Subskribe CPQ and Revenue Platform with Prakash Reina

Outline Summary: Subskribe CPQ and Revenue Platform Deep Dive

Intro In this interview, Prakash Raina, founder and CEO of Subscribe, explains how Subscribe reimagines quote-to-cash as a single, unified platform that spans CPQ, billing, and revenue recognition. The conversation centers on the founding story, the core problems Subscribe solves, and the distinctive capabilities that differentiate Subscribe from traditional, multi-vendor setups. The host highlights the emotional and practical impact of a streamlined, end-to-end system for SAS companies, especially those pursuing hybrid sales and product-led growth. The exchange blends practical product demonstrations with strategic market observations.

Center

• Founding motivation and past pain: Pash describes his time at Octa, where rapid growth exposed painful gaps in code-to-cash processes. Traditional CPQ, billing, and revenue systems required heavy bespoke integrations and manual reconciliation, slowing close cycles and limiting scalability. He co-founded Subscribe with teammates from Zora to address these gaps with a unified platform.

• Vision and standards: A core belief is that SEC/compliance rules are uniform across public SAS companies, so the inefficiency isn’t justified as a competitive advantage. Subscribe aims to standardize the code-to-cash workflow, reducing fragmentation across CPQ, billing, and revenue recognition.

• Unified platform differentiator: Subscribe positions itself as a single, end-to-end system that sits between CRM and ERP/GL, eliminating the need for cross-system reconciliations. The platform includes advanced CPQ, billing, ar, and revenue recognition with native ASC 606 compliance, multi-currency support, tax engine integrations, and API-first access to enable PLG and partner ecosystems. A key theme is reducing data silos and bespoke integrations while improving data integrity and speed to close.

• AI-driven deal collaboration: A standout feature is a Slack-based “deal” assistant that converts natural language inputs into executable CPQ quotes. The AI parses requirements (users, platform, support level, pricing rules) and auto-generates proposals, PDFs, and terms with compliance-aware guidance. The goal is to empower reps to focus on selling, not admin, while ensuring policy-driven accuracy.

• Guided selling and dynamic rules: Subscribe’s guided selling transcends static selections; it uses business-context questions to map to the correct product, pricing, and terms, with a decision-tree backbone that supports complex, multi-year ramps, add-ons, and partner margins. The system calculates delta ARR, contraction, or uplift in real time, reducing time-to-quote from minutes to seconds in many scenarios.

• Usage-based and multi-model billing: The platform handles consumption-based billing, prepaid-plus-overage structures, and credit pools, with robust command centers for usage, ARR, and AR management. This flexibility is essential as AI and other usage-based offerings proliferate in SAS.

• Analytics and governance: Looker-powered analytics deliver a 360-degree view of ARR, product performance, renewal dynamics, and cash flow. The ARR momentum, renewal uplift, cancellable clauses, and other standard metrics are available out of the box, with the option to tailor definitions to auditor requirements and investor presentations.

• Global integrations and roles: Subscribe is API-first, integrates in real time with Salesforce, HubSpot, and ERP systems, and supports multiple personas (deal desk, AR, auditors) with role-based access and templating.

Outro Pash emphasizes the disruptive potential of one end-to-end code-to-revenue system for hyper-growth SAS companies. The group concurs that owning the full data lifecycle—CRM, billing, and revenue—yields superior accuracy, faster cycles, and stronger governance. The host and guest echo mutual enthusiasm for broader adoption and ongoing innovation, including deeper AI capabilities and broader interface options beyond Slack. Both parties anticipate substantial value for customers, teams, and investors, while continuing to push for industry standardization in SAS monetization.

Full Transcript

[Music] I am so excited. Today we have Pash Raina, founder CEO of Subscribe, one of our favorite and most recommended CPQ and overall revenue orchestration systems. Pash, thank you so much for being here. your platform and product is absolutely phenomenal and I'm really really excited to get this in front of our customers, our audience. Um, a deeper dive look for the rest of our team and just thank you so much for taking the time to do this with us today. Thank you so much for having me Anthony and I always feel great about talking to someone from Linuscale. I have been working with some of your team member and it's always great to chat with some of you guys. Appreciate it. Appreciate it. Well, the partnership has uh been definitely mutually enjoyable. Um, and you know, at leale we don't recommend anything unless we just think it's the best and you guys have done an outstanding job with a lot of our customers and you are also innovating so much. I know you have a lot of really exciting AI features to kick off here at the beginning too. So happy to dive into that. But before something we always do especially when we have the founder on um we'd love to hear the founding story like what gave you the inspiration. There were lots of uh there were lots of different platforms on the market. So what gave you that passion to say, "Hey, this needs to be built. It needs to be built today and I'm ready to devote my entire career into doing this." Absolutely. Always always feel great about this because um before starting Subscribe, I was with Octa, a very well-known cyber security company in identity management and I was leading the business technology there. Um I joined octa well before they were a public company. Um when the leadership at octa started thinking about going public code to cast is one of the critical application that they had to optimize for or making sure that it is compliant with the with running as a public company and that's where I joined and since octa was growing really crazy back in 2016 2017 or between 2016 2020 my time at there we were always struggling with what business was looking for mult multiple M&A expansion geographically revenue growing like it grew from less than 100 million to billion dollar in less than five years. It was crazy growth. That's insane. And we we tried to purchase or try every product in the market on the CPQ on the billing side that was available at that time and none of them were solving what Octa was looking for and we struggled a lot. We were investing a lot of dollar wise headcount wise there was still a lot of manual broken process and that's where me and a couple of my friends um two of the other founder at o at at subscribe they were at zora so we all had a different perspective on the same thing or very much our own experience in the code to cash side or code to uh revenue side of the thing I was the one who was buying it implementing it managing it within this company. Two of the other founder they were at Zora, one on the engineering side, one on the product side. So a lot of experience on that and we were all seeing the same pain point that companies were struggling and that is where we thought that somebody needs to solve this this problem differently and that's where we started subscribe back in 2020. So so five exciting year that we have been in this journey. Well, congratulations. And I can speak from sincere, painful, unbelievably painful experiences that the quote to cash process, which typically involves CPQ, billing, revenue recognition, that entire process is so difficult and so complicated and it's a really, really tough problem to solve. So I'm really happy that some amazing minds came together to to make that better for people like me, our team and our customers. Um and excited for you to show off uh what you have for us today. Absolutely. One of the thing which we my perspective is if you are in a SAS business and you are a public company, everybody has to follow some guideline that SEC has. There is nothing unique about what octa is doing versus what Salesforce is doing or Zoom is doing or or Slack was doing. They all have to meet the same compliance. Then why the code to cast has to be so broken or so different across all of these companies. And that is where I think one of the thing which we are trying to achieve or trying to educate the industry is there has to be some standardization. If you feel that okay you are very unique in the process that's probably not something to be proud of. Yeah. That's not a competitive advantage. You're not winning because you have a unique quote to cash process. Yes. Yes. Exactly. Exactly. Um wonderful. So let's let's jump right to that. I'm I'm really excited to show the product that what we have built and maybe let me share my screen and I will jump right to a little bit of what we are doing from a product perspective and then jump to the product uh just show you what we have built. Hope you can see my screen. Perfect. So just to give you at a very high level that okay how we are different from other as you mentioned there are many platforms who are in in this in this domain code to cash code to revenue or the subscription billing subscription management CPQ side. So the traditionally if you go and look at many companies they purchase between CRM and their ERP or the GL system they have multiple system maybe a CPQ which is being used by all the sales or the go to market team then there is a billing system which is mainly for the finance for their AR invoicing payment all of those function and then the third side it's a revenue recognition system where mainly the revenue accounting team is managing based on whatever has been done on the quoting side and the billing side and then uh the revenue recognition based on the offering and other control measurement that they have and from there it it does get integrated to the ERP. If you look at this there are multiple system there is a lot of custom integration there is a lot of data reconciliation needs to happen and that's why if you talk to many public company they will say that okay it takes 10 days 15 days uh long nights after every quarter end to close the book because they have to make sure that okay all these three system data are reconciled there is no issue with respect to any numbers be the booking number what's my revenue number what's my billing number all the contract has been synced between these system and that's very inefficient in this AI world or or the world that we are we are staying or leaving where people have to do these manual checks Excel seed CSV vookup and all of those things to make sure that okay the data is is correct between these this is where we said like subscribe can we change it can we rather than building as a multiple platform on doing the same doing a piece of the problem or doing the piece of the process can there be a unified platform and that is what subscribe QTR code to revenue platform it's a one unified system which has very advanced capability of CPQ it has all the function that the billing system AR payment system needs as well as it match the or meets the ASC 606 needs to do the revenue recognition and from here it sits between the CRM and the GL system but you do not have to reconcile the data you do not have to define the product catalog in multiple system you don't have to build any custom integration or so so that's the major difference I would say between other CPQ or the billing system or revenue system which are standalone versus subscribe as a unified platform at the same time we do sell just the CPQ also I just want to add too you you guys perform extremely well in both salesled growth motions as well as productled growth motions. And we tend to find there's some tailored solutions that serve each of those potentially, but most SAS companies have a hybrid model. They're doing some productled growth. They're doing some salesled growth, especially if they're trying to move up market and go enterprise. And to be able to manage this with one solution super beneficial for those teams that have those hybrid motions where otherwise you would be bringing on different tools just to meet different motion types as well. Absolutely. And this is this is a journey for almost every company. When you start a company, you want to focus on a one market, one particular product segment or specific segment or ICP wise. But to grow or to become a billion dollar or multi-billion dollar company, you have to grow into the different areas. Could be going from a salesled to the PLG could be going through a contracted or subscription billing to the usage based could be going from focused into one geography to the other geography also where the multi-entity multicurrency all those things comes. Subscribe is one only good to revenue platform which can be used for as you said salesled or the PLG it we do support everything on the SAS pricing or one-time professional service or consumption based it we also have a one unified platform which where you can run multiple entity if you are acquiring a company um say that okay you as a part of your growth you do acquire a lot of company you can run the code to cache process is for all of those different entity on one unified platform. So amazing so flexible too as Anthony you mentioned that okay there are a lot of focus on our side is on the AI like everyone else in the in the market. One of the thing which we did is and I'll make a statement which a lot of people will like it or not. Irrespective of how beautiful or how easy you build a CPQ, no salesperson wants to use a CPQ. They don't want to. And that's why the concept of deal disk came into the into the company because deal is a team of people where me as a seller I just want to talk to my deal this guy and say that okay hey my prospect is asking for a three-year contract with user count growing 10% year-over-year with a professional service premier support 20% discount can you build a code for me that is how all they because their job is I don't want to spend time on these system or creating this proposal and all. I do want to go talk to prospect, talk to customer and sell more to them. That's my my job. So what we did is our CPQ and which I'm going to bring it is super easy to use it. If you look at the G2 and all, we are always rated as a easiest to use CPQ. But we took it even a next level that a rep can just come to a slack and say that okay deal and just type some statement. I have just copied it like hey can you create a SMB code with 25 user on basic platform only for acme inc. They just type that there is an AI agent sitting at the back and what it is going to do is it is going to parse the information and it's going to look at this that okay you gave me information do I have everything that I can give you a proposal or a code nice I do you gave me all the information but hey you did not tell me what kind of support level they need can you tell me that okay what support because the AI knows based on your business policy your company policy you have a policy that every customer needs to buy a support level also which me as a seller I have not which is exactly a dealless guy will ask you that okay hey did you ask the prospect that okay which level of support they need they can say that okay hey they have said that okay they are not going to look for any any support I'm not looking for any support once the agent gets all the information that it is looking it needs to create a code. As soon as it does, it is going to just say, "Okay, here is the code for you." As soon as the agent gets all the information that it can create a proposal for me. It creates a code, it's even brings the PDF right here that based on the information that you said and it has a very intelligent logic. You said like I'm looking for 25 user and you said like I'm looking for basic platform. The basic platform only comes with 15 user. That means you need to get extra user. You have to buy add-on for the extra 10. System added that extra 10 and created a quote for you. It added some of the terms and condition which are common or a standard practice for for your business. So the main goal here is can a rep Slack is a very widely used channel. We are going to extend it to some other interface also. The vision is why even come to the slack can I just do through a mobile app. Can I do it or pass the same command or interact with the same agent from my CRM? It could be any interface. It could be uh email. I send an email and then I get a code back from the from the system. And it has all the logic that CPQ has as you said like it asks me what support you need. It applied the logic of that okay you need 10 additional ad user as an add-on to meet your need of 25 user. It added my standard MSA privacy policy or terms of service by default. You can achieve everything that you when you talk to a deal and the deal help you to create a code for that. We are very excited about this feature. A lot of our customers are just loving it. This is absolutely insane. And I don't know if if someone hasn't built the back end of this and has gone through this process, I don't know if they'll appreciate the level of complexity, especially when you're saying, "Hey, there's different product rules here." So, you know, you ask for something that requires us to take a look at the different types of products and packages you have to put it together. Um, this would normally take, even if you have it set up really, really well, I'd say this would be like a 20 minute activity to go in, add all the things, click all the buttons, create the form, and you turn this into an instant quote, especially for teams that are doing high velocity deals, like that adds up. And to make sure that they're following all the policies and everything that you have, it's a huge, huge feature. Um something I know reps would be super excited about and I'm sure deal teams as well. Absolutely. And in fact our vision is to take it to from a looking at a different lens. Today when a new seller join a company they have to go through at least few weeks or maybe couple of months of training to understand how exactly the CPQ is configured what all different product you can sell together and all. The goal here is if I'm a new rep and I don't know about all the information I can just ask about hey can you help me to create a code and then agent is going to guide me that okay yes to get that you need to tell me what level of customer it is what kind of support you need how many user and in fact if I go now to the subscribe tab which is Here this is behind the scene. This is the traditional guided selling which is also very very useful right like it's saying that where is the customer located in I say it's in US based on different response it can ask me different more question and you me as a seller I'm interacting with the CPQ in a very business focused question not really how the system is configured it is just asking that okay which reason US you are located it I'm answering these question and based on whatever I answer system is going to take this and these answer convert into the right product right level of compliance discounting all of those things and it is going to create a code for me versus in traditional CPQ you go to a code you pick the start date end date you pick the which product you need you pick the timeline client discount and all versus here you are just interacting as a Q&A and it is going to system is going to take your response and pick the right product based on that that's the traditional guided selling the slack that we saw the deal is running on top of that so exactly to your point Anthony it looks very easy from the slack that okay I'm just typing and I'm getting a response but behind the scene there is a lot of complex rule or the complex implementation that our engineering team has built health that is powering that. Yeah. The decision tree of of this guided selling is, you know, it could be almost infinite how many like branches it can go depending how many products and combinations. So helping somebody navigate through all of those and get them something really quickly. Um it's absolutely game changer and like you mentioned this is already really powerful to have this set up for a rep to go through. it's already much easier than what they're typically doing like directly in Salesforce or HubSpot or or goodness just living in like Sheets or Google Docs to get something in a system. Make sure you're following your your pricing rules and approval flows that you have in place. Um, super important to have them go into a system to do this. Yep. Almost a lot of big companies that we talk to, they all have a pricing calculator. Few XLC that you have to go through that and the main difference is the pricing calculator is based on the business conversation. CPQ is very systematic or the technical side. This guided selling is actually combining that. You do not have to understand that oh this means the zero trust pro package. You're just selling that I'm selling to a mid-market company that means they should buy pro package. system has all those logics. Right? So now we are here in the in the subscribe world. Maybe let's let's go a little bit deeper on the on the subscribe platform wise. Um you can see we support various different different uh aspect of the CPQ code to cash or code to revenue side. Uh we have support for the multicurrencies. You can define currency exchange rate and all of these. We have a lot of customer using our product internationally in all the different reason. We integrate with various tax engine sales force uh CRM eign as well as the payment gateway wise subscribe is 100% API based and that is where we support the PLG because some of our bigger customer they just want everything to be available on API so that they can consume and they can build their own interface however they want to do it. Could be uh free trial from their website, could be upsell from their product, could be marketplace, could be selling it some other thirdparty website. All of those are possible using our API in that case. Dunning management, uh document template, a lot of bulk operation, usage billing, as I mentioned, uh we do have support for consumption based billing. You can inject the usage as and when it is being consumed or you can upload a file also at the end of the month if you want to do that. Um so I want to I want to pause there. I want to pause there because usage based billing I I think some people might not appreciate the nuance because maybe they're using something like Stripe or maybe they're using something else that's manual. The difficult part of usagebased billing is managing all of the metering and the complexity of the different metering rules you may have. Like are there stair steps? Do you have um accelerators if they go above and charge even more? Do you have decelerators if they go above? Like all of that logic and all of those rules is near impossible to manage in a spreadsheet. and other platforms and other tools simply do not give you the ability to do that. So we have a lot of companies that have usage based products they need to be billing on a monthly basis especially in the era of AI usage based consumption uses usage based billing is the leading way to charge for these type of solutions. So I only see this growing in the future. Um and if you don't have something like subscribe in place to manage it, it becomes completely unruly. Absolutely. And I know um when we we call it as a usage based or consumption based billing, but there is a lot of different flavor as you mentioned. There could be one pure pay as you go model. You do not have to commit it. How much you use, I'm going to send an invoice based on that. Mhm. In enterprise world, nobody wants to get that because then you are budgeting and all those things gets complex. So there is a model for precommitted. So I'm committing for hey 200,000 API every month. That's my commitment. I'm definitely going to if I use less than that, you're still going to charge me for 200,000 API call. But if I go over that, then you're going to charge me for overage. So prepaid plus overage or look at the AWS pricing or GCP pricing where you are buying a credit pool. I'm buying a $100,000 credit pool. I have access to tens of your application. I can pick and choose whichever I need at any point of time and you go and draw down from that bucket. All of those pricing model is well supported by by subscribe. We have customer using all of these flavor. This is our usage command center. We we have a very advanced analytics and we have few command center. This is usage command center where you can see a lot of these things how exactly usage is going over month by month max because there could be high watermark price that okay based on how many active user at any point of time that is what your high watermark all of those different pricing model are well supported and available through the analytics also. I will show another since we are on this with the code to revenue we feel that analytics is a very very important part as I showed you the usage command center we have something called dealless command center where if I'm the revops leader or sales leader I can come here at the end of the quarter or end of the month and just try to see that okay how we are performing with my quarterly target how many deals are active how many renewals are going on what is my average deal cycle. Okay, what are the top 15 deal from a dollar perspective that I have to chase to meet my kota or meet my target for this quarter? Where exactly these 15 deals are? Are they approved? Are they sitting for the CFO to approve? Have they gone out and waiting for the signature? All of those things at one place that you can slice and dice and then you can see the data. This is this analytics engine is powered by looker but we have a strong relationship with the Google cloud and um looker is powering and we have built a lot of ton of reports based on on on these analytics. You can also see the AR command center now on the billing side. So we deal is more on the CPQ or the go to market usage is of course on the billing on the product and all the AR is more on the finance or the AR side. How exactly my aging look like? Not just the aging which are invoice has gone out. What are my forecast for the invoice? How many invoices are overdue? What's my cash flow look like? What is my DSO? A lot of these critical I would say the metrics are very very important if you are either going to the street or talking to your board or talking to your investor. A lot of our customers CFOs or the sales leader they just take the screenshot of these these details and just go to the go to their u their management meeting to talk about that okay how they are doing and I'll bring some more more analytics. Yeah and that's amazing intelligence that you can only get access to if you're owning everything end to end. So if you only have some of the data in silos, normally what we would do is we would okay, let's take the data from these systems, let's throw them into Looker so that way we can visualize everything in one place. Um I love by the way that you partnered with Looker to get the type of visualizations that you have. They're best in class. Um y or you're going into your ERP or you're going into whatever your financial system is. Like in our case, we're going to be logging into QuickBooks to look at that type of data. Um but you're bouncing around so many systems. But since you own and you're going to be asking these questions as you go through this natural storyline what's pipeline look like what does sales look like revenue collections and so to have all of that data in one place super powerful absolutely and as I said like earlier which I mentioned that okay one of the thing which we are trying to drive or achieve here is how can we define some standardization across the industry so this is our ARR momentum report we say that hey what's the what was the ARR when we started the month and where we ended the month but within that 30 days or 31 day of the month what all different type of deal we did new logo upsell renewal markup or renewal add-on did they just pay more during renewal because I raised the price by 10% or no they actually purchase more product during the renewal more adoption more growth with that customer all of these categories are available very standard definition which should be applicable to any customer or every customer in the SAS business. Those things are just available out of the box for you to just get a glimpse of that okay how exactly the business is doing. How do you handle ARR reporting for usage based companies? Do you have the ability to like share usage and kind of count that into your ARR or distinguish like your AR is 10 million but two million of it's actually like uncommitted. Exactly. So going back to how you price your usage based if it is pure pay as you go model then you then the CFO says that okay let's look at the average consumption for the last 3 months or last quarter. Y and that is what we take 80% as my committed ARR. So that's there are some certain things and that's where as you said looker has all those things I bring all the usage dollar that okay the customer is having month over month you define your policy is it a 80% is it a 100% or however you want to do it but if you have committed plus overage model that means somebody is already committing for 50,000 a year that your fixed ARR is 50,000 now if the usage overage variation is a lot more they are committing for 50,000 but they are consuming three times of that then again based on the overage you can define your policies so that's one area where the standardization is still missing and every company has their own way hey I consume and this is a lot more that you have to convince your auditor right that okay if your auditor agrees that yes my overage is very straight line for the last six months Why can't I recognize 95% of that as a committed AR? Versus if you have a lot more fluctuation then your auditor will not going to agree for the 95% they will say like just pick maybe 20% of that as your committed AR. I found with investors and if you're like going and and raising or something and you're articulating what your AR is, as long as you have a definition for it, it's backed by data um and they can understand it makes sense. And we work on this all the time. So we work on this if somebody's trying to come up with like okay we have 10 million in committed. We know if we look at the average of the last three months or six months whatever makes sense for them um and we'll take 80% of that like you said and then that brings we're going to say our ARR is 12 million and we have this much here. But knowing that you have the flexibility in the reporting here is is great. Absolutely. And in fact this is a question or this is maybe a variation even nonusage based. So if I come back here from let's say this is a code which is a 2-year code and the first year is 12,500 because it's a ramping deal. They started with 25 user in the first year they grew to 155 and 175. It's a three-year ramp deal. That means my ARR for the first year versus second year versus third year will be different. Now there are few aspect as you mentioned there are aspect that okay when you go and talk to your investor that okay how much is your AR you always want to talk about the bigger number you said that hey my committed is 16 grand. Yep. But when you're comping your rep, are you comping based on the first year, which is a lower number, the renewal, which is a higher number, or an average? Yeah, all of these numbers are just available out of the box in the sub subscribe system. Really smart. So, this is a quote object. We have all the advanced approval. We have a smart approval also. If it has already been approved, it isn't going to look for another approval unless until there is a material change. You can submit for approval. It is going to trigger approval. I'm admin. So, it is asking me to uh bypass. And I'll just to show another one on the Slack side. The approval is very much available in Slack. So if I bring my slack here, you can see I receive a message on the slack saying that okay here is the snapshot of the code and it is looking for an approval because there is a net 60 is given do you want to approve or reject and me as a approver I can if I'm a CFO I'm a CRO I'm on the road I want to open the system check my email and all Slack is very easy I can just approve or decline directly from the Slack back once it is available of course we have a full templating downloading the order form we have e signature you can send it for the signature and all once everything is done let's say if I approve on behalf of someone the final step as any other uh deal cycle is to mark as executed where this quote now is getting closed and it is being moved to uh code to a subscription object. And if I go back to the subscription just to show it, the subscription is very similar information that okay, what is my entry? What is my exit r and all of those which is very simple when you talk about traditional CPQ and all where we stand tall against all other is what you do post the customer has already signed. they are already a customer part that's the part that everything seems to go off the rails like you sell your first deal then all of a sudden they want to co-term renew early that's the part where it gets really messy absolutely and this is where as I was saying that okay once you start become multi-product company once you start growing you are signing a multi-year deal there is multiple amendment that you have to do you are always trying to upsell is a big go-to market motion for many big companies hey I know you started with one product but I do land and is expand I want to sell another product and that's where the amendment comes very handy on that so these are still I would say traditional or more uh common or standard or probably easy but if you look at the last two no other CPQ does that how subscribe supports it there is a contract going on three months left in the contract customers say that okay I love the product I want to buy more licenses is and I'm ready to renew also. Now there could be two flavor of that. One is like a car leasing. I'm dropping my today current lease and my new lease will start from today for the next 12 month. Mhm. That's that's restructure because I have to give you credit for unused period. Yep. That's cancel and restructure. There is no count on the churn. I can tell you that. Okay. How much time the companies just spend on that? I was talking to one of a company making like close to a billion dollar. They say that okay they don't like cancel restructure even if it brings more ARR because that needs two days between the sales order management deal desk and the finance team to come up with okay what should be the right number for this deal because they have to look at the invoices the credit the amendment the proration coming up with the one order form. It is so hectic that people are just leaving the dollar on the table. Isn't that crazy? Isn't it crazy that people are not doing a deal that's good for the customer, good for the company just because it's too operationally difficult to make it happen. Absolutely. Absolutely. This is like if you go and tell this to the company CEO, they will be absolutely shocked that okay this is what is happening within their company. But if you talk to the operation team they are saying that I understand this is going to bring 100,000 more but if you look at the unit of economics to make that 100,000 more the five people have to spend two days to make that happen right so from that perspective but they are losing the revenue from that that side that is where the subscribe has super easy the rep should be absolutely capable of go and make those changes one opportunity in the CRM RM one order form it will calculate all the right numbers with respect to how much I have to give the credit how much I have to charge you the new contract and your reporting will also look absolutely clean that okay how much is the upsell it's not like there is a cancel restructure that means it is a churn no churn it's all going as a upsell on an existing customer all of these deals can be done just by the rep the one of the motive for us says CPQ is not a deal desk tool or revenue operation tool. CPQ is for sellers. They should be the primary consumer. I'm sure you must have heard Anthony but a lot of time CPQ is only being used by the dealers team because it is so complex to use it that seller comes to them and they go and configure the code because it is just so hard to somebody to find out okay how to use this system. So a lot of these complex not just easy one year, two year, threeear deal. It's a three-year ramping deal with a different discount with the partner involved. There is a 10% partner margin or the reseller margin. There is a net 19 a special clause. All of those can be done by the rep by themsel and not just the new deal. throughout the life of that customer whatever they are doing adding more product swapping the product doing cancel restructure doing early renewal all of those can be done just by the seller without anybody's help you can see here it says that okay hey there is a cancellation part and there is an structure part and it is combined into one order one metrics it say that okay what's my delta ar my the way that I build it my R is not growing but it is changing there the TCV which is still some dollar. Mhm. If I go and try to sell more you can see that okay the ARR is going up while I'm doing a cancel and restructure. Some of the other things if I go back this is all on the CPQ but as soon as the deal is closed and a contract is created you can generate the invoice right here. Nobody have to look at the order form PDF and try to make sure that okay the numbers are right or not so that they can generate the invoice. It is the same object which the seller created to close the deal or during the sales cycle. The same data is now going to feed the final side. So there should be absolutely zero chance for numbers not matching because it is the same quote object. And that's why we don't call it as a quote, we call it as an order. Just the naming change. You create an order while it is in the sales cycle, it is a draft. Once it is a close, it's a confirmed order. It will generate an invoice. Now, yeah. And I think a lot of people sometimes this doesn't touch deal as much. So people may not you're kind of help you're helping a few different people in this process where deals might not even have an appreciation for that. But yes, as soon as that deal gets closed, then typically finance has to go in and create the invoicing schedule and make sure it matches everything. It's super manual. Um there's not a good way to automate like everything that you put in the order form into what the invoicing schedule should look like. So this is a huge connection point where you know multiple teams are getting the benefit. Absolutely. And what we have seen or we are learning more from the market is a lot of account management team where they are responsible for upsell and all they do want to know that okay is customer paying all the invoices or not right because if not then what is the point of selling more if they are not paying. So having a view of the invoicing and the payment information is very useful for the account management team. One other part of the AI uh as we we spoke earlier if I go back to this the the code that I created for the the three-year ramping deal we do have something called summarize going back to the approval let's say this is a multi-year deal with the multiple product different discounting all of those different things are involved and now it goes to the CFO for approval so for the CFO to know about what is going on on this deal so that they can approve or decline line or ask more question they have to go through this long document or understand all of these we have a AI powered summarization so I can go and say okay can you generate a short summary of this deal very human readable it can just look at that and say like hey this is the TCB this is the ARR from this date to this date the discount is 25%. And the more we are doing on the AI if I know that last 10 order that you got or 10 approval that you got where you approved it because of the 20% discount it will give you a guidance also that okay based on your historical information you should be approving it right the system the AI should not approve because that will fail your socks compliance but it will give you all the matrix you still have to go and click the button that okay yes I agree and then I will close it. This is a short version. Now if it I'm a deal person or revenue operation where I do want to hear about everything that okay what you're doing what all product and all there is a long summary also where it is going to tell me about everything product ARR all of these invoicing schedule and all to say that okay do you want to and you can attach it to the approval workflow you can attach it to some maybe even auditor to read the auditor that okay what is going on on this this deal and is there any complexities there are non there are cancellable clause or renewal uplift and all of those things it can flag it. Yeah, because sometimes these deals can get pretty big, pretty complex. You may have multiple parties involved. There's lots there's lots in here. So, if you're running this through an approval process to just get some quick insights and know what you should be looking at, it's really helpful. Some of the other things um on the billing, invoicing or accounting or the even on the some of the nonfunctional side you mentioned about we do take care of a lot of different type of user like a lot of different persona is using subscribe and that's why we have a roles and all because deal should not be playing around with the AR or the invoicing side. Same with the if the I'm a billing clerk I should not be playing around with the revenue side. I can also just have a read only for your auditor where they can just come and look at the information and all. So a lot of different persona to make sure that okay it is serving all big organization. We are built the subscribe is built mainly for the complex enterprise business multi-product business hyperrowing business where they want to change pricing and packaging every quarter because they are growing. They are still testing the market. they are launching new product, new packaging, new partnership with the different uh different company in the market. All of those things how to make it easy for the companies to just try it out. Yeah. And that agility is a massive competitive advantage. And I don't think people realize, oh, if I change the way I'm pricing something in order to open up more market, the amount of operational complexity that typically creates is something where sometimes the cost of it just simply doesn't make sense. So yes, keeping teams agile so that way they can change how they're going to market it gives them a huge edge on a lot of the people they're competing with. Absolutely. One other aspect is again subscribe is as I showed this this diagram we sit between the CRM and the ERP. So we have a very tight integration with the with the CRM be the Salesforce or the HubSpot. Mhm. As soon as a rep creates a quote in subscribe at real time we sync the data into the CRM and we are putting all the information around what's my entry error what's my exit error what's my TCV recurring versus non-recurring if let's say you have a professional service also which is non-recurring cost all those numbers not just these at a high level we push all the line level details also and as I said if You have a three-year contract with the ramping deal. The core Salesforce opportunity just have one ARR field. But as we saw, there is a first year AR R, there is a renewal AR R, there is average AR R and maybe the AR R trend. We have something called ARR trend which gives you the time scale that okay on January 1st 2025 the AR is 55,000 on July 1st it is 65,000 on next February it is 75,000. So that if you are comping it or you just want to so like the overall life cycle of the customer you have all the data available in your CRM also to pull wherever you want to take it. Of course we have a lot of matrix available from our side but a lot of our customer they have their own data warehouse they just want to plug into their CRM and for to support that we do sync all of these data into the Salesforce also for you to use it if you want that. That's great. And I think surprisingly because it it's the number one metric most SAS tech AI companies are being valued and based on is ARR, but it's one of the most difficult things to measure. So having all that data pump back into Salesforce, back into your CRM, and then be able to throw that into a dashboard that you're using there or hop into Subscribe and take a look at it. Um this is this is something most companies are still managing in a spreadsheet even though it's the most important metric of the entire business. Absolutely. This is analytics has become a one of the probably most lovable after probably the AI is going to take over that but this because the CFO the executive they just love it. Revenue waterfall you want to see how my each product is doing. There are a ton of metrics. If I go back and show you some of the other report here, it does show me that okay, how is my ARR doing by each product by each account? What is my AR momentum month over month for the all these different type you can slice and dice and that's where the looker comes very handy because we bring all the raw data. Maybe you want to slice and dice based on the segment. You are selling a lot to nonprofit organization and you want to see that okay how much is going to the nonprofit. You maybe as a growing company your c your reps are giving a lot of cancelellable clause that okay you can come out of this or free trial and all of those thing you can report on that that okay how many of these contracts have a cancellable how many of these have a renewal uplift or renewal price log. So a lot of slicing and dicing of the data which is available in the CBQ on the billing and the revenue and as you mentioned we being the one system I have data for everything on the go to market subscribe has all the data related to the billing the payment the delay and all of those things as well as the revenue recognition which is the actual metric that you have to show it to the street. When we combine all of those three, the true 360 view, you can absolutely get it from there. Pash, exactly how you put that. Um, being able to own all three of those aspects between the CRM, between the ERP gives you so much control over the quote to cache process and then so much visibility on the data and the metrics. That's that's where I think other solutions really really struggle to provide the level of functionality and impact that subscribe has because they're not owning those aspects of it which are completely interconnected and interrelated. So I I I just can't say again how excited we are about subscribe about what you all have built um and you've built it from real pain. So when we went through the founder story like you you have felt this being on the other end of it and then of course the powerhouse team of founders that you put together um really capable of building this right from first principles and you're taking it to the absolute next level with AI a slack to quote capability is completely mind-blowing. Um I hope that we can get to use that over here at Leanscale so we can get our quotes out the door quicker and easier. Um and I know our customers are going to love it as well. Absolutely. The whole view is this is one good to cash or cut to revenue is a one domain which is critical for every company but there has not been any disruption in the last probably 15 20 years and that is what we are trying to do and our customers hyper growing companies making u hundreds of millions of dollars they are just loving it and and we're getting a lot of feedback to the market as well as as I said our goal is to establish some standardization across the SAS industry perfect well Pash thank Thank you again so much for being here. Excited about what you're building. Uh can't wait for our customers to see this. Can't wait for our team to see this. And more importantly, can't wait to see what you guys build next. Thank you very much for having me. Uh Anthony, we love your team. Uh love working with you all. And let's see, okay, we can bring some bigger value to to our customers. Perfect. Can't wait to [Music]