Figma's Product Led Growth model has been at the core of their success and revenue growth since it launched in 2016. To capitalize on that rapid growth, in 2018 Figma launched their Organizations product and decided to build an Enterprise Sales team to drive its adoption.
That’s when Figma’s Sales Ops team turned to Census for help.
Identify and route the freemium users (based on product usage) that fit Figma’s ICPs with high revenue potential.
Build a Unified Account Hierarchy model to give a 360° view of an organization to the Account Exec.
Create a Customer Health Score (based on product data) to identify accounts that have high potential or are at risk.
The problem the Sales Ops team faced was finding the right sales leads amongst their millions of users, many of whom weren't ready to buy. How could the company turn their rapid product led growth into a sales strategy?
Not knowing which features the customers were using made it complicated for Account Managers to know which accounts to educate and engage in order to prevent churn and/or create opportunities.
With millions of freemium users, it was difficult for Account Executives to know which customers to prioritize.
A lack of consistency in their user, team, and organization models made it impossible for Account Executives to understand which prospects were using Figma inside the organization, and for what purposes.