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Product SaaS

  • Product-led
  • Sales-led

Your product knows who’s about to churn. Your CRM finds out last.

RevOps consulting for B2B software companies — the people accountable for turning usage into pipeline, and pipeline into renewals.

Who this is for

Built for software companies whose go-to-market outgrew the setup it launched with.

At a few million in ARR, the founder knows every account. A trial converts because somebody noticed it, and a renewal happens because somebody remembered it. Past that, the knowing has to live in systems, and most companies discover it doesn’t. Usage sits in the product, revenue sits in billing, the relationship sits in HubSpot, and customer success rebuilds the picture by hand before every QBR.

Product-led or sales-led, both work here. Some of you sell through a free trial and a credit card; some through a six-month enterprise cycle; most run a mix and have never had the systems agree on which motion a given account is in. What matters to us is not the motion. It is whether the people running it can see the same account.

If you are still finding product-market fit and changing pricing every month, it is early for us. Systems should follow a model that has settled, and we would rather tell you that than bill you for it.

Most of what we rebuild lives in HubSpot, connected to your billing system (Stripe, Chargebee or Recurly, usually) and to whatever tracks product usage, rather than pretending either isn’t there. If you are not on HubSpot and not considering it, say so early and we will tell you whether we can still be useful.

The usual situation

Three systems that each know a different customer.

The product knows what they do. Billing knows what they pay. HubSpot knows what sales promised. None of them knows all three.

  1. HubSpot What sales promised, and to whom
  2. Product analytics What the customer actually uses
  3. Subscription billing What they pay, and when it renews
  4. Support desk What is frustrating them this week

Every one is accurate about its own slice. Nobody owns the view that joins them, so customer success builds it in a spreadsheet, usually the week before a renewal.

What it actually costs

Where SaaS revenue leaks, not just time.

  • Trials that never reach a human. Sign-ups create a user in the product but not a record a rep can act on, so the accounts most likely to buy get the same automated email as everyone else.
  • Expansion nobody sees coming. An account’s usage outgrows its plan. The product knows; sales finds out at renewal, if at all.
  • Renewals tracked in a spreadsheet. The date lives in billing, the relationship in HubSpot, the reminder in somebody’s calendar. When that person leaves, so does the renewal process.
  • Churn that arrives as a surprise. Usage dropped for two months and support tickets doubled, and the first time anyone in revenue hears about it is the cancellation email.
  • Two definitions of ARR. Finance counts it one way, sales another, and the board deck uses whichever was pulled last.

None of this is a product failure or a billing failure. Both are doing the job they were bought for. What is missing is the layer that lets your revenue team see what the product already knows.

Five to ten hours a week of manual reconciliation across a team is tens-of-thousands of dollars a year in labor. In SaaS, that is the smaller number. The bigger one is the expansion nobody saw coming and the renewal nobody saw leaving.

If the instinct is to clean up the data before bringing anyone in: the cleanup is the first phase of the work, not a prerequisite. See how we sequence it.

One example

Twelve pipelines that all meant “sales.”

A software company of about 250 people had 12+ overlapping sales pipelines, more than 4,000 duplicate records, and a team re-entering the same data by hand.

  1. What we built first. One lead stage both teams agreed on, and a standardized sales pipeline to replace the overlapping ones.
  2. How long it took. Live in HubSpot about twelve weeks after the engagement was signed.
92 %
Reduction in active sales pipelines

Tell us which account surprised you.

Thirty minutes. Bring the renewal you lost without warning, or the expansion you found by accident, and we will show you where the signal was sitting. If an Orientation makes sense we will scope one; if something simpler would fix it, we will say so.

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  • We trace how an account moves from trial or first deal to renewal today
  • We name where product, billing and CRM stop agreeing, and what that costs you
  • We describe what an Orientation would cover for a SaaS team like yours
  • We tell you if we are not the right fit, and who might be

How we help

Map it, design it, build it — from first sign-up to second renewal.

The same three phases as every engagement, pointed at the whole customer lifecycle rather than one team’s slice of it.

  1. 01 Current Reality Where you are now
  2. 02 Orientation Discovery & audit
  3. 03 Cartography Mapping & design
  4. 04 Exploration Build & implement
  5. 05 Connected Operations Where you end up

Orientation

We follow an account from sign-up to renewal as it really moves: the trial, the handoff to sales, onboarding, the usage that never reaches HubSpot, the renewal reminder in somebody’s calendar. Four weeks, ending in a findings document and a full audit of your portal.

Cartography

Quick wins first, then the design: which product events create or update records, how billing and HubSpot share one definition of ARR, and what a health score is actually made of. Approved pieces get built as we go, so you finish this phase holding working product. Around twelve weeks.

Exploration

We build out the rest with your team — usage sync, lifecycle and renewal pipelines, expansion alerts, the reporting the board actually asks for — then train them and hand over SOPs detailed enough that a new CS hire can’t break it. Around six weeks.