Endgame, a Los Angeles-based startup looking to help software-as-a-service (SaaS) companies monetize customer behavior, has raised $30 million in a Series B funding round.
Sweden-based EQT Ventures led the round and was joined by Santa Monica’s Upfront Ventures, Silicon Valley VCs Menlo Ventures and Unusual Ventures, and former Stripe employee-turned-investor Lachy Groom, TechCrunch reported.
Endgame’s “product-led sales” approach enables enterprise software companies to analyze users’ behavior in software trials—allowing their sales teams to take a more targeted approach. Endgame’s technology can clarify what specific software features are being used, providing sales teams with greater insights into what’s working for clients.
Since CEO Alex Bilmes founded the startup only a year ago, Endgame has quickly attracted attention from venture investors. The company locked down $17 million last summer in back-to-back seed and Series A funding rounds, with the new Series B taking its total funding to $47.5 million to date.
While Bilmes did not disclose Endgame’s valuation, he told TechCrunch that the company plans to triple its 15-person team and that it will pursue an “ambitious product roadmap” that will require more people in areas like engineering, data science and product management.
Endgame seems to be onto something with “product-led sales”: The customer relationship management (CRM) market is projected to exceed $96 billion by 2027, according to Allied Market Research.