Case Study

Increasing Product Adoption By 19% In Under 3 Months

Typeform is a form & survey building platform that helps individuals and companies collect valuable data while providing a stellar brand experience.

The company launched native integrations with Mailchimp, Hubspot, and Google Sheets in Q3 2018 to expand its ecosystem. Despite the release, adoption lagged at 19% across paid users, with my portfolio slightly higher at 23% versus the 35% goal.

I set out to understand the barriers, exploring issues like awareness, perceived value, and setup complexity. A detailed review of my portfolio showed adoption varied: Hubspot at 29%, Google Sheets at 25%, and Mailchimp at only 15%.

To avoid diluting efforts, I prioritized Hubspot and Google Sheets, which were used by 60–70 clients. I created a series of 30-minute webinars with live demos and build tailored roadmaps with my best “leads” to guide them through implementation.

For Mailchimp, I adopted a more hands-on approach, including feature demos, pilot phases, and structured guidance.

By Q4 2018, adoption across my portfolio reached 42%, well above the 35% target. Final results showed Hubspot at 48%, Google Sheets at 43%, and Mailchimp at 21%, reflecting a clear success.

Takeaways

  • Instead of rushing into action

  • Spreading yourself too thin is the best way to miss your goals.

  • Your plan might work with some clients and totally fail with others.

Reaching 98% Renewal Rate With Fortune 500 Clients

Strapi is a developer-first tool to create and manage the back-end of a website or app (the system that stores and delivers content) without needing to code everything from scratch.

I was responsible for a portfolio of 15 Fortune 500 clients, including Amazon and Apple, each with complex technical stakeholders.

At first glance, the portfolio looked healthy with an 89% renewal rate, but the health score of 70 told another story. I realized that the way we measured client health was flawed, especially during the critical onboarding stage.

There were no clear milestones or KPIs to show whether clients were truly set up for product adoption and long-term success.

To address this, I worked closely with the Solutions Architect team to map the essential steps of onboarding. We identified two milestones that mattered most: having at least one repository live and achieving 80% active licenses.

I then integrated these milestones into the health score so we could track onboarding success more accurately.

Alongside this, I enriched the onboarding journey with new touchpoints, refreshed education materials, and cross-functional support.

Over time, these changes made our health scores more reflective of reality, improving my portfolio’s health by 20 points.

By the end of Q1 2021, the impact was clear: renewal rates had climbed to 98%

Takeaways

  • Make it make sense. Investigate odd results.

  • CSMs are not super heroes. Leveraging other team’s skillset and perspective is key.

  • Versioning applies to customer engagement too. Mapping the customer journey is an iterative process.

Expanding My Portfolio’s ARR By 18% With Enterprise Clients

Sami (ClimatePlus) helps companies reach their climate goals through carbon accounting, product lifecycle analysis, net zero plans & sustainability consulting.

Looking after a portfolio of 50 enterprise clients, including Le Monde and Groupe CMA-CGM.

When I joined the team in late 2022, expansion was happening without structure: no strategy, no playbook, and no systemic thinking.

As a result, our expansion rate was under 9%, well below the 15% target.

I identified the core challenge: we lacked a repeatable process to spot and convert expansion opportunities.

To address this, I analyzed my portfolio and defined clear signals of expansion readiness: a health score above 85, two confirmed champions, and an uncovered use case.

I then built a structured playbook, including a use case library, value paths, upsell/cross-sell levers, and an objection-handling guide.

To operationalize it, I designed a Hubspot pipeline to track opportunities from identification to close. I also built automated email sequences tailored to each expansion scenario to drive consistent engagement.

By end of Q1 2023, I identified 15 new opportunities worth nearly €150K and closed five of them. By year’s end, my portfolio’s expansion rate reached 18%, exceeding the original goal of 15%.

Takeaways

  • Be the CEO of your job. Sounds cliché? It is. But it’s also true.

  • Once you understand that selling is about solving a problem, it’s much more simple.

  • Versioning applies to customer engagement too. Mapping the customer journey is an iterative process.