When we suggested changes to the engineering team, we were shut down. The Chief Technology Officer wanted to treat the free trial as a pseudo demo request. This scenario might sound unusual, but it’s widespread. If a company employs a top-down selling strategy, they have the systems and expertise in place to convert demo requests into customers. Teams have demo request goals, and a free trial cannibalizes demo requests. In this example, it didn’t take long until the company removed the free-trial option from the website. It was a shame. It could have worked, but everyone was so focused on
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