David Skok

So that would be the first place that I would say you want to start fixing is engagement.

the actual successful adoption and getting the results, the business results that the user bought the product for.

And you don't necessarily need to have many customers to be able to focus in on that.

But if you don't have that working, the last thing you really want to spend your time on is wasting time getting a ton of new customers if they're all going to churn and not be successful with the product.

So I would say start fixing things there.

And once you have things fixed there, then you're going to come back into trying to build the funnel to acquire more of them.

And my thought there is you're going to have a series of phone calls if you don't have enough volume to try to find out why people aren't converting.

So you don't just simply look at numbers and don't have the qualitative data as well.

So the quantitative is one part of it.

But when it's thin in the early days, pick up the phone, start talking to people and actually find out from them why this is not appealing to them and try to understand whether that's fixable or not as well.

So that's kind of where I would try to advise people.

Yeah, it's a good point.

Well, so I would definitely start with

Generally speaking, you have a view of what your product's business benefit is going to be for the customer.

And the customer, generally speaking, will declare to you that they bought the product for a specific reason.

So in the case of, say, a HubSpot, they would have bought it for more leads and maybe better conversion rates on leads.

And so what you want to try to get inside of is what exactly...

can you do to get them to that business benefit as fast as possible?

So don't focus in on engagement and usage, because in all honesty, some of the very best products I've seen actually have very low engagement because you simply do a sign up for them and they simply just start working.

And if they have great business benefits and low engagement, that's the very best kind of product.