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Cost saving mandates in all organisationsIntense competition, especially in the software and services market
Visualise whitespaces within Salesforce for expansion opportunities (no intelligence, just visualization)Track relationship health across deals (directly from Salesforce activities) and include playbooks based on conditionsSlow growth till 2020 but since then they have grown 50%+ YoY and currently at ~2.5 M ARR according to 
Relies on job openings to extract the needs expressed by accounts - 85%-95% opportunities are created from this [according to ex-employee]. Other sources of data just include news and linkedin announcements.Sell to only service companies like Infosys and HCL. Very high ticket size of $200k+. Founder, Saurabh Mishra, has a network in service companies.They don’t specifically sell for post-sales but rather account planning for pre-salesCurrently at ~$700k ARR, started in 2022. Raised $7M in 2024 from Stellaris and Peak XV.
People intelligence - Finding the key personas and multi-threading with these stakeholders are a common threshold to navigating and closing deals.
Nurturev would be able to track the key personas, new hires in these roles and departures, all mapped to the hierarchy and reporting orders. Additionally, we are also building a module that would identify if it is possible to get a warm introduction from leadership, advisors, investors, etc.Actionable account plans - While there are continuous updates on the account plans based on 3rd party insights we are building a collaborative space that also incorporates account intelligence from past deals (both won and closed) to start suggesting the next best actions based on the stage of the deal.
For example: while a cross-sell is being pursued, if there is a competitor is detected, the account plan can automatically equip the relevant stakeholders with competitive content and playbooks and highlight the deals that were won in similar accounts against that competitor.Smart pushes - The problem with current account planning tools are that they aren’t able to personalise the platform to provide the most important and actionable data to the right stakeholders.
We aim to double down on our existing Slack bot to deliver the most actionable insights regarding key insights that would help drive expansions. Users should be able to ask the bot about any information or insights they need as well.Account strategy and planning: Who are the right stakeholders within complex org charts, LOBs and sub-entities that will be the decision makers for the sellSuggestions to involve the right stakeholders based on the stage of the deal and prompts to keep them warmBest practices based on previous similar deals, suggested collaterals and content based on the context of the dealForecasting and strategising the expansion motion:Track and forecast revenue based on the expansion funnelIdentify blockers, competitors, detractors, etc. for pipeline reviewFacilitating deals with the help of playbooks, involvement of executive sponsors and strategic warm introductions
Experienced account managers (10+ years) who are active in communities and LinkedinAuthors of Account Management related popular newslettersFounders or GMs of Sales Agencies - these guys, generally, have a very diverse reach in different enterprisesRevOps specific evangelists like Ann
College Alumni networks - especially of IIT Kgp (HighRadius, CapillaryTech and Innovaccer), IIT Delhi (Anvilogic). We are also sourcing some leads like Gupshup and Sirion Labs from 1st degree connections in IIT B.MindTickle sales networks: There are some influencial sales people we were in touch with since MindTickle days and some who are currently using the tool, all of whom are in the US. We are connecting with them 1:1 to get some introductions to their peers
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Nurturev one - pager
Why now?
In any B2B business cost of new customer acquisition has sky-rocketed in the last couple of years because of a number of fundamental changes in the market.
Thus there is an evident and necessary shift in focus towards acquiring new revenue from existing customers. This includes upsells and cross-sells
In the past 2 years, this shift is corroborated by the fact that there are specialised “farming” sales teams propping up in a majority of mature organisations. In fact a typical land and expand motion in a upper mid-market or enterprise account sees 10x more revenue from expansions as compared to the landing ACV.
In the status quo, however, the expansion motion is still driven by organic information collected by account managers and thus there is limited visibility and predictability for leadership. Although there are expansion targets, the expansion plans and roadmaps are not data-backed and relies on a spray-and-pray practice.
Nurturev helps B2B companies predictably increase their expansion pipeline and help in converting these opportunities by equipping the farming sales teams with the information about the needs and priorities of their customers at any point in time. As farming revenue becomes absolutely critical in the B2B space, it not only contributes to the increase in top-line directly, but to the most efficient and sizeable source to growth.
[In this image each row represents an account of our customer. The columns to the right represent the different offerings of a customer and the green cells are where there are signals for cross-sell and upsell]
Pricing Discovery
Saas pricing is in most cases based on the dollar value benefitted by the customer. Since Nurturev creates expansion pipeline for organisations, it is easy to measure the outcome. Additionally drawing parallel from the marketing tech vertical that create new logo pipeline for organisations, companies like 6sense and Demandbase typically price themselves based on a 100:1 of the dollar value of pipeline created. That is if they can create upto $100M marketing pipeline, the cost they charge to their customers is $100k (benefit to the customer being $1M). The logic being 1% conversion from the marketing leads is standard and charging 1:10 for ROI from a Saas is also standard.
In the case of Nurturev, the pipeline created can be estimated conservatively with a proxy of expansion targets of organisations. A company at around 50M in ARR will have targets to grow by 50% YoY and more than 50% of the growth at this stage will be targeted from expansions (companies like Salesforce and Snowflake have more than 85% of their growth contributed by upsells and cross-sells). Thus $12.5M will be the target from expansions and thus Nurturev can be priced at $125k for a customer at $50M ARR.
Currently we are at early stages of pricing discovery, however for a customer like Capillary the potential ACV is ~$30k.
Success Metrics for our Customers
The revenue acquired from the opportunities created by Nurturev is the ultimate success metric for our customers.
ICP and the Buying Persona
Any B2B organizations that have a considerable sales pipeline in the mid-market/enterprise segment and have 10M+ ARR falls in our ICP.
The economic buyer for Nurturev is the CRO, the admin who configures the tool is Revops and the users are account managers (in some cases CSMs as well)
Revenue Funnel
Currently we have 5 paying customers contributing to 33k in revenue (sales started in January with the first contract closing on 20th of Jan)
There are 18 accounts in the POC and evaluation phase.
Since there are few accounts that we have been able to mark as “closed lost”, the exact loss rates (or conversion rates) from the POC stage is difficult to measure. However, we estimate that there is a 30-50% conversion rate from the POC stage.
The sales cycle currently ranges from around 30 to 45 days for a ~10k contract. In larger accounts, however we expect both the sales cycle as well as the contract sizes will be more (expected 45-60 days for a ~30k contract). Since we are currently building out the product while serving our customers, currently the implementation cycle is as long as 1.5-2 months, however the goal is to drive this down to 2 weeks.
Team Size and Founder profiles
We currently have a 13 member team.
Founder profiles
Apart from the 3 founders there are 2 in Sales + Demand Generation, 4 Engineers, 2 Data Science, 2 Product + Design, 1 QA
Competitive Landscape
Tapping expansion opportunities in existing accounts has a number of dimensions in terms of problems that need to be solved to effective plan out an expansion roadmap. The competitive landscape is thus segmented in these dimensions. The following table highlights the different dimensions and the existing players.
Dimensions
Competition
What they do?
How are they different?
Whitespace Analysis
This category of tools uses only data from CRMs to identify all possible geographies, business units, product lines, etc., where whitespaces are present.
They also track if there are any relevant opportunities being created for the whitespaces and provide a leadership level view of how the whitespace landscape is progressing for different key accounts.
key account management expansion
Such tools help in visualising farming opportunities and tracking them, but not in generating any.
[This is already built on Nurturev]
3rd-party Signals
This segment of tools collects 3rd party information about prospects like what they are searching for, news and announcements about companies, technographic information etc.
New-age tools are more targeted towards sales and scaling up prospecting activities by personalised campaigns based on account insights.
presales focus campaign automation
The focus of such tools are more on pre-sales end and hence the offerings centre around auto-personalised campaigns for a large pipeline.
[This is already built on Nurturev]
People Intelligence
This category of tools especially focus on firmographic insights about accounts. This is a category where org-charts and key buying persona identification becomes very important.
Connect the dots focuses on getting warm introductions to relevant stakeholders
org chart key stakeholder mapping
This is an essential part of our roadmap. In complex B2B farming processes, where multi-threading becomes important, key stakeholder identification and relationship strength tracking becomes essential.
In the post-GPT era, however, this has become a lot easier to tap and there are even specific vendors that supply org-charts out-of-the-box.
Account Planning
Account planning is primarily used in enterprise sales and involves collaboration with different stakeholders to document and plan the actions for an account. Primarily used for expansion planning, noting which departments, business units or stakeholders are to be involved for expansions.
Quip, one of the old school players enabled collaboration within Salesforce.
New age tools like prolifiq or Nextquarter bring in some 3rd party information into the account planning like stakeholder mapping or sales collaterals that are relevant.
These are collaborative tools embedded within CRMs. It is an essential part of our roadmap.
👉 The key problem with account planning tools is the adoption and retention of sales reps. Nurturev will be able to add continuous 3rd party insights that point out key signals in accounts at the right time. This would allow leadership and on-field teams to make the most by collaborating and planning the expansion roadmap of an account.
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DeepDive on 2 close competitors
Our closest competitors in terms of value propositions are DemandFarm and NextQuarter. A deepdive on the 2 competitors are the following:
Key pointers about DemandFarm:
Key Pointers about Orbitshift:
Customer Stories
MindTickle
Customer
$10,000
View Details
Ann Neir - VP of Revops
Pranav Indi - Revops Manager
Spotdraft
Customer
$6,000
View Details
Mohammed Moiz - VP of Customer Success
Debasish Pattanaik - Dir. of Revops
Capillary
In Negotiations
$20,000 - $30,000
View Details
Siddhant Jain - VP of Customer Success
Suraj S - Dir. of Revops
Near Future Roadmap
Today 3rd party insights are a wedge for Nurturev to enter the market by identifying opportunities and whitespaces for customers to leverage and tap expansion opportunities. However in the near future our goal would be to able to not just create new opportunities but also help in methodically driving and closing those opportunities. The following are conceptually the areas in which we will invest to get to this point.
The product vision in the coming year would be to not only highlight and prioritise the opportunities but also to win those opportunities:
Frequency and dependency of users on Nurturev
The value of Nurturev primarily lies in pointing out time-sensitive key signals in the sellers’ portfolio accounts that can help create new deals or help in the progress of existing ones. The signals are time sensitive since the sellers needs to meet the buyer when their needs are maximum and they are in the buying cycle.
Nurturev’s signals a fairly dynamic that changes at least once in a week. Based on the activity and usage of sellers, managers and even leadership we are building intelligent Slack notifications that can point out the most important signals at the time that they require maximum attention. Down the line, with more intelligence regarding the sellers’ meetings with customers, notes, emails, etc., the notifications can become even more actionable and real-time.
Bottom Up Market-sizing
The target persona for Nurturev are (Key/Strategic) Account Managers. The overall number of organisations that have account management teams are too high to target initially, while the solution is applicable to any B2B business including the likes of Oil and Gas, Manufacturing, BFSI and others. However the fact that Account Management teams are present in any B2B organisation automatically qualifies that account as an ICP since the key initiative for this persona is to chase expansions (upsells and cross-sells) in existing accounts.
Considering only “Information Technology and Services”, “Computer Software” and “Internet” and filtering out “B2B” companies, the number of ICP companies are in the range of ~16,000.
Customer Pipeline
POC started
4
POC completed
4
Vendor of choice
4
Negotiation
4
Closed Won/Paid Trial
3
Innovacer
Industry
Healthcare SaaS
Started on
May
Docsumo
Industry
Finance SaaS
Started on
May
VWO
Industry
Saas
Started on
June
Sigmoid
Industry
IT Services | Data Solutions
Started on
June
Whatfix
Industry
SaaS
Started on
April
Netcore
Industry
SaaS
Started on
April
Anvilogic
Industry
Cybersecurity
Started on
May
Planful
Industry
Saas
Started on
June
Automation Edge
Industry
RPA SaaS
Started on
April
Amount
$10,000.00Highradius
Industry
Finace SaaS
Started on
May
Pazcare
Industry
Insurance SaaS
Started on
May
Tudip Technologies
Industry
IT Service | Software Engineering
Started on
June
Dynpro
Industry
IT Service | Software Engineering
Started on
May
Itilite
Industry
Saas
Started on
June
Oloid
Industry
Saas + Hardware
Started on
July
Capillary
Industry
Service
Amount
$4,000.00Spendflo
Industry
Saas
Amount
$3,000.00Zluri
Industry
Saas
Amount
$2,000.00
US GTM Initiatives
Conversations in the US
Name
Industry
Reachout Medium
Participants
Comments
Ring Central
Cloud Business Communications
Cold Email and Calls
Thomas Van De Bogart (RVP - Mid-market Expansions)
We spoke with the expansions team specific for their mid-market portfolio. They are currently using a custom-made solution for this prepared for them by BCG. The have paid multi-million dollars for the solution every year for the past 5 years. They are yet looking out for more cutting edge solutions, problem with current dashboard is the sparseness of data.
HighRadius
Fintech Saas
Warm (from Alumni network)
Arpit Rungta (GTM Strategy) and Jared Lane (SVP, Global Sales)
HighRadius is currently ramping up their account management team for farming. They have been considering DataBook but due to some re-structuring in the Org. Interested in making the expansion motion more predictable.
Sirion Labs
Legal Tech
Warm (from Alumni network)
Nick Salas (Revenue Enablement Leader), Gordon Thompson (EVP pre-sales and Business Strategy)
Recently in their board meeting there was a demand for reporting whitespace based expansion pipeline. Currently due to quarter closure, there is a lull in the conversation, however we have had more than 3 conversations with the ideal stakeholders.
Tudip technologies
IT Services
Cold Email and Calls
Sonal Agrawal (Sales head of Americas)
Agreed to paid trial. They were pleasantly surprised with how accurately Nurturev was able to highlight the key-stakeholders and the customer needs.
Anvilogic
Cybersecurity
Warm (from Alumni network)
Deb Banerjee (Co-Founder)
Had a couple of conversations. Anvilogic has high complexity in their Sales motion and their motion is completely land-and-expand driven. We got a learning that CyberSecurity companies almost always has complex sales and there are multiple offerings and use-cases.
Dynpro
IT Services
Cold Email and Calls
Working with CRO and the team to help them in discovering opportunities in large accounts like Cisco
Planful
Cold Email and Calls
Kinjal Patel (VP of Account Management)
Kinjal has recently shifted to a new role of Account Management and he wants to solve for Whitespaces and Expansions. He liked our product and wants to continue conversations post this quarter. Had next meeting scheduled in 1st week of July
UVT
Hardware Services
Cold Email and Calls
Matt Rybar and Andrew McKinney ( VP os Sales)
They currently use ZoomInfo, however there is a clear challenge in terms of the intelligence they are using in their sales. They have an aspiration to become more data-driven in their sales process.
Onix
Cold Email and Calls
Vishal Chandra (Director of Strategic Partnerships and Key Accounts)
Redcloud
Cold Email and Calls
Steve Hutt (VP of Revenue Enablement)
Mix of small and large customers. Interested to use Nurturev for expansions in large conglomerates with multiple sub-entities.
CapillaryTech (US wing)
Martech Saas
Warm (from Alumni network)
We have a call to be scheduled with the Account Management team in the US. After 2 acquisitions in the US they have separate revenue operations in the US. Siddhant is connecting us with the strategy lead in the recently acquired team. The US team has a portfolio of ~$35 M.
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Discovery Calls
First Name
Last Name
Linkedin Profile
Title
Organization
Chris
Stratton
Linkedin
VP of Sales
Paylocity
Raul
Perdigão
Linkedin
VP of Sales
CoreMedia
Taylor
Jones
Linkedin
VP of Sales
CoLab Software
Wendy
Zingher
Linkedin
VP of Customer Success
LambdaTest
Mark
Stagi
Linkedin
VP of Customer Success
Avoma
Willem
Hendrickx
Linkedin
Chief Revenue Officer
Vectra AI
Jessica (Jess)
Ma
Linkedin
Vice President of Customer Success
Everlaw
Ross
Shanken
Linkedin
Vice President of Sales
Multiplier
Kevin
Bognar
Linkedin
SVP of Sales
Outreach
Tony
Colon
Linkedin
SVP, Customer Success
ServiceNow
Tushar
Bansal
Linkedin
SVP, Customer Success
Contentsquare
Maayan
Arbili
Linkedin
VP Global Customer Success
Aqua Security
Ayush
Sharma
Linkedin
Director - Sales
Rippling
Kinjal
Patel, CPA, CMA
Linkedin
Vice President of Account Management
Planful
Trevor
Peters
Linkedin
Vice President of Account Management
Kaseya
John
Hultman
Linkedin
Chief Revenue Officer (CRO)
Druva
Jeff
Perry
Linkedin
Chief Revenue Officer (CRO)
Carta
Ron
Richardson
Linkedin
Chief Revenue Officer (CRO)
FourKites, Inc.
Stevie
Case
Linkedin
Chief Revenue Officer (CRO)
Vanta
Yash
Reddy
Linkedin
Chief Revenue Officer (CRO)
MoEngage
Joe
Massa
Linkedin
Chief Revenue Officer (CRO)
Rootstock Software
Javier
Molina
Linkedin
Chief Revenue Officer (CRO)
Docker, Inc
Murali Krishna
Kantipudi
Linkedin
Vice President Sales
LeadSquared
Cameron
Essalat
Linkedin
Vice President of Sales and Customer Success
Oloid
Harsh
Banger
Linkedin
Head of Customer Success
Leena AI
Julian
Alvarez
Linkedin
VP of Sales Development
Gong
Daphne
Costa Lopes
Linkedin
Director, Customer Success
HubSpot
Steve
Gordon
Linkedin
Senior Vice President of Sales
Impact Analytics
Raj
Ramarao
Linkedin
Senior Director, Customer Success
Cisco
Ben
Zuehlsdorf
Linkedin
Director of Enterprise Customer Success
1Password
Nipun
Mohanty
Linkedin
VP of Customer Success & Professional Services
Seclore
Pradeep
Kumar
Linkedin
SVP Services and Customer Success
UiPath
Matthew D.
Smith
Linkedin
Account Director, Named Enterprise
Snyk
Ruchika
Chopra
Linkedin
Vice President, Sales Operations
Illumio
Kyle
Asay
Linkedin
VP, Global Growth Sales
LaunchDarkly
William
Werhane
Linkedin
Vice President, Global Account Management
Culture Amp
Ron
Jethani
Linkedin
Sr. Director - Account Management
Hevo Data
Kevin
Bognar
Linkedin
SVP of Sales
Outreach
Silas
Simon
Linkedin
VP of Sales - Key Accounts
Druva
Rathna
kumar
Linkedin
Director of Customer Success & Account Management
Murf AI
Priyank
Desai
Linkedin
Principal Account Manager
Amazon Web Services (AWS)
Pradeep
Sridar
Linkedin
Director of Global Revenue Operations
Multiplier
Soumabrata
Chatterjee
Linkedin
Head of Customer Success and Account Management
Springworks
Debasish
Pattanaik
Linkedin
Director of Revenue Operations
SpotDraft
Vinod Kumar
Nagarajan
Linkedin
Senior Director of Revenue Operations
Amagi Corporation
Nidhish
Patni
Linkedin
Head of Revenue Operations
Whatfix
Navin
Madhavan
Linkedin
VP, Revenue Operations
Amagi Corporation
David
Goodmark
Linkedin
VP Sales - Americas
Wiz
Anuj
Saxena
Linkedin
Global VP of Sales & Strategic Accounts
HighRadius
Rajath
KN
Linkedin
Associate Director - Revenue Operations
Whatfix
Marco
Meisert
Linkedin
Vice President, Sales - APAC
Jitterbit
Nikhil
Sawhney
Linkedin
Vice President Strategic Accounts
Newgen Software
Aamer
Jomaa
Linkedin
Director of Account Management
LeanData
Imran
Musaev
Linkedin
Vice President, GTM Operations
Responsive
Fern
Hernandez
Linkedin
Senior Director, Marketing Operations
The Arbinger Institute
Paul
Neuman
Linkedin
Director of ABX Sales Development
The Arbinger Institute
Lisa
Sharapata
Linkedin
Chief Marketing Officer (CMO)
The Arbinger Institute
Imran
Musaev
Linkedin
Vice President, GTM Operations
Responsive
Tony
Germinario
Linkedin
RVP Enterprise Accounts
Responsive
Justin
Breitfelder, CPBI
Linkedin
Director of Sales - Enterprise
Docker, Inc
🐙 Jackie
Smith Norton
Linkedin
Senior Director of Customer Success
Spekit 🐙
Jesse
Russell
Linkedin
Regional Head | Americas
Whatfix
Adhithya
Radhakrishnan
Linkedin
Strategy and Operations
Postman
James
Hill
Linkedin
Senior VP, Sales
Anvilogic
Thomas
Vandebogart
Linkedin
RVP, Mid Market Expansion
RingCentral
Cameron
Shahabedin
Linkedin
Head of New Business Sales
Carta
Nick
Salas
Linkedin
Senior Director, Global Revenue Enablement
Sirion Labs
Sumeet
Kumar
Linkedin
Global Head, Enterprise Sales Account Management
Whatfix
There are no rows in this table
In the last 2 months, we have heavily invested in GTM mediums to get more conversations in the US. The following are the different mediums we are pursuing and a commentary on the progress.
Cold Outreach
We are reaching out based on the signals gathered by Nurturev’s own product. We are experimenting with very pointed messaging in cold emails and Linkedin DMs, cold calls, as well as campaigns.
The best source so far has been Linkedin and while cold calls have been effective one of the major challenge is the difference in time zone. The most effective hour for cold calls is second half US time and that is the 2-5 AM window in IST.
Additionally, we are focusing on some industries like CyberSecurity cloud offerings which is a competitive space, includes complex sales, as well as has a land-and-expand motion. Going forward, for such pointed GTM we plan on being part of such industry specific events and conferences.
Advocates from the Industry
One challenge that we have faced in our GTM has been a lack of confidence to pay upfront for the signals and insights that they haven’t tested first-hand. In the early stages, to evangelise the effectiveness of the insights we have taken 2 measures, the first being the build the product such that the initial value can be observed for free, and secondly, the initiative of creating influential advocates for Nurturev.
There are 2 types of influencers we are looking to target very specifically:
Warm introductions
We are heavily leveraging the following kinds of networks for warm introduction in US based companies
Fund Allocations
Department
Allocation (%)
Details and Reason
Product Development
40%
Critical to ensure that we continuously build a robust and deep solution that solves more needs of account managers (dynamic account plans, relationship maps, etc.) and automates CRM workflows.
This also included the budget for data providers, vendors and AI partners that contribute to the raw data and the processing costs.
The business outcome from this spend being:
- Increase ticket size
- Drive faster sales cycles via Product led Sales.
Sales and Marketing
35%
This is the allocation towards building a predictable sales engine in focused ICPs.
Includes cost for BDRs and Sales, and also includes all expenses like attending industry specific events, campaigns and PR, distribution of the PLS offering, etc.
The business outcome of this spend being:
- Increased TOFU to BOFU conversions and pipeline (Overall ARR)
- Increased awareness in the market
Customer Success and Support
10%
Key customer onboarding and implementation is included in the cost. Solutionising and solving the needs of initial customers is critical and will lead to a more mature offering.
The business outcomes of this spend being:
- Reduced churn, and facilitate upselling and cross-selling opportunities.
- Product maturity and increased self-serve capabilities
Operations
5%
Covers day-to-day operational expenses, including office space, utilities, and administrative support.
Legal, Compliance and Finance
5%
Includes cost for legal in company restructuring/round-closure, compliance and finance needs like AP, AR, etc.
Miscellaneous
5%
Buffer for unexpected expenses or opportunities that may arise during the year.
There are no rows in this table
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