There are CSMs.
And there are CSAMs - Microsoft style.
I talked to a few of them and here’s what it takes to be a great CSAM and the unique benefits the role offers:
What is a Microsoft CSAM?
Microsoft’s Customer Success Account Manager is someone committed to the company's customers.
No big difference so far.
Their main responsibilities include:
Coordinating different teams to make sure customers have access to the right resources.
Helping customers use new technology to get the most value from it.
Offering training and strategic advice to help customers maximize their investment in Microsoft.
Assisting during emergencies, like cyber attacks, bringing in the right Microsoft teams.
In short, CSAMs are one of the company’s favorite people everyone appreciates working with.
Insights from Microsoft CSAMs
The Customer Advocate
As a CSAM, their job is to be the voice of the customer within Microsoft.
They work closely with sales and engineering to make sure the customer has what they need to succeed.
It's a very collaborative role.
They partner with the customer to understand their unique needs and challenges. And then use Microsoft's expertise to help them out.
There's no single recipe for what works best to be a great CSAM at Microsoft.
You can be technical, but it's not mandatory, just helpful.
What you need the most is to be super organized and communicate well at all levels.
Support When Times Are Tough
And of course, they are the customer's trusted partner.
They help them navigate complex issues and keep their business running.
For example, a key part of the CSAM's role is to offer services like health checks and training.
These health checks allow the CSAM to assess the customer's health.
It helps categorize their status into a Red, Yellow, or Green (RYG) rating.
This RYG review then helps the CSAM identify where the customer needs more support from Microsoft.
The Unique Advantage of Microsoft CSMs
The role involves selling and leading customer conversations.
This is often part of the collaboration with an account executive and a technology strategist.
Unique Challenges Faced by Microsoft CSAMs
While the Microsoft CSAM role shares a lot with a regular Customer Success Manager, there are some special challenges these professionals face.
Unlike CSMs who just focus on helping customers succeed, Microsoft CSAMs also have to sell their services to clients.
This means they have to show the client a lot of value to justify the cost of their work.
This can be tough when the client's needs don't fully match what Microsoft wants.
As Alvaro Ullate explains it well, "The client has to pay for their services, so they have to prove a lot of value. Sometimes this is hard because Microsoft's interests are different from the client's. You end up having to fight against both Microsoft and the client."
Microsoft CSAMs also face internal political issues when coordinating their efforts.
Since their services have a clear cost, they have to sell them internally and get the Account Executives to agree to include them in the client deal.
"This takes up a lot of time," the expert says.
"The CSAMs have to sell their services inside Microsoft and work with the Account Managers to make sure they're part of the client contract."
All this extra internal negotiation and aligning can leave the CSAMs with less time to understand and help each client.
So they may not be able to deliver the same level of tailored, high-impact help that a regular CSM can.
Understanding these unique challenges is key for anyone thinking about a Microsoft CSAM role.
While it's a strategic position, you also have to navigate complex relationships and balance a lot of different priorities.
Considering a Microsoft CSAM Career?
If you have business acumen and enjoy collaborative work, the Microsoft CSAM role could be a great fit for you.
Key Considerations:
Technical Skills
In-depth technical expertise is not always required.
However, you need to have a solid understanding of Microsoft's cloud and productivity solutions.
Communication and Collaboration Skills
Effective communication, both with customers and internal teams, is key.
You'll need to be able to translate technical concepts into business value.
Knowing the customer and their account team well is also key.
The sweet spot is managing 1-3 customers which allows the CSAM to have a deeper impact.
Continuous Learning
You need to stay up-to-date with the latest developments and certifications at all times.
Preparing for the Role:
Get relevant Microsoft certifications, such as the Azure Fundamentals and Microsoft 365 equivalents.
Note that the company provides the necessary training to get CSAMs up to speed anyway.
Familiarize yourself with the "Three Circles of Impact" framework used by Microsoft CSAMs:
1. Key accomplishments that contribute to team, business, or customer results
2. Your contributions to the success of others
3. The results you’ve built on the work, ideas, or efforts of others.
Practice the STAR (Situation, Task, Action, Result) methodology.
It will help you show your previous customer success achievements during the interview.
Network and build relationships within the Microsoft partner ecosystem.
Develop a strong understanding of the Microsoft sales and customer engagement processes.
And That's It
Focus on the expertise you already have.
Learn more about the Microsoft ecosystem, and show your passion for driving customer success.
This will help you stand out in the application process if you ever consider applying for a CS role at Microsoft.
I hope that helps,
Hakan.
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