Ammon Curtis

And then from a product standpoint, we started to build out capabilities to support everything up the stack so that the experience that they received in the conversation at the beginning

bled down from marketing to sales to the coaching into the product and what they were seeing.

After Wes's talk, I would change this to an integrated PLG approach.

Because I loved how you articulated that.

At the time, I didn't have that verbiage.

But in our view, we were kind of looking at a hybrid.

But I do think it's more accurately posed as an integrated version of PLG.

So from a product standpoint, we enabled a couple things.

One, we enabled our coaches to actually build out

and walk through what the customer was trying to accomplish and build out different sets of information instructions that would be injected into the software so they could interact with what we called my playbook.

But it basically created a set of checklists that they could go through that the coach would customize based off of the goal they were trying to accomplish and the needs of that customer.

Because in our case, when customers come in, sometimes they need help with materials that they're building.

Other times, they don't.

And so the coach could actually customize what that checklist is for those customers.

And then we would inject other things that would assist the coach in that effort in specific instructions or capabilities.

So this might not be right for everybody, but I do want to walk you through some of the data that led us to this and what the results are of that.

Because I think it becomes very, very interesting.

And Wes, when you were talking about being intentional,

The way that I was thinking about it or what struck me was that's exactly what we've done.

We took all those learnings from the things that we've built to then say, all right, how can we, by design, inject humans at the right time, at the right place to interact with customers so that they can get the results that they're looking for?