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4. Building Your CSM Personal Brand

LinkedIn Optimization for CSMs

Note: This builds on general LinkedIn best practices - focus on CSM-specific elements

CSM-Specific Profile Optimization

Headline Formula That Works: Instead of: "Customer Success Manager at [Company]" Try: "Helping B2B SaaS Companies Reduce Churn by 30% | CSM Leader | $10M ARR Managed"

Summary Section Must-Haves:

  1. Quantified impact (retention rates, ARR managed, expansion revenue)
  2. Industry expertise and certifications
  3. Notable client logos (if permitted)
  4. Your CSM philosophy or approach
  5. Call-to-action (connect, email, etc.)

Experience Section Optimization:

  • Lead with metrics, not responsibilities
  • Use this format: Action + Context + Result
  • Example: "Reduced churn from 15% to 8% by implementing proactive health scoring system across 50 enterprise accounts"

Top 10 Skills CSMs Should Showcase:

  1. Customer Retention
  2. SaaS
  3. Customer Success Management
  4. Renewals
  5. Account Management
  6. Data Analysis
  7. Stakeholder Management
  8. Customer Advocacy
  9. Cross-functional Leadership
  10. Revenue Growth

Content Strategy for CSMs

What to Post About:

  • Customer success stories (anonymized)
  • Industry insights and trends
  • Lessons learned from failures
  • CS best practices and frameworks
  • Book/podcast recommendations
  • Event recaps and key takeaways

Posting Frequency: 2-3 times per week Engagement: Comment on 5-10 posts weekly

Thought Leadership Opportunities

Communities to Join and Contribute To:

  1. Customer Success Network (Slack)
  2. Gain Grow Retain (Community)
  3. Success in SaaS (LinkedIn)
  4. Women in Customer Success (Global network)
  5. Local CS meetups (Search in your city)

Speaking Opportunities:

  • Webinars (start with vendor-hosted)
  • Podcasts (CS-focused shows)
  • Local meetups (lower barrier to entry)
  • Industry conferences (SaaStr, Pulse, etc.)

Content Creation Ideas:

  • "Day in the Life of a CSM" series
  • Customer journey mapping guides
  • Retention strategy frameworks
  • Career transition stories
  • Tool reviews and comparisons

Personal Brand Audit Checklist

Use this monthly to ensure your brand stays strong:

  • LinkedIn profile photo is professional and recent
  • Headline includes quantified results
  • Summary updated with latest achievements
  • All experiences include metrics
  • Active in 3+ CS communities
  • Published at least 1 piece of content
  • 5+ recommendations from customers/colleagues
  • Skills endorsed by 20+ connections
  • Following 10+ CS thought leaders
  • Engaging with CS content weekly
  • Speaking/guesting somewhere quarterly
  • Email signature includes LinkedIn
  • Personal website/portfolio updated

5. The Portfolio CSM: Building Multiple Income Streams

Why Diversification Matters

The modern CSM shouldn't rely solely on their day job for income or career security. Building a portfolio career provides:

  • Financial cushion during downturns
  • Accelerated skill development
  • Expanded network
  • Potential transition paths
  • Passive income opportunities

Important: Always ensure activities are done in your free time and don't conflict with your employment agreement or compete with your employer.

Consulting Opportunities

Types of CS Consulting in Demand:

  1. CS Tool Implementation ($150-300/hour)
    • Gainsight, ChurnZero, Totango setup
    • Best for CSMs with 3+ years platform experience
  2. Fractional CS Leadership ($3,000-8,000/month per client)
    • 10-20 hours/month per startup
    • Ideal for managers of CSMs
  3. CS Audit Services ($5,000-10,000 per project)
    • Review CS operations and provide recommendations
    • Requires 5+ years experience
  4. Onboarding Optimization ($2,500-5,500 per project)
    • Design customer onboarding processes
    • Good entry point for consulting

How to Get Started:

  1. Build expertise in one specific area
  2. Document your methodology
  3. Start with free assessments to build portfolio
  4. Network in startup communities
  5. Price low initially, increase with testimonials

Content Creation & Training

Creating CS Courses:

  • Platforms: Udemy, Teachable, Coursera
  • Topics that sell: Onboarding, Health Scoring, Renewal Strategies
  • Pricing: $47-497 depending on depth
  • Time investment: 40-80 hours to create
  • Potential: $500-2,000/month passive income

Writing Opportunities:

  • CS Publications: Customer Success Association, Sixteen Ventures
  • Rates: $$ Market dependent 
  • Corporate blogs: Many vendors pay for content
  • LinkedIn newsletters: Build audience, monetize later

Workshop Facilitation:

  • Internal corporate training:  $$ Market dependent
  • Conference workshops: $$ Market dependent
  • Virtual sessions: $$ Market dependent 
  • Topics: QBR excellence, Expansion strategies, Health scoring

Advisory Roles

Joining Startup Advisory Boards:

  • Commitment: 2-4 hours/month
  • Compensation: 0.1-0.5% equity typical
  • Value: Network, learning, potential upside
  • How to get asked: Be visible in startup ecosystem

Mentoring for Compensation:

  • Platforms: MentorCruise, GrowthMentor
  • Rates: $100-200/hour
  • Corporate programs: Many companies pay for mentors
  • Time commitment: 4-8 hours/month

6. Strategic Career Transitions

Recognizing the Glass Ceiling

Signs You've Hit a Career Plateau:

  1. No promotion in 3+ years despite exceeding targets
  2. Limited scope expansion - same responsibilities year over year
  3. Flat compensation - minimal raises despite market growth
  4. Blocked path - your manager isn't going anywhere
  5. Company stagnation - no growth limiting opportunities
  6. Skills plateau - not learning anything new
  7. Network stagnation - same people, same conversations

When Company Growth Limits Your Growth:

  • Series A → B companies offer fastest career growth
  • Stagnant or declining companies limit opportunities
  • Geographic limitations for remote workers
  • Industry consolidation reducing senior roles

Exit Strategies: When to Leave CSM

The Best Time to Leave Is When You're Winning

Optimal timing factors:

  • Strong performance reviews in hand
  • Good relationship with leadership (references)
  • At least 18-24 months in role (shows stability)
  • Market conditions favorable
  • Clear next step identified

Avoid leaving when:

  • Under performance improvement plan
  • Major customer churning
  • Less than 12 months in role
  • No clear next move
  • Burning bridges with leadership

Preparing While Employed

Build Skills for Your Target Role:

  • Take relevant courses and certifications
  • Volunteer for projects in target area
  • Network across departments and companies
  • Create portfolio of relevant work
  • Practice interviews for new role type

Network strategically:

  • Coffee chats with target role professionals
  • Attend industry events in new field
  • Join communities for target role
  • Build relationships before you need them

Create Proof Points:

  • Document projects relevant to new role
  • Quantify transferable achievements
  • Get recommendations from cross-functional partners
  • Build portfolio website if applicable

Common Exit Paths Ranked by Difficulty

Easiest transitions (3-6 months):

  • CSM → CS Operations
  • CSM → Enablement
  • CSM → Account Management
  • CSM → Implementation

Medium difficulty (6-12 months):

  • CSM → Sales (AE)
  • CSM → Marketing (Product Marketing)
  • CSM → Solutions Engineering
  • CSM → Customer Marketing

Hardest transitions (12-18+ months):

  • CSM → Product Management
  • CSM → Engineering/Technical
  • CSM → Founder/Entrepreneur
  • CSM → Completely different industry

What NOT to Do

Don't lose touch with your CS circle

  • CS network remains valuable in any role
  • Industry knowledge stays relevant
  • Potential to return at higher level
  • Referral opportunities both ways

Don't undervalue your CS experience

  • Customer empathy is rare and valuable
  • Revenue experience transfers everywhere
  • Cross-functional skills highly sought
  • Data-driven mindset increasingly critical

Don't leave without strong references

  • Maintain relationships with champions
  • Document your achievements
  • Leave playbooks for successor
  • Offer transition assistance

Common Exit Paths Ranked by Difficulty

  • CSM → CS Operations
  • CSM → Enablement
  • CSM → Account Management
  • CSM → Implementation

What NOT to Do

  • CS network remains valuable in any role
  • Industry knowledge stays relevant
  • Potential to return at higher level
  • Referral opportunities both ways

7. Tools & Resources

Compensation Calculator Matrix

Since we can't build an interactive calculator in HubSpot currently, use this matrix to estimate your market value:

How to Calculate Your Market Rate:

Step 1: Find Your Base Geography

  • US Major Tech Hub (SF, NYC, Boston): Index 1.0
  • US Secondary Tech (Austin, Seattle, Denver): Index 0.9
  • US Tier 2 Cities: Index 0.8
  • UK London: Index 0.7
  • Germany/Ireland Major Cities: Index 0.6
  • Spain/Poland: Index 0.4

Step 2: Experience Multiplier

  • 0-2 years: 1.0x
  • 2-5 years: 1.3x
  • 5-8 years: 1.7x
  • 8+ years: 2.0x

Step 3: Company Stage Adjustment

  • Startup: -15%
  • Scale-up: 0%
  • Enterprise: +15%

Step 4: Calculate Base Rate ($70K) × Geography Index × Experience Multiplier × Company Adjustment = Your Range

Example: Mid-level CSM in Austin at Scale-up = $70K × 0.9 × 1.3 × 1.0 = $81,900 base salary

Career Path Self-Assessment

Current State Analysis:

Rate yourself 1-5 in each area:

Core CSM Skills:

  • Customer relationship management
  • Data analysis & reporting
  • Renewal negotiations
  • Expansion conversations
  • Cross-functional collaboration

Leadership Indicators:

  • Project leadership experience
  • Mentoring others
  • Process improvement initiatives
  • Executive communication
  • Strategic thinking

Technical Capabilities:

  • CS platform expertise
  • Basic SQL/data skills
  • Integration knowledge
  • Automation building
  • AI tool usage

Career Readiness Indicators:

For Vertical Progression:

  • Leading team initiatives
  • Mentoring junior members
  • Exceeding targets consistently
  • Executive visibility
  • Using Impact Value Matrix

For Lateral Moves:

  • Skills in target area
  • Network in target function
  • Relevant project experience
  • Understanding of new role
  • Portfolio of relevant work

Templates & Resources

30-60-90 Day Plan Template for New CSM Role

Days 1-30: Learn

  • Complete all onboarding
  • Shadow 10+ customer calls
  • Review 20+ customer accounts
  • Meet all stakeholders
  • Document initial observations

Days 31-60: Contribute

  • Own first customer conversations
  • Identify quick wins
  • Build first 90-day account plans
  • Contribute to team meetings
  • Establish internal relationships

Days 61-90: Lead

  • Fully own account portfolio
  • Implement one process improvement
  • Lead first renewals
  • Present learnings to team
  • Set 6-month goals

Skills Gap Analysis Framework

For each target role, assess:

  1. Required skills I have (✓)
  2. Required skills I lack (✗)
  3. Time to acquire each skill
  4. Resources needed
  5. Priority order

Action plan template:

  • Skill to develop: ________
  • Why it matters: ________
  • How I'll develop it: ________
  • Timeline: ________
  • Success metric: ________

Key Takeaways

On Compensation:

  • Geography still matters, but remote work is changing the game
  • Understanding total compensation (base + variable + equity) is crucial
  • Company stage impacts both cash and career growth opportunity
  • European markets offer stability; US markets offer upside

On Career Progression:

  • Meeting targets is not enough - document impact beyond core role
  • Use the Impact Value Matrix religiously in 1:1s
  • Lead cross-functional projects to demonstrate leadership
  • Build your brand before you need it

On Transitions:

  • The best time to make a move is when you're succeeding
  • Building a portfolio career provides options and security
  • Your CS network remains valuable regardless of where you go
  • Plan transitions 12-18 months in advance

Final Thought:

Your career is a marathon, not a sprint. Make strategic moves based on learning and growth opportunities, not just compensation. The CSMs who thrive long-term are those who continuously evolve, document their impact, and build strong networks across the industry.

Remember: Every interaction, every project, and every success should be building toward your next opportunity. Use the frameworks and tools in this module to take control of your career trajectory.