Rise of Revenue-Driven CSMs

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Hey CS Pros,

Your CS Career Is Evolving. Are You Ready?

It’s 2025. Customer Success is no longer the nice-to-have post-sales support team.

It’s now the team every B2B SaaS company is turning to when it comes to retaining revenue, expanding accounts, and proving customer ROI.

And with that shift, a new role is emerging—one that blends traditional CSM strengths with commercial savvy.

Enter: the Commercial CSM.

If you’re still clinging to the idea that Customer Success doesn’t “do sales,” this newsletter is for you. Let’s talk about what’s changing, why it matters, and how to adapt.

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CS Is Revenue’s New Best Friend

For years, we’ve heard the phrase “Customer Success owns the relationship, not the revenue.” But the truth is—that mindset no longer aligns with business reality.

Here’s what’s driving the shift:

1. Net Revenue Retention is king.

In a tough funding climate, investors and execs are laser-focused on net revenue retention (NRR). That means expansions, renewals, and reduced churn aren’t just CS goals—they’re business-critical outcomes.

2. Product-led growth still needs people-led strategy.

PLG tools give users access, but it’s the CSMs who unlock value. When a CSM knows how to tie product usage to real business impact AND pitch the next step in the customer journey? That’s commercial gold.

3. The commercial CS model is here.

Leading CS orgs are restructuring. We’re seeing hybrid roles like “Renewal CSM” or “Strategic Growth Manager” who own upsell conversations, forecast expansion potential, and even carry a quota.

This doesn’t mean turning every CSM into a full-blown Account Executive.

It does mean equipping CS pros to be commercial partners—not just trusted advisors.

Takeaways From Today’s Newsletter

1. “We don’t sell” is outdated.

Whether it’s renewal influence or upsell ownership, the line between CS and Sales is blurring fast.

2. Commercial skills are now core skills.

CSMs need to speak the language of ARR, ACV, and ROI—not just NPS and usage.

3. Your next promotion might depend on it.

If you want to move up in CS, commercial confidence is no longer optional—it’s expected.

If this lit a fire under you—good. The rise of the Commercial CSM isn’t a threat to your role. It’s the biggest opportunity Customer Success has ever had.

So let’s stop asking if CS should own revenue—and start owning it well.

P.S. If you want help building your revenue confidence as a CSM, my next cohort of CSM RevUp Academy is opening soon. Keep an eye out.

That's all for now.

I hope you’ve found this newsletter helpful. If you did find it helpful feel free to forward it to a friend or a colleague, sharing is caring! If you have any questions or suggestions, please feel free to contact us.

Cheers to your CS success,

Anika

PS - CSM RevUP Academy is currently full. Don't miss your shot at next time! Get the strategies, playbooks and build your confidence into a revenue generating CS Pro. Join the VIP Waitlist today to be first notified when the doors open again.