# Product-Led Sales Plan: Trial-to-Paid Conversion

## Company Context

- **Product**: B2B SaaS platform for data teams
- **Trial**: 14-day free trial
- **ICP**: Data teams at companies with 200–2,000 employees
- **Sales Team**: 2 SDRs, 2-hour SLA on qualified signals
- **Core Objective**: Improve trial-to-paid conversion without spamming users

---

## 1. Product-Qualified Lead (PQL) Definition

### Scoring Model

Each trial account accumulates points based on behavioral signals observed during the 14-day trial. An account becomes a PQL when it crosses the threshold score.

| Signal | Points | Rationale |
|---|---|---|
| **Activation event completed** | 30 | Core value delivered; user has experienced the "aha moment" |
| **2+ team members invited** | 20 | Indicates organizational buy-in and collaborative intent |
| **1 integration set up** | 15 | Shows commitment to embedding product into existing workflow |
| **2+ integrations set up** | 25 | Strong signal of deep technical adoption |
| **Billing page viewed (1x)** | 15 | Direct purchase-intent signal |
| **Billing page viewed (2x+)** | 25 | High purchase intent; likely evaluating pricing for approval |
| **Company size 200–2,000** (firmographic match) | 10 | Fits ICP; higher lifetime value potential |
| **Data team role** (title match) | 5 | Confirms right persona within the account |

### PQL Threshold

- **PQL Threshold**: 50 points
- **Hot PQL Threshold**: 75 points (fast-track to immediate outreach)

### PQL Tiers

| Tier | Score Range | Expected Action |
|---|---|---|
| **Warm** | 50–74 | Enter nurture sequence; SDR outreach within 2 hours |
| **Hot** | 75+ | Immediate SDR outreach within 30 minutes; prioritize above all warm leads |

### Disqualification Criteria

An account is excluded from PQL status if:
- Company size is below 50 or above 5,000 employees (outside ICP)
- Uses a personal email domain (gmail, yahoo, etc.) with no company association
- Has been marked "not interested" or "competitor" in CRM
- Trial account shows zero logins after day 3

---

## 2. Routing Rules

### Lead Assignment Logic

With 2 SDRs, routing must be simple, fair, and fast.

```
WHEN account reaches PQL threshold:
  1. Enrich account (Clearbit/ZoomInfo) → confirm ICP fit
  2. Check CRM for existing ownership
     - IF owned → route to owner
     - IF unowned → round-robin between SDR-A and SDR-B
  3. Set SLA timer:
     - Hot PQL (75+) → 30-minute SLA
     - Warm PQL (50–74) → 2-hour SLA
  4. Create CRM task + Slack alert in #pls-alerts channel
  5. Log PQL score breakdown in CRM opportunity notes
```

### Round-Robin Rules

- Alternate assignment between SDR-A and SDR-B on each new PQL
- If one SDR is at capacity (>15 active PQLs), overflow to the other
- During off-hours (evenings/weekends), queue PQLs and assign at 8:00 AM next business day; SLA clock starts at assignment time

### Escalation Path

| Condition | Action |
|---|---|
| SLA breached (no first touch) | Auto-alert to sales manager via Slack |
| No response after full sequence | Move to marketing nurture; remove from SDR queue |
| Account requests demo/pricing | Fast-track to AE; bypass remaining sequence |
| Enterprise signal (1,000+ employees, 5+ invites) | Flag for AE co-sell; SDR books meeting directly for AE |

---

## 3. Outreach Sequences

### Guiding Principles

- **Relevance over frequency**: Every touch references specific product behavior
- **Value-first**: Offer help, resources, or insights — never just "checking in"
- **Respect the trial clock**: Align cadence to 14-day trial window
- **Channel mix**: Email + in-app + LinkedIn (no cold calls unless requested)

---

### Sequence A: Warm PQL (Score 50–74)

**Trigger**: Account crosses 50-point PQL threshold

#### Touch 1 — Day 0 (within 2 hours of PQL trigger)

**Subject**: Quick thought on your {{product_name}} setup

**Body**:

> Hi {{first_name}},
>
> I saw your team at {{company_name}} just {{activation_description}} — nice work getting that set up.
>
> I work with a lot of data teams in the {{company_size_range}}-person range, and one thing that tends to make a big difference early on is {{relevant_tip_based_on_their_activity}}.
>
> Happy to share what's worked for similar teams if that'd be useful. No pressure either way.
>
> Best,
> {{sdr_name}}

**Notes**: Reference the specific activation event. Keep it under 100 words. No ask for a meeting.

---

#### Touch 2 — Day 3 (Email)

**Subject**: A resource for {{use_case_based_on_integration}}

**Body**:

> Hi {{first_name}},
>
> Since you connected {{integration_name}}, I thought this might be relevant: [link to case study or guide specific to that integration].
>
> The team at {{similar_company}} used a similar setup and cut their {{relevant_metric}} by {{percentage}}. Figured it might save you some time during the trial.
>
> Let me know if you have any questions about the setup.
>
> {{sdr_name}}

**Notes**: Tie the resource directly to the integration they installed. If multiple integrations, pick the most recently added.

---

#### Touch 3 — Day 6 (LinkedIn Connection Request)

**Message**:

> Hi {{first_name}} — I see you're evaluating {{product_name}} at {{company_name}}. I help data teams get the most out of their trial. Happy to be a resource if anything comes up.

**Notes**: Soft touch. No pitch. Just establish the connection.

---

#### Touch 4 — Day 9 (Email)

**Subject**: Your trial is halfway through — anything I can help with?

**Body**:

> Hi {{first_name}},
>
> You're about a week into your trial, and based on what I can see, your team has been making solid progress — {{specific_usage_observation}}.
>
> A few things I'd recommend exploring before the trial wraps:
>
> 1. {{Feature recommendation based on their usage pattern}}
> 2. {{Feature recommendation based on their team size}}
> 3. {{Feature recommendation based on their integration}}
>
> Want me to walk you through any of these? Happy to do a 15-minute call this week.
>
> {{sdr_name}}

**Notes**: First explicit meeting ask. Provide genuine value with specific recommendations. The three suggestions should be personalized, not generic.

---

#### Touch 5 — Day 12 (Email — Trial Urgency)

**Subject**: 2 days left — want to make sure you don't lose anything

**Body**:

> Hi {{first_name}},
>
> Your trial wraps up in a couple of days. I know evaluations take time, but I wanted to flag that {{data_or_config_they_would_lose}} will be affected when the trial ends.
>
> If you need more time, I can extend the trial — just let me know. And if you're ready to move forward, I can connect you with the right person to get pricing sorted for your team.
>
> Either way, happy to help.
>
> {{sdr_name}}

**Notes**: Create urgency without pressure. Offer the trial extension as a goodwill gesture. Mentioning what they'd lose is based on their actual setup.

---

### Sequence B: Hot PQL (Score 75+)

**Trigger**: Account crosses 75-point PQL threshold

#### Touch 1 — Day 0 (within 30 minutes — Email)

**Subject**: Your team's {{product_name}} usage is impressive

**Body**:

> Hi {{first_name}},
>
> I noticed your team at {{company_name}} has been moving fast — {{specific_actions: activation, invites, integrations}}. That's more adoption in {{X}} days than most teams hit in the full trial.
>
> I work specifically with data teams at companies your size, and I've seen a few patterns that separate the teams that get massive ROI from those that plateau. Happy to share those in a quick 15-minute call.
>
> Do you have time {{tomorrow/this_week}}?
>
> {{sdr_name}}

**Notes**: Confident, direct, but still value-oriented. Reference specific behaviors. Meeting ask is upfront because the signals are strong.

---

#### Touch 2 — Day 1 (In-App Message via Intercom/Pendo)

> Hey {{first_name}} — I'm {{sdr_name}}, working with data teams using {{product_name}}. Noticed you've connected {{count}} integrations and invited {{count}} teammates. Want me to set up a quick walkthrough of advanced features most teams miss during the trial? Just reply here or grab time: {{calendar_link}}.

**Notes**: Meet them where they are — inside the product.

---

#### Touch 3 — Day 3 (Email — if no reply)

**Subject**: Re: Your team's {{product_name}} usage is impressive

**Body**:

> Hi {{first_name}},
>
> Quick follow-up — I know things get busy. I put together a short comparison of how teams like {{company_name}} typically structure their {{product_name}} deployment vs. what I see in your current setup.
>
> [Attach or link: 1-page PDF with a personalized "current vs. recommended" setup comparison]
>
> Let me know if this is useful, or if a quick call would be easier.
>
> {{sdr_name}}

**Notes**: Provide a tangible, personalized artifact. This should be a lightweight, semi-automated comparison (template with 3–4 personalized fields).

---

#### Touch 4 — Day 5 (Phone/Voicemail — if no response to any channel)

**Voicemail script** (30 seconds max):

> "Hi {{first_name}}, this is {{sdr_name}} from {{product_name}}. Your team's been doing great things in the trial and I wanted to see if I could help with anything before it wraps up. I'll drop you a quick email with a couple of ideas. Talk soon."

**Follow-up email** (immediately after):

**Subject**: Just left you a voicemail

**Body**:

> Hi {{first_name}},
>
> Left a quick voicemail — nothing urgent. Just had a couple of ideas for your team based on how you're using {{product_name}}:
>
> - {{Idea 1 based on usage}}
> - {{Idea 2 based on usage}}
>
> Happy to jump on a call or keep things async — whatever works best.
>
> {{sdr_name}}

---

#### Touch 5 — Day 8 (Email — Breakup / Extension Offer)

**Subject**: Should I close the loop?

**Body**:

> Hi {{first_name}},
>
> I've reached out a few times and I know you're busy, so I don't want to be noise in your inbox. Last thing I'll say:
>
> Your team has built a solid setup during the trial. If timing isn't right, no worries — I can extend the trial by 7 days so nothing gets lost. Just reply "extend" and I'll handle it.
>
> If you're evaluating pricing or need to loop in someone else, happy to help with that too.
>
> {{sdr_name}}

**Notes**: The "breakup" email consistently gets the highest reply rates. Offer the extension as a low-friction action.

---

## 4. In-App Messaging (Non-Email Touches)

To avoid the feeling of "spam," supplement email with contextual in-app messages triggered by behavior:

| Trigger | In-App Message | Timing |
|---|---|---|
| Activation event completed | "Great start! Here's a 2-min video on what to try next." | Immediately |
| 3+ team members active | "Your team is growing. Here's how to set up team permissions." | Within 1 hour |
| Integration connected | "Nice — {{integration}} is live. Here are 3 things to try with it." | Immediately |
| Billing page viewed | "Have questions about pricing? Chat with us or book a call." | On page |
| Day 10 of trial (if not PQL) | "5 days left. Here's what you haven't tried yet: {{features}}." | On next login |
| Day 13 of trial | "Trial ends tomorrow. Need more time? Let us know." | On next login |

---

## 5. Four-Week Pilot Plan

### Objective

Validate the PQL model and outreach sequences with real trial data. Establish baseline metrics and iterate.

---

### Pre-Pilot (Week 0) — Setup

**Duration**: 3–5 business days before pilot start

| Task | Owner | Details |
|---|---|---|
| Instrument PQL scoring | Product/Eng | Track all 4 signals (activation, invites, integrations, billing views) via event pipeline. Expose scores in CRM or internal dashboard. |
| Build PQL dashboard | RevOps | Real-time view of trial accounts with scores, signal breakdown, days remaining. Use existing BI tool or Retool. |
| Configure routing | RevOps | Set up round-robin assignment, Slack alerts (#pls-alerts), CRM task creation. |
| Load email templates | SDRs | Enter Sequences A and B into outreach tool (Outreach, Salesloft, or HubSpot Sequences). Personalization fields mapped. |
| Set up in-app messages | Product/Marketing | Configure 6 behavioral triggers in Intercom, Pendo, or equivalent. |
| Establish baselines | RevOps | Pull current trial-to-paid rate, average time-to-convert, and trial engagement metrics for comparison. |
| SDR training session | Sales Manager | 90-minute session: PQL model, outreach philosophy, personalization expectations, SLA commitments. |
| Define success criteria | Leadership | Agree on pilot success metrics (see Week 4 below). |

---

### Week 1 — Launch & Calibrate

**Focus**: Start working PQLs. Prioritize learning over optimization.

| Day | Activity |
|---|---|
| Mon | Pilot goes live. SDRs begin working PQLs as they trigger. Daily 15-min standup to review new PQLs. |
| Tue–Thu | SDRs execute sequences. Log qualitative feedback: Are the signals accurate? Are the emails landing? Are prospects responding? |
| Fri | **Week 1 Retro** (30 min): Review all PQLs generated, response rates, any SLA breaches. Adjust scoring weights if obviously miscalibrated (e.g., too many/too few PQLs). |

**Key Metrics to Track**:
- Number of PQLs generated
- PQL-to-response rate
- SLA compliance (% of PQLs contacted within 2hr / 30min)
- SDR qualitative feedback (signal accuracy, email relevance)

**Expected Volume**: With a typical B2B SaaS trial flow, expect 10–25 PQLs per week from new trials (adjust based on actual trial volume).

**Decision Point**: If PQL volume is >30/week (too many for 2 SDRs), raise the threshold to 60. If <5/week, lower to 40.

---

### Week 2 — Optimize Sequences

**Focus**: Tune messaging based on Week 1 data. A/B test key variables.

| Day | Activity |
|---|---|
| Mon | Review Week 1 email performance: open rates, reply rates, meeting rates by touch. |
| Tue | Implement A/B tests: (1) Subject line variants on Touch 1, (2) CTA variants on Touch 4 (call vs. async). |
| Wed–Thu | SDRs continue sequences. Begin tracking objections and common questions. |
| Fri | **Week 2 Retro** (30 min): Which touches are working? Which feel forced? Review first conversion data if any deals have closed. |

**A/B Tests to Run**:

| Test | Variant A | Variant B |
|---|---|---|
| Touch 1 subject line | "Quick thought on your setup" | "{{first_name}}, your {{product}} progress" |
| Touch 4 CTA | "Book a 15-min call" | "Reply with questions — happy to help async" |
| In-app billing trigger | Chat widget | Calendar link |

**Key Metrics to Track** (cumulative):
- Open rate by touch (target: >50% for Touch 1)
- Reply rate by touch (target: >10% for Touch 1)
- Meeting booked rate (target: >5% of PQLs)
- Positive vs. negative reply sentiment ratio

---

### Week 3 — Expand & Refine

**Focus**: Incorporate learnings. Expand in-app messaging. Involve AEs.

| Day | Activity |
|---|---|
| Mon | Apply A/B test winners. Update templates. Refine PQL scoring based on 2 weeks of data — which signals best predict conversion? |
| Tue | Review accounts that converted WITHOUT SDR touch. Identify additional signals to add to scoring model. |
| Wed | Introduce AE handoff process: SDR books meeting → AE runs demo/pricing. Test with first 2–3 qualified accounts. |
| Thu | Expand in-app messaging: add 1–2 new triggers based on observed user behavior patterns. |
| Fri | **Week 3 Retro** (30 min): Full-funnel review. PQL → Response → Meeting → Opportunity → Close. Where are the leaks? |

**Scoring Refinement Example**:
If data shows that billing page views are the strongest predictor of conversion (e.g., 3x higher conversion rate), increase billing view points from 15/25 to 25/35.

---

### Week 4 — Measure & Decide

**Focus**: Final analysis. Make go/no-go decision on scaling.

| Day | Activity |
|---|---|
| Mon–Wed | Continue sequences. Ensure all Week 1–2 trials have completed their 14-day window for full-cycle data. |
| Thu | Compile pilot report. Calculate all metrics. Compare to pre-pilot baselines. |
| Fri | **Pilot Review Meeting** (60 min) with Sales, Product, Marketing, RevOps. Present results. Make decision. |

### Pilot Success Criteria

| Metric | Baseline (Pre-Pilot) | Target | Stretch |
|---|---|---|---|
| Trial-to-paid conversion rate | Measure current | +20% relative improvement | +35% relative improvement |
| PQL-to-meeting rate | N/A (new metric) | >8% | >15% |
| PQL-to-opportunity rate | N/A | >12% | >20% |
| Average days to first contact (PQL) | Measure current | <4 hours | <2 hours |
| SDR SLA compliance | N/A | >85% | >95% |
| Unsubscribe/negative reply rate | Measure current | <3% | <1.5% |
| NPS impact on trial users | Measure current | No decrease | +5 points |

### Go/No-Go Decision Framework

| Outcome | Action |
|---|---|
| **Exceeds targets** (4+ metrics hit stretch) | Scale immediately. Hire SDR #3. Invest in tooling automation. |
| **Meets targets** (4+ metrics hit target) | Continue for 4 more weeks with refinements. Plan scaling for Q+1. |
| **Mixed results** (2–3 metrics hit target) | Extend pilot 2 weeks. Deep-dive on underperforming areas. Adjust scoring and sequences. |
| **Below targets** (<2 metrics hit target) | Pause outbound sequences. Re-examine PQL model. Consider whether signals are truly predictive. Run user interviews. |

---

## 6. Anti-Spam Safeguards

Since the explicit goal is to avoid spamming users, the following guardrails are non-negotiable:

| Rule | Implementation |
|---|---|
| **Max 5 email touches per trial** | Hard cap in outreach tool. No exceptions. |
| **No duplicate channel touches on same day** | If in-app message fires, no email that day. |
| **Respect unsubscribes instantly** | One-click unsubscribe in every email. Removal within 1 hour. |
| **No outreach to free/personal email addresses** | Filter out gmail.com, yahoo.com, etc. before PQL scoring. |
| **"Snooze" option in every email** | "Not the right time? Reply 'later' and I'll check back in 30 days." |
| **Track negative signals** | If user closes in-app message 2x or marks email as spam, suppress ALL outreach for that account. |
| **Weekly "annoyance audit"** | SDR manager reviews 5 random accounts' full outreach history for tone and frequency. |

---

## 7. Tech Stack Requirements

| Function | Recommended Tool | Purpose |
|---|---|---|
| PQL Scoring | Segment + internal scoring logic (or Correlated, Pocus) | Track events, compute scores |
| CRM | HubSpot or Salesforce | Account records, pipeline, PQL fields |
| Outreach | Outreach.io, Salesloft, or HubSpot Sequences | Email sequences, A/B testing, analytics |
| In-App Messaging | Intercom or Pendo | Behavioral triggers, contextual messages |
| Enrichment | Clearbit or ZoomInfo | Firmographic data for ICP validation |
| Alerting | Slack (webhook integration) | Real-time PQL alerts to #pls-alerts |
| Dashboard | Retool, Metabase, or Looker | PQL pipeline visibility, pilot metrics |

---

## 8. Ongoing Operations (Post-Pilot)

Once the pilot succeeds and the program scales:

- **Weekly PQL review**: 30-min meeting. SDRs + RevOps review pipeline, scoring accuracy, sequence performance.
- **Monthly scoring recalibration**: Analyze which signals actually predict conversion. Adjust weights quarterly.
- **Quarterly sequence refresh**: Update email copy to prevent fatigue. Test new touches (e.g., personalized video, direct mail for enterprise accounts).
- **Feedback loop to Product**: Share aggregated PQL data with Product team monthly. Which features drive activation? Which integrations correlate with conversion? This data is gold for product roadmap.

---

## Summary

This plan transforms trial behavior into a structured, respectful sales motion. The PQL scoring model ensures SDRs only reach out when there is genuine buying signal. The outreach sequences lead with value and personalization rather than generic follow-ups. The 4-week pilot provides a clear framework to validate the approach before committing to scale. And the anti-spam safeguards ensure that the pursuit of revenue never comes at the cost of user trust.