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Intro From Mike
Welcome to the first all CAS newsletter! Last year we brought a group of your
colleagues together to help us lead the change management that we knew would be
critical to our ongoing CAS organization success. The group tackling
communication surveyed our teams and identified that you were interested in
knowing what is going on with each of our CAS teams. So here we are, our first
quarterly newsletter to bring you insights from across our teams, to celebrate
our people, to celebrate our customers, to recognize great work and to keep you
up to date on everything CAS. I hope you enjoy hearing from your colleagues and
being in touch with CAS!



On February 8th, HMH hosted a Symposium for ELA and Reading for 275 Broward
County administrators with a goal of supporting their implementations. This
event was a collaborative effort across the CAS organization: Maggi Becker, Mary
Devore, and Bill Weiler from Southeast Sales, Michelle DeMille from Events &
Samples, and Tim Lee from Brand & Creative. Jack Lynch kicked-off the session,
followed by an emotional keynote by Patricia Starek, SIS Senior Product Manager.
Additional HMH speakers at the event included Bonnie Cochran, Kelly Kenney, and
Berquis Torres.

Broward County leaders left the meeting requesting information on coaching
opportunities and will certainly be paying more attention to our Into Literature
implementation and Growth Measure, as well as System 44 and Read 180. This
symposium was a notable example of the power of collaboration across the CAS
Organization! #BetterTogether

Great pipeline was built through January including a boost from the expansion of
Sales Qualified Opportunities from our Business Development team with ED preview
accounts. Thanks to Melody Germain and Marty Pott for the support of that
effort.

Thank you to Candice Martin and team for their dedication and expertise. AE's
and Content Specialists are showing tremendous creativity in meeting demand for
content expertise. We are encouraging multiple accounts to attend the same
virtual session, and Colleen Krogulski and Nate Soesbe worked to get customers
from each of their territories for a virtual presentation. Colleen was also able
to connect one of her charter schools in NJ with a Muslim school in an open
territory in MN for another presentation! Meeting customer needs with ingenuity!

CAS Collaboration at its finest!

Cross-functional teams work together to impact student outcomes and state
adoption campaigns happening in OR, IN, MS, OK, NM, and AL do this to the max.

These campaigns are well underway as Field and Inside Account Executives are
actively working together to provide for all districts to engage with HMH
solutions during the state review process. These campaigns succeed with the
support and coordination of many individuals representing the full CAS
organization.

Everyone working on these teams are doing tremendous work. Special shout out to
Candice Martin, Jose Martinez, and Kathy Mawk for flexibility with presentation
support, Lexy Hoffman and her IN field team providing guidance on successfully
work a caravan, Cris Alsberge, Garrett Boyd, and Stephanie Mette staying
connected with product and marketing partners to equip AE's with the messaging
and tools they need.



As we continue to execute our digital first connected strategy, you can see the
real progress we made from 2020 to 2021 in not only increasing overall sales but
also YOY growth in ARR, Connected Product Sales and SIS and Services Sales. This
has us well positioned to continue the growth in 2022.

21%

YOY Growth in CAS

126%

YOY Growth in CAS ARR

27%

YOY Growth in Connected Product

39%

YOY Growth in SIS/Services



Customer Success, an organization comprising of Customer Success Managers and
Renewals is a function focused on building relationships with customers, helping
customers realize value using HMH products and growing usage. We kicked off 2022
with a focus to—

•

Expand our customer engagement with all Annual Recurring Revenue (ARR) Products
across Intervention, Supplemental and Core

•

Increase Student Growth/Adoption thereby improving our GRR and NRR

Our key OKRs are to attain 76% Gross Retention Rate(GRR) and 122% Net Retention
Rate (NRR) and make step change improvement from where we ended 2021.—ONWARDS
and UPWARDS!!!

Remember GRR and NRR ???

GRR = Recurring Revenue—Churn

NRR = GRR + Expansion

To forge a strong relationship with our customers and accomplish our 2022 OKRS,
we:

1.

Tiered our ARR customer base into HIGH touch, LOW touch, and TECH touch segments
to provide 100% customer coverage

2.

Heavily invested in a Customer Success platform—GAINSIGHT to drive proactive
customer engagement and provide cross-functional visibility on customer health.
We are getting ready for a Back-To-School GO LIVE

3.

Perform monthly/quarterly account check-ins, analyze usage, partner with Sales
partners to conduct utilization improvement discussions and drive action plans

4.

Welcomed our 8 new hires to support our Sales partners and customers

2022 is looking very exciting in Success !!!! Stay tuned……

The Solution Support Group (SSG) is comprised of three teams: 1) U.S. and
International Content Specialists, 2) Solution Architects, and 3) a Sales Pilot
Management Team. All teams provide direct support to global sales teams to drive
sales revenue. We present our solutions to customers in a variety of ways
including onsite, virtual, and pre-recorded videos. We lead content meetings as
wells as meetings around key HMH initiatives, and we also manage pilot
opportunities and provide training as needed. In 2022 we will focus on the
following:

•

To grow support for connected sales and to sustain support for strategic
accounts.

•

To launch a digital first pilot model with one virtual training plus long-term
support provided by recorded videos.

Digital Solutions and Technical Support OKRs for 2022 center around ensuring
product usage, ultimately leading to increased revenue. This includes the
following.

•

Working with partners across the organization to measure customer satisfaction
in a new way that includes customer effort. Our team is a great resource for
sharing product feedback in a meaningful way, as reasons for contact for each
case are captured.

•

Starting this year, districts with a higher-than-expected number of contacts
compared to their peers will get extra attention to help assure successful
utilization our digital products.

•

Partnering with product teams to help assure a smooth transition away from
legacy rostering solutions.

•

Working to redesign new hire training.



In 2022, the Marketing team continues to focus on driving revenue, elevating the
HMH brand and creating meaningful employee experiences!

•

To drive revenue, we are developing campaigns that attract customers and expand
relationships through wide-reaching digital channels and engaging
consultative-selling collateral that clearly demonstrates "Why HMH."

•

For the brand, we are increasing perception of HMH as a forward-thinking EdTech
company and a trusted partner that is uniquely qualified to drive positive
student outcomes and serve the needs of the modern classroom.

•

From an employee perspective, we are passionate about becoming the most
talented, engaged and diverse marketing team in EdTech.

We are accelerating our current momentum and building upon our insatiable desire
to deliver experiences that delight our customers and drive HMH’s success! 2022
is off to a strong start and we are looking forward to a great year ahead.




FIELD SALES UPDATE

Caravans, Conferences and Customer Visits!

The Field Sales team is off to a busy start in 2022 with in-person customer
meetings, sales presentations and conferences. Check out the photos below to see
the creativity of our sales teams in action:

ASD Lexy Hoffman and AE Anne Irwin show customers how to Race Into Math at the
Indiana Math Caravan.

North Carolina AE Amy Zagora shares a smile with keynote speaker Steve Pemberton
at the NC ASCD Conference.

Texas AEs Meg Pieri and Lauren Viscariello draw customers into the HMH booth
with a “candy bar” at the TASA Conference (Texas Association of School
Administrators).

The South Carolina Team brings a little “mad science” creativity to the SC
Science Caravan Presentation. From L to R: Content Specialist Kaley Douglas,
Sales Strategist Mandy Rod, AE Mara Hardee, AE Hollie Nawrocki, ASD Gerald Barr,
AE Patricia Wade, Director Diane Zoeller.

The Oklahoma Caravan is in full swing! Content Specialist Angie Adkins gets the
audience excited about Into Reading!

The California Sales Team gathered for two days of professional learning.


INSIDE SALES UPDATE

Inside Sales is coming off a hugely successful year and we continue to celebrate
all the hard work and ingenuity that contributed to an incredible year. We are
also looking forward to a great sales year in 2022. Like all of our sales
colleagues we will be concentrating on expanding our Core Connected Sales,
increasing our attachment of Supplemental and Service offerings, meeting and
exceeding our Intervention targets and working our Renewals to achieve ARR
success.

This will only be achieved by working closely with our partners in Renewals,
CSG, Customer Success and in particular our Inside Segment Directors and
Strategists. We are grateful for the support from all of these teams.


INTERNATIONAL SALES UPDATE

Last year we worked with cross-functional teams throughout HMH to create a
pathway for International on Ed. All the heavy lifting that was done in 2021
will enable the International Sales team to ramp up our focus on selling digital
first connected solutions including WWA. To accomplish our 2022 goals, we will
focus on the following OKRs:

1.

Transition to Connected: Aggressively move international to the Connected
portfolio. Reduce reliance on discrete and mitigate EOL impacts.

2.

Partner Success Model: Build a high performing partner ecosystem that drives
revenue growth and is fully committed to HMH’s Connected and digital first
strategy.

3.

Team Development & Capability: Develop the International team to be recognized
as the #1 EdTech sales team.

We are set up for success and expect 2022 to be a fantastic year for
International.



Anniversaries

Please join me in extending congratulations and appreciation to the following
people celebrating milestone anniversaries at HMH in Q1 2022!

Jeffrey Valentik - 5 years
Anne Irwin - 5 years
Jacqui Celsi - 5 years
Ninette Forte - 5 years
Brittney Robinson - 5 years
Alison Savage - 5 years
Angela Clendenon - 5 years
Jonathan Broyles - 10 years
Tabitha Reever - 15 years
Jose Bribiesca - 15 years
Denise Myers - 15 years

Cynthia Guddendorf - 15 years
Kathy Bull - 15 years
Amy Zagora - 15 years
Gary Belman - 20 years
Marcia Lowell - 20 years
Megan Mitschrich - 20 years
Debra Price - 20 years
Jennifer Glennon - 20 years
Toni McCullough - 35 years
Stephen Nesser - 40 years


Please welcome the following additions to the CAS team
(as of February 24, 2022)

Marketing - Creative and Brand
Ariel Baldridge
Customer Success
Kelly Short-Rasberry
Jennifer Simmons
Megan Heath-McLane
Alyssa Benjamin
Roxanne Siel
Solution Support Group
Rosa Salinas
Stephanie Martin
Inside Sales State Adoption
Amy Otto


Sales - Southwest
Mandy Rod
Inside Nat'l Accounts & PPC
Marisa Kaufman
Sarah Larkin
Tech Support
Devon Brewer
Inside Sales - OT
Luke Murphree
Peter Verdin




Below are some of the open positions available in the CAS organization as of
2/17/22. Please share with your network and remember that HMH has a Referral
Program where you can earn bonus dollars starting at $1000 for referring a
candidate who gets hired. Here is a tip sheet for how to find these and other
openings in Employee Central.

CAS

•

Renewals Specialist (3 Openings) – Customer Success: Carolyn Minear

•

Content Specialist (4 Openings) – Solution Support Group: Candice Martin

•

Manager Digital Solutions - Remote – Tech Support: Jeffrey Freimanis

MKT

•

Senior Web Content Manager – Channel Marketing: Amanda Cupelli

•

Sr Marketing Manager – Field Marketing: Kristy Marks

•

Associate Product Marketing Manager – Product Marketing: Lisa Huston

SLS

•

Business Development Representative – Inside Integrated-AP-Bus Dev: Erin Metroff

•

Account Executive II – Inside Nat'l Accounts & PPC: Kelly Jones

•

Inside Sales Account Exec I (2 openings) – Inside Nat'l Accounts & PPC: Brian
Schmidt

•

Inside Sales Account Executive II – Inside Open Territory: Stephanie Cantu

•

Inside Sales Account Executive II – Inside State Adoption: Pamela Stokes

•

Director Sales – International: Conor Wickham

•

Account Executive II – OT Central: Becky Smith

•

Account Executive II – OT East: Amy Senius

•

Account Executive II (MD) – OT East: Michael Testa

•

Account Executive II (2 openings) – OT Midwest: William Pallucca

•

Account Executive II – OT West: Janet Bales

•

Account Executive II – SA California: Julie Von Tersch

•

Inside Sales Account Exec II – SA Leadership: Pamela Waller

•

Account Executive II – SA Southwest: Johnny Martinez Jr

•

Account Executive II – SA Southwest: Brady Busby





Nate Soesbe
Tier 3 Inside Sales Account Executive, PPC
Years of Service: 7.5

My Day to Day: My typical day is divided between using the Targeting Dashboard
to prospect for new customers, managing existing accounts using Field Workspace,
attending relevant meetings, and mentoring colleagues. I also sit on the Future
of Work planning committee, occasionally help out Sales Enablement writing and
acting in HMH sales training videos, and host The Dial Log webinar series for
PPC sales best practices.

My Superpower: is selling. When I'm not selling I’m thinking about selling.

When I am not an HMH Champion: When I'm not selling (or thinking about selling),
I enjoy acting in community theatre, performing stand-up comedy, and sitting on
the beach with my wife (without the kids).



Louise Moore
(she/her/hers)
Product Marketing Director,
International Markets
Years of Service: 10

My Day to Day: I work with our international sales team and network of partners
(resellers) in creating and rolling out marketing campaigns and partner
enablement support. Day to day can vary from organizing an event with a partner
in Saudi Arabia, to planning a series of customer-facing emails. I'm based in
Ireland which really helps in terms of working with our team based around the
world.

My Superpower: I'm a planner! So my superpower would be in relation to planning
events—in-person or virtual.

When I am not an HMH Champion: I recently got a puppy who has taken over my
life, so *he* enjoys taking *me* for walks! I love getting outdoors to do
hillwalking, love travelling to new countries and enjoy trying my hand at DIY
and general house renovations.



Patrick Enfinger
Director Digital Success
Years of Service: 18

My Day to Day: Supporting the Technical Support and Solutions team by providing
data around CSAT and Customer Effort performance, supporting the Intervention
Transition to Subscription process, representing the team on OKR / Goal
activities and special projects, working on the new Step by Step guides to help
strengthen the Knowledge Base and training program, and anything else that comes
up.

My Superpower: Numbers and data; knowing old dusty pieces of information;
Intervention platforms.

When I am not an HMH Champion: Spending time with my family; Boy Scout
activities with my son; and relaxing.

Please send comments, questions, or suggestions to any member of the CAS Change
Management Communications team: Tajauna Treadway, Teresa Whittaker and Tricia
Stewart

Houghton Mifflin Harcourt® and HMH® are registered trademarks of Houghton
Mifflin Harcourt. © Houghton Mifflin Harcourt. All rights reserved. 03/22
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