The value of the Anaplan Community goes beyond its ability to support existing customers in the journey with our product. Rather, we believe that the Anaplan ecosystem grows and the message of Anaplan spreads when everyone has full access to inspiration, education, and support—which is why our Community is open to everyone. When members (or even non-members) see what Anaplan has to offer—as a platform, as a company, and as a Community—it impacts our business through influence on potential sales and expands.
This year, for the first time, we’ve been able to start tying member engagement to customer spend in what we’re calling the Community Value Metric. When we began looking at the business impact of customers who log in to the Community versus remaining disengaged, we found that where there was Community login activity (and thus engagement, as the only time a member is required to log in is to comment, kudo, post, etc.), customers spent (on average) 62% more as where there was no Community activity.
Further, in our calculations, the YoY change from FY20 to FY21 where there was no Community activity remained flat; however, where there was Community activity, the amount of spend increased 23% from FY20 to FY21.
While we fully understand there are many reasons why a customer chooses to spend what they spend, or why some of these numbers may change (or not) year over year as they’ve done, it still remains clear that a customer who engages with the Anaplan Community and its members derives significantly more value from their experience with the platform than someone who is attempting to use it alone.
Through the Community being connected to all facets of our business, this impact is felt everywhere.
Our Customer Success teams can consolidate their efforts by leveraging Groups and events for customer communications.
Our Academy team has an expansive platform to host their growing catalog of on-demand trainings.
Our Solutions teams have a ready supply of success stories and use cases to draw on.
Our Product teams have a steady stream of feedback, new ideas, and beta testers from a passionate audience.
Our Support teams can proactively address customer pain points through content instead of cases.
Our Marketing teams have the support of a grassroots fanbase that evangelizes the platform out in the wild and a constant schedule of high quality events to supplement their own efforts.
And our Sales teams are equipped with the knowledge of the Community as a powerful differentiator that has made the difference for hundreds of customers and will be there to support new ones in their journeys.
As do many Communities, we still have work to do in promoting adoption of this value proposition within Anaplan itself and thus to every user, but the foundations are in place for this tremendous connectedness to drive even more success—for Anaplan and its customers.