Utilization numbers may look like the problem. But as Josh Abdulla, the Chief Customer Officer at Asana, points out, low usage is usually just the symptom, not the cause.

In this episode, Josh shares how he manages a global portfolio of 170,000 customers by combining data-driven rigor with clear-eyed coaching. He unpacks Asana’s Red Renewals System, a process that flags enterprise churn risk up to a year in advance, giving teams the runway to act before it’s too late.

From the real reasons SMB customers cancel, to the role of verticalization in enterprise engagement, to building a value framework that proves outcomes, not just activity, Josh outlines how account managers can shift from reactive firefighting to proactive commercial leadership.

This episode also connects the dots between entrepreneurship, business, and wellbeing - showing how sustainable account management practices not only protect revenue but reduce stress, prevent burnout, and create healthier long-term client relationships.

For anyone serious about renewals, growth, and credibility with executives, this is a playbook worth studying.

Episode Breakdown:

00:00 Why Utilization Is a Symptom, Not the Cause

03:28 What Asana Really Offers Beyond Task Management

05:19 Why Asana Created a Chief Customer Officer Role

07:06 Customer Segmentation at Scale

09:49 The Four Reasons SMB Customers Churn

13:18 The Red Renewals System for Enterprise Churn

15:56 Signals That Trigger a Red Renewal

17:53 Using Data to Drive Product and Retention Strategy

18:57 Coaching CSMs vs. Solving Product Gaps

20:52 The Power and Limits of Relationship Management

Connect with Josh Abdulla:

Asana

LinkedIn

Connect with Alex Raymond:

AMplify

LinkedIn

Podcast production and show notes provided by HiveCast.fm

Customer deals often stall not because the product is weak but because buyers doubt their own ability to make the right choice.

Alex Raymond is joined by Brent Adamson, the co-author of The Challenger Sale, The Challenger Customer, and The Framemaking Sale, and the co-founder of A to B Insight, to discuss why decision confidence drives stronger outcomes than product features or supplier claims. Brent lays out the four forces that undermine confidence inside organizations: decision complexity, information overload, objective misalignment, and outcome uncertainty.

The discussion shows how account managers can step into those moments of doubt and help customers move forward with clarity. What changes when a client ends a conversation not only trusting the solution but feeling more confident in themselves? And how does that shift the way long-term relationships are built? This episode points out a more human approach to account management - one that deepens trust, strengthens renewals, and supports lasting growth.

Episode Breakdown:

00:00 Introduction

03:10 Why Decision Confidence Drives High-Quality, Low-Regret Deals

07:19 Customer Self-Confidence vs Supplier Confidence

16:24 The Four Forces That Undermine Buyer Confidence

18:45 Why Stalled Deals Happen and How to Break Status Quo

27:53 Rep-Free Buying and the Risk Gap for Sales Teams

31:03 The Phrase That Frames and Practical Social Proof

35:59 From Expert to Connector in Account Management

40:35 Humanistic Sales and Helping Customers Trust Themselves

Connect with Brent Adamson:

Website

LinkedIn

Connect with Alex Raymond:

AMplify

LinkedIn

Podcast production and show notes provided by HiveCast.fm

Too many account management teams invest in software before they’re ready, and end up automating the wrong things.

Alex Raymond sits down with Jennifer Pinter, a seasoned expert in account management software, to talk about what separates successful tech stacks from the ones that never gain traction. Jennifer has helped dozens of companies implement tools for AM and CS teams, and she’s seen how often things go sideways when there’s no clear strategy behind the purchase.

Alex and Jennifer discuss the most common missteps, like skipping role clarity, chasing features over outcomes, and underestimating the lift of change management. They also touch on what great teams do differently, from building internal alignment to rolling out new tools in manageable stages.

One key question they keep coming back to: what’s in it for the account manager? If the tool doesn’t make their job easier, adoption won’t stick. And if the team hasn’t nailed the basics like QBRs or account planning, even the best software won’t fix that.

If you’re considering specialized tools for your AM team, or trying to make better use of the ones you already have, this episode will help you rethink how and when software actually supports growth.

Episode Breakdown:

00:00 Why Account Management Needs Its Own Tech Stack

03:56 Start with Role Clarity Before Buying Software

07:07 Why Leadership Buy-In Shapes Adoption

10:54 What AI Failures Teach Us About Tech Strategy

15:03 How Systems Drive Consistency in Account Management

21:41 Using Tech to Improve the Customer Experience

27:08 What’s in It for the Account Manager?

36:26 Are You Ready for Specialized AM Software?

Connect with Jennifer Pinter:

Pavilion

LinkedIn

Connect with Alex Raymond:

AMplify

LinkedIn

Podcast production and show notes provided by HiveCast.fm