Ammon Curtis

Today, what I'd like to talk about is how Keap has used onboarding as a part of what learning from Wes's talk, I would call an integrated PLG approach.

In here, I'll call it a hybrid because I didn't have the terminology that we just learned from Wes.

But we'll walk through talking about the decisions that we made on that, how we went about those decisions, and then if it would make sense for your business.

But before we get into any of that, like they talked about in the kickoff, I want to walk you through our revenue growth.

And just as a little hint, I joined Keap.

about 2011, 2012, and about 2017 is when I left.

I don't know if you see any correlation.

No, I'm kidding.

It's not me.

It wasn't me that drove that.

But one of the things that's been interesting for me now that I've been back is what led us to this incredible growth and then the struggles that we had after that.

Well, it wasn't me joining and leaving.

That wasn't the difference.

We changed our recipe.

We had decided that not only were we going to shift who we were going after, but it was also shifting what our product was and what we were solving.

So we had originally focused on sales and marketing software for million dollar businesses.

And we went down market and said, oh, there's a lot more downstream.

Let's go after that.

So we shifted to a simple CRM for startups.

Our competitor set increased exponentially over that time period, about 8.5x.