Variance: Grow revenue faster using customer data

Shift

Want to see how you can better identify, navigate, and grow accounts?

Try Variance Free 🎉

We know what makes PLG work

Top Companies:

Recently Added:

37 Signals (Basecamp)

See the full PLG Index

There are many ways to use Variance

Everything you and your team needs to sell more and grow existing accounts, all documented in detail so you’ll stay focused.

Keep everyone in the company on the same page as to what it takes to convert a lead.

Our PQL Guide

Get conversion and expansion alerts where you work and automate outreach accordingly.

Setting up milestones

Have insanely accurate forecasting when you have all your customer’s product data where your revenue team works.

Integrations

Never guess again on who your technical or economic buyer is and how to message them.

Identifying buyers with data

Sign up now or request a demo to dig deeper into how Variance can work for you.

Request a Demo Try Variance Free 🎉

Reference Customers

Manage your Product Qualified Leads with Variance

Milestones make the PLG world go round. They're a qualitative way to track the full lifecycle of a customer. To help illustrate how Milestones work, have a look at our real Variance Milestones.

Our first Milestone, Targeted, is a way to track those Accounts we are targeting with outbound communication.

Targeted

1/1 criteria completed

ANY of the following conditions matching:

OR

Opened Prospecting Email has been performed at least 1 time

OR

Imported Lead has been performed at least 1 time

Our Engaged Milestone taps into data from outside our product to give us a behavioral look at our pipeline.

Engaged

1/1 criteria completed

ANY of the following conditions matching:

OR

Meeting Recorded has been performed at least 1 time

OR

Website Visited has been performed at least 2 times

OR

Deal Stage Change has been performed at least 1 time

An Onboarded Milestone should include the functionality an Account must engage with in order to use your product.

Onboarded

4/4 criteria completed

ALL of the following conditions matching:

AND

Organization Created has been performed at least 1 time

AND

Data Source Connected has been performed at least 1 time

AND

Slack Connected has been performed at least 1 time

AND

Milestone Created has been performed at least 1 time

PQL, or product-qualified lead, is how we track whether a prospect has reached the "aha" moment or not with our product.

PQL

3/4 criteria completed

ALL of the following conditions matching:

AND

CRM Connected has been performed at least 1 time

AND

Milestone Created has been performed at least 2 times

AND

User Created has been performed at least 2 time

AND

Stream Created has been performed at least 1 time

Transacted is pretty simple—are they paying you or not?

Transacted

0/2 criteria completed

ALL of the following conditions matching:

AND

Credit Card Added has been performed at least 1 time

AND

Plan Chose has been performed at least 1 time

EQL, or expansion-qualified lead, is how we judge whether an account is showing signs that they're ready to grow.

EQL

0/2 criteria completed

ALL of the following conditions matching:

AND

Employee Count is greater than 50

AND

Milestone Created has been performed at least 4 times

AND

Invited User has been performed at least 3 times

Learn more about how Milestones work in Variance

Sign up and start building your PQL 🎉

"Variance provides our sales and customer success teams critical insight into how our users are interacting with our products. This data lets us know exactly when to reach out and prioritize who we invest our time in for the highest ROI."

- Ben Lamson, Paperspace

"Variance gives my team and I visibility into what our prospects and customers are actually doing, not what they say they’ll do. This helps us forecast more accurately and better accelerate deal cycles."

- Adam Griffin, CRO, CoderPad

"We are able to evolve our customer’s aha moments, milestones, and health in locksteps with the evolution of our business. The guesswork and assumptions that were once native to these frameworks are removed with Variance."

- Brett Stevens, CEO, Software.com

"Variance helps Parabol convert our prospects faster and identify expansion opportunities we didn't know existed."

- Jordan Husney, Parabol

"We are able to evolve our customer’s aha moments, milestones, and health in lockstep with the evolution of our business. The guesswork and assumptions that were once native to these frameworks are removed with Variance."

- Jean Lethuillier, Allma

“This product makes working in SaaS more fun.”

- Justin Baum, LeaseUp

"This is so badass."

- Aaron Dignan, Murmur

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Milestones meet sales opportunities with Variance.
Track your Milestones in Variance or view them in Salesforce. Direct access to all your data wherever you work.

Sales alerts—where you work.
Get alerted when your customers take key actions and complete Milestones. Surfaced just for you based on your territory.

Build milestones with no code, not a single line of it.
Create your companies milestones that apply to all your accounts without writing a single line of code. Using the milestone builder, you have total flexibility and extensive control for defining the milestones & subsequent criteria. Map each milestone to your buyers growth journey and follow along the whole way with ease.

Hubspot in Variance and Variance in Hubspot.
Our bi-directional Hubspot integration pulls all your CRM data into Variance and allows you to sync back any data from Variance as needed. In addition,

Try Variance free today!

Built for all types of teams

Variance is where solo and team selling happens for your company.

Founder-Led Sales

As the founder, you are in charge of the product, the sales and you take the trash out at the end of the night.You can be successful in this motion but growth will ultimately slow if you don’t scale your go-to-market efforts. You want to onboard every customer, get their feedback and really figure out as quickly as you can if they are going to renew.

Product-Led Sales

You have Product/Market Fit. You have built in tech touches with your customers and you can scale some of your selling efforts via automation. You are also starting to starting to hire sellers.

Enterprise Sales

You are getting more nuanced requests, you have more competition and the market is growing very rapidly. The product can’t always sell itself and you need to accelerate deal cycles and break into new markets. Time to scale your sales team.

Customer Success Sales

You are building product off identified gaps in the market along with your customers requests. Focus is on metrics like Net Dollar Retention (NDR) and you can see growth coming from new logos & existing customers. You have many customers that are not buying the full offering you have. It’s time to add a sales motion to your post-sales process.

Learn how Variance supports different GTM motions

Integrates with all your GTM tools

Variance integrates with all the tools in your go-to-market stack.

Robust features & docs to guide you

Everything you (and maybe your team) need to sell your companies software and grow existing accounts, all documented in detail so you’ll stay focused.

Discover the docs

With the security you require

We have built the Variance platform from the ground-up with security in mind.

Isolated DBs & pipelines

Encryption in transit & rest

SOC 2 Type II Compliance

GDPR
Compliance

More on our approach to privacy and security

Latest from the Variance blog

Learn more about the product vision, stay up to date with the latest news and read choice posts by our team.

Four Ways to Get More Out of Inbound Webhooks

A look at some new ways you can utilize Inbound Webhooks in Variance to get more out of the system.

PLG Index Update: Are PLG Companies Cheap?

PLG companies are bigger and growing faster, but their revenue multiple is the same as their Non-PLG peers. Why a discount?

Gartner on Product Led Revenue Hype and Customer Use Cases

Gartner says PLG is at Peak Hype Cycle, look out below!

Revenue in a Recession

“You cannot overtake 15 cars in sunny weather... but you can when it’s raining.” - Ayrton Senna

Announcing The PQL Builder

Build your product qualified lead (PQL) with only a few clicks and share it with your team.

Growth Conversations - Laura Erdem, Dreamdata

Laura Erdem of Dreamdata on how customer data drives their revenue motion

How (Technical) Founders can fuel a sustainable GTM motion

Everything you need to know to get up and running with customer data in your GTM motion.

Growth Conversations - Saptarshi Nath, Airboxr

A Q&A with the CEO of Airboxr, Saptarshi Nath

Explore the blog

Find revenue you didn't know existed with ...
Product Qualified Leads

We know what makes PLG work

There are many ways to use Variance

Define your Product Qualified Leads (PQLs)

Alert your team as customers reach key journey stages

Sync product data to your CRM

Buyer Personas based on usage data

Reference Customers

Manage your Product Qualified Leads with Variance

Built for all types of teams

Integrates with all your GTM tools

Robust features & docs to guide you

With the security you require

Latest from the Variance blog

The System for Growth

Resources

Company

Integrations

Follow Us

Find revenue you didn't know existed with ...Product Qualified Leads

We know what makes PLG work

There are many ways to use Variance

Define your Product Qualified Leads (PQLs)

Alert your team as customers reach key journey stages

Sync product data to your CRM

Buyer Personas based on usage data

Reference Customers

Manage your Product Qualified Leads with Variance

Built for all types of teams

Integrates with all your GTM tools

Robust features & docs to guide you

With the security you require

Latest from the Variance blog

The System for Growth

Resources

Company

Integrations

Follow Us

Find revenue you didn't know existed with ...
Product Qualified Leads