Karl Sun, CEO, and Dan Cook, VP Sales of Lucid Chart share how they built an enterprise sales business around a freemium model.

1. How 10 Million
Freemium Users Built
Our Enterprise Sales

2. Dan Cook
VP of sales
@dancook22
Karl Sun
CEO
@karlxsun

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7. why we chose freemium

8. 2000 2005 2010 2015
1999
2003
2004
2006
2007
2010
2013

9. Marketing
Data Scientists
Support
Product/Eng
core competencies:

10. jason lemkin:
“We’d all love
to do freemium
because we
don’t have to hire
salespeople …”

11. “… but what we
all kind of figured
out is there just
aren’t enough
businesses in
the entire world
to get to a $100
million business
at freemium.”

12. Freemium
No Touch
Self-Service
Light Touch
Inside Sales
High Touch
Inside Sales
Field Sales
Field Sales
with SEs
sales complexity
David Skok, Driving Saas Success
Using Key Metrics, SaaStr 2016

13. Support  Sales
Digital Marketing 
Demand Gen
Support 
Customer Success
End User Focused 
Enterprise Focused
1.
2.
3.
4.
4 key functions:

14. support  sales

15. support  sales

16. digital marketing  demand gen

17. digital marketing  demand gen

18. Approved
and Enabled
support 
customer success

19. Top of Funnel
Middle
of Funnel
Sales
Expand,
Upsell,
Cross sell
David Skok, Driving Saas Success
Using Key Metrics, SaaStr 2016

20. end user focused  enterprise focused
Users
Collaboration Licensing
Identity
Management
App
Integration

21. “Patient Zero” IT buyer reaches out
Security features
Enterprise deal closed
Account “Enabled”
2010
1000
2011 2012 2013 2014 2015 2016 2017
Upsell at renewal
journey of a freemium
to enterprise customer
2000
3000
4000
5000
6000
#users

22. lucidchart.com