Since you've mentioned the product is not easily self-navigated, a dedicated AM (CSM) becomes extremely important here. SDR - AE - AM hand off has already been spoken before, but during the entire sales cycle (It could be a POC, a small or a large deployment), you need to identify small stages, where you could bring in AM's even before the sales is closed won. It'll serve:
- 1.
Understanding form the AM's aspect on how the customer is planning to use the product.
- 2.
Gives the customer confidence of long term support from you guys.
I have built out one such Process Document and highlighted the areas where AE's and AM's can be on calls before the closure. Please DM me, and I'll be able to share the same with you.
And the nature of your product (again, not easily self navigated), means product adoption becomes really important for renewals and upsells. AM can do this job, and can have a separate target for upsells and renewals.
