Krysta C.

That makes sense. We're in the EHR space, so a fully self-serve purchase motion is probably a heavier lift because of implementation, billing, training, migrations, etc. What I'm finding interesting is less the self-serve purchase piece and more the self-serve education piece. A lot of these buyers want to do significant research and build confidence before ever talking to sales. I'm starting to think there's an opportunity to create a much more self-directed buying journey while still maintaining a consultative sales process when they're ready. I truly appreciate you taking the time to toss this around with me... 🙂 Thanks so much!

I appreciate the perspective. I think that's exactly the tension I'm working through right now. Historically, we've leaned heavily into direct interaction, demos, and a fairly traditional sales motion. What I'm questioning is whether some portion of our market would be better served by a more self-directed buying journey, or at least the ability to educate themselves and build confidence before engaging with sales. I'm not necessarily advocating for a fully self-serve product, but I do think buyer expectations have changed significantly over the last few years. As you've worked through this with other companies, have you found a good balance between self-service education and a higher-touch sales process?

Hi Soham, I see what you're saying and I think there's definitely overlap, especially around individual decision-making. The nuance I'm wrestling with is that these buyers aren't necessarily individual contributors bringing a tool into an org, they're more often the owner, operator, and economic buyer all in one. It feels less like traditional PLG and more like the business is small enough that personal and organization pain become one and the same. Curious if others have seen that distinction as well, and if so, how it influenced their strategy.