Industries — Software and SaaS
Product-led, sales-led or both. We help software companies find the segments where they win, say it in their buyers' words, price on a metric that grows with usage and build pipeline they can forecast.
At a glance
Buyers
Functional leaders, RevOps, IT
Typical start
Diagnostic or pipeline program
Focus
Segments, PLG conversion, pricing
Leading indicator
Product-qualified accounts
01 — Where growth stalls
Each one looks like a sales or marketing problem. Each one usually starts upstream.
Ref
What you see
01
Growth depends on the founders closing
No documented ICP or talk track, so the sales team cannot repeat what the founders do.
02
Free users rarely convert to paid
No sales-assist trigger. Product-qualified accounts never reach a person at the right moment.
03
Enterprise deals take a year
Selling upmarket before the product, the proof and the security story are ready.
04
Net revenue retention below 100%
The value metric does not grow with usage, so expansion depends on upsell conversations.
02 — What we work on
Four pieces of work that show up again and again in software engagements, each tied to the service that delivers it.
01
Score accounts on product usage and route the right ones to sales at the right moment.
Pipeline programs →
02
Find the segments where you win and pay back fastest, from your own CRM and billing data.
Segments and positioning →
03
A value metric that grows with the customer, and packages that make expansion the default.
Pricing and packaging →
04
Comparison pages, integration content, search and communities that reach evaluators before they shortlist.
Pipeline programs →
03 — Product signals
In product-led motions we define the usage signals, the thresholds and the handoff to sales, then test them like any other change.
Signals that should reach sales
IllustrativeSeats invited
5+ in 14 days
Sales-assist outreach within 24 hours
Integration connected
CRM or data warehouse
Offer a technical walkthrough
Usage against plan limit
80% of plan
Upgrade conversation with package options
Security page visits
2+ visits by admins
Send the security pack and offer a review call
Illustrative thresholds. Yours come from the usage patterns of accounts that converted.
04 — Messaging
Technical evaluators read differently. They skim for fit, look for proof and leave at the first sign of marketing language.
Evaluators search for the problem they have this quarter. Name it in their words, then show the feature that solves it.
Technical buyers want to see how it fits their stack. Architecture diagrams and documentation beat customer logos.
Security review is where larger deals stall. Put the answers on the page before procurement asks for them.
05 — Results
Typical movement in the first year. On client work, every figure is measured against the diagnostic baseline.
+52%
Free-to-paid conversion after sales-assist routing
Illustrative
−29%
Sales cycle in the prioritized segment
Illustrative
118%
Net revenue retention after repackaging
Illustrative
3.2×
Qualified pipeline in four quarters
Illustrative
06 — Questions
If yours is not here, bring it to the first call.
Book a diagnostic →We are product-led. Do we need a sales team?
Most product-led companies add sales assistance for larger accounts. We find the usage signals that predict a larger deal and design the handoff so it helps the buyer rather than interrupts them.
We sell to developers. Does positioning work the same way?
The principles hold; the channels differ. Documentation, communities, comparison pages and technical proof matter more than ads.
When should we move upmarket?
When win rate and cycle length in the larger segment hold up in your own data, not before. The diagnostic shows you whether they do.
Next step
Start with a three-week diagnostic: segments, funnel, pricing and forecast, read from your own data.
