In 2024, OneStream Financial did what few companies could—successfully navigate a volatile market to launch one of the most noteworthy IPOs of the year. But their success story wasn’t built on chasing growth for growth’s sake. Instead, OneStream’s 98% gross revenue retention and a reputation for unwavering customer loyalty were the result of a strategy laser-focused on 100% customer success.
I had the pleasure of hearing the leader of OneStream’s FP&A team speak at Pavilion GTM2024, where they emphasized the company’s 100% customer success focus. It became clear that OneStream didn’t treat customer success as a downstream function to be handled after deals were signed. Instead, they made it a company-wide initiative, driving decisions across marketing, sales, product development, and post-sale support. Their approach exemplifies what I’ve discussed in a previous blog post on why customer marketing should be at the center of your business strategy, not just an afterthought to fuel short-term growth.
By placing the customer at the heart of their go-to-market approach, OneStream has done more than just retain clients—they’ve built a business model that attracts the right customers, keeps them loyal, and turns them into advocates. Their results speak volumes, but it’s the strategic depth behind those numbers that offers a masterclass for growth-oriented CEOs and revenue leaders.
How 100% Customer Success Shapes OneStream’s Entire Strategy
At OneStream, customer success isn’t a downstream afterthought—it’s embedded into every facet of their business model. From the very first touchpoint with a potential customer, through the sales process, and well into post-sale support, their entire operation revolves around one goal: ensuring customers succeed.
This customer-first mindset dictated who they targeted from the start. Instead of casting a wide net, OneStream honed in on businesses that aligned with their platform’s strengths and whose long-term success they could support. This filtered down into how they marketed their solution—focusing not just on product features but on how they could deliver measurable, sustained outcomes for customers.
When it came to sales, OneStream empowered its teams to sell solutions based on deep customer insights, not just closing the deal. Each sale wasn’t just about landing a new client; it was about ensuring that the client would be successful using the platform, thus increasing their likelihood to stay and expand.
The delivery and support processes were similarly driven by this ethos of total customer success. Implementation teams ensured the platform fit seamlessly into each customer's workflow, and support teams were proactive in solving potential issues before they became bigger problems. This holistic approach ensured that customers weren’t just satisfied—they thrived.
OneStream’s strategy echoes a core argument from my post on why customer marketing is crucial. Businesses that center on customer success from the outset build lasting relationships, while others, focused purely on acquisition, risk churn and dissatisfaction. By embedding customer success into their DNA, OneStream effectively secured high retention and advocacy, fueling smart, sustainable growth.
RevOps: The Backbone of OneStream’s 100% Customer Success
OneStream’s focus on customer success is supported by a sophisticated RevOps (Revenue Operations) framework that ensures every aspect of the customer journey is measurable, trackable, and optimized for long-term retention. This system isn’t just about tracking sales performance; it’s about using data to identify early signals of both success and trouble, so the company can adjust its strategies in real-time.
By tightly integrating their data across marketing, sales, product, and customer success, OneStream can quickly spot patterns. Whether it’s a potential drop in engagement or a new feature driving increased customer satisfaction, these insights allow the team to respond swiftly and make smart investments where needed.
For example, if an area of the customer experience shows signs of friction, RevOps helps OneStream’s teams dive deep to uncover the root causes. It might be a misalignment between customer expectations set during marketing and the actual product experience, or perhaps a support bottleneck affecting customer satisfaction. These insights don’t just help put out fires—they fuel proactive decision-making, allowing OneStream to enhance areas of strength and invest in improvement where necessary.
This approach mirrors the principle from my blog post on the importance of smart growth over simply chasing new customers. Companies that invest in RevOps can drive more sustainable growth by identifying opportunities for retention and expansion early, just as OneStream has done. Instead of focusing solely on acquisition metrics, their strategy is centered on building lasting, profitable customer relationships.
The Misstep of Traditional Growth vs. OneStream’s Smart Growth
Many companies fall into the trap of pursuing growth at any cost, prioritizing customer acquisition over retention and treating customer marketing as an afterthought. They focus on getting as many new customers in the door as possible, often overlooking the quality of the experience those customers receive once onboard. This approach often leads to high churn rates, dissatisfied customers, and wasted resources trying to win back lost trust.
OneStream’s approach flips this traditional mindset on its head. Rather than viewing growth as a short-term win, they have built their business on smart growth, anchored by long-term customer success. This means that their marketing and sales teams are not only responsible for acquiring new customers but for acquiring the right customers—those whose needs align with OneStream’s value proposition and who are more likely to stay, grow, and advocate for the brand.
Their 98% gross revenue retention rate speaks to the effectiveness of this approach. Instead of continuously chasing new logos, OneStream invests heavily in the success of its existing customers, turning them into a growth engine. Happy customers expand their use of the platform and become vocal advocates, creating a cycle of organic, sustainable growth.
This is precisely the shift in thinking I discussed in my blog post, where I outlined why customer marketing should be the core of your business strategy. Too often, companies treat customer marketing as an afterthought, focusing primarily on new customer acquisition. But as OneStream has proven, real, sustainable growth comes from investing in the customers you already have—ensuring they stay, expand, and advocate for your brand.
Key Takeaways for Revenue Leaders
OneStream Financial’s success story provides a powerful lesson for growth-oriented CEOs, revenue leaders, and heads of marketing. Their 100% customer success focus isn’t just a talking point—it’s a strategy embedded into every level of their organization. From targeted marketing and sales efforts to proactive customer support and integrated RevOps, every department aligns around a single goal: helping customers succeed.
For revenue leaders looking to replicate this kind of success, there are several key takeaways:
- Make Customer Success a Company-Wide Priority
Don’t relegate customer success to the post-sale phase. Ensure that marketing, sales, and product teams are all aligned in finding and serving the right customers—those who will stay, expand, and advocate. This alignment doesn’t just drive retention; it also leads to smarter growth, as OneStream has demonstrated. - Leverage RevOps for Proactive Decision-Making
Use data to track customer success at every stage of the journey. RevOps teams should provide insights that help you identify potential problems before they escalate, allowing you to fix friction points and optimize strengths in real-time. This proactive approach is crucial for sustaining high revenue retention. - Focus on Smart Growth, Not Just Growth
Like OneStream, prioritize sustainable, customer-centered growth. Instead of solely chasing new customers, invest in the ones you already have. Customers who succeed with your product are far more likely to stick around and expand their use—and even better, they’ll advocate for your brand, fueling organic growth. - Customer Marketing Is Not an Afterthought
As I’ve emphasized before, customer marketing must be at the center of your business strategy. OneStream proves that a laser focus on customer success drives long-term growth, rather than the churn-and-burn cycle many companies fall into. Smart leaders understand that sustainable growth comes from making customer success a priority from day one.
By implementing these strategies, revenue leaders can build not just a company that grows quickly but one that grows sustainably—with customers who become lifelong partners.