orchestra-test

Video

Activation Plan

Sales

• What - Customer outreach, for new acquisitions/ upgrades or some level of retention if necessary beyond usual customer support.
• How to access - Ideally we'd get this data back into the outreach tool, with the customer profiles, so rETL or some CSV upload process depending on what's available, to be able to segment which customers to contact with the upsell and populate contact templates.
• Impact & metrics - In this scenario we're going to want to track how effective this outreach is, so something like $ gain from upgrade (ARR), conversion rate for those not on an existing plan, or conversion % for customers that upgrade. upgrade_opportunity in this case is pretty basically calculated, but we could use a combination of factors to model this as we see fit, essentially creating a priority flag for which customers could be open to tier upgrades or sales from trials based on relatively high usage activity vs current plan, or full utilisation of licenses, for example.

Marketing

• What - Advertising of product using customer audiences
• How to access - rETL back into a marketing platform, or whatever's being used for segmentation/ audience creation
• Impact & metrics - Likely mainly going to be aimed at acquisition, so we'd aim to track things like CAC, CPA, conversion rates, i.e. for the campaigns/ audiences we don't know about, we track their CPA, capture any initial/ trial activity back in this mart, then can retarget them with a new campaign and track CAC on that.

Customer Support

• What - Customer outreach and ongoing support, prioritisation and problems faced are the difficulty
• How to access - Dashboards or back in a tool of their choice if possible, at least a frequent email/ CSV with list of high priority customers, could potentially be an alert when engagement drops
• Impact & metrics - Track percentage of accounts that get flagged vs interactions with those customers, to ensure this is being used and are reaching out, then also track retention/ churn rate for those accounts, using something like usage_trend in this mart to ensure these customers are trending the other way. We could progress those kind of "scoring" features to come from models rather than queries in future, and feed them back through the mart the same way.