Work.

Context

A travel platform processing over $2B in annual volume had a self-serve funnel that stalled well before value. Growth was stuck behind a high-touch sales motion that could not scale.

Approach

• Mapped the full activation path and instrumented the drop-off points between sign-up and first booking.
• Rebuilt onboarding around the single moment of value, cutting steps and deferring friction.
• Introduced usage-based packaging that let customers start small and expand naturally.

Outcome

Product-led conversion doubled within two quarters, and expansion revenue became a repeatable, measurable motion rather than a series of one-off deals.

Context

A mid-market SaaS product had flat expansion and heavy discounting. Pricing was cost-plus and disconnected from the value customers actually received.

Approach

• Ran willingness-to-pay research and identified the true value metric.
• Restructured tiers around outcomes and aligned the sales incentive with expansion.
• Migrated existing accounts with a grandfathering plan that protected retention.

Outcome

Net revenue retention improved by 38 points, and discounting dropped sharply as reps could finally anchor on value.

Context

A fast-growing startup had outgrown its founder-led product process. Roadmaps were reactive and teams lacked clear decision rights.

Approach

• Installed a product operating model with clear rituals and ownership.
• Introduced an ROI-based prioritization framework adopted across the company.
• Hired and mentored a team of PMs from four to eighteen.

Outcome

The org shipped predictably against a prioritized roadmap, and product decisions became evidence-driven rather than personality-driven.