Scott Turicchi
Analyst · CJS Securities
So you can think of it as almost an accidental experiment. It was not accidental if you were the one running the inside sales channel, but we're talking about a few 100 customers per month. So you know the ARPU of our SoHo customers are 15 bucks. Now, you should assume that what's being cleaned off has higher ARPU, so call it 50, 60 bucks. So it's not -- it's 10s of 1000s of dollars a month. But what we have observed is when they go into the inside sales channel, two things occur. First of all, unlike in the SoHo channel, does the opportunity directly talk to the customer? Once you can do that, the availability of services that inside sales has is much faster than SoHo. So you're developing a relationship but you're also saying, what are your real problems, I've got a suite of services you can pick and choose amongst them. We've seen where that has occurred, in most instances, at least a doubling of the revenue. So 10,000 becomes 40,000 a month. In the scheme of things, it's not very big, on a historic basis. And the reason we've never gone through and said, when you look at the SoHo channel as a shifting maybe of 100 grand out of SoHo into corporate because it's a rounding error. But what it did is it gave us the insight that can we accelerate that program? And can we take 10,000 or 10s of 1000s of several customers, and bring them into inside sales. The challenge is you need more inside sales people to do the outreach to the customer. But that group isn't scaled to talk to 10,000 people in the next 30 or 60 days. So we're in the process of hiring into that group, specifically, so that we can accelerate the pace of taking from SoHo into corporate. So right now, we feel it's prudent to take a bunch of customers and throw them in to the corporate channel if they cannot be effectively managed. So you've got to have the personnel there to make the calls, do the outreach, get the research done so that you have a productive conversation and you can in fact, double or maybe more than double the ARPU for those customers. But it's a very -- we think it's a very fertile ground. But going back to the earlier questions, everyone wants to have their cake and eat it too. They want all the revenue, they don’t want the cost. I do too. But that's just not the way the world works. So the question is, how much are we willing to go out and hire before that revenue is in hand because, while it is a fairly quick hit to revenue, there could be an offset depending on the timing of at the quarter-over-quarter where you got the expense and you don't have the revenue lift. So these are all the balancing acts that we're going through right now. But, when you step back, and you start with all the quarterly stuff, the opportunity set in front of us as we look out over the next 18 months. So the balance of this year through '23 and '24 includes opportunities like this, it includes the clarity opportunities and subsequent customers, the continuation to go after the fax customers, particularly in the healthcare space that are still on prem, other large customers that we've not yet talked about through our integration programs. So there are -- Harmony, which is maybe a modest contributor next year, but more of a ‘24. There's just a lot of opportunity here. But key limitation is people. We just can't take advantage of all of these opportunities as fast as we like and there are some limiting factors because even when we're ready, as we move upstream, our counterparties have to be ready. And if they don't have the personnel, then we don't want to be too far ahead of the curve. So this is what we're dealing with right now as we think about '23, as we think about the budget, the pace of hiring relative to the revenue opportunity. But there's a lot of it out there, a lot of opportunity out there.