B2B Martech SaaS
Stabilized a B2B marketing SaaS, closed revenue leaks in billing and SMS pricing, and kept it shipping every month on a fraction of my time.
Adly portfolio company, FY2023 to FY2025. I own the product. Updated .
Context
A B2B marketing SaaS: email and SMS campaigns for businesses, with hardware integrations. It was in rough shape when I took it over, and from mid-2025 most of my time moved to other products while it kept shipping.
The problem
Revenue was leaking in places nobody was measuring: SMS billed below cost in some countries, plan changes that charged the wrong price, cancellation discounts that never applied. Deliverability was fragile, and there was no churn measurement at all.
What I built
- Find the leak in billing or usage data
- Contain it
- Fix the pricing or billing rule
- Monitor so it stays fixed
Alerts and health scores surface the next leak.
Pricing that matches cost
Found countries billed far below cost for SMS ($0.008 per message against a $0.2288 cost), caught a volume discrepancy against the provider's billing, led containment, then shipped per-country pricing tiers in Sep 2025.
Billing integrity
Annual plans no longer auto-downgrade, plan changes charge the right price, cancellation save discounts actually apply, and Apple Pay and Google Pay are at checkout.
Retention
A self-serve cancellation flow whose first weeks showed 4 to 5x better save rates, and the product's first churn measurement and early-warning tooling.
Activation
Users who completed 4 of 8 onboarding steps converted at 91.9% against 6.05% overall. A correlation, not proof of cause, but strong enough to add an SMS step.
Deliverability
After email provider reviews and bans: DKIM verification, blasts split across providers, backup provider records and blast monitoring.
Shipping on a fraction of my time
318 tickets across 104 releases in 19 months, a median of 17 a month, plus a regression test suite the team built at my direction.
Results
| Measure | Value |
|---|---|
| Revenue growth, FY2023 to FY2025 | +25% |
| Gross margin, FY2023 to FY2025 | 79.5% to 84.9% |
| Emails sent under monitoring | 15.5M across 3,299 blasts |
| Monthly complaint rate | 0.019% or lower |
| Monthly bounce rate | 1.16% or lower |
- Revenue and margin are business outcomes under my product ownership. Most of the margin change came from lower operating costs, including paid acquisition run by the growth team.