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Product Leadership

ProcureOS Pro

Introducing product led growth to a sales driven org & how the bet paid off.

Status: ShippedTimeline: Multi-quarter initiativeRole: Product LeadershipTeam: Analytics, Marketing, Product, and Sales
ProcureOS Pro hero

My goal was to increase contribution margin, since a lot of our revenue was from facilitating freight transactions with variable costs. We needed a way to steadily monetize under-performing accounts without affecting existing lucrative relationships.

ProcureOS Pro centered on redesigning the commercial model behind the platform. Similar customer cohorts were being sold through one-off structures with inconsistent account value, making growth hard to predict and harder to scale.

Commercial packaging and pricing were highly variable, even across comparable customers. The existing model limited repeatability, obscured value realization, and made long-term product investment decisions harder.

Key Metrics

Avg Account Value (Before Model Change)

~$20K

Legacy marketplace-era baseline before commercial model standardization.

Avg Account Value (After Model Change)

~$436K

Post-shift expected SaaS account value based on Jan '26 invoice snapshot.

Account Value Uplift

~22x

Rounded directional increase from pre-change baseline to post-change model value.

Metric Graph

~$20K
Avg Account Value (Before Model Change)
~$436K
Avg Account Value (After Model Change)

Subscription Growth

Active ProcureOS Pro subscriptions grew from 1 to 180 in under 2.5 years, showing a sustained ramp after initial launch.

My Contribution

  • •Aligned analytics, marketing, product, and sales around a unified commercial framework
  • •Defined Pro-only feature boundaries to create clear paid value
  • •Structured free-tier eligibility around standardized volume thresholds
  • •Led cross-functional decision-making on rollout and customer transition

Launch Video

Developed marketing strategies and launch content, including this product storytelling video.

Process

Commercial Diagnosis

Audited one-off deal patterns and account-value variance across comparable cohorts.

Cross-Functional Design

Facilitated model design with analytics, marketing, product, and sales to ensure operational fit.

Packaging Strategy

Preserved legacy free access while moving advanced capabilities into a Pro subscription tier.

Policy Standardization

Defined volume thresholds required for ongoing free usage to improve consistency.

Key Features

Pro Feature Gating

High-value capabilities were packaged into a paid Pro tier with clearer customer outcomes.

Free-Tier Volume Standards

Eligibility requirements for free usage were standardized across similar customers.

Cohort Consistency

Commercial decisions moved from one-off exceptions toward repeatable cohort-based rules.

Challenges & Solutions

Challenge

A sales-driven organization relied on bespoke deal making.

Solution

Built alignment around a shared model that still allowed a practical legacy-free path.

Outcome

Created a more scalable commercial motion without forcing abrupt customer disruption.

Challenge

Balancing adoption with monetization required careful tradeoffs.

Solution

Used clear Pro value boundaries plus objective free-tier volume requirements.

Outcome

Improved model clarity for internal teams and customers.

Results

  • •Average ticket price for newly onboarded customers increased by ~20% after tying ProcureOS Pro to net-new customers.
  • •Successfully migrated unprofitable legacy-system customers onto ProcureOS Pro pricing.
  • •Improved overall monetization performance through a more consistent, scalable commercial model.

Frontend

N/A

Backend

Analytics modelingPricing and packaging operations

Tooling

Cross-functional workshopsBoard-deck analysis

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