotify</a>, <a href="https://music.amazon.com/podcasts/64ed18db-4e35-401e-b6f1-fbeb3929c536/the-customer-experience-podcast" target="_blank" rel="noreferrer noopener">Amazon</a>, or <a href="https://podcasts.google.com/?feed=aHR0cHM6Ly9jdXN0b21lcmV4cGVyaWVuY2Vwb2RjYXN0LmxpYnN5bi5jb20vcnNz&amp;hl=en" target="_blank" rel="noreferrer noopener">Google Podcasts</a>, and find more episodes on ou