Figma CCO Amanda Kleha Asana COO Anne Raimondi

2. How to Increase Revenue and Grow Your Customer
Base by 10X through the Power of Self-Serve and
Direct Sales
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Amanda Kleha
CCO
Figma
@akleha
Anne Raimondi
COO
Asana
@anneraimondi

3. Self-serve companies are among the
highest growth in SaaS
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EV/ NTM
revenue
NTM revenue
growth %
13x
34%
46x
93%
12x
27%
23x
32%
52x
47%

4. Asana’s self-serve model
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Free teams
New Users Paying teams Paying organizations
Conversion Expansion
Adoption
Signup

5. Asana’s self-serve model
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Free teams
New Users Paying teams Paying organizations
Conversion Expansion
Adoption
Signup
Optimize
Asana.com
Optimize trial
experience
Optimize checkout Optimize user
growth and admin
experience

6. Figma’s self-serve model
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To repeat the loop of team efficiency, upgrade to a paid plan for unlimited files.

7. Why is it key to start
with self-serve?
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8. How can I tell if my
product is meant to be
sold via self-serve?
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9. How do I develop my
decision tree?
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10. Figma’s free tier refresh
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If you looked at our free versus paid tiers earlier this year, it would seem like you
have to upgrade to really experience the core value prop: team collaboration

11. Figma’s free tier refresh
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We wanted to have new users experience that “a-ha” collaboration moment in the
free tier for Figma and FigJam. We tested a re-packaging first.

12. Free tier framework
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13. Asana’s Portfolios “start state”
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Adoption win: Particularly
for new users, we saw an
increase in the # of active
and engaged users on the
order of 20%+.
Revenue win: Users trialing
our paid plan were more
likely to convert by the end
of trial (+5% trial
confirmations)
Portfolios is a paid feature which provides a holistic view of all your important projects.
Hypothesis: If we enable more customers to have an amazing Portfolios experience from
the start without setup, they will better understand the value of Asana.

14. The top lessons we’ve learned by combining self-service and direct sales:
1. Reject false trade-offs: There's a false narrative that companies need to
choose either a self-serve or a sales-driven go-to-market model to drive
growth. The combination of both is essential.
2. Start with self-serve, add sales: Design a product that customers can use
independently. Then, intentionally design in sales triggers for customers to
opt-in to working with your team.
3. Be intentional and listen to your customers: Without a clear decision tree
in place, sales can cannibalize self-service. Don’t be surprised that many
people want to speak to sales. Product usage should also be an input to
your decision tree.
Our Top Takeaways
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15. THANK YOU
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