How CSMs Can Use Learning & Development Budgets for Career Growth

Customer Success Managers (CSMs) are the frontline of customer relationships, driving retention and expansion. Yet, many CSMs don’t receive the ongoing development they need to stay ahead. If you're a CSM looking to enhance your skills through a coaching program, securing Learning & Development (L&D) support from your company is a smart move. But how do you make the case for it?

At Thornton Advisory Solutions, we work with CSMs and leadership teams to build effective customer success strategies. Based on our experience, here’s how you can approach your leadership team to secure L&D investment for a coaching program.

1. Align Coaching with Business Goals

Executives prioritize investments that drive measurable business outcomes. To get buy-in, connect the coaching program to your company’s objectives. Consider:

• Customer retention – How will this program help you reduce churn?

• Expansion revenue – Can it improve upsell/cross-sell effectiveness?

• Operational efficiency – Will it streamline processes or improve productivity?

For example, if your company is struggling with churn, highlight how coaching can equip you with strategies to proactively identify at-risk customers and increase engagement.

2. Highlight the ROI of Coaching

Many companies are hesitant to fund professional development without clear ROI. Break down the value:

• Cost vs. impact – Compare the coaching program’s cost to the revenue impact of improved customer retention or faster onboarding.

• Skill enhancement – Coaching strengthens critical skills like customer storytelling, negotiation, and strategic account management.

• Employee retention – Investing in CSM growth reduces turnover, which is costly for companies.

Frame coaching as a business investment rather than just personal development.

3. Gather Support from Leadership & Peers

Your manager and L&D team are key decision-makers, but you can build momentum by getting buy-in from:

• Other CSMs – If multiple team members express interest, it’s easier to justify funding.

• Sales & Product Teams – If coaching improves collaboration across teams, it becomes more valuable.

• Customer Success Leadership – Show how coaching aligns with the department’s growth strategy.

A strong internal advocate can push your request forward faster.

4. Present a Clear Request

Once you’ve done your research, present a compelling proposal to your manager or L&D team. Here’s a template you can use to structure your request:

L&D Coaching Program Request Template

Subject: Request for Professional Development Support – Customer Success Coaching

Hi [Manager's Name],

I’m looking to further develop my skills in customer retention, expansion, and strategic success planning, and I found a coaching program that aligns perfectly with my role. The 8-Week Customer Success Coaching Program is designed to help CSMs like me drive measurable impact, improve customer engagement, and strengthen leadership skills.

Since Customer Success is a key driver of customer retention and revenue growth, I believe this program would directly contribute to my ability to deliver stronger results for our team. Many companies support professional development through Learning & Development (L&D) budgets, and I’d love to explore whether this coaching investment could be covered or reimbursed.

Here are a few key benefits of the program:

• Retention & Expansion Mastery – Proven strategies to reduce churn & drive customer growth

• Data-Driven Decision Making – Using customer health metrics to predict risk & prove ROI

• Career Growth & Leadership – Developing skills to contribute at a higher level within the company

Best,
[Your Name]

5. Follow Up & Demonstrate Impact

If approved, track your progress and share results with leadership. Show how the coaching program has helped:

• Improve key performance metrics (e.g., customer satisfaction, renewal rates).

• Enhance team collaboration and efficiency.

• Drive better customer outcomes.

This not only reinforces the value of coaching but also makes future L&D requests easier.

Take Charge of Your Growth

Customer Success is constantly evolving, and ongoing development is crucial for staying competitive. By making a strong business case for coaching, you not only invest in yourself but also contribute to your company’s success.

At Thornton Advisory Solutions, we offer Customer Success Coaching designed to help CSMs elevate their impact. If you or your team are looking for personalized coaching, let’s connect!

Interested in coaching for your CS team? Contact us to learn how we can help.