CS100 - The Modern CX Funnel: Bringing Rigor to Post-Sales
Canva's Sasha Anderson introduces the Modern CX Funnel at the 2025 CS100 Summit, a framework that brings rigor, consistency, and accountability to post-sales.
TL;DR
- The Modern CX Funnel is a framework Sasha Anderson (Global Head of CX at Canva) presented at the 2025 CS100 Summit to bring rigor and accountability to post-sales.
- It connects activation, utilization, engagement, and retention directly to business outcomes, treating customer success as a measurable, forecastable function.
- CX maturity evolves through three stages — from reactive to proactive to predictive — and a consistent operating cadence is what makes post-sales outcomes predictable.
2025 CS100 Summit Speaker – Sasha Anderson (Global Head of CX at Canva)
In this session at the 2025 CS100 Summit, Sasha Anderson, Global Head of CX at Canva, challenges traditional thinking about customer success and makes the case for CX as a measurable, forecastable business function.
Sasha introduces the Modern CX Funnel, a structured framework designed to bring rigor, consistency, and accountability to post-sales by connecting activation, utilization, engagement, and retention directly to business outcomes.
In this session, you’ll learn:
- Why customer success must operate with the same rigor as sales and marketing
- How CX maturity evolves from reactive to proactive to predictive
- What the Modern CX Funnel looks like in practice, from setup to NDR
- How to turn product data into meaningful signals and scalable action
- Why operating cadence is critical for predictable post-sales outcomes
Sasha also shares how leading organizations orchestrate post-sales across online and offline motions, forecast risk and expansion earlier, and move from managing by renewal dates to managing by customer trajectory.
As customer success teams are increasingly held accountable for growth, this session offers a practical blueprint for operationalizing CX in a way that drives clarity, focus, and measurable impact.
The CS100 Summit is presented by ClientSuccess, the leading post-sales CRM for B2B SaaS companies. CS100 brings together customer success leaders from across the industry to share real-world frameworks, leadership lessons, and practical strategies for driving retention, expansion, and long-term growth.
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ClientSuccess
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