Strategic CS isn’t a title, it’s a mindset

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Hey CS Pro,

Still leading with adoption stats on your customer calls? That might’ve worked in 2020. But in 2025, it’s not enough.

If you want to be seen as a true business partner, not just “the product person,” you need to think, act, and show up strategically.

This week on the podcast, I sat down with Chad Horenfeldt, VP of CS at Sienna AI and author of The Strategic Customer Success Manager, to unpack exactly how to do that. His frameworks? Practical. Proven. And packed with ways to lead your next customer call like a revenue pro.

Let’s get into it…

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Think beyond product, start with their business

Chad’s big message?

Stop making your product the hero of the story.

The best CSMs today aren’t leading with features. They’re connecting customer goals to business outcomes, then mapping product back from there.

To help you shift that mindset, Chad uses the 3C Framework:

1. Company – Understand the customer’s business model and market

2. Customers – Know who they serve and why that matters

3. Challenges – Uncover what’s blocking their success

This shift helps you reframe conversations around their priorities, not just your product roadmap.

Run every call with purpose

Got a call booked? Don’t wing it.

Chad’s ACE Framework helps you lead high-impact conversations that actually go somewhere:

• A – Appreciate: Thank your customer for their time

• C – Confirm: Recap the agenda and tailor it to their business

• E – Engage: Invite them to lead with “Where would you like to start?”

This structure changes the tone of a call. You move from reading off updates to collaborating on strategy.

And when you show up with insights from their business, not just your own, you build trust fast.

Stop tracking usage, start tracking outcomes

Too many CSMs still report on usage metrics while customers are asking “So what?”

If you want to drive retention and expansion, you have to start with outcomes. Chad breaks this down into a 3-part framework:

1. Business Outcome – What result does the customer want? More leads, less churn, better experience?

2. Success Criteria – How will we measure it? Use SMART goals: X result by Y time

3. Action Plan – What product behavior or workflow gets them there?

Still stuck with vague goals like “increase efficiency”? Chad uses the SUN Framework to dig deeper:

• S – Success: What does success actually look like?

• U – Unblock: What’s standing in the way?

• N – Next Steps: What do they think should happen next?

These conversations move you away from adoption-based engagement and toward measurable business impact.

Listen Now and Start Thinking Like a Strategic CSM

That’s it for this week!

Have a listen to the latest podcast:

I hope you enjoyed this week’s newsletter.

If you have any questions or suggestions, please feel free to contact us.

Cheers to your CS success,

Anika