Elena Verna: belief

Transcript context

…You talked again about this idea of spamming from sales and it made me think about like... I don't even know if I want to ask this, but have you seen downside to sales just continuing to hammer you as a potential user? Does that actually hurt? I don't want to know almost because I feel like the answer is no, but what do you think? I think you have to look at the channel effectiveness. You have only so many channels to communicate with a customer. Email is obvious. You can communicate with them in app. You can have some sort of chatbot. Maybe you can deploy some sort of paid marketing, maybe social or retargeting display ads, but those are very expensive to utilize. Stepping back and thinking when it's the right time to reach out. How can I grab their attention? If you highly saturated the channel that is your primary for reaching out to the user, they're not going to react even if it's more of a right time for them to react. Will it hurt you? I don't think you'll notice it right away, but over time I think people become blind to channel communication if it's not applicable to them because, "Fool me once, shame on you. " Like, "Fine, you tricked me to opening this email." Fool me twice, it's shame on me and I'll be a lot more frugal of which emails I open or which notifications I react to. I think that you have to put user journey first and you have to really think about the timing that it's right for user and PQA. All it is is the right time to engage with the customer and then go hit them hard over all of the channels of communication, but then, also know that accounts go in and out out of PQA. Today I might be in the PQA, next week I might not be, so you need to sunset the efforts if you didn't get in touch with the customer and wait for the next PQA moment. It will happen if your product is holding that goal and is accountable for getting more and more accounts to reach a threshold PQA. Wow, that's really interesting. I'm also happy to hear that answer. Great. Okay, so let's continue down this track of what it takes to implement a product-led sales motion. Just talked about the data component. What about just systems and infrastructure and tooling? What do you recommend there as a start?…

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