Pace

Pace builds software that surfaces real-time customer and product usage data to revenue-generating teams at B2B software companies, aimed at combining a self-service, product-led motion with enterprise sales. The product identifies which accounts need attention, which should be monitored, and which can grow without intervention, and delivers real-time alerts on usage signals such as declining usage, new workspace creation, or the first enablement of SSO, mapped to retention, consolidation, and upsell scenarios. It also analyzes which user behaviors and sales plays lead to conversion, expansion, and upsell.

Rather than acting as a CRM, Pace positions itself as a layer that consolidates product data and pushes it into a company's existing systems, so operations teams do not have to build and maintain custom data pipelines. It presents account-, organization-, and user-level detail (for example event tracking such as query counts and last activity per user) so that a seller can validate a hypothesis in minutes instead of requesting reports from an operations team. Announced capabilities include an Insights Builder for configuring product usage insights for sales and success teams (October 2022) and a release adding automated company matching, firmographic enrichment, and enterprise-wide visibility (March 2023).

The company also publishes editorial content on product-led sales topics, including lead qualification frameworks, the role of sales development in PLG, product usage data primers, and interviews with go-to-market executives.

Founding story

Founder and CEO Justin Dignelli previously worked at MongoDB, where he helped align a self-service, product-led go-to-market motion with an existing top-down enterprise sales motion. A key lever in that work was making real-time customer usage data accessible, understandable, and actionable for revenue teams, which became the basis for Pace.

Business model

Software sold to B2B software companies, with a self-service beta signup and a request-demo motion on the website; specific pricing terms are not stated.

Traction

Publicly available signals include a beta program, website testimonials from executives in VP, CRO, and growth-operations roles, an ongoing product release cadence, and three open roles in customer engineering and engineering.

Latest developments

In March 2023 Pace announced automated company matching, firmographic enrichment, and enterprise-wide visibility; in April 2023 it published an interview with board member and sales executive John McMahon on applying MEDDPICC to product-led deals.