They’ve developed a workflow that helps them prioritize how they help the many new users who land on their product every day: The goal is to get new users to invite others to their Airtable instance, eventually deepening the usage and sophistication of the team to the point where a sales conversation makes sense. Lauryn feels her team has a responsibility to help as many users as possible find value fast. “Our goal is to compound activation, expansion, and sophistication so that we've created many, many more qualified leads than our sales team can even handle talking to.” - How Airtable Prioritizes Leads □ It certainly requires some prioritization. Since Airtable is a relatively horizontal product that, as Lauryn says, can be useful to “millions of people with all different types of use cases” - it’s a big job doing their best to turn every first-time user possible into an eventual champion. Lauryn orients her team into three pillars, focused on three stages of the customer journey: Eventually converting users, even to a self-serve paid subscription, with or without sales interaction.Getting new users in the door to try Airtable.Their reach spreads from new-user signup to enterprise account creation, and within this range they work on everything from activation to onboarding, pricing, packaging, growth post-sign up, and even a partnership with top-of-funnel marketing.ĭay in and day out, keeping the product-led growth (PLG) engine going is key to what Lauryn and her growth team handles. This is why the growth team at Airtable thinks of itself as a product team first. And, it still continues to be a meaningful stream today. What Do Lauryn and the Growth Team Do at Airtable?Īirtable is a unique organization - and one we’re always stoked to talk to folks from - because their self-serve pipeline was their first revenue stream. Applying the right people, tools, & culture for a smooth growth-sales pipeline.Managing a funnel that hosts both self-serve & sales leads.Airtable’s robust lead development & prioritization process.What the growth team looks like at Airtable.If that piques your interest, then you won’t want to miss this summary of the high points from our chat with Lauryn, where we learn all about: Which makes her the perfect person to talk to as we continue our mission to spread the word and the knowledge about the fast-growing PLS category! She’s also a former barista and big-time coffee enthusiast. Meet Lauryn, Head of Growth Airtable □Īs Head of Growth at Airtable, Lauryn Isford owns the Product-Led Sales pipeline development and handoff. Now, keep reading for a recap of what we discussed in the latest AMA chat. Interested in joining? Request an invite here. The goal of the community is to bring together the most thoughtful and innovative GTM leaders to build the next generation of sales together. The PLS AMAs are for members of the Product-Led Sales community, the go-to place to learn, discuss, and connect with go-to-market (GTM) leaders at product-led companies. These AMAs are an opportunity to ask PLS leaders any question - ranging from hiring to sales compensation to tech stack - in a low-key, casual environment. Alexa, CEO of Pocus, hosts Product-Led Sales (PLS) “Ask Me Anything” sessions with PLS experts to share best practices, frameworks, and insights on this emerging category.
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