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Monica
Diaz
Director of Client Success
Crafty
Monica Diaz is a senior strategic account director at Crafty, where she oversees some of the largest and most complex client programs. For the past 9 years, Monica has worked directly with clients across the globe to shape their food and beverage programs and help Crafty scale from one market to over 45. Monica established Crafty’s first Client Success department, shaping its structure, approach and expectations. She is motivated by solving complex challenges, supporting her team's development, and fostering long-term client partnerships.
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19 November 2026 13:30 - 14:15
Panel | The CS revenue ledger: Proving impact in GRR, NRR, and expansion
CS leaders are expected to own a bigger share of the revenue number, but proving that impact in terms the CFO and board actually trust is still a struggle for most teams. This panel brings together CS leaders to talk through how they build a credible revenue story, from GRR and NRR to expansion, and defend it when budgets get questioned. Key learnings: - Choosing the right metrics: GRR vs. NRR vs. expansion, and what each actually proves - Connecting CS activity to revenue outcomes without overstating attribution - Building a reporting cadence the CFO and board will actually read - What to do when the numbers don't back up the story you want to tell