Fullcast

About Fullcast

Fullcast provides a Revenue Operations (RevOps) platform designed to connect go-to-market (GTM) strategy with operational execution for B2B clients. The company was founded in November 2015, with some sources citing a 2017 founding year, by Dharmesh Singh and Bala Balabaskaran, who previously worked together at Microsoft and later at Salesforce. Their experience at Salesforce, where they spearheaded efforts to automate planning and operations, exposed the challenges and inefficiencies of GTM planning, which often involved thousands of spreadsheets and hundreds of people over several months. This frustration led to the creation of Fullcast, a platform built by RevOps leaders to address these specific pain points.

The company's core offering is the Go-to-Market Cloud, an end-to-end platform that enables sales, marketing, finance, and revenue teams to design, manage, and track the performance of their revenue-generating activities. It operates on a SaaS model, providing software that integrates directly with a client's CRM, such as Salesforce, to automate and streamline processes. The platform's features cover the entire RevOps lifecycle, from planning to execution to payment. Key functionalities include territory management, sales quota and capacity planning, lead and account routing, and commission management. By moving these processes from disconnected spreadsheets into a unified, AI-powered environment, Fullcast allows for real-time adjustments and what-if scenario analysis.

In January 2024, Fullcast announced a significant development: an acquisition by a team of entrepreneurs led by Ryan Westwood, who had previously founded and sold Simplus, a Salesforce consulting partner, for $250 million. This transition brought in a new leadership team, including Westwood as CEO, and an additional $34 million in funding to accelerate growth and expand its M&A strategy. The original founders, Balabaskaran and Singh, have remained with the company as CTO and Chief Customer Officer, respectively, ensuring continuity. The acquisition also resulted in the company's headquarters moving from the Seattle area to Salt Lake City. This strategic shift positions Fullcast to build upon its foundation and further develop its platform to manage the entire customer journey.