A few years ago, I was leading Customer Success for a company with a tier 1 account. We’d rolled out our technology to one division, saving them hundreds of man-hours a month by automating manual tasks. It was a win—or so I thought. Other departments saw the automation as a threat to their jobs. Suddenly, what should have been an easy expansion turned into a political minefield.
Luckily, I had built a strong relationship with a champion in the organisation. I made sure they got all the credit for the success, and in return, they became my strongest ally, shielding us from internal pushback. Over the course of several years, they helped us navigate the internal politics, leading to further expansion across the enterprise. Without that champion, I doubt we’d have grown our footprint.
Through this and many similar experiences, I’ve learned that navigating the political landscape is essential to winning and retaining large B2B customers. Below, I’ll share tangible advice and actionable strategies that can help you do just that.
1. Be Visible
It's not enough to deliver great results. If execs aren’t aware of what you’ve achieved, you’ll struggle when it's time for renewals or upselling. Start by sending short, outcome-focused email updates that align with their priorities. Don't expect responses at first—relationships take time. Once they see your impact, they'll engage and potentially invite you to further conversations, such as quarterly business reviews (QBRs).
Pro Tip: Structure your updates with bullet points like this:
Before you speak to execs, do your homework. Talk to your internal team and your customer contacts to find out what the decision maker values most. Then, when you meet with them, lead with a clear understanding of their goals:
"My understanding is that you're aiming to reduce onboarding from 90 days to 60 days to accelerate invoicing. Does that sound right?"
Starting with this approach will either confirm their priorities or prompt them to clarify, giving you a ‘north star’ to guide your engagement with them.
Questions to Ask Decision Makers:
Your internal contact needs to feel like the hero of the story. Pass credit for all wins to them. The more you elevate their reputation, the more they’ll fight your corner when you're not in the room.
For example, one of Ascendr’s vendors became a champion for us by introducing us to other companies. By actively listening to their ideas and implementing some of their suggestions, I showed that we valued their input, strengthening the relationship.
Things rarely go perfectly in large implementations. It’s important to be optimistic but realistic when communicating setbacks. For instance, if a go-live is delayed, remind the customer that it’s better to launch a system that’s fully ready than to rush and disrupt their operations.
Understand how each exec prefers to receive updates. Some will want email summaries with details attached; others may prefer WhatsApp messages. Once you know how they consume information, stick to that method.
Your updates should be concise and focus on outcomes, not details. If you drone on about technical issues, you'll lose their attention.
Example structure:
Nobody likes bad news, but execs appreciate honesty and decisiveness. Avoid making excuses or dragging out explanations. Be succinct and come prepared with a plan of action.
Bad News Script:
"Here’s the challenge: [briefly state the issue]. We’ve already actioned Plan A to resolve it and expect completion by [date]. I'll keep you updated on progress and any next steps required."
This builds trust by showing you’re both transparent and solution-oriented.
When it comes to negotiating renewals or defending your position, a well-maintained record of your achievements is invaluable. Customers may try to push for better terms by questioning your value, but having hard facts on hand will strengthen your case.
Tips:
Understanding the political and emotional dynamics of your customer organisations is just as important as delivering business results. Build trust with execs by staying visible, aligning with their priorities, and always delivering on your promises. Empower your champions to advocate for you and keep a record of your accomplishments.
Put these strategies into action, and you’ll find yourself in a stronger position to retain and grow your customer base. If you’d like to chat about this topic in more detail, feel free to reach out to me. I'm always happy to share stories and advice!