What Happens When Your Resume ISN’T The Problem?

Over the past several weeks, I’ve come to a realization.

For 15 years, I’ve been building something called “Performance Coaching”. Systematic frameworks for driving customer adoption, reducing churn, and scaling teams. Built it from zero to 30+ people. Drove $250M+ in growth.

Created methodologies that became industry standard in automotive SaaS.
But here’s what I’ve finally understood: I’ve been doing Customer Success all along.

We just called it Performance Coaching because that’s what made sense in our industry.

So when I recently applied for CS roles and got auto-rejected – despite having built exactly what they needed – it finally clicked.

The disconnect isn’t about experience. It’s about language.

I built:

That’s literally Customer Success. I just didn’t use those words.

How many other leaders are out there building exactly what the industry calls “Customer Success” but naming it something else?

Maybe it’s time we started recognizing that CS isn’t about the title – it’s about the outcomes you drive for customers.

Anyone else discover they’ve been doing CS all along?