SaaS Transformation at Scale
VMware needed to grow SaaS ARR and accelerate deal velocity. Process inefficiencies slowed deal cycles, and partners had no visibility into renewal pipeline and quotes.
Stakeholders Aligned
Sales Reps, Sales Operations, Customer Success, Partners, Engineering, UX Design, User Research
Core Objective
Accelerate SaaS ARR growth by streamlining renewals and enabling partner pipeline visibility
Finding the Highest-Impact Opportunities
95% of SaaS renewal deals were partner-led deals.
70% of total deal volume was renewals.
Manual deal prep ate 2+ hours weekly for Sales, and high-conversion opportunities still got missed.
What I Prioritized
Partner Acceleration
Enabled partners to self-serve quotes via portal and APIs, with real-time visibility into renewal pipeline and quotes.
Renewal Automation
Automated renewal workflows to address pain points for Sales and Partners to accelerate SaaS conversions and renewals.
Deal Intelligence Tools
Created tools that surfaced high-conversion deals and armed reps with the insights they needed for effective customer conversations.
Results Delivered
Key Learnings
Segment to Scale
Targeting top 4-5 partners first created proof points that unlocked executive buy-in for broader rollout.
Design for Failure
Exception monitoring became a product feature, not a bug. Building manual fallbacks into the architecture let us ship faster and iterate safely.
Observe Before You Solve
We almost built more features. Shadowing reps revealed the real blocker: 2+ hours of manual prep, not missing tools.