[02] Industry

B2B
+ SaaS.

Revenue systems that scale past 10M ARR. Onboarding that activates. Expansion that outpaces churn. Attribution you can defend in a board meeting.

AUDIT MY SAAS STACK → View work
Industry / 02 Brutalist concrete stairway ascending into white sky
[01] The growth equation

Four factors. Multiplied.

Factor / 01 Model

Map the funnel end-to-end. Find where the curve breaks — activation, payback, NRR.

Factor / 02 Instrument

Product, CRM, billing on one spine. One source of truth. Zero spreadsheets.

Factor / 03 Build

Onboarding, lifecycle, sales motion. Versioned, owned, A/B tested.

Factor / 04 Compound

Run weekly. Cohort math, retention curves, expansion plays — each quarter larger.

[02] The lifecycle spine

SaaS is won at expansion. Not acquisition.

Brutalist corridor of repeating pillars with a single red indicator light
FIELD NOTE / LIFECYCLE Every pillar is a stage. Every stage is a multiplier.
  1. 01

    Trial.

    PLG hooks, in-product CTAs, product-qualified signals pushed to sales in real time.

    Signup → Active
  2. 02

    Activation.

    First-value under 10 minutes. Email / in-app flows hand-off at the exact moment of friction.

    Active → Engaged
  3. 03

    Paid.

    Stripe-driven conversions, usage-based tiers, transparent upgrade paths. No forced sales call.

    Engaged → Paying
  4. 04

    Expansion.

    Seat-expansion triggers, module unlocks, usage forecasting. CSM only where it pays back.

    Paying → Growing
  5. 05

    Retention.

    Churn prediction, at-risk playbooks, win-back flows. Every renewal adds to the base.

    Growing → NRR 120+
Between lifecycle & wire

NRR grows.
CAC decays.
Build accordingly.

NRR 120% → 12× in 10 years CAC payback < 12mo → Series-B ready
[03] What we wire

Four layers. One spine.

WIRE / 01

PLG signal.

Product events as first-class citizens. PQL scoring wired straight into CRM and sales queues.

WIRE / 02

Sales motion.

Outbound cadences, meeting routing, deal-room playbooks. AE pipelines that respect the buyer.

WIRE / 03

CRM as data model.

HubSpot / Salesforce modelled like a system, not a to-do list. Versioned objects, clean hierarchies.

WIRE / 04

Board-grade reporting.

Net retention, logo retention, CAC payback, ARR bridge. Live, reconciled, defensible.

[04] Stack we wire

Tooling that scales past 10M.

[05] Proof

Ufuk · Vertical SaaS

+15% net new MRR
90 days

Zero growth, zero structure. Instrumented the funnel, wired PLG signals, rebuilt onboarding. +15% MRR net-new in one quarter — on the existing base.

"SaaS isn’t won at acquisition. It’s won at expansion."

— INHOUSE SaaS

Scale past 10M with infrastructure that holds.

AUDIT MY SAAS STACK →