Growth department

Welcome to the Growth Department, the Slytherin house of Proto! We're known for ambition, cunning and determination when it comes to developing, testing and pursuing localized go-to-market strategies.

This page will share our strategic-level direction. For tactical direction, visit the following:

Department structure

The Growth Department is structured as follows to enable integrated sales and marketing functions on a global scale with consideration regional & local relationship management and the difference between Proto's business and government funnels:

Leadership

  • CEO. The CEO oversees the government funnels, including all government agency deals at and beyond demo stage, as well as sponsor relationships.
  • Head of Growth. The Head of Growth oversees the business funnels, including all marketing and sales staff direction, as well as department goals and forecasts achievement.
  • Global Sales Manager. The Global Sales Manager oversees all sales activities within the bottom-of-funnels, including the day-to-day guidance of region directors & managers and account executives, as well as the development and refinement of the Sales Playbooks.
  • Growth Manager. The Marketing Manager oversees all marketing activities within the top-of-funnels, including the day-to-day guidance of marketing managers and specialists, as well as providing assistance to the the Head of Growth on her/his business intelligence & reporting tasks.

Sales staff

  • Region Directors & Managers. Region Directors & Managers execute upon their Sales Playbook for the business funnels within a region of countries, as well as the setup of government agency relationships for the Government Funnel up to the demo stage. Note that Directors are distinguished to recognise seniority and/or responsibility for new region entries.
  • Account Executives. Account Executives execute upon their Sales Playbook for the business funnels within country(ies) with a capacity gap, as well as the setup of government agency relationships for the Government Funnel up to the demo stage. Note that Account Executives are hired to complement Region Directors & Manager when there is an identified capacity gap, usually language.

Marketing staff

  • Content Manager. The Content Manager plans and executes upon the content calendar, as well as ensures the quality of all written content across articles, ads, case studies and more. Note that the Content Manager also manages external agencies responsible for thought-leadership articles and email marketing.
  • Web & Graphics Manager. The Web & Graphics Manager plans and executes upon the website & graphics calendar, as well as ensures the quality of all visual content across ads, sales collateral and more. Note that the Web & Graphics Manager will also manage external agencies responsible for web development tasks.
  • Motion & Graphics Specialist. The Web & Graphics Manager plans and executes upon the website & graphics calendar, as well as ensures the quality of all visual content across ads, sales collateral and more. Note that the Web & Graphics Manager will also manage external agencies responsible for web development tasks.
  • SEO Specialist. The SEO Specialist executes upon search-engine optimisation tasks assigned by the Head of Growth and/or the Growth Manager.
  • Ads Specialist. The Ads Specialist executes upon advertising tasks assigned by the Head of Growth and/or the Growth Manager.
  • Demand Specialist. The Demand Specialist executes upon demand generation tasks assigned by the Head of Growth and/or the Growth Manager.

Department personnel

Here are the current department leadership and staff members:

Goals & success forecasts

Department leadership will be assessed according to the following goals:

  • Primary goal. Achieve the year's Annual Recurring Revenue (ARR) target primarily via the Sales and Reseller funnels for business clients, which should be 80% of total revenue.
  • Secondary goal. Enter and expand in countries via strategic data hub deployments with government clients, which should be 20% of total revenue.

Department staff will be assessed according to the following success forecasts:

  • Annual & quarterly sales forecasts. Sales staff performance will be tracked according to won deal quotas.
  • Annual & quarterly marketing forecasts. Marketing staff performance will be tracked according to demo & trial signups quotas.

Manual processes

Marketing Meeting

The Marketing Meeting happens weekly with all marketing staff and the Head of Growth. Additionally, other Proto management members and the sales staff are optionally-invited to attend. The sales meeting follows this structure:

  • Content, ad & webinar calendar review. A status recap of progress on content, ad & webinar delivery from each marketing staff member.
  • Forecast review. A review of current progress against annual and quarterly demo & trial quotas.
  • Functional updates. Any updates to funnels, sales collateral, pricing and other information from the Head of Growth.

Sales Meeting

The Sales Meeting happens weekly with all sales staff and the Head of Growth. Additionally, other Proto management members and the marketing staff are optionally-invited to attend. The sales meeting follows this structure:

  • Pipeline review. A status recap of demo & proposal stage deals from each sales staff member.
  • Forecast review. A review of current progress against annual and quarterly sales quotas.
  • Functional updates. Any updates to funnels, sales collateral, pricing and other information from the Head of Growth.

Management Meeting

The Management Meeting happens weekly with the Head of Growth and Proto management members.

Content calendar

The Content Calendar is used to manage all website and graphical sales collateral development. These are the recurring items:

  • Client deployment press releases. Website article with image (contract signing, or otherwise, chatbot) describing the deployment. The Proto quotation is from the CEO and the author is the client's assigned sales staff member.
  • Client deployment post. Social media post describing the deployment with a link to press release.
  • Client new deployment posts. Social media announcement with video and link to the client deployment press release.
  • Reseller press releases. Reseller article with image (company logos with + symbol) describing the partnership. The Proto quotation is from the CEO and the author is the reseller's assigned sales staff member.
  • Reseller posts. Social media announcement with image and link to the client deployment press release.
  • Thought leadership articles. Website article with image (custom) providing insight into a strategic topic for potential clients that are essential to achieve the Growth Department's goals. The author is the CEO or the most relevant Proto management member (e.g. Head of CX, CTO).
  • Thought leadership posts. Social media post with image and link to the thought leadership article.
  • Announcement articles. Website article with image (custom) announcing a company achievement, such fundraising, awards, or certification. The author is the CEO or the most relevant Proto management member (e.g. Head of CX, CTO).
  • Pre-webinar posts. Social media post with webinar attendance link, published 7 days prior to webinar.
  • Comparison pages. Website page with image (company logos w
  • Comparison posts. Social media post with image and link to the comparison page.
  • Hiring posts. Social media post with image (job title with company personnel) and link to job posting.

Ads calendar

The Ads Calendar is used to manage advertising campaigns in different channels for targeting audiences. Name of the ad campaign, description, adset, ad type, target industry, start date and end date, and subtasks for the team are filled in the task for the ad campaign.

proto ads calendar
  • Google ad campaigns will test both types of campaigns – Search and Performance Max.
  • LinkedIn ad campaigns will work with cold traffic and remarketing.
  • Facebook ads will test the same targetings, if LinkedIn ads do not prove effectiveness.

Traffic

  • Cold. We will use different targetings for the cold audience to show them ads with the case study or other lead magnet.
  • Retargeting. For all website users we will show ads with the goal of downloading the lead magnet.

Purpose:

  • Lead Generation. The initiation of consumer interest into Proto product.
  • Brand Awareness. The initiation of consumers recognize Proto by brand name.

Webinar calendar

The Webinar Calendar is used to manage all kinds of webinars to encourage leads to book a demo and direct leads to free trial. The calendar contains information about the topic, date, region, and webinar host.

  • Industry based. Webinars on topics based on Proto’s verticals.
  • Region based. All webinars are held in all priority regions.

Schedule:

  • Monthly. Every month there are 2 webinars for Asia and Africa.
tasks to do example

Web & Graphics calendar

The Web & Graphics Calendar is used to manage all website and graphical sales collateral development. These are the recurring items:

  • New Pages
  • Old Pages Update
  • UI/UX Optimization

Graphic&Motion

SEO & Linkbuilding

The SEO & Linkbuilding Calendar is used to manage all SEO efforts described in the Marketing Strategy that are divided into:

SEO:

  • On page. Activities performed on proto.cx website per the SEO audit findings.
  • Technical optimization. Activities for improving the technical aspects of a website.
  • Off page. Activities taken outside the website that affect its ranking within search engines per the Link Building Plan and Competitor Analysis.

Linkbuilding:

Email

The Email Calendar is used to manage all email campaigns that are divided into:

  • Marketing emails. Email marketing sequences for Financial, Healthcare, Gaming, Government verticals and webinar email campaigns.
  • Sales Emails. Cold email campaigns.
  • Transaction emails. Automated workflow in Hubspot with follow-ups for Trial registrations - Financial, Healthcare and General sequences. Contacts are receiving 4 emails on the first, fifth, tenth and fourteenth day trial with useful links.

Marketing and Sales email campaigns are organized in tasks in Email Calendar with the name of the campaign, audience, target industry and region.

Demand generation

Create customer lists for:

  • Email campaigns
  • Ads campaigns
  • Competitors

Demos

Demos of the Proto AICX platform will be booked from multiple sources: the website & its chatbot, email campaigns, referral network, resellers and sales staff's personal lead generation. The following can be manually reviewed, prepared and leveraged by sales staff at demo stage:

  • Meeting link. HubSpot Meetings setup page for demo bookings by potential clients. This link should be available in signature blocks, the Proto website and its chatbot.
  • Sales collateral. HubSpot Documents storage page for decks and one-pagers per each Proto AICX solution. These documents can be sent in emails and used for demos.
  • Conducting demos. Example of a successful demo that led to a won deal in the financial vertical. These demos can be further customised with Proto trial system.
  • Following-up after demos. All potential clients at demo stage should receive consistent and respectful follow-up if a proposal offer was not approved in the demo. The Sales Playbook will provide specific guidance on successful follow-up tactics.

Proposals

Proposals can be generated and sent to potential clients after demos. The following should be manually reviewed, prepared and conducted by sales staff:

  • Proposal generation from HubSpot. PandaDoc proposals can be directly generated from the HubSpot deal page.
chancen international
  • Choose the correct proposal. The proposal with the correct client type and discount should be selected. After selected this, all deal info will map to the PandaDoc proposal.
proto aicx document

  • Review, sign and send proposal. Do a manual review of the proposal for accuracy, then sign the sales staff field and send to the client decision maker.
draft proto for spice money

Sales Playbooks

The following Sales Playbooks in HubSpot will be maintained by the Head of Growth and/or Global Sales Manager on quarterly or as-needed basis:

  • Region Director & Manager playbook. Tactical directions for entering, expanding and winning deals within geographic regions.
  • Account Executive playbook. Tactical directions for entering, expanding and winning deals within country(ies) with a capacity gap.

Market Entry Plans

The Market Entry Plans are a major components of the Sales Playbooks that require specific maintenance Growth department staff, in particular the following:

  • Market Entry questionnaires. Sales staff will be directed during onboarding to complete the market entry questionnaires to test assumptions and ensure best-possible go-to-market in a region or country(ies). These market entry questionnaires will be maintained by the Head of Growth and/or Global Sales Manager.
  • Vertical Revenue Projection worksheets. Sales staff will be directed during onboarding to add leads and revenue projections to their responsible countries within each vertical's revenue projection worksheet. This lead list be used by external email marketing agencies. These worksheets will be maintained by the Head of Growth and/or Growth Manager.

Sales Collateral

The following sales collateral will be stored and maintained across HubSpot Documents and Webflow on a quarterly or as-needed basis:

  • Decks. The Web & Graphics Manager will maintain the decks per the direction of the Head of Growth and/or Growth Manager. The shareable and source files will be in HubSpot Documents.
  • One-Pagers. The Web & Graphics Manager will maintain the one-pagers per the direction of the Head of Growth and/or Growth Manager. The shareable and source files will be in HubSpot Documents.
  • Case studies. The Content Manager will maintain the case studies produced by the CX Department per the direction of the Head of Growth and/or Growth Manager. The editable case studies will be in Webflow's Editor under the content tab.
  • Competitor pages. The Content Manager will create and maintain the competitor pages per the direction of the Head of Growth and/or Growth Manager. The editable competitor pages will be in Webflow's Editor under the content tab.
  • Comparison table. The Content Manager will create and maintain the competitor pages per the direction of the Head of Growth and/or Growth Manager. The editable comparison table will be in Webflow's Editor under the pricing page.
  • Channel features table. The Content Manager will create and maintain the channel feature table per the direction of the Head of Growth and/or Growth Manager. The editable channel features table will be in Webflow's Editor under the channels page.
  • Guides. The Content Manager will create and maintain the guides per the direction of the Head of Growth and/or Growth Manager. The editable guides will be in Webflow's Editor under the content tab.

Website Translations

The Proto website is available in English, Traditional Chinese, Arabic, Spanish, French and Portuguese. The website is updated in English, with immediate machine translation to the other languages via the WeGlot software. The Head of Growth must contract with a human translation service to review and update the quality of these machine translations on a quarterly basis.

Styleguide

The Proto Styleguide is managed by the Web & Graphics Manager. It should be update on an as-needed basis or per the direction of the Head of Growth.

Automated processes

These automations exist to remove repetitive manual processes. Click on the links to manage the software or contact the Head of Growth for access:

Pandadoc

  • Reminder emails. Pandadoc email sequence will send reminders to the potential client to sign the proposal.
  • Signed proposals sent to Google Drive. Zapier integration for signed sales proposals to send from Pandadoc to Google Drive (Proto Mgmt > Proto Data Room > Material Agreements > Client Agreements).
  • Signed reseller agreements sent to Google Drive. Zapier integration for signed resellers agreements to send from Pandadoc to Google Drive (Proto Mgmt > Proto Data Room > Material Agreements > Reseller Agreements).
  • Signed deployment agreements sent to Google Drive. Zapier integration for signed deployment agreements to send from Pandadoc to Google Drive (Proto Mgmt > Proto Data Room > Material Agreements > Client Agreements).

HubSpot

Sales

Resellers

Trial system

Demos

Other deal data

Marketing contacts

Trial System

  • Trial signups as trial stage deals in HubSpot. Custom integration for trial accounts in the Proto AICX platform to be sent to HubSpot Sales Pipeline as new deals at trial stage. The deal owner will be Team Proto until a sales staff member takes ownership, usually based upon geographic location.
  • Trial expiries as lead stage deals in HubSpot. Custom integration for trial accounts in the Proto AICX platform that expire upon 14 days with no upgrade to revert from trial to lead stage in the HubSpot pipeline.

Reseller Program

  • Website signup to lead stage deals in HubSpot. Zapier integration for reseller signups in Webflow website to be sent to HubSpot Reseller Pipeline as new deals at lead stage.

Growth Dashboard

  • Growth Dashboard.  Dashboard shows a comprehensive overview of data from different sources. We use it for monitoring, measuring, and analyzing relevant data in key areas such as Financial, Sales and Marketing metrics.

Data Sources Manual:

  • Platform data: Trials, Livechat, Clients
  • Financial data: Clients, Revenue, Costs

Data Sources Automation:

  • Google Search Console
  • Google Analytics
  • Facebook Ads
  • Google Ads
  • Linkedin Ads
  • Hubspot

Client & impact types

Proto serves two clients types:

  • Business. These are private sector companies with a for-profit motive, which primarily view Proto's AICX solution as a cost savings and market expansion opportunity. They may on a case-by-case basis be motivated by Proto's social impact benefits. Check out these business case studies:
  • Government. Enter and expand in countries via strategic data hub deployments with government clients, which should be 20% of total revenue.

Proto offers the following social impacts to business and government clients:

Business funnels

Proto operates two funnels for revenue generation from business clients: Sales and Reseller. The Sales Funnel leverages traditional inbound top-of-funnel tactics (e.g. ads, emails, webinars, etc.) and outbounds tactics (e.g. account executives, events, etc.) to deliver leads. The Reseller Funnel leverages similar tactics to secure resellers that feed deals into the Sales Funnel.

Sales Funnel

Proto's Sales Funnel is intended to deliver upon 80% of total revenue. Observe the map below and note the following:

  • Government compliance. Alongside the traditional top-of-funnel lead sources, such as ads and emails, is the compliance phase from Proto's government deployments. On a country-dependent basis, Proto will serve government agencies, such as central banks or insurance commissions, which regulate our target businesses. As part of these projects, the businesses may be mandated to comply with Proto's software to varying degrees — from responding to cases generated via Proto (e.g. Central Bank of the Philippines) to hosting the government agency's Proto chatbot (e.g. National Bank of Rwanda). In these cases, the compliance phase will provide for an extensive lead list of regulated businesses which can be mined for direct sales.
  • Role of marketing staff. Marketing staff will conduct all inbound lead generation (e.g. ads, emails, content) and automation (e.g. trial upgrade emails) components.
  • Role of sales staff. Sales staff will conduct all outbound lead generation, demos, and proposal generation components.
  • Sales playbook. The playbook will provide sales staff with tactical best practices for engaging —and most importantly — following-up with demo and proposal stage leads.
  • Trial stage. Leads that filter into the 14-day free trial will receive automatic trial upgrade emails that offer a chatbot design session with the CX department. Trials that expire will return to lead stage and can be mined for direct sales.

Reseller Funnel

Proto's Reseller Funnel is intended to deliver upon 40% of Sales Funnel won deal amount. Observe the map below and note the following:

  • Impact on sales staff quotas. All reseller deals, regardless of commission level, will be attributed to the quota of the sales staff member who won the reseller.
  • Referral support. Reseller deals at the referral commission level will require sales staff assistance with demos and proposal generation, which is compensated via sales staff salary and commission split (commission % minus reseller referral %).
  • Collaborative support. Reseller deals at the collaborative commission level will require sales staff assistance with demos and proposal generation, which is compensated via sales staff salary (not additional commissions).
  • Autonomous support. Reseller deals at the autonomous commission level do not require sales staff assistance and therefore are not compensated, which is compensated via sales staff salary (not additional commissions).
  • Role of marketing staff. Marketing staff will conduct all inbound lead generation (e.g. ads, emails, content).
  • Role of sales staff. Sales staff will conduct all demos and reseller agreement generation components.

Government funnels

Proto operates two funnels for revenue generation from government clients: Sponsors and Small Value Procurement (SVP). The Sponsor Funnel leverages a network of international donors and supervisory technology (SupTech) associations to secure revenue. The SVP Funnel leverages traditional inbound top-of-funnel tactics (e.g. ads, emails, webinars, etc.) and outbounds tactics (e.g. account executives, events, etc.) to deliver leads.

Sponsor Funnel

Proto's Sponsor Funnel is intended to deliver upon 15% of total revenue. Note the following:

  • Sponsor and channel relationships. Proto management will maintain relationships with sponsors such as the Gates Foundation, USAID and Omidyar Network, as well as sponsor and government agency referral channels such as the Cambridge SupTech Lab and BFA Global.
  • Sponsorship model. Proto has historically received competitive grants that require multi-year projects. Moving forward, Proto is seeking to transition to a repayable financing sponsorship facility whereby: [initial cost of government deployment] is paid back upon Proto reaching [threshold of private sector adoption]. The threshold could be a % of Proto's private sector market share target in a given country, and the dollar value could include ongoing license fees paid by the government agencies on a case-by-case basis.
  • Decision to use sponsorship. A government agency will either enter or proceed through the Sponsor Funnel at the discretion of Proto management, based on multiple factors such as: no budget capacity of government agency, referral of a government agency by sponsor or channel, or sponsorship offering a faster deployment than small value procurement.
  • Role of marketing staff. Marketing staff will conduct all inbound lead generation (e.g. ads, emails, content) and automation (e.g. trial upgrade emails) components.
  • Role of sales staff. Sales staff will support Proto management on an ad-hoc basis to setup local relationships up to the demo stage in the Proto Sales Pipeline. After this, sales staff will mine any regulated businesses that arrive in the compliance stage in the Proto Sales Pipeline via a government project.
  • Contracting. Sponsored government projects will require a custom contracting process, most likely involving multi-party MOUs and audit agreements, outside the Pandadoc proposals. Proto management will always conduct this phase.

SVP Funnel

Proto's Small Value Procurement Funnel is intended to deliver upon 5% of total revenue. Note the following:

  • SVP model. Proto has historically accepted small value procurements for the first-year of licensing with government agencies to negate the need for lengthy public tenders. Moving forward, Proto will continue this model with assessment of the SVP or direct award threshold on a country-by-country and agency-by-agency basis (e.g. in the Philippines, government agency have a threshold of ₱1,000,000).
  • Decision to use SVPs. A government agency will either enter or proceed through the SVP Funnel at the discretion of Proto management, based on multiple factors such as: no budget capacity of government agency, referral of a government agency by sponsor or channel, or SVP offering a faster deployment than sponsorship.
  • Role of marketing staff. Marketing staff will conduct all inbound lead generation (e.g. ads, emails, content) and automation (e.g. trial upgrade emails) components.
  • Role of sales staff. Sales staff will support Proto management on an ad-hoc basis to setup local relationships up to the demo stage in the Proto Sales Pipeline. After this, sales staff will mine any regulated businesses that arrive in the compliance stage in the Proto Sales Pipeline via a government project.
  • Contracting. Sponsored government projects will require a custom contracting process, most likely involving multi-party MOUs and audit agreements, outside the Pandadoc proposals. Proto management will always conduct this phase.

Pricing strategy

Proto has a variable SaaS revenue model per volumes of endusers and/or messages. Discounting is applied to the one-time Implementation Fees only, and caps are applied to Recurring Fees on a case-by-case basis.

Fees

  • Implementation fee. This one-time fee of $10,000 for solution setup and NLP model training is paid on either the project start or first invoice, whichever is convenient. The implementation fee is not paid when a trial upgrades, with the client self-implementing.
  • Recurring fee. This repeat fee based volumes of endusers and messages (per deployed channel types) is billed on a monthly, quarterly or annual usage period basis. The billing happens in arrears of the usage period so exact cost is known.

Discounts

  • Priority market discount. If the client is in a country targeted by Proto's top-of-funnel activities, then the proposal template with this 75% implementation fee discount can be used.
  • Government discount. If the client is regulated by a government client of Proto, then the proposal template this 100% implementation fee discount can be used.
  • Yolo discount. If the client is referred by this shareholder of Proto, then the proposal template with this 100% implementation fee discount can be used.

Caps

  • Fixed fees. The Recurring Fee can be capped with manager approval in necessary scenarios, such as an annual-paying or limited-budget client. In this case, the proposal's Terms & Assumptions page will be customised to specify a certain Recurring Fee level. All usage beyond this level will not be invoiced in the time period.
  • Fixed fee reconciliation. After the fixed Recurring Fee time period, the balance between the fixed and actual usage can be billed on the next invoice. This allows for the client to determine Proto's added-value within a limited-budget time period, and for Proto to recoup its loss leader position.

Market positioning

The Sales Playbook will provide tactical information on Proto's market positioning. The following is strategic-level information on competitors, client ROI, and buyer profiles.

Competitors

Visit the competitors comparison to see feature-vs-feature analysis. Proto has three competitor types:

  • NLP engines. These are the cloud-based intent classification and entity recognition services such as Microsoft LUIS, IBM Watson, and Google Dialogflow, which were built English-first. As a result, these engines must apply additional destructive steps such as "word segmentation" to non-English and/or character-based languages in order to derive intent. Furthermore, these engines offer no mixed-language capability (i.e. Sheng, Arabish) and are a singular step in the customer support automation pipeline and require significant costs to integrate into chatbots and achieve a viable solution.
  • Livechat. These are legacy software commonly referred to as livechat or helpdesk such as Zendesk or Freshchat, which were built for manual customer support operations. With the automation trend, these softwares have opened to integration with chatbots, requiring additional investment to achieve a viable solution.
  • Chatbots. There are hundreds of chatbot creation platforms such as Chatfuel, Reply.ai, and FlowXO, which are purposed for FAQ and linear dialogue automation. These do not perform at scale in the enterprise contact center environment and are considered rules and/or keyword based without multilingual NLP capability. The overwhelmingly enterprise demand trend is pushing away from basic chatbots towards NLP-driven solutions. Furthermore, chatbots are a singular step in the customer support automation pipeline and require significant costs to integrate into NLP engines and customer support software in order to achieve a viable solution.

Client ROI

Visit the ROI calculator to calculate a potential client's return on investment from using the Proto AICX platform. The estimates are averages based upon existing clients. The potential clients should provide stats such chat volume and cost-per-chat.

Buyer profiles

The following keywords are common for decision makers or champions in Proto's won business deals:

  • Titles. CEO, COO, Vice President, Director, Head.
  • Departments. Customer Experience, Customer Support, Operations, Contact Centre, Marketing.

The following keywords are common for decision makers or champions in Proto's won government deals:

  • Titles. Director, Governor, Deputy Governor, Secretary, Under-secretary, Assistant-secretary, Chief of Staff.
  • Departments. Consumer Protection, Financial Inclusion, Digital Transformation, Innovation, eGovernment.

Take special note that in both business and government deals, product and/or IT departments are not a successful point of entry and should be seen as potential blocker to be resolved with Proto's most technical sales assets — documentation, trial accounts, and case studies.

Verticals

Proto's industry verticals map to the following solutions that use the Proto AICX platforms. Click on each solution to read about the value props, reference clients and other info:

Priority niches

Within each vertical, Proto's solutions are adapted to niches chosen for their high revenue potential. For example, within the Health vertical, the Clinics niche is promising due its reference clients, impressive year-on-year revenue growth, and obvious pain point resolution around patient appointment booking and test result checking automation. Click on each priority niche to read about value props, reference clients and other info:

Trial system

The 14 Free Day Trial allows potential clients to get first-hand understanding the Proto AICX platform. The trial system and its email campaign is designed to push trial users to upgrade to paid Proto accounts without sales staff involvement. However, if a trial expires, then the lead will move from trial to lead stage in the Hubspot Sales Pipeline for mining by sales staff.

Sample chatbots

The trial system contains sample chatbots for all niches. The priority niches will have more sophisticated dialogue and integrations. These sample chatbots provide potential clients with a best-possible preset capability to deploy their Proto AICX solution without sales staff involvement. If a potential client is intent on deploying without sales assistance, but does require a helping hand, then an email campaign and platform chatbot from the Customer Experience department will offer a dialogue design session with a CX staff member.

Use within demos

The trial system should be used within demos by sales staff. Trials accounts can be set up for potential clients, with customized branding, webchat and chatbot dialogue. After the demo, the trial account login info can be sent to potential clients as part of the follow-up.

Reseller program

Proto's Reseller Program exists to augment Growth staff efforts with local partners that may have an efficient inside-track or existing service relationship with clients.

Revenue share

The revenue share covers every amount received from a client for the entire first year, including the implementation fee. Revenue share is per the following commission levels, at Proto's discretion:

  • Referral. Reseller introduces a potential client to Proto and Proto affects the sale, in which case the reseller shall receive a 10% commission on the first-year license
  • Collaborative. Reseller requires some assistance from Proto to affect the sale, in which case the reseller shall receive a 20% commission on the first-year license.
  • Autonomous. Reseller affects the sale with no assistance from the Proto, in which case the reseller shall receive 30% commission on the first-year license.

Ideal resellers

Candidates for resellers should have the following characteristics:

  • Serve existing clients that have need of Proto's AICX platform.
  • Demonstrate diligence and sincere capability to actively resell Proto alongside their offerings.
  • Offers a solution that's complementary to Proto such as payment gateways & switches, APIs, and core banking platforms.

Lead generation

It’s important to constantly generate leads while we wait for advanced deals to close. There could be a lead which is a low-hanging fruit and would require very low effort to be won!

LinkedIn outreach

There should be a weekly effort to generate leads via LinkedIn, the most common social media with Proto's government and business clients. Follow this process:

  1. Look for companies that are a fit for Proto's solutions per the "Target clients" section above.
  2. In the company page, go to "People" and find the leads who are more likely to be interested in the Proto AICX solution.
multibank group example
  1. Send connection requests with a message explaining briefly about the Proto AICX solution. Here's an example for government:
Hello [Name], my company is helping government authorities around the world (Philippines, Ghana, etc.) to improve financial inclusion and consumer protection with artificial intelligence. We are offering free pilots to other governments this year, would you like to discuss more?

Government introductions

Per the government-to-business funnel, governments will introduce their regulated businesses to Proto via a compliance webinar as part of the government's upcoming deployment. Once the webinar is concluded, the attendee list will be imported into HubSpot under the compliance stage and assigned to the country or region manager. If you are the lucky manager, you should reach out to that list of businesses about using Proto beyond their regulatory compliance requirement (e.g. if it is a financial business mandated to use Proto for consumer complaints, offer Proto for conversational banking as well).

Proto's assistance

Don't worry, we're in this together. While generating leads is ultimately a Growth team member responsibility, Proto invests in the pipeline in your country or region by constantly running Linkedin lead-gen and advertising campaigns that may populate the demo stage in HubSpot. Keep an eye out for these demos requests and act fast — those deals are hot, hot, hot!

Audit videos

Proto sales team uses audit videos to engage prospects mostly in lead stage, but also to push forward prospects in demo+ stages. These consist of short (1-2 min) videos walking them through their current CX solution and its problems and then comparing to what we could offer them and Proto AICX benefits.

Important: The KPI to be followed is 5 audit videos sent per week. All country/region manager are responsible for recording and sending this number of videos per week and reporting to the Head of Growth on numbers of prospects reach, opening rate, demos scheduled and proposals sent resulting from these videos.

Steps to be followed:

  1. Create an account on Loom
  2. Pick a prospect, check their current customer support solution, and record an audit video following a structure similar to the following:
  • 15 sec intro
  • 40 sec top problems with current CX (could be: wait time, no multilingual, no transactions, etc)
  • 50 sec solution with AICX (quickly show tailored bot, and then chatbox with dialogue)
  • 15 sec CTA (book demo) with mention of government reference (if exists)
  1. In Loom, change the video title to “Proto AICX for [company name]”
  2. Change the settings in Loom to make sure the thumbnail will show client's current solution (website) in an animated/gif format.

 5. Send the video link via LinkedIn or Embed it to an email making sure it shows as preview and not just a link.

6. Write a nice short text that will raise prospects curiosity to open the video. Send it!

Here are some examples of audit videos that can be followed:

Watch the training recording (Passcode: 3c+J$iKK)

Demos

Make sure to always use the latest version of our slide decks for demos. They can be found in Hubspot > Sales > Documents and are generally updated every quarter.

You'll most often be giving demos to financial businesses, so here's a specific training session from Curtis (Proto's CEO):

Recording: Zoom demo

Passcode: m3wLr?L7

And here are live demo to active or won deals:

Demo practice group sessions are held every 1-2 months with the whole team, for knowledge sharing and to ensure quality in demo delivery. See below the recordings for the latest sessions:

September 14th, 2021 (session 1) - Passcode: 5pD?VF&A

September 14th, 2021 (session 2) - Passcode: 0mvikLd&

MOUs, proposals, and reseller agreements

Steps to create a document

When any deal reaches the proposal stage, you'll need to send a specific document. Make sure you're logged into PandaDoc using Proto credentials:

User: team@proto.cx

Password: ProtoTeam@21

  1. From Hubspot > Deals, open the deal related to the proposal to be created.
  2. Complete the information in the deal in the left hand side:
  • Amount, NRE, and License
  • Close date
  • Customers/month
  • Decision maker name and email
  • Preferred languages
  • Channels
  • Vertical
  • Government
  1. Ensure there's a Company and Contacts (signer) assigned.
test company abc example

  1. Scroll down to find the PandaDoc extension and click "Create Document", assign first signer as the Decision Maker (must be added as a contact to the deal). Second signer should be the Region Manager.

PandaDoc will open the newly created document, proceed with the following steps in PandaDoc:

  1. Change the document name to:
  • Business proposals: Proto AICX for [Company] (e.g. AICX for Multibank)
  • Government MOUs: Proto MOU for [Government] (e.g. Proto MOU for Central Bank of Liberia)
  • Reseller agreements: Proto Reseller Agreement - [Reseller] (e.g. Proto Reseller Agreement - Payswitch)
  • Intro letters: Proto Intro for [Company] (e.g. Proto Intro for Multibank)
  1. Don't edit "Delivered on" nor "Expires on" fields. The first is auto populated with the day you generate the document links and the second with creation date +14 standard.
  2. Review the full document carefully.
  3. Pay special attention to dynamic fields such as "Company name", "Languages", and "Channels".
  4. Update "Pricing & Agreement" details.
  • Project implementation. Quantity is ALWAYS = 1.
  • Natural language training. Quantity is the number of languages (e.g. English and Twi = 2).
  • Hide "Quantity" column.

  1. Once ready, check if the signature and date fields are correctly assigned:
authorized signature example
  1. Review the document to make sure everything looks good.
  2. Click "Create Document" > "Share via link" and copy the correct link to share with the client.

Lost the link? Just copy it again by going back to the document in PandaDoc and "Actions" > "Share via link" on the upper right corner. That won't make any changes to the document.

share via link example

To edit or renew a document: Actions > "Edit Document"

Value propositions

  • Local languages. Proto has a unique multilingual capacity with native-speaking NLP engineers and large databases of rare machine-learning models (e.g. Kinyarwanda for financial domain).
  • NLP (Natural Language Processing). A type of artificial intelligence that allows Proto to provide higher intent classification accuracy in chatbots for under-resourced languages such as Asian (Tagalog, Taglish, Indonesian) and African (Twi, Kinyarwanda, etc) languages.
  • Omnichannel. Proto chatbots can be deployed on multiple channels to allow for inclusion across all geographic regions, such as SMS, Android SDK, Webchat, FB Messenger, WhatsApp.
  • True 24/7 operation. Most chatbots are basic for FAQ, but valuable chatbots for transaction and case resolution still require human agents and thus 9-5pm service only. Proto's solution provide a true automated conversational experience for complex functions and thus no wait times.
  • Multiturn. There's no need to restart conversations with chatbots if the client wants to change a topic. Proto chatbots are a trained to jump seamlessly across dialogue.
  • Crosslingual. Proto chatbots are able to understand two different languages in a single phrase, solving the "mixed language" problems (e.g. Tagalog + English = Taglish). Most chatbots and NLP engines have no capability for this.