> AI agents: this is one page from PostHog's docs. Full index of Markdown docs for LLMs: https://posthog.com/llms.txt # Cohort dinners - Handbook The Cohort Dinner is an opportunity to show appreciation for our customers, deepen relationships with our contacts, and get a group of people in a room talking about PostHog. This handbook entry serves as a guide for putting one together and making sure it is successful. ## What? "The Cohort Dinner" is a standardized format that we use to plan small dinner gatherings of customers, prospects, and PostHog people. We intentionally aim for the vibe to be less corporate, more fun, and it is *paramount* that the food is good. They have a soft cap of 25 attendees, and there should be one PostHog person for every 5-6 non-PostHog people. They are always driven by someone that is part of Customer Success or Sales, and while fun, are not just an excuse to get together and buy expensive bottles of champagne. Going into planning, there should be concrete goals and a reasonable justification for why the dinner should happen. This likely looks like some mix of the following: - What expansion opportunities this helps move forward - What New Business opportunities this helps move forward - What contacts you are inviting and how they are meaningful to the relationship This is not to say that there must be a direct 1:1 relationship between who is being invited and opportunities - at the end of the day, the goal is building relationships for the long term. However, it is important to make sure that that concrete impact can be traced back to holding these events. ## When? In general, we do Cohort Dinners under two scenarios: ### As part of a team offsite Any time there are a large number of PostHog people in one place is a good opportunity to do some community building in the city that is being visited. ### As part of building community and customer relationships in your own city You're the driver and if you believe there is upside potential from hosting a dinner in your city, let us hand you the keys. It is often effective to schedule the dinner around something happening in the city, like a tech week or a large conference. Cohort Dinners should be intentional and require careful planning - the expectation is not to host these every week. A good rule of thumb is up to once per quarter in your home city, and ad hoc planning should happen alongside GTM offsites. ## Who? The best dinners bring a balance of people and perspectives. In general, we aim to achieve an equal proportion of each of the following personas when inviting customers: ### Prospects Anyone who is considering PostHog. New Biz has the most context on what's in flight, and it is worth asking them to invite some of their leads to come get a chance to see that we're not just names in Slack. ### Expansion targets This means anyone that currently has a TAM with open opportunities for cross selling. Do your best to find the right champions at the right time - e.g. if the expansion opportunity is on the observability side, it's much better to bring a Head of Engineering than a UX Product Manager. ### PostHog evangelists Who are your most PostHog-pilled customers in the area? They should be at this dinner! Arguably the most important cohort at the cohort dinner are people who use PostHog regularly, love it, and are happy to talk other peoples' ears off about all the different things they do with it. You should also make sure to bring a number of PostHog people so that they can spread through the room and be part of small groups throughout the night. Everyone at PostHog is an awesome dinner guest (it's basically baked into our interview process), but try to think of the audience that will be at the dinner. Got someone coming who is evaluating our Managed Warehouse? Bring an engineer who is working on it! ## How? Planning a Cohort Dinner typically follows a couple core steps: ### Making the event on Luma To get access to our company Luma, speak to the kind folks over at Builder Relations. To generate a cover photo, refer to this [Figma board](https://www.figma.com/design/iVLC2KrWOLrlRkxTyH6aG0/Ads?node-id=38-371&p=f&t=9hv5Gl2oj2ONZT73-0) for inspiration. ### Deciding on a guest list You can kick off the process using the [cohort-dinner-planner](https://us.posthog.com/project/2/skills/cohort-dinner-planner) in our skill store to pull together a list of customers and their users who are based nearby, along with their assigned owners. From there, individual account owners should hand select the users that they believe would be the most impactful at the dinner. ### Finding and booking a restaurant A key part of the dinner is the location - ideally, the restaurant you pick should be one that draws people to join, not just a space that caters to corporate events. An example of this was a dinner at [Lunch Lady of Saigon](https://thelunchlady.com/toronto-private-dining) in Toronto: multiple people who came stated that part of their motivation was that the restaurant has received so much hype lately but is super hard to get into. People also left knowing that we have good taste, and there are maybe thousands of articles at this point about how taste is everything in the age of AI so that is probably a good thing. A number of our location-based Slack channels have PostHog employees' personal dining recommendations for people visiting, these are a great place to start. Outside of those recommendations, feel free to use your best judgement to pick a location that lends itself to good conversation (not too loud), excites and sparks joy, and can be booked for large groups. ### Spreading the word Invite your customers! In our experience, the most effective outreach is in DMs with people you already have a relationship with, closely followed by a message in a shared Slack channel with individual tags. ### The dinner itself Before the dinner, all PostHog attendees should be briefed on who is attending as well as any key context about the account that they are joining from. To gather this, you can export a CSV of emails from Luma and then run it through the shared [dinner-attendee-brief](https://us.posthog.com/project/2/skills/dinner-attendee-brief) skill. At the dinner, have fun and talk to people about PostHog! The intention is not to make this feel like just another corporate dinner, but rather something that people are genuinely happy and excited to attend. Approach cross-selling opportunities organically: - If a cool new feature comes up, dive into it with the people at your table - If someone voices a pain they deal with regularly that PostHog solves, explain how we can help - Let your evangelists do the selling for you! ### Documenting - Take pictures (or better yet, bring a PostHog person with a nice camera and an eye for photos. There are definitely a few of them!) - Send a follow up recap to #group-cs-sales-support and #team-builder-relations - Update any Salesforce opportunities with next steps (gotta keep things *clean*) ### Expensing Currently, the process for expensing Cohort Dinners is to use your personal budget. This is subject to change in the future. ### Was this page useful? HelpfulCould be better