Introducing Trends: real-time insight into ‘what changed’ for product-led sales
David HenryProduct Marketing
In this product update, we introduce Trends: A new feature that allows sales to sort and filter by what has changed so they can easily see how an account or user’s behavior is trending and take action in real-time.
When you have a large bottom-up funnel, you want to see what’s changed recently so you can focus your time on what matters today. But product-led sales teams are limited in their ability to spot changes in usage trends for two reasons:
Traditional CRMs aren’t built for time-series data and only have static data points
The BI alternative doesn’t scale and requires a manual and time consuming process
Our customers regularly find new accounts that have low scores in their CRM, but are surging in Endgame because their champion came online for the first time. This opportunity can come and go, but if you time it right you can convert it into revenue.
PRO TIP 💡
The most important usage to salespeople from a qualification standpoint is recent usage (WAU/MAU/etc.) Momentum/changes are key. The new ‘speed to lead’ is noticing that ‘XYZ power user just invited 10 new people to the org’ and acting on it the same day.
Head of Revenue Operations at Retool
Why we built Trends
Because CRMs can’t handle time series data, reps rely on BI tools like Looker or Tableau to search for usage Trends on specific accounts. If a rep has 200 accounts, they have to speculate who the top 20 accounts are and then run separate searches to confirm and prioritize who to engage. This takes hours and exposes PLG companies to risk by allowing surging accounts to fly under the radar.
Endgame brings all of that data together in one view and with Trends, sales reps can now sort and filter by what has changed with time series visualizations that show how an account or user’s behavior is trending in real-time.
Trends can dramatically improve the outcomes of key motions in product-led sales, enabling sales teams to:
Find untapped revenue opportunities: Uncover prospects with surges in product usage in your territory that are flying under the radar.
Close bigger deals: Build a stronger business case based on realized product value by looking at adoption over time across users within an account.
Maximize ARR of existing customers: Identify customers with increases in specific feature usage that indicate likelihood of expansion to the next product tier and run a sales cycle to maximize ARR.
How Trends is surfaced in Endgame
Trends can be applied to any feature event or for generalized product usage. In Endgame, this is represented in a view or a time series visualization for a specific account. A view is a list of accounts with customizable filters and data points. In the example, we are looking at product qualified trials with an increase in product usage over the past 7 days and sorting the accounts by signal strength change to identify the ones who are surging.
Example views using Trends:
Accounts with an increase in paid seats over the past 30 days
Domains with low product signal that are surging
Accounts that are cooling off with a reduction in product usage in the past 7 days
Accounts with an increase in signal strength in the past 7 days
Named accounts with by filtering accounts by % of product activity week over week
Surge in credit usage, success rates overall, and success rates in the past 3 days to compare recent to historical performance
In addition, Trends can surface as time series visualizations on an account level to provide an instant read on how multiple users within an account are trending over time.
How successful customers use Trends
Seat change upsell motion
Trends is used to capture the moment when a customer is primed for upsell. For customers that charge per active license, there are times when an account with 10 seats might grow to 15 and then scale back down to 10 because the other users gave up their seats. With a static view, nothing changed, but in reality there is an upsell opportunity. To solve this, sales reps look at seat change over 7 days so they can catch this in real-time and position an upsell, creating a revenue opportunity that wasn't actionable before Endgame.
Proactive growth motion
Trends make it easy for sales to see which accounts are growing their usage of the product but have not naturally converted to paid. To do this in Endgame, sales reps use Trends to filter accounts with seat change over 30 days and shifts in overall product adoption. The goal is to leverage sales and sales assist to help the customer get more value in product while maximizing revenue throughout the user journey.
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