Kim Lecha

And that allows us to think about those customers that derive the most value.

In the end, the submission is a proxy for value, right?

Because when you ask questions, the value is from the answers.

So the more answers from more people, the more value you get.

Another thing that happened.

is that we were decreasing our growth rate.

We were focused on Google search ads.

So what we did was a natural thing.

Let's do more things.

So let's add more channels and sources.

Let's kick off, initially, a small sales team.

Let's do actions after support.

Let's start, maybe, conversations with potential resellers and tech partners.

All of those were different teams with different budgets, with different customer interactions, different data, and different processes, and different tools.

So there was a huge amount of fragmentation that we understood was inefficient.

For instance, if a lead is discarded by the AE or the SDR because it's no longer sufficiently qualified,

That lead might be lost.

That lead might not go to the marketing team, because these are two different teams.

Second, they are looking at their job, obviously.

They want to optimize for their maximum, and that's a local maximum.