Here are some takeaways from this week's conversation:

• It's easier to optimize interactions with existing customers rather than new customers who are onboarding because with new customers, every change is more likely to mess up your onboarding funnel. Existing customers have more isolated support events.
• Start by collecting data from the support team on what they're spending their time on. Iterate on that to find insights about why support interactions can be low value.
• Identify the types of customers who aren't going to be a good fit in a self-service way (e.g. a form when they schedule a phone call) so you don't waste both sides' time with a call that doesn't need to happen.
• Put more information on your marketing site to let people disqualify themselves before signing up for a trial.
• This is a big topic. All you can do is collect information, form a hypothesis, and test it. Do that over and over forever.