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How to Increase Revenue and Grow Your Customer Base by 10X Through the Power of Self-Serve and Direct Sales with Asana's COO and Figma's CCO

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How to Increase Revenue and Grow Your Customer Base by 10X Through the Power of Self-Serve and Direct Sales with Asana's COO and Figma's CCO

  1. 1. How to Increase Revenue and Grow Your Customer Base by 10X through the Power of Self-Serve and Direct Sales Do not place text, or graphics in any of the red space Your faces will be here Logo Overlays will be here DO NOT DELETE SaaStr Team will delete these guides in review. Amanda Kleha CCO Figma @akleha Anne Raimondi COO Asana @anneraimondi
  2. 2. Self-serve companies are among the highest growth in SaaS Do not place text, or graphics in any of the red space Your faces will be here Logo Overlays will be here DO NOT DELETE SaaStr Team will delete these guides in review. EV/ NTM revenue NTM revenue growth % 13x 34% 46x 93% 12x 27% 23x 32% 52x 47%
  3. 3. Asana’s self-serve model Do not place text, or graphics in any of the red space Your faces will be here Logo Overlays will be here DO NOT DELETE SaaStr Team will delete these guides in review. Free teams New Users Paying teams Paying organizations Conversion Expansion Adoption Signup
  4. 4. Asana’s self-serve model Do not place text, or graphics in any of the red space Your faces will be here Logo Overlays will be here DO NOT DELETE SaaStr Team will delete these guides in review. Free teams New Users Paying teams Paying organizations Conversion Expansion Adoption Signup Optimize Asana.com Optimize trial experience Optimize checkout Optimize user growth and admin experience
  5. 5. Figma’s self-serve model Do not place text, or graphics in any of the red space Your faces will be here Logo Overlays will be here DO NOT DELETE SaaStr Team will delete these guides in review. To repeat the loop of team efficiency, upgrade to a paid plan for unlimited files.
  6. 6. Why is it key to start with self-serve? Do not place text, or graphics in any of the red space Your faces will be here Logo Overlays will be here DO NOT DELETE SaaStr Team will delete these guides in review.
  7. 7. How can I tell if my product is meant to be sold via self-serve? Do not place text, or graphics in any of the red space Your faces will be here Logo Overlays will be here DO NOT DELETE SaaStr Team will delete these guides in review.
  8. 8. How do I develop my decision tree? Do not place text, or graphics in any of the red space Your faces will be here Logo Overlays will be here DO NOT DELETE SaaStr Team will delete these guides in review.
  9. 9. Figma’s free tier refresh Do not place text, or graphics in any of the red space Your faces will be here Logo Overlays will be here DO NOT DELETE SaaStr Team will delete these guides in review. If you looked at our free versus paid tiers earlier this year, it would seem like you have to upgrade to really experience the core value prop: team collaboration
  10. 10. Figma’s free tier refresh Do not place text, or graphics in any of the red space Your faces will be here Logo Overlays will be here DO NOT DELETE SaaStr Team will delete these guides in review. We wanted to have new users experience that “a-ha” collaboration moment in the free tier for Figma and FigJam. We tested a re-packaging first.
  11. 11. Free tier framework Do not place text, or graphics in any of the red space Your faces will be here Logo Overlays will be here DO NOT DELETE SaaStr Team will delete these guides in review.
  12. 12. Asana’s Portfolios “start state” Do not place text, or graphics in any of the red space Your faces will be here Logo Overlays will be here DO NOT DELETE SaaStr Team will delete these guides in review. Adoption win: Particularly for new users, we saw an increase in the # of active and engaged users on the order of 20%+. Revenue win: Users trialing our paid plan were more likely to convert by the end of trial (+5% trial confirmations) Portfolios is a paid feature which provides a holistic view of all your important projects. Hypothesis: If we enable more customers to have an amazing Portfolios experience from the start without setup, they will better understand the value of Asana.
  13. 13. The top lessons we’ve learned by combining self-service and direct sales: 1. Reject false trade-offs: There's a false narrative that companies need to choose either a self-serve or a sales-driven go-to-market model to drive growth. The combination of both is essential. 2. Start with self-serve, add sales: Design a product that customers can use independently. Then, intentionally design in sales triggers for customers to opt-in to working with your team. 3. Be intentional and listen to your customers: Without a clear decision tree in place, sales can cannibalize self-service. Don’t be surprised that many people want to speak to sales. Product usage should also be an input to your decision tree. Our Top Takeaways Do not place text, or graphics in any of the red space Your faces will be here Logo Overlays will be here DO NOT DELETE SaaStr Team will delete these guides in review.
  14. 14. THANK YOU Do not place text, or graphics in any of the red space Your faces will be here Logo Overlays will be here DO NOT DELETE SaaStr Team will delete these guides in review.

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