Fix an 11% Conversion Rate and Launch a Product in 6 Weeks
Company: Fieldline Fieldline is a B2B SaaS platform that helps revenue teams at 50–500 person companies manage their sales pipeline more effectively. The product integrates with CRMs and communication tools to surface deal risk signals,…
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What You'll Be Doing
Company: Fieldline
Fieldline is a B2B SaaS platform that helps revenue teams at 50–500 person companies manage their sales pipeline more effectively. The product integrates with CRMs and communication tools to surface deal risk signals, coach reps through stalled opportunities, and automate pipeline reporting for sales managers.
Fieldline charges $120 per user per month and competes in a market with several established players. The company has 14,000 free-trial users, a team of 9 sales reps, and a marketing team of 4. They are 60 days from launching their first AI-native feature: Fieldline Coach, which uses conversational AI to give reps real-time guidance on their active deals.
What's happening right now
The Head of Growth has just left the company. You are stepping in for your first 30 days. The VP of Marketing has given you two problems to address simultaneously:
Problem 1 — Trial Conversion Is Falling
Trial-to-paid conversion has dropped from 18% to 11% over the past two quarters. The VP suspects three possible causes but isn't certain which is the primary driver:
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Trial users who reach the 'Pipeline Health' dashboard within 72 hours convert at 3× the rate of those who don't — but only 24% of trial users ever reach it
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Outbound email sequences to trial users have an average open rate of 31% but a click-through rate of only 4% — the emails aren't driving action
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A competitor, Pipestack, launched 5 months ago with a similar feature set at $79/user/month and has appeared in 6 of the last 14 head-to-head sales evaluations
Problem 2 — Fieldline Coach Launches in 6 Weeks
The engineering team will ship Fieldline Coach in 6 weeks. The feature is ready; the go-to-market is not. Specific gaps:
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Fieldline's current positioning is built around 'pipeline visibility' — it doesn't yet reflect AI coaching capability
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The 9 sales reps have been using the old positioning in prospect conversations. They haven't been briefed on what changes
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Pipestack is also rumored to be launching an AI feature in Q2, which could undercut Fieldline's first-mover window
What the VP of Marketing has asked for
Before your end-of-week-one sync, she wants a single integrated brief that covers:
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Your diagnosis of the trial conversion problem and a prioritized plan to address it
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A repositioned messaging framework for Fieldline Coach — including who you're writing for and how the launch connects to the conversion problem
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A 6-week GTM plan for the Fieldline Coach launch
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How you'll measure whether this is working
How Your Work Will Be Scored
What to Submit
Growth & Launch Brief
Format: .pdf, .doc, .docx, .rtf, .txt, .md
A single document — 800–1,200 words — that combines the four things the VP asked for. Use whatever structure makes your thinking clearest. This is your primary work artifact and the main thing evaluators will read first.
It should include:
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Funnel diagnosis: Your read on which of the three conversion problems is most worth addressing first, and why — with explicit reasoning, not just a list
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Experiment plan: At least one specific experiment with a stated hypothesis, primary metric, guardrail metric, and a success threshold. What are you testing, and how will you know if it worked?
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ICP definition: Who is Fieldline Coach for — specifically? Define the target buyer with enough behavioral detail that a sales rep could use it to qualify a prospect in conversation
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Positioning statement: A short, differentiated statement of what Fieldline Coach is, who it's for, and why Fieldline — not just a feature description
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Launch messaging snapshot: Two or three key messages for the Fieldline Coach launch — written in the language of the buyer you defined, not in product-centric language
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README
Format: .pdf, .doc, .docx, .rtf, .txt, .md
A separate document with exactly three sections:
Section A — Written Analysis (300–500 words)
Your overall read on the situation: What is the relationship between the trial conversion problem and the Fieldline Coach launch? How does solving one affect the other — or does it? What did you deprioritize and why?
Section B — GTM Timeline & Alignment Plan
A week-by-week plan for the 6 weeks to launch. This section must include:
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Three named cross-functional dependencies — specific handoffs or inputs you need from product, sales, or engineering that your plan depends on, with the week they're needed by
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A sales enablement brief — in 200 words or less, what do the 9 sales reps need to know and have before the launch? What changes in how they should position Fieldline against Pipestack?
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One contingency: Pipestack announces their AI feature in Week 3. Does your plan change? If so, how specifically?
Section C — AI Usage Log (mandatory for all submissions)
This is not a trick. We want to see how you work with AI — not whether you used it.
In this section, document your AI collaboration process. For each significant interaction with an AI tool, briefly note:
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What you asked the AI to help with
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What it gave you
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What you kept, changed, or rejected — and why
Three interactions documented is sufficient. The log does not need to be exhaustive.
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Video Walkthrough
Format: .mp4, .mov, .webm
Record your walkthrough as an MP4 or MOV file and upload it directly on the Provn platform as a separate file.
Your video should cover:
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Opening (60 seconds): The conversion problem, your diagnosis, and the one decision you're most confident in
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Brief walkthrough (3–4 minutes): Walk through your Growth & Launch Brief — explain the key choices you made and what you considered but rejected
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GTM depth (2–3 minutes): Walk through your Section B GTM plan — who needs to do what, and what breaks if they don't
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Mandatory AI question (1–2 minutes): see below
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Reflection (30–60 seconds): What would you do differently with another week and twice the budget?
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