Humans vs Machines: When to Hire and When to Automate
Lessons I Have Learned Managed Security Services Fog Creek Data Security Trello
Agenda • Evaluation Process • Purchasing Process • Renewal Process • What I Would Do Sooner
Demos / Trials • How easy is it for people to get up and running? • How are you gating this? Why? • Let the product drive this adoption. • Freemium?
Traditional Trial Model Request for Trial Multiple Phone Calls/Emails Unable to Reach, Call Scheduled Close Lead Evaluation Failed Eval Purchase Process
Hybrid Model Drip Campaign 6-8 Touches Download or Start Trial Lead Scoring Purchase Human Call No Purchase Reengage Drip Campaign Campaign 6Mos.
Trello Trial Model Free Forever! Customer Reaches Out Lead Source Human Call w/ Automated Email Email Campaigns Campaigns
Easy To Buy • Payment options? • Can people just buy? • BUT WE ARE SUPER EXPENSIVE • Ok how can people renew?
When We Picked Up The Phone • Enterprise Sales • Sensitive Industries • Nothing frustrates people more than wanting to talk to you and being unable to. Don’t skimp on this
Relationships Work Best
Traditional Renewal Call & Email 3 Months Out Call & Email 6 Weeks Out Call & Email 1 Week Out Call & Email Day Before
Hybrid Renewal In-Product Notification 3 Months Out Emails Every 7 Days at 4 Weeks Out Emails Day Of / Day Before Lead Scoring Phone Call Continue Email Drip
What Did We Automate?
What I Would Do Differently
Recap & Q&A • Automation doesn’t mean you don’t need people • Apply people wisely- they will be happier • Fix it once • Invest in the resources to help you get there
Reach Out Kristen Habacht VP Sales Twitter: @kristenhaba Email: kristen@trello.com
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