How Miro uses Account Prioritization Matrices to scale CS efforts to over 130K+ paid customers

The Account Prioritization Matrix helps CSMs focus efforts and deliver value

Wouldn’t it be great if Customer Success Managers (CSMs) had a simple tool to help them decide which accounts to focus on and which strategy to apply every quarter? If they could confidently say ‘this quarter I spent 30% of my time on account X because it had the most potential to succeed and bring $$’ and that all the teams around them would agree because there’s a system in place?

One of the challenges Customer Success teams face in helping CSMs to prioritise their efforts, is segmenting customers. Customer segmentation allows Customer Success teams to put in place different strategies to activate, engage and grow accounts. While all teams must at some point do it, doing it right and making sure that it’s used can be tricky.

When Miro began a period of hypergrowth in mid-2020, it found itself facing this exact segmentation challenge. Thousands of new accounts joined the platform each month, and the number of CSMs in EMEA grew from just 3 to 22 in 18 months. With such rapid growth, the team knew they needed a better way to manage and prioritize their CS team’s effort and help them execute their mission of helping enterprises adopt a new way of working using Miro as a backbone for collaboration.

With that in mind, the CS team started to split the accounts into different segments, according to size. There were 3 different types of accounts: Commercial accounts (one-to-many strategy), Enterprise accounts (one-to-one and one-to-many strategy) and Strategic accounts (one-to-one strategy). Now that the customers were segmented, next came the step of deciding what type of attention each account needed every quarter.

Barbara Menezea, Customer Success Manager at Miro shares with us how they solved this by creating an Account Prioritization Matrix. Plotting accounts on the matrix at the start of every quarter not only segments the accounts she has in her portfolio, it also helps her understand where the clients are now and where she want to take them.  Each of those quadrants will correspond to a customer success playbook with the strategy for each account.

“When we started using the matrix here at Miro, I was able to have more clarity about what my priorities should be in a portfolio of +100 accounts. I became more efficient and provided the necessary attention to clients with different needs.” Bárbara Menezes, Customer Success Manager @Miro

The Account Prioritization Matrix can be created in two steps which can be customized to fit you. Each quadrant has its own success playbook, here are some examples of what Miro does with its customers.

Step 1: Define X and Y axis with two metrics

X axis: metric that represents the health of the account. Miro selected the adoption rate

Y axis: metric related to revenue of the account and potential for upsell. Miro selected ARR

Step 2: Plotting accounts on the different quadrants


The Miro team uses an Excel spreadsheet and a Miro board in conjunction to help build their matrix. To do this, make sure there is one column with the metric that represents the health of the account and one column that represents the metric for revenue. Apply the necessary filters to identify which accounts belong to each quadrant and then just copy/paste the cells on a Miro board –  Each cell will be converted into a sticky note and can easily be plotted into the correct quadrant of your matrix by dragging the stickies.

TIER 1: Accounts with high ARR and high adoption rate. These high ARR accounts are the most important as these accounts would impact the company the most if they were to churn. Those are the accounts that need a one-to-one proactive approach in order to develop champions and plan events and activities.

TIER 1 Activation Playbook:

  • Roadmap presentation: strengthen the relationship and build user excitement by offering a glimpse into the roadmap for the following quarter.
  • Quarter Business Review (QBR): a quarterly meeting with the customer’s leadership to review the impact of Miro and define future goals for their adoption. 
  • Joint Success Plan:  a collaborative plan built together with customers. Contains an overview of the subscription (key metrics), objectives, key results, milestones and risks that might impact the usability of the tool. 
  • In-person visit: a playbook with some guidelines and best practices for onsite visits
  • Champions program: a program that provides certain benefits to members such as invitation to Miro events, networking with other clients, valuable tips & tricks on how to use the product and much more. 

INVEST: These are accounts with High ARR but a lower adoption rate than expected.  They require  a little more focus and attention to help drive usage and engagement. The goal is to take them to “Tier 1” as they become healthy accounts.

INVEST Activation Playbook:

  • Adoption rate boost: best practices on how to engage customers and boost the adoption rate (e.g: email marketing, new product release, live webinars) 
  • Health check calls: calls to get more visibility on the client’s health to understand how Miro can best support them
  • Custom trainings:  training designed according to the client’s needs

RAMP: These are accounts that need some help with adoption, but due to their lower ARR will be approached differently than the accounts in INVEST. In RAMP, one-to-many communication will be the primary engagement with these accounts to help boost their adoption rate. If necessary, health checks might also be scheduled to get further visibility into the health of the account.

RAMP Activation Playbook:

  • Adoption rate boost: best practices on how to engage customers and boost the adoption rate (e.g: email marketing, new product release, live webinars) 
  • Self-Serve training resources: webinars, training recordings and support articles that will help the clients make the most out of Miro and educate them at scale. 
  • Email campaigns: for accounts with lower ARR, email campaigns are used to share relevant content depending on the client’s use case/needs.

MAINTAIN: These are Low ARR accounts that have a healthy adoption rate. Focus is on monitoring their usage, and set up alerts to notify CSMs if their usage is declining.

Maintain Activation Playbook:

  • Data reporting: for the accounts in Maintain, CSMs will leverage a lot of data to understand the client’s health, given that they have fewer touch points with these clients.
  • Self-Serve training resources: webinars, training recordings and support articles that will help the clients make the most out of Miro and educate them at scale. 
  • Email campaigns: for accounts with lower ARR, email campaigns are used to share relevant content depending on the client’s use case/needs.

Plotting the accounts into the matrix every quarter is a great way to see how clients are evolving and to keep checking if the strategies in the playbooks are successful. Customer journeys and milestones don’t have to be the same for all, and some customers may need to stay in a quadrant longer than others, and some high value strategic accounts may stay in Tier 1. Having this matrix in place enables Customer Success Managers to adjust their work with accounts depending on their needs.

As Miro’s rapid growth continues, the CS team is continually evaluating its toolset to operate efficiently and ensure that every customer gets the support they need to be successful. As a pioneer in visual collaboration, AP Matrixes are the perfect visual tool for the Miro CS Team’s culture.  


Written in collaboration with Bárbara Menezes, Customer Success Manager at Miro

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