How 10 Million Freemium Users Built Our Enterprise Model

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Presentation by Karl Sun, CEO of Lucid Software and Dan Cook, VP of Sales at Lucid Software, makers of Lucidchart. Our online flowchart maker solution is trusted by over 10 million worldwide users. Create your free account today: https://www.lucidchart.com - Presentation from the SaaStr Annual Conference in San Francisco, CA 2017.

Software

How 10 Million
Freemium Users Built
Our Enterprise Sales

Dan Cook
VP of sales
@dancook22
Karl Sun
CEO
@karlxsun

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PRESENT
HISTORY
1
CHAT
LAYERS
2
COMMENT
SETTINGS
SHARE
Page 1 100%
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2000 2005 2010 2015
1999
2003
2004
2006
2007
2010
2013

Marketing
Data Scientists
Support
Product/Eng
core competencies:

jason lemkin:
“We’d all love
to do freemium
because we
don’t have to hire
salespeople …”

“… but what we
all kind of figured
out is there just
aren’t enough
businesses in
the entire world
to get to a $100
million business
at freemium.”

Freemium
No Touch
Self-Service
Light Touch
Inside Sales
High Touch
Inside Sales
Field Sales
Field Sales
with SEs
sales complexity
David Skok, Driving Saas Success
Using Key Metrics, SaaStr 2016

Support  Sales
Digital Marketing 
Demand Gen
Support 
Customer Success
End User Focused 
Enterprise Focused
1.
2.
3.
4.
4 key functions:

Approved
and Enabled
support 
customer success

Top of Funnel
Middle
of Funnel
Sales
Expand,
Upsell,
Cross sell
David Skok, Driving Saas Success
Using Key Metrics, SaaStr 2016

end user focused  enterprise focused
Users
Collaboration Licensing
Identity
Management
App
Integration

“Patient Zero” IT buyer reaches out
Security features
Enterprise deal closed
Account “Enabled”
2010
1000
2011 2012 2013 2014 2015 2016 2017
Upsell at renewal
journey of a freemium
to enterprise customer
2000
3000
4000
5000
6000
#users

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How 10 Million Freemium Users Built Our Enterprise Model

1. How 10 Million Freemium Users Built Our Enterprise Sales

2. Dan Cook VP of sales @dancook22 Karl Sun CEO @karlxsun

4. aved Shapes hapes to save chart dard pes Leave Feedback PRESENT HISTORY 1 CHAT LAYERS 2 COMMENT SETTINGS SHARE Page 1 100% Avenir Next 12 pt AccountShareDesign Process FlowchartSavedile Edit View Insert Arrange Share Help

7. why we chose freemium

8. 2000 2005 2010 2015 1999 2003 2004 2006 2007 2010 2013

9. Marketing Data Scientists Support Product/Eng core competencies:

10. jason lemkin: “We’d all love to do freemium because we don’t have to hire salespeople …”

11. “… but what we all kind of figured out is there just aren’t enough businesses in the entire world to get to a $100 million business at freemium.”

12. Freemium No Touch Self-Service Light Touch Inside Sales High Touch Inside Sales Field Sales Field Sales with SEs sales complexity David Skok, Driving Saas Success Using Key Metrics, SaaStr 2016

13. Support  Sales Digital Marketing  Demand Gen Support  Customer Success End User Focused  Enterprise Focused 1. 2. 3. 4. 4 key functions:

14. support  sales

15. support  sales

16. digital marketing  demand gen

17. digital marketing  demand gen

18. Approved and Enabled support  customer success

19. Top of Funnel Middle of Funnel Sales Expand, Upsell, Cross sell David Skok, Driving Saas Success Using Key Metrics, SaaStr 2016

20. end user focused  enterprise focused Users Collaboration Licensing Identity Management App Integration

21. “Patient Zero” IT buyer reaches out Security features Enterprise deal closed Account “Enabled” 2010 1000 2011 2012 2013 2014 2015 2016 2017 Upsell at renewal journey of a freemium to enterprise customer 2000 3000 4000 5000 6000 #users

22. lucidchart.com