Ross Fulton, Co-founder & CEO

About Ross Fulton

Prior to founding Valuize, Ross spent over 16 years growing software companies and their partners in go-to-market strategy, sales engineering and customer success leadership roles on both sides of the Atlantic. An Englishman by birth but not by nature…he’ll take an espresso over tea every time!

Sales and Customer Success: The Most Dangerous Intersection of Your Customer Journey

By |2020-07-17T09:45:23-07:00July 5th, 2020|articles|

The customer journey you have in place is full of intersections, and accidents happen at intersections. Without a doubt, the accidents that result in customer and revenue churn in your B2B software business are most likely to happen at the various intersections that exist in your customer journey. The intersection that exists between your Sales [...]

5 Keys to Sustainably Reduce Churn in SaaS Companies

By |2020-06-24T17:10:51-07:00June 24th, 2020|articles|

Retaining customers is tough right now There is no concrete evidence to suggest that the economic downturn will subside anytime soon. This is why you should stay away from unsustainable hail-mary tactics to reduce churn in your business. Deferred payment terms on subscription renewals, additional discounts, free professional services—these offers might work now, but can [...]

How to Create an Ideal Customer Profile to Increase Retention

By |2020-05-13T16:06:59-07:00April 30th, 2020|articles|

Recurring revenue models have undeniably changed the shape and strategy of sales pipelines within software companies. The prospects you allow your business to acquire significantly influence the recurring revenue unit economics you end up with, whether you subscribe to the double-funnel or the helix pipeline. This is why you need to create an ideal customer [...]

How to Shift from Unrealistic to Achievable Outcome Selling

By |2020-04-09T14:53:59-07:00April 7th, 2020|articles|

'Outcomes' is currently one of the biggest buzzwords in both the Sales and Customer Success domains, and concepts like 'outcome selling' have become wildly popular. This trend cascades down to your Sales teams talking about achieving 'outcomes' with all of their prospects. Here's how that conversation might go in a software company offering a sales [...]

2 Walls Your Customer Success Leaders Must Smash Through

By |2020-04-09T11:36:48-07:00March 31st, 2020|articles|

Strong. Determined. Brave. And covered in brick dust and plasterboard. These are all common traits of customer success leaders who are driving sustainable growth for software companies in the subscription economy. These leaders are armed with customer success strategies that empower them to blast through the walls in their businesses.Companies unintentionally constructed these sky-high, solid [...]

SaaS Expansion Revenue is No Longer ‘A Nice to Have’

By |2020-05-13T16:10:06-07:00March 23rd, 2020|articles|

What's more important in your company: landing that new prospect or expanding the revenue of that existing customer? The latest SaaS Survey from David Skok and KBCM Technology Group suggests there’s one clear answer coming from leading organizations. SaaS expansion revenue is the economic lifeblood of recurring revenue for companies that wish to grow. As customer [...]

Your Customer Success Strategy Eats Sales, Product and Talent Strategies for Breakfast

By |2020-05-13T16:11:21-07:00March 18th, 2020|articles|

There’s no question that company culture is still top dog among the forces that drive sustainable growth in your business. However, in today’s subscription economy, the prioritization of strategies that support this growth have fundamentally shifted. Customer success strategy eats all other strategies for breakfast. Your customer success strategy should be driving your sales, product [...]

Applying Lean Management to Customer Success

By |2020-04-02T18:08:47-07:00January 17th, 2019|articles|

Will buying sales software give your B2B SaaS company a great sales strategy? No. It won’t. Most sales leaders know this. Great sales software will operationalize a great sales strategy. It will enable the strategy to be executed and managed efficiently, effectively and, sure, maybe improve it. That’s why sales leaders buy sales software. Yet, [...]

Ask Your Prospects To Give In Order To Get Value

By |2020-03-28T16:55:25-07:00May 23rd, 2018|articles|

I'm a big advocate of the 'Give to Get' in Sales: Asking prospects in a sales cycle to 'give' something in order to 'get' something from you, the vendor. Check out John Barrow's post on the concept here. As a B2B SaaS business, I believe the most powerful 'Give to Get' scenario to master in your [...]

Bridging the Divide Between Customer Success and Sales

By |2020-04-30T17:12:33-07:00May 12th, 2018|articles|

I recently had the privilege of leading a discussion with over 50 Sales and CS professionals in Vancouver, Canada on the question of whether there’s a Great Divide between Sales and CS. It was an amazing discussion. Here is Part 1 of a 2 part series sharing the key takeaways. This post focuses on the [...]

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