1. Context & Business Problem
Optimise monetization and value articulation for Enterprise B2B SaaS.
Fortude operates in a competitive B2B SaaS analytics market. The core challenge was not demand generation, but inefficient monetization and unclear value articulation, leading to stalled deals and underperforming acquisition spend despite long sales cycles. Products include the AI assistant Charlie and testing tool Fortest.io.
2. My Role & Ownership
Owned product strategy for monetization and growth initiatives, pricing validation, and cross-functional alignment. Worked closely with Sales leadership (deal insights), Marketing (GTM execution), and Engineering (pricing/gating).
3. Constraints & Trade-offs
No immediate capacity for major feature development. Existing pricing was tightly coupled to legacy contracts. Sales needed near-term revenue impact. Required optimizing existing assets rather than building net-new capabilities.
4. Discovery & Key Insights
Insights from win/loss analysis and sales feedback revealed that buyers understood technical value but not commercial ROI. This indicated a pricing and packaging problem, not a feature gap.
5. Key Decisions
Reframed pricing around business outcomes rather than features to avoid complexity. Focused GTM spend only on high-intent segments. Prioritized ROAS and deal velocity over raw lead volume.
6. Execution Snapshot
Partnered with sales to pilot revised pricing narratives. Collaborated with marketing on targeted GTM experiments. Enabled pricing changes with minimal engineering effort and iterated weekly based on deal feedback.
7. Outcomes & Impact
Generated $180K in net-new revenue. Achieved 1,800% ROAS on targeted campaigns. Contributed to a $2M projected annual revenue pipeline. Improved alignment across product, sales, and marketing.
8. Learnings & What I'd Do Differently
Anchoring pricing decisions in real deal data reduced internal debate.
Involve customer success earlier to refine expansion pricing opportunities.