How I Helped a SaaS Startup Recover Lost Ecommerce Revenue by Aligning Teams for Growth.
About - Startup - Solving Cart Abandonment for Ecommerce Stores.
The company was a SaaS startup focused on helping ecommerce brands recover lost revenue from cart abandonment. Their platform integrated with large-scale retail sites to track, analyze, and respond to shopper behavior—especially when a customer started checkout but failed to complete their purchase.
The vision was clear: reduce churn, improve conversion, and help ecommerce businesses turn browsers into buyers.
But inside the company, a different kind of problem was stalling growth.
The Challenge - Great Idea, But Disconnected Execution
Although the product had strong potential, the company struggled with:
Slow feature delivery due to unclear priorities between product and dev.
Customer feedback from major retail partners wasn’t acted on fast enough.
Marketing often found out about releases too late to create coordinated campaigns.
Support teams weren’t aligned on what features were coming, or how to explain them.
This disconnect across customer-facing and product teams meant missed opportunities, delayed releases, and underused features.
The Solution - Leading Operational and Marketing Alignment
As part of the senior leadership team, I worked across operations, marketing, support, product development, and customer research to create an integrated feedback and execution loop.
Here’s what I implemented:
Customer Feedback → Feature Development Loop – Built structured communication flows between customer support and product teams. Customer feedback from large retailers and ecommerce brands was funneled, categorized, and prioritized. Feature requests were translated into clear product requirements with real business cases.
Sprint Planning + Marketing Coordination – Coordinated product sprints and development roadmaps with marketing and customer teams. Created shared timelines and pre-release briefing docs so marketing could build supporting campaigns and content in sync with feature rollouts.
Improved Support Communication – Support team was looped in on upcoming features early, trained on value and use cases. Released feature cheat sheets and internal FAQs to improve onboarding and adoption
The Results — Higher Adoption, More Revenue, Happier Customers
- Recovered more abandoned carts - Product improvements directly addressed key friction points reported by major users
- Faster go-to-market execution - New features were released faster, with marketing campaigns live from day one
- Increased user happiness and engagement - Better onboarding and support helped customers actually use what was built
- Company grew in both ARR and user base Stronger feedback loops, internal communication, and release rhythm laid the foundation for rapid growth
Key Insight — Operations Is the Engine Behind Product-Led Growth
Many startups underestimate how much cross-functional alignment impacts adoption and revenue. It’s not enough to have a good product—you need systems that connect customer voice, product development, and marketing execution.
This case shows that Fractional COOs or operations leaders can drive real growth by removing silos, speeding feedback loops, and building communication into the culture.
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Working with AscendAI has been incredible – we were inundated with meetings, many of which have converted into immediate pipeline.
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Want to Align Product and The Company as a whole to Drive Growth?
If you're a SaaS startup or scale-up struggling to get customer insights into your product—or get product insights into your marketing—I help teams get aligned, move faster, and grow smarter.