Ammon Curtis

What's the goal they're trying to accomplish, and how do we help them in that process?

And of those, we took our baseline and said a blended average across all of our customers.

So these were customers that either worked with partners and were able to get onboarded or coached or assisted.

And then any of our customers that came in through free trial and different things along those lines, we had a blended average of about 75%.

Then in this set of customers where they came through a specific channel,

and set them up with, hey, you have a goal that you need to accomplish, we actually saw a downturn in that for the ones that didn't achieve a goal.

But if you think about that, that only makes sense, right?

If I'm coming in and I have a specific goal I'm trying to accomplish, but I don't reach that goal,

It's a higher likelihood that I'm going to bounce.

And we actually want them to bounce earlier in the process than later in the process.

We don't want them to stay in the system if it's not actually helping the long-term objectives of the company.

But on the flip side, the ones that achieved the goal, we saw a big uptick in them actually staying on.

And our M4 went up to 86%.

We'll look at that more here in a minute, but let's talk about the things.

Based off that experiment, we said, what can we do to help integrate this across the system and make sure it's a unified effort across the organization?

So from our marketing efforts, we created an assessment that we leveraged where customers coming in could get oriented to what they were trying to accomplish.

And through that assessment, we could identify what is the goal that they need to accomplish.

Then in the sales conversations at point of sale, we started saying, hey, let's make sure they get set up and that they're joining with the expectation of going through the onboarding.

and that that onboarding would be able to set them up for success.

And then on the coaching, all of our coaching efforts shifted from a generic response to a very targeted conversation around the goal that the customer was trying to accomplish to make sure that they achieved that goal.