Overview

Modern B2B SaaS businesses increasingly operate multiple go-to-market channels simultaneously:

• Sales-led Growth (SLG): A sales representative negotiates pricing, discounts, and terms, resulting in a contract (typically 1–3 years).
• Self-serve Growth (PLG): Customers sign up, upgrade, or modify plans directly through the product or website with minimal friction.

Most legacy monetization stacks are composed of discrete, purpose-built systems:

• CPQ tools designed exclusively for sales-led workflows
• Self-serve billing systems optimized for PLG signups
• Enterprise billing or invoicing systems built for contract-based customers

Each of these systems maintains its own product catalog and data model. As a result, supporting both sales-led and self-serve channels requires custom integrations, duplicated catalogs, and bespoke synchronization logic across multiple tools. This approach leads to brittle revenue architectures that are difficult to scale, test, and maintain. Worse, they create terrible customer-experience issues.

A different architectural approach is required.