Humans vs Machines:When to Hire and When to Automate

Lessons I Have LearnedManaged 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 ModelRequest for Trial

Multiple Phone Calls/Emails Unable to Reach,

Close LeadCall Scheduled

Evaluation

Purchase Process Failed Eval

Hybrid Model

Download or Start Trial Lead Scoring Purchase

Human Call No Purchase

Drip CampaignReengage Campaign

6Mos.

Drip Campaign 6-8 Touches

Trello Trial ModelFree 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 RenewalCall & Email 3 Months Out

Call & Email 6 Weeks Out

Call & Email 1 Week Out

Call & Email Day Before

Hybrid RenewalIn-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 OutKristen Habacht

VP Sales Twitter: @kristenhaba

Email: kristen@trello.com