$2M in expansion revenue

Strong retention, big strategic decisions ahead, and no real customer evidence to back the call. Proven's interviews uncovered $2M in untapped revenue.

Industry

B2B SaaS

company size

Mid size

Major outcome

$2M in expansion revenue

The challenge

A growing company in a specialized B2B market had strong retention and loyal customers but was heading into strategic conversations that required more than anecdotes. The CEO needed structured evidence of customer satisfaction, competitive positioning, and growth potential.

Our approach

Conducted 5 in-depth interviews with senior decision-makers

Scored each conversation against a 10-point framework: satisfaction, competitive alternatives, product gaps, feature awareness, willingness to expand

Surfaced patterns in underused features, competitive vulnerabilities, and untapped revenue

Delivered specific recommendations for product, education, and roadmap

Key insights

Average customer satisfaction scored 8.6/10, but significant variance revealed hidden issues and opportunities.

Customers were underusing key features that already solved major pain points simply because they didn't know they existed.

A single missing integration was causing the platform to lose ground to a competitor in accounts where it should have been dominant.

Existing customers were spending roughly $2M in adjacent categories they wanted to consolidate with this platform.

Results of working with Proven

Prioritized and built the missing integration identified in the research.

Launched a customer education initiative to drive adoption of underused features.

Made expansion into adjacent segments the focus of the 12-month product roadmap, with pricing informed directly by customer feedback.

Three of the five interviewed customers became early adopters of the expanded offering.

“We had assumptions about what customers needed. The research replaced those with specifics we could actually act on.”

CEO

B2B SaaS