Lauryn Isford: evaluation

Transcript context

…Can you talk a bit about how you structured the growth team potentially based on this framework and just generally how you thought about building the growth team at Airtable? We had what I think is a pretty relevant set of teams. If you're thinking about building out a few in your own product or organization that focuses on sort of a PLG shape of business, we had one team working on acquisition and they were really responsible for the join. So, they mapped actually really well to this funnel. One team working on activation and they mapped pretty closely to evaluate. It wasn't a full representation of what's possible in evaluate. We were pretty focused on the self-serve business and that was different than, for example, helping an enterprise customer evaluate the right offering for them, but that activation team was most closely tied to that second step in the funnel. And then we had a monetization team that worked on monetization and pricing and they mapped really closely to the upgrade part of the funnel. They did touch some other things as well. So, they worked on churn prevention and downgrades. They worked on some billing related projects, but in general, they were most thematically aligned with that upgrade step of the funnel. One area that is more emerging that's interesting is expand. So, when we got started on Airtable growth, we didn't have a team dedicated to that expand piece and it became increasingly interesting to us over time as we started to notice that larger companies were using the product. This meant that there was a bigger opportunity than there had been before to really help drive expansion and get more folks using the product in those accounts. That's an area that emerged later. That's a really good example of revisiting your priors and being resilient or agile in your org structure because it wasn't something we set out to work on initially, but it became a really clear opportunity later. You mentioned that Airtable is thinking a little bit more about B2B growth versus just kind of B2C where I think it's been historically. Can you talk about that and just how you're thinking about that?…

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