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For this episode of PLR chats, I had the pleasure of speaking with Chris Reuter, Head of Growth at Prefect, in a conversation about how he helped transition Prefect from sales-led to product-led. Prefect is a workflow automation platform for data and they've traditionally had a sales led motion. Chris helped create a Product Advocate team and in this call he talks through he set up and enables the team.
Here's a highlight of how Chris created Prefect's activation score which the Product Advocate team uses in prioritizing which accounts to assist.
If you'd like to watch the entire call recording, check it out here.
PLR Call Quick Hits
The product advocate team consists of technical professionals who understand customers' needs in-depth, providing rapid and specialized support. By leveraging various tools such as Salesforce, Orbit, and marketing automation, this team is better equipped to manage leads and analyze user data, resulting in a noticeable decrease in average sales cycle times.
But what exactly is an activation score, and how does it play into this process? The activation score is a composite metric, ranging from 0 to 100, which helps the team identify high-quality and low-quality leads (fun fact, Correlated also enables you to create custom scores from 0-100). It takes into account various factors, including product usage, community involvement, and payment history. By monitoring this score, the team can personalize the customer journey, leading to more efficient and targeted communications.
In order to simplify the process, Reuter shared that the company plans to transition the activation score into a straightforward "yes" or "no" determination for each lead. This allows the product advocate team to assume responsibility for contacting leads, conducting research, and strategically involving the sales team when necessary to accelerate deal closures.
The conversation also highlighted the potential of activation scores to predict churn and influence other aspects of the customer journey. With the proper application of this metric, businesses can effectively reduce churn rates by emphasizing the importance of onboarding calls and ongoing support.
Ultimately, the transition to a product-led go-to-market motion has demonstrated the necessity of having an activation metric, coupled with a well-versed product advocate team, to drive company growth. As we continue to innovate and adapt, having a solid understanding of what constitutes high-quality leads and efficiently managing the customer journey will help businesses stay ahead in an ever-evolving marketplace.
NB: As discussed on the call, Chris wrote a fantastic post on how they built their activation score which you can check out here.