Cloud trial operations

From , Sourcegraph Cloud will be the default way of deploying Sourcegraph. All the call to actions (CTAs) on Sourcegraph sites and posts will let users request a 30-day cloud trial. This page describes the workflow and expectations from each team to make sure those trial users get a great experience. It also describes what the role of each team will be in the longer term.

Context

Cloud is the default way of deploying Souregraph, but there are some limits to delivering a cloud trial instance today.

  • There is a cap on the number of instances we can managed at any given time (SLA). Therefore, when someone requests an instance, we have to qualify them to make sure that we have capacity and that a cloud instance is the best option to meet their needs.
  • Cloud instances take some time to provision (SLA), that makes it so signing up for a cloud instance is not instant.
  • The workflow for qualifying a user that requests a trial instance, provisioning the instance, handing it off to the requesting user, and helping them onboard is very manual. This last bit will be automated in the short term (next few months).

Workflow

Recording of Walkthrough with Malo and Eric

Dashboards

Trial request qualification workflow

  • The workflow starts when a user requests an instance on signup.sourcegraph.com. When that happens:
  • A new lead is created in salesforce, in the PR - Trial - Cloud - 9.27.22 campaign, and an alert is posted in #cloud-trial-alerts
  • A SDR (@Daniel Gwyn or @Casi Neff) needs to qualify this request against this qualification criteria AND check if there is alredy an instance on the domain of the requesting user’s email. For example, if bob@acme-corp.com requests an instance, we should first check if there’s already a acme-corp.sourcegraph.com. For now, all trial requests will be qualified by the inbound SDR team.
    • If the request is qualified and there’s no instance on the domain of the requesting user’s email:
      • set the lead status to Approved trial
      • if the requesting user is from an existing customer or on the strat 100 list, notify the owning Account Executive. If the lead is from an existing account, the AE will be aded to the lead automatically.
      • create a slack channel called #cloud-trial-<companyname> and add the owning AE (if any), CE (if any), Greg Bastis, Nick Gage, Andrew Reed, Eric Brody-Moore and Malo Marrec
      • do not convert the lead. This will only happen if the trial becomes a PQL
      • 🟢 your job as a SDR is done!
      • this will trigger an alert in #cloud-trial-alerts channel and start the Instance provisioning and hand-off workflow
  • If there is already an instance on the domain of the requesting user’s email
    • set the lead status to disqualified
    • set the lead substatus to Domain Already in Trial
    • 🟢 your job as a SDR is done!
    • this will send an alert in #cloud-trial-alerts and automatically send an email to the user to let them know about the pre-existing instance.
    • if SSO is setup on that instance, the user can log in. If not, they can’t. Therefore, @malo or @Eric Brody-Moore will email the site-admin to let them know someone tried to join. (This is a quick fix until there is a “request an invite” system).
  • If the request is not qualified:
    • set the lead status to disqualified
    • set the lead substatus to Does not meet trial criteria
    • 🟢 your job as a SDR is done!
    • this will send an alert in #cloud-trial-alerts and automatically send an email to the user to let them know that we are experiencing high demand and can’t get them an instance at the moment.

This workflow is very manual. We are working hard to automate all of this to improve the user experience massively, and reduce the operational burden. Come join us! All this workflow is powered by salesforce, and Zapier automation.

Note: all automated email will automatically appear in salesforce (through Malo’s account).

Instance provisioning and hand-off workflow

@Eric Brody-Moore and @malo will be monitoring the #cloud-trial-alerts for qualified requests. When a request is sent, they will:

  1. self-assign the request by replying “I’m taking it” to the alert
  2. raise a trial instance request with the cloud team (this step will be automated soon), which will start the cloud instance creation flow
  • you will need to create an issue in the accounts repository to link in the managed instance request issue
  • create a license, to be set by the cloud team when they provision the license, that:
  • is attached to a user called customer-name-plg-trial
  • has 1,000 users
  • has a 30-day limit
  • has the following tags (definition of tags): plan:enterprise-1,private-extension-registry,remote-extensions-allow-disallow,monitoring,true-up, trial, plg-trial. If there is no Salesforce account ID associated with the user, you may leave this blank when creating a user within the license creation flow
  1. when the instance is ready
    1. send the admin an onboarding email, cc-ing the AE and CE assigned to the account with
      1. an initial password reset link to the instance following this workflow
      2. a link to the onboarding checklist
      3. a link to schedule time with a customer engineer (CE)
    2. set the lead status in salesforce to Trial Instance Handed Off
    3. Update the server_installers_to_company spreadsheet so we can map this instance with the account’s name (and corresponding Salesforce data). Use the Company Salesforce field if it’s filled in.

After that workflow, a (manual for now) admin onboarding email campaign will start.

When trial users schedule time with us

  • SDRs will reach out to the CE owner and schedule some time
  • we will keep the discussion technical, and focused on onboarding
  • the inbound SDR that owns the lead will create a #cloud-trial-companyname channel, if it doesn’t exist yet, and add the AE, CE, Greg Bastis, Nick Gage, Andrew Reed, Eric Brody-Moore and Malo Marrec.

PQL qualification workflow

The product growth team will be monitoring analytics for trial instances that have usage patterns that show signs that they could convert into a customer: Product Qualified Leads (PQL). For now, the criteria is best judgement and the workflow is manual, but this will be clearly defined and automated in the future.

When a trial becomes a PQL:

  • the lead status will be changed to PQL in Salesforce, which will trigger an alert in #product-qualified-leads, to be picked up by an Account Executive. This is powered by a zap.
  • the inbound SDR that owns the lead will create a #cloud-trial-companyname channel, if it doesn’t exist yet, and add the AE, CE, Greg Bastis, Nick Gage, Andrew Reed, Eric Brody-Moore and Malo Marrec.

This will be manually triggered by @Eric Brody-Moore for now. See the qualification here.

Expectations from stakeholders

Here’s how every team at Sourcegraph contributes to the trial workflow in the short term, and in the long term.

Growth marketing and SDRs

Now

  • Drive qualified traffic to the signup page
  • SDRs: see the qualification workflow
  • When a CE call request is received through chilipiper, makes sure a CE gets assigned

Product growth

Now

  • After a cloud instance trial request is qualified, raise instance provisioning requests to the cloud team
  • When the instance is provisioned, hand it off to the user and make sure they can get started
  • 5 days max after the 30-day trial ends, make sure a decision is made to extend, convert, or terminate the trial
  • monitor metrics for product qualified leads (PQLs)
  • (those are just operational tasks, the product growth team is also working on its usual produc team stuff)

Long term

Customer Engineering (CE)

Now

  • The onboarding email sent out when we hand off a trial instance to a trial user will contain a link for them to request a 30-min session with a CE. This is an opt-in, session to answer questions on setup / config if they have them, and offer a demo if needed. This will be booked through chilipiper, and SDRs will make sure CEs get assigned.
  • When a trial user becomes a Product Qualified Lead (PQL), it is assigned to an account executive (who will engage CE). This is the usual process for any opportunity.

Long term

Long term, we may create more specialised customer success roles to drive high leverage ways to help cloud trial users achieve success. This could include:

  • checking-in with trial users regularly
  • webinars and 1-to-many sessions
  • working with product growth to build self-serve ways to get to value, and address common issues

Customer Support (CS)

  • Cloud trial users that ecounter issues can use our discord, or send an email to support@sourcegraph.com. The support team is expected to address those issues within normal SLAs.
  • If a user tries to join an existing instance and is blocked, they will request help on support@sourcegraph.com. The support team should reach out to the user and work with #growth to make sure the instance admin knows that user has requested an invite and is blocked. This will be automated.
  • If the signup form fails, an email will be sent to support@sourcegraph.com as a stop gap. The support team should reach out to the user and work with #growth to make sure their trial instance gets provisioned. This is a failsafe and shouldn’t happen.

Account Executives

  • Engage PQLs!
  • We do not engage with Cloud trials for commercial discussions, unless they’re a Strategic account or are identified as PQLs

Data and Analytics

  • Maintain and/or contribute to the dashboards, data flows and both product and marketing growth iterations. See the dashboard documentation for a list of dashboards and sources.