Humans vs Machines: When to Hire and When to Automate Lessons I - - PowerPoint PPT Presentation

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, Close Lead Call Scheduled Evaluation Purchase Process Failed Eval

Hybrid Model

Download or Start Trial Lead Scoring Purchase Human Call No Purchase Drip Campaign Reengage Campaign 6Mos. Drip Campaign 6-8 Touches

Trello Trial Model

Free Forever! Lead Source

Customer Reaches Out

Email Campaigns Human Call w/ Automated Email Campaigns

Easy To Buy

• Payment options?
• Can people just buy?
• BUT WE ARE SUPER EXPENSIVE
• Ok how can people renew?

• Enterprise Sales
• Sensitive Industries
• Nothing frustrates people more than wanting to

talk to you and being unable to. Don’t skimp on this

When We Picked Up The Phone

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 Continue Email Drip Phone Call

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