By industry: SaaS
Operations automation for SaaS teams.
Act on product usage, onboard without a spreadsheet, recover failed payments, give support the account on the ticket, and report revenue from live data.
- First workflow live
- Activation nudges, usually inside the first sprint
- Usually owned by
- Founders and operators of SaaS companies
- Built on
- Stripe, HubSpot, Salesforce
- Judged on
- Trial to paid conversion and Time to first value
In short
SaaS operations automation joins product usage, billing, CRM and support so trial users get the right nudge at the right moment, new customers are onboarded by a sequence that tracks progress, failed payments are retried and chased, support sees plan and usage on every ticket, and revenue and churn are reported from live data. SBD builds it around Stripe, your CRM and your helpdesk.
Who this is for
Who brings us in, in SaaS.
- Founders and operators of SaaS companies
- Revenue operations and growth leads
- Customer success managers
- Finance leads who own billing and reporting
Is this you?
If three of these sound like your week, this page is about your business.
- Nobody can say which trials will convert this week
- Onboarding is tracked in a spreadsheet
- Failed payments are left to the billing tool's emails
- Support asks customers for their account details
- The board deck takes days to build
What it costs today
Where SaaS loses the hours.
Trials end without anyone noticing
Product usage lives in one tool, the CRM in another, so the team cannot see which trial is about to convert and which went quiet on day two.
Onboarding is a spreadsheet
Customer success tracks setup steps by hand, so some accounts get three calls and others none.
Failed payments become churn
Cards expire and payments fail, and the retry email is the only follow-up.
Support cannot see the account
Agents ask for the email, then look up the plan, usage and billing in three tools before they can answer.
Revenue numbers disagree
MRR from billing, pipeline from the CRM and churn from a spreadsheet, so the board deck is assembled by hand.
Expansion signals are missed
Accounts hitting plan limits or adding users are not flagged to sales until they complain.
For SaaS teams
Act on usage before the customer goes quiet.
Bring last month's trials, failed payments and churned accounts. We will show you which ones a system would have caught.
Show us your funnel
By company size
SaaS at 10 people, and at 1,000.
- 1 to 10
The founders know every customer, until there are three hundred of them.
- 11 to 50
Stripe, a CRM and a helpdesk that do not talk, and onboarding tracked in a sheet.
- 51 to 200
Separate sales, success and support teams with three versions of each account.
- 201 to 1,000
Several products or regions, a data team, and still a hand-built board deck.
What we build
What we build for SaaS teams.
- 01
Usage-triggered lifecycle messages
Product events and usage scores drive in-app, email and sales tasks: activation nudges, quiet-account alerts and upgrade prompts.
- 02
Onboarding that tracks itself
Each new customer gets a plan of steps, progress read from product events, and customer success alerted when an account stalls.
- 03
Dunning and payment recovery
Failed payments retried on a smart schedule, customers told before cards expire, and accounts at risk flagged to a person.
- 04
Support with account context
Plan, usage, billing status and recent activity on every ticket, with bugs escalated to engineering and status fed back.
- 05
Live revenue reporting
MRR, churn, expansion and cohort retention calculated from billing and CRM data, refreshed daily.
- 06
Expansion alerts
Accounts nearing limits or adding seats flagged to the owner with the context to start the conversation.
The workflows
The SaaS workflows, and what sets each one off.
- 01 Activation nudges
When a trial user stalls before the key step
ThenA targeted message in app or email, and a task for sales on high-fit accounts
- 02 Onboarding progress
When a new customer signs
ThenA step plan created, progress read from product events, stalls flagged
- 03 Dunning
When a payment fails
ThenSmart retries, customer told, at-risk accounts flagged
- 04 Support context
When a ticket arrives
ThenPlan, usage and billing attached, bugs escalated with context
- 05 Expansion alert
When an account nears a plan limit
ThenThe owner told with usage and seat data
The numbers we move
How a SaaS build is judged.
Every build has a number written into the blueprint. These are the ones SaaS builds are measured by, and how we measure them.
| Metric | Before | After | How it is measured |
|---|---|---|---|
| Trial to paid conversion | Unmeasured by segment | Measured and acted on | Share of trials converting, by usage cohort |
| Time to first value | Unknown | Tracked per account | Days from signup to the activation event |
| Involuntary churn | Accepted | Recovered | Revenue lost to failed payments, per month |
| Revenue reporting | Hand-built monthly | Live daily | Hours spent preparing revenue reports |
Documents and records
The paperwork that generates itself.
Names and tax rules differ by country. We build for the ones you file under, whether that is VAT, sales tax or GST.
Systems we connect in SaaS
What is usually already there, and what we add.
Anything with an API or a database we can read works the same way. Each tool links to its page in the integrations directory.
Proof
Proof from builds like this.
- Customer story
Lead enrichment and sales automation
Leads enriched and scored with a first reply in under three minutes, the front end of a product-led sales motion.
Read the story - Customer story
Automated cashback and loyalty system
Rules-driven rewards triggered by real customer behaviour, the same pattern as usage-triggered lifecycle messages.
Read the story
The offer
The revenue operations starter
Thirty days to usage that triggers action, payments that recover, and revenue you can report live.
- Week 1 to 2audit of trial, onboarding, billing, support and reporting flows with the numbers on each
- Week 3blueprint, first build chosen by payback, usually dunning or activation nudges
- Week 4 onusage triggers, onboarding tracking, dunning, support context, live revenue report
- Accounts in your name, runbook, training for success and support, sixty days of hypercare
What this does not do
So the scope is clear before the call.
- Building your product features. We automate the operations around the product.
- Replacing your analytics tool. We feed it and act on it.
Terms, defined
SaaS terms, in plain English.
- MRR
- Monthly recurring revenue: the normalised monthly value of active subscriptions.
- Involuntary churn
- Customers lost because a payment failed rather than because they chose to cancel.
- Time to first value
- How long a new customer takes to reach the moment the product proves useful.
Questions
What people ask about SaaS automation.
Do you need access to our product database?
Read access to the events or tables that matter, usually through a replica, an analytics tool or a webhook, never write access to production.
We already use a lifecycle or customer success tool. Why you?
Keep it. We feed it the data it is missing, such as billing status, CRM stage and support history, and build the steps between tools it cannot reach.
Can you work with our engineering team?
Yes. We work in your repos and your cloud accounts, follow your review process, and keep business automation out of your product code unless you want it there.
How do you calculate MRR and churn?
From billing data, with your definitions for discounts, annual plans, pauses and refunds written down in the blueprint, so the number matches what finance reports.
Is this for product-led or sales-led SaaS?
Both. Product-led teams lean on usage triggers and onboarding; sales-led teams lean on handoffs, renewals and expansion alerts.
Reading
- Systems
Six months of AI agents in production: what broke
Not the model. Field renames, a confidence score that drifted, a supplier who changed invoice format, and a Slack channel nobody read. What failed across the agent systems we run for clients, and what we changed.
- Strategy
Does an AI agent still need Zapier?
A widely shared post argues Zapier goes to zero because agents click buttons and call APIs themselves. We run both every day. Where the argument is right, where it is wrong, and what we use for each job.
Related
- Function
Sales and RevOps
Reply to every lead in minutes, keep the CRM right without typing, and hand won deals over with nothing missing.
- Function
Customer support
Answer the same question once, put the order on the ticket, and let people handle the conversations that need a person.
- Function
Leadership
The numbers you run the company on, pulled from the systems that hold them, every morning, with a note on what changed.
By industry: Manufacturing, Distribution and logistics, Consulting and agencies, Service and e-commerce, Healthcare, Real estate, Professional services
SaaS
Talk to us about the revenue operations starter.
Bring the one SaaS workflow your team still runs by hand. You leave the call with a yes or no on fit and the first thing we would build.
Book the call