I manage a combined CSM & Technical Account Manager team. 5 CSMs and 2 TAMs. The CCO is asking if it is possible to blend the two roles. I do think 3 of my CSMs could upskill and become more techincal / fill the gap of the TAMs. 2 CSMs I fear would not make it. Both TAMs definitely lack the soft skills to be CSMs. Product is rolling out new features that will make the TAM role less critical due to self service options. Has anyone been through this transformation? What worked well?

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I'd on redefining the TAM role to high-value tasks like strategic technical guidance. This way, you keep their expertise while adapting to the product changes.
For the CSMs who can upskill, create a clear development plan with training and mentorship. This will help them take on more technical responsibilities smoothly.
Also, consider a hybrid model where CSMs handle daily interactions and TAMs provide technical support. Just make sure communication between roles is seamless.
Continue to monitor performance metrics to see how this blended approach is working out. Be ready to adjust as needed.

*Focus. lol typing too fast!

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