Situation

With stagnant revenues on their Enterprise clients, we looked for avenues through which the company could grow. We identified mid-sized, developer led companies as an untapped market.

Approach

However, the company was structured from top to bottom to service Enterprise clients, and wasn’t prepared to sell to, onboard and provide value to a flurry of mid-sized, developer driven companies. This required self-serve and scalability to be at the core of the company. To make the product accessible at scale through a standardized process, several pieces had to be built out:

• Dynamic team: engineers were recruited to an independent, fast-moving squad with an option to leave after 6 months if they perceived too much pressure - everyone stayed on after the first 6 months.
• Product management: hire an experienced B2B PM who could drive the initiative based on feedback & metrics. A new metrics framework was developed for a self-serve B2B funnel.
• Scalable support: create an online community that would surface all the technical support requests & answers for every other developer to see, and bootstrap engagement to create a helpful and vibrant online community.
• Sales pipeline: Work with sales & SDR teams to support converting the new audience to paying customers.
• Importantly, we decided on a now/next/later approach for the roadmap at first, in order to be free to change direction every time we had a new piece of data available.

The company is now on a new growth trajectory.