Onboarding project | Sprinklr, Inc.

​Company Overview: Sprinklr, Inc. is a 15-year-old B2B SaaS company that went public at NYSE in 2019. Sprinklr markets itself as a Unified-CXM platform for all client-facing operations. The offerings/product modules can be broadly categorised into:

Sprinklr serves 2000+ brands that purchase some or all of the solutions.

Renowned Logos Acquired:




Product Overview:

We will deep dive into the Sprinklr Advertising Module within Sprinklr Social (Omnichannel Social Media Management Tool) in this project. Paid and organic teams have different onboarding and project implementation journeys within Sprinklr Social. We will be looking at the end-to-end onboarding of Sprinklr Advertising - the dedicated social media management tool for Paid Ads in this project. Here are the top 8 capabilities of Sprinklr Advertising for context:

✅ Paid campaign management across 10+ social channels

✅ Reporting across paid, owned and earned media

✅ Actionable AI-powered insights for better budget allocation, bidding, boosting and ad rotation.

✅ Gen AI powered paid content creation

✅ Automate paid tasks via auto boost rules, macros and unified taxonomy

✅ AI-powered campaign and creative optimisation for Paid Ads
✅ Enterprise grade governance

✅ Inbound Ads Comment Moderation Tools

Pricing Model:

The product is offered in two ways and I will build 1 ICP for enterprise and 1 for self-serve.

ICP Prioritisation Framework for Sprinklr Advertising :

ICP Deep Dive:

(1/3) ICP BASIC DETAILS - Basic information about the customer type

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​(2/3) ICP BEHAVIOURAL DETAILS - Information about the problems and solutions present for the ICPs

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​(3/3) HOW DO THEY SPEND THEIR TIME AND MONEY? - Information about how budget is allocated and the stakeholders involved

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JOB TO BE DONE:

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Onboarding Teardown :
Sprinklr, Inc. Onboarding.pdf

Activation Metrics:​

When is a user called an activated user?

For Enterprises/PR Agencies:

1. ​Ads accounts, Google/Adobe Analytics/ DCM integrations are done [P1]

• This is a crucial step because Sprinklr cannot deliver any of its features (Not even something as basic as launching a paid campaign) without getting atleast Ad accounts synced in. This action open the funnel for API.

2. First few (>3) paid campaigns go live via Sprinklr's Ads Composer [P1]​

• This will push the user for evident next actions such as looking for their creation on the Ads Manager, automatic reports generated on the campaign, ways to optimise and track their CPAs within the platform etc.

3. ​The brand team/PR agency has invited other BUs/agencies to onboard and sync their ad accounts [P1]​

• Evidently shows the users the intent to enable more people in their team to experience and leverage the product capabilities

4. Appoints an MS from Sprinklr's end for monthly configurations - building monthly reports, creating optimisation set ups for the next month at the end of each month etc [P2]​

• This is a free resource given to the client for the initial few MS hours. If the product is already automating most of their tasks and if the user need not even spend time to set-up the rules to automate tasks, it is a huge boost for them as to how their workload on repetitive tasks reduced drastically.

5. Agrees for a weekly/bi-weekly cadence with their dedicated Product Success Manager [P3]​

• Shows that they are ready to spend time with an executive of the product to know more about the capabilities of the platform and get hands-on training on advanced capabilities.
  
  For SMEs:

1. A user has synced their ad accounts and profiles of third-party tracking apps into Sprinklr [P1]

• This is a crucial step because Sprinklr cannot deliver any of its features (Not even something as basic as launching a paid campaign) without getting atleast Ad accounts synced in. This action open the funnel for API.

2. A user has launched their first paid campaign via Sprinklr's Ads Composer [P1]​

• This action will push the user for evident next actions such as looking for their creation on the Ads Manager, automatic reports generated on the campaign, ways to optimise and track their CPAs within the platform etc.

3. The time spent by the user on the platform increases MoM [P1]​

• This shows that the user is liking the product and they are spending lesser and lesser time on alternatives/native channels. This confirms stickiness,, commitment and intent to explore further.

4. User spends more on paid ads via Sprinklr than via native channels [P2]​

• The user is finding the Sprinklr UI to be easier and more convenient for themselves and their teams. Their dependency on other alternatives is reducing.

5. Test out advanced features such as Auto-boost, Custom Reports/Presentations, Campaign/Creative Optimisation, and Sprinklr AI+ [P3]

• The user is convinced with what they are already using. They trust the product, its data and its capabilities, they want to explore further.

ACTIVATION METRIC #1: 10 users onboarded in 15 days

Hypothesis: Higher the number of users added, higher the probability of activation. If a team lead has added their team members to Sprinklr and if they can clearly see how they are interacting with the platform - creating, optimising, reporting, collaborating - an aerial view ensuring transparency, the lead will be convinced that Sprinklr is approved by her team as a reliable and efficient tool.

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ACTIVATION METRIC #2: 25% increase in adoption (Ads spends via Sprinklr/Ads spend via native channels) in 30 days

​Hypothesis: Increase in adoption shows that the users are moving away from their alternatives for their JTBD. It shows stickiness and hints retention. It validates the convenience of using Sprinklr over their existing solutions. It positively impacts LTV too. If the users are adopting the platform well, it shows their dependency on the tool making it harder for them to make the switch.

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ACTIVATION METRIC #3: 2 paid campaigns launched in 7 days

Hypothesis: Paid campaign is the first JTBD after syncing all ad accounts. The no. of launches happening via Sprinklr shows that the users are leveraging Sprinklr CVP for Modern Advertising suite ie. 'Unified, omni channel paid publishing'. Paid campaigns will automatically open doors to Sprinklr's signature features that can be done (Scheduled reporting, Benchmarking, Approval Queues, Cost Optimisation etc.) once the campaign is launched. This action therefore boosts the feature adoption score eventually.

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ACTIVATION METRIC #4: 3 ad accounts synced in 7 days

​Hypothesis: Without syncing ad accounts, there cannot be any action on the product. This is a high priority activation metric to track because this is the door that stands between a dormant user and the highly capable product. Syncing multiple accounts will also likely mean that they have added accounts from different social channels. This action will therefore enable them to truly experience cross-channel capabilities in one place.

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ACTIVATION METRIC #5: 20% increase in time spent/user in 30 days

​Hypothesis: All of the above metrics point towards increased time spent on Notion by the user. The time spent on the platform should increase as a function of {(# of users), (# of campaigns launched), (# of ad accounts synced), (# of features actively being adopted), (% increase in adoption of Sprinklr for Ads Spends)}

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Average user:  0-2 hours per day -> They use Sprinklr for very specific actions

Advanced user:  3-4 hours per day -> Sprinklr is used extensively alongside native channel interface

Pro user: 6-8 hours per day -> Sprinklr is their go-to for all things ads.

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Metrics to evaluate "effectiveness" of onboarding flow:

1. Daily Active Users/Monthly Active Users:
   This is crucial because users can be onboarded but are they actively continuing with the platform or is the adoption coming from a small portion of pro-users makes a lot of difference while deciding if onboarding was effective or not.
2. User Cohorts:
   Back-tracking the journey map of activated users and their present area of engagement with the product provides valuable information on what is working and what is not. Cohorts based on job title, personas, JTBD, region, etc. can explain why the onboarding is not favouring a certain segment of users
3. Product Adoption Rate (Sprinklr-specific):
   Product Adoption for Ads is calculated by dividing the $ spends on Paid Ads via Sprinklr by the $ spends on Paid Ads via Native platform. It is an important metric to understand if we were able to pull the user away from the alternatives or not.
4. Subscription Rate vs. Retention Rate
   This ratio sheds light on the churned customers after onboarding. Analysing their profiles and behaviour before churning can provide insights on how the onboarding and product deliverables could have been improved.
5. CHI Score (Sprinklr-specific):
   This score is collected by the implementation and sales team after the onboarding is complete. The brands score the onboarding process out of 10 with detailed feedback on what was working and what didn't.
6. Product Reviews:
   Product reviews on sites like G2 provide a clear understanding of problems faced by uses at the time of onboarding. The no. of upvotes to such comments and the exact user demography of the product reviewers will give abundant data to rethink parts of the onboarding flow.

Other metrics to track:

1. Time taken between login and additional user invite
2. Time taken between sign up and first action
3. Frequency of interaction with Sprinklr on a daily/weekly/monthly basis
4. Total users using advanced capabilities - AI+, Strategy Groups
5. % brands moving from free trial phase to subscribed phase

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