In our GTM Insider podcast, we caught up with Daphne Costa Lopes, Head of Customer Success for Strategic Accounts at HubSpot, to talk about how Customer Success is evolving into a strategic growth function. One theme that came through loud and clear? Data overload is real and it's hurting your ability to deliver value at scale.
As companies scale, so do their data problems. According to Daphne, scattered systems and micro-silos can stop even the best CS strategy in its tracks.
“One problem that you see in many organisations, especially as they grow, is that the data is everywhere... Joining the dots between that data can be quite hard.”
From CRM to ticketing platforms to product analytics, there’s no shortage of tools. But without a unified view, it’s nearly impossible to paint an accurate picture of your customer’s journey. Daphne recommends focusing on “minimum viable data” – identifying the smallest set of structured and unstructured data you need to drive real value.
The future of Customer Success isn't just about collecting more data. It's about using AI and automation to make sense of it. HubSpot, for example, is now analysing unstructured data like call transcripts and engagement signals to infer customer goals at scale. That way, they’re not relying solely on CSM notes or spreadsheets to shape the success journey.
This approach works in Sales too. By using Digital Sales Rooms, like trumpet Pods, teams can track every stakeholder interaction, centralise key documents, and build a single source of truth. It brings structure to the chaos and ensures CS teams don’t start from scratch post-sale.
Quick Links
📺 Catch the full episode here on YouTube or Spotify
🔗 Read more insights in our full GTM Insider blog
📰 Sign up for Daphne’s newsletter, This is Growth! A must-read head here.
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