While monetizing CS, it's crucial to have a well-structured approach to training, enabling, and hiring Customer Success Managers (CSMs) to ensure they can deliver value to your customers and justify the fees. Here's a step-by-step guide:

Define the Role:

• Clearly define the responsibilities and expectations of your CSMs in the context of the services you charge for. 
• What are the key deliverables for the customer and at what stage? Think QBRs, Health Checks, Instance Reviews etc
• Understanding the specific outcomes or results customers can expect from your customer success program.

Define the offering:

• The CS offering should be treated as a product with the proper positioning and messaging. Sales buy-in and enablement are required. Sales should not undersell the level of CS services required. GTM support is essential.
• Diverse Monetization Avenues: Explore various avenues for monetizing customer success, encompassing Professional Services, Support, Education, and Customer Community initiatives
• Standard packaging best practices focus on good, better and best offerings that are life cycle-focused. Always have a standard free offering.
• Pricing options generally include percentages of either ACV or standard flat fees. The elimination of a la carte offerings should be considered to avoid cannibalization.

Hire the Right Candidates:

• Consider industry knowledge, domain knowledge or expertise relevant to your customer base, as this can help CSMs better understand customer needs.
• The right pedigree is essential. Domain knowledge is key for customers/prospects to feel wowed by their experience with your CSM team and to trust them. Look for candidates with relevant experience in customer success, account management, or a related field. They should have strong communication, problem-solving, and relationship-building skills.

Develop a Training Program:

• Create a comprehensive training program that covers your company's products or services, customer success strategies, and best practices.
• Include training on customer personas, customer journey mapping, and understanding customer needs and pain points.
• Provide training on the tools and software CSMs will use to manage customer relationships and gather insights.

Onboarding Process:

• Develop an onboarding process that helps new CSMs quickly integrate into your organization and understand your unique approach to customer success.
• Pair new CSMs with experienced mentors or coaches to facilitate their learning process.

Enablement:

• Equip CSMs with the necessary tools and resources to succeed, including customer relationship management (CRM) systems, analytics tools, and customer success playbooks.
• Develop standardized customer success processes and workflows to ensure consistency in how CSMs engage with customers.
• Provide access to DEEP domain-specific and industry-specific training. For example, if you are in the security space, the training can be on what are the current trends in securing financial institutions and banks. Your CSMs should be able to understand your business and the customer’s business too.
• Encourage CSMs to stay updated on industry trends and attend relevant webinars or conferences

Customer Segmentation:

• Teach CSMs how to segment your customer base based on factors like size, industry, and needs. Different segments may require different approaches and levels of service.

Value-Based Approach:

• Train CSMs to focus on delivering tangible value to customers, tying their efforts to specific business outcomes or ROI for customers.

Metrics and KPIs:

• Establish clear key performance indicators (KPIs) and metrics for CSMs to track and demonstrate the value they bring to customers. 
• Internal KPIs include: NPS, retention rates, upsell/cross-sell success, and customer health scores.
• Customer-facing metrics should include quantifiable ROI that is achieved for your customer. So if you are a marketing automation solution, this can be number of leads converted and the dollar value attached to these leads. If you are a security solution provider, it can be data breaches that you prevented and the dollar value associated with these saves.

Customer Feedback:

• Teach CSMs how to collect and utilize customer feedback effectively to drive improvements and enhance the customer experience.

Communication and Reporting:

• Ensure CSMs can communicate their impact to customers through regular reports, meetings, and updates. Transparency is key when charging for customer success services.

Accountability:

• Hold CSMs accountable for achieving agreed-upon goals and KPIs, tying their compensation to performance metrics when charging for customer success.

Feedback Loop:

• Establish feedback loops between CSMs and other departments (e.g., sales, product development, marketing) to facilitate a holistic approach to customer success.

Monitor and Iterate:

• Continuously monitor the effectiveness of your CSM program and make iterative improvements based on customer feedback and changing market conditions.

By following these steps, you can create a well-trained and enabled CSM team that can effectively deliver and justify the value of your customer success, even when charging for them.