The most effective CSMs don’t just understand their customer’s goals. They understand how the business works underneath: how money flows, how decisions get made, what pressures teams face, and the people and politics that shape outcomes.


In this video, Chris Russell from Salesloft shares what it really means to embed yourself inside a customer’s organisation, and why it’s the key to driving lasting value, strategic influence, and strong renewals.


Chris breaks down how to:

  • Build deep, meaningful relationships from the very first interaction

  • Uncover real problems by starting at the bottom of the organisation

  • Earn the right to have strategic, revenue-impacting conversations

  • Become the “best free consultant” your customer has ever had

  • Navigate internal dynamics, politics, and stakeholder maps with confidence

  • Tie everything back to renewal value and long-term partnership