(Editor’s note: CallidusCloud’s acquisitions have been carefully managed, and in some cases resulted in what we call “federated companies” – organizations with products that play key roles in the Lead to Money Suite but which also have vibrant customer bases all their own. Litmos is a great example – many companies use it to help train sales and marketing personnel, but many others use it for different training purposes unrelated to Lead to Money. Clicktools is a similar case. These organizations have their own websites and teams to cater to their unique audiences.

Samantha Lang manages the Clicktools Blog, and her C3 observations from her unique perspective are worth sharing. The show helped illustrate the deep and profound changes that the Voice of the Customer will have on compensation and other aspects of the Lead to Money suite, and Sam captures that in her post shared below. – Chris Bucholtz)

Customer Experience Point of ViewNow that the dust has settled after the CallidusCloud Connections (C3) conference and we’ve all had some time to reflect on what was presented and discussed, here are a few brief conclusions, specific to our Clicktools’ perspective and beyond just “wow, what a truly spectacular event!”

First, it makes perfect sense why CallidusCloud aquired Clicktools last year. If there was any confusion about this relationship, C3 surely dissolved it. When Leslie Stretch, CallidusCloud CEO, revealed in his keynote where Voice of the Customer (i.e. SURVE) fits into the broader lead-to-money suite, I know I wasn’t the only one with light bulbs popping on. Many an eye brightened in the roomful of sales, marketing, and sales operations pros at the prospect of more effectively utilizing customer feedback in the sales cycle. It’s a new approach, but the role of feedback in determining sales commissions and incentives makes excellent sense. If this makes some salespeople nervous, they ought to prepare themselves for a brave new world. The CallidusCloud platform reveals a future landscape where VoC and customer experience are deeply integrated as disciplines within sales training, practices, and performance measurement.

The keynote also highlighted interesting new ways that feedback can be used to boost customer retention, up-sell, and advocacy. In other words, here’s more evidence that proper use of customer feedback will make you money. SURVE obviously has value in its own right, but this value expands when combined with the CallidusCloud suite of lead-to-money products. Yes, it’s a hot topic right now, but the importance of CX will only continue to increase for organizations, regardless of distinctions like B2B, B2C, industry, size, etc.

This conference was eye-opening on many levels and without a doubt spurred momentum around the CallidusCloud value proposition. It would be a disservice, however, to not also mention a few other highlights that we’re all still talking about. The chilling talk by “Lone Survivor” Marcus Luttrell brought down the house. Data journalist David McCandless blew our minds with his ability to transform data into meaningful, visually understood information. And lastly, the consistently excellent content presented in the Customer Experience track sessions inspired everyone in the room to raise the bar in how we leverage feedback. A  huge thanks to subject matter experts such as John Goodman, Esteban Kolsky, and Brian Vellmure, and to our SURVE customers at Plantronics, Orion Advisor Services, PHT Corp, Advanstar and our awesome partners at Traction OnDemand.

If you weren’t there, please experience some of these conclusions for yourself in this streamed replay of the keynote. As an added bonus, you’ll get to see a slick product demo, a big announcement from Litmos, a success story with Lenovo’s Scott Ottman, and more.