The Secret Weapon every CSM should be using

Hi there,

When it comes to learning more about Enterprise customers, most CSMs stick to the same playbook:

• Review Sales to CS handoffs
• Review CRM notes
• Ask discovery questions
• Track product usage
• Analyze support tickets

These are important… but they only tell part of the story.

What if there was another way to get deeper insight?

One that reveals true business priorities, uncovers cost-saving initiatives, and shows you exactly what matters at the executive level?

It’s often overlooked.

The company’s 10-K report.

But first… what is a 10-K report?

A 10-K is the annual report public companies file with the SEC (Securities and Exchange Commission).

It includes:

• Business overview
• Financial performance
• Cost reduction initiatives
• Strategic priorities
• Risk factors
• Executive commentary

In other words…

It’s the closest thing you’ll get to sitting in their boardroom.

And if your stakeholder is a VP or C-level leader, this is what shapes their agenda.

Let’s break it down.

How to use a 10-K report

You don’t need to be a finance expert.

You just need a simple process.

Step 1: Download the latest 10-K

Go to your customer’s Investor Relations page.

Look for:

• “Investor Relations”
• “Financials”
• “SEC Filings”

Download the most recent 10-K (by year).

💡 Pro-tip: Always use the latest version—priorities change.

Step 2: Familiarize yourself with one report

The first time I opened a 10-K, I didn’t analyze it.

I browsed it.

I wanted to understand what information was included and what could actually help in my day-to-day conversations.

That first pass made everything easier.

It helped me recognize patterns, identify key sections faster, and know what to look for next time.

As you scan, look for themes relevant to your industry.

In the workplace space, I consistently found:

• Real estate portfolios (size, footprint, locations)

• Lease information (owned vs. leased)

• Cost reduction initiatives

• Hybrid work strategies

• Operational efficiency efforts

Once you’ve done this once or twice, you stop reading…

You start scanning with intent.

Now that I understood what to look for, I optimized my approach using AI.

Step 3: Use AI to summarize the report

10-Ks are long. You don’t need to read them cover to cover.

Use AI to extract what matters.

Here’s the prompt I use:

This gives you a clear snapshot of priorities, risks, and goals—straight from executive leadership.

If needed, follow up with:

• What are the top strategic initiatives this year?

• Are there mentions of cost reduction or consolidation?

• What risks are most emphasized?

💡 Pro-tip: Always validate key insights. That’s why I ask for page references.

Step 4: Validate and dig deeper

Go back into the report and search for specific terms.

My go-to keywords:

• “real estate” / “office space” / “portfolio”

• “consolidation”

• “lease liabilities” / “operating costs”

• “cost optimization”

• “hybrid work” / “remote”

• “efficiency” / “streamline”

These point directly to strategic priorities and cost pressures.

Adjust based on your industry.

Here’s what this looks like in practice

Last year, I inherited an enterprise account with no documented goals, no clear challenges, and zero executive context.

And I had a call scheduled with the VP, Global Real Estate.

I didn’t want to show up asking vague questions or waiting for direction.

I wanted to lead.

So I pulled their 10-K.

Here’s what I found:

1. Strategic Goal: Footprint optimization

“ACME has continued efforts to optimize its real estate footprint… including consolidating office space and renegotiating leases.”

“ACME highlights its intention to operate more efficiently as a lean, agile company.”

2. Financial signal: Lease Liabilities Decreasing

Lease liabilities dropped 9% YoY.

A clear signal they were actively reducing real estate spend.

3. Operational Focus: Hybrid Enablement

The report outlined how hybrid work would shape operations and drive investment in workplace technology.

———-

Armed with this, I walked into the meeting prepared.

Instead of asking:

“What are your current goals?”

I led with:

“I reviewed your 10-K and saw a strong focus on real estate consolidation. Based on your current setup, there’s an opportunity to unify workplace data and improve visibility into space utilization. I’d love to explore that with you.”

The tone shifted instantly.

The VP leaned in.

We skipped surface-level conversation and went straight into strategy.

That one insight built immediate credibility.

Why this works

Executives don’t care about features.

They care about business problems.

When you show up already understanding their priorities—with data to back it up—you:

• Build executive trust
• Shift from tactical to strategic conversations
• Align your product to measurable outcomes
• Create momentum for renewals and expansion

You’re no longer just checking in.

You’re helping them hit board-level goals.

Your 3-step challenge

Pick one of your enterprise customers (public company) and:

1. Download their latest 10-K

2. Run the AI prompt + validate insights

3. Identify one priority and connect it to your product

Bring that into your next call.

Watch how the conversation changes.

P.S. If you try this, let me know how it goes!

This is part of a bigger system

What I shared here is one piece of how I approach Success Planning today.

It’s part of a broader framework I use to understand my customers, align with executive priorities, and build plans that drive real business outcomes.

The Success Plan Playbook - Coming soon 🔜

Best,
Erika