Proof Washington, D.C.

Proof

A consulting firm working across product, revenue, and operations for software companies.

For the founder of a software business, the chief of staff, and the operating partner at the fund — what follows will make sense.

Proof is a consulting firm working across product, revenue, and operations for software companies. We rebuild the systems that govern how a software business makes money — the CRM, the forecast model, the product analytics, the compensation plan — and we do the work under one roof because those systems are all answering the same question.

If you sell software, your product is your revenue engine, and every feature that ships is a revenue decision. Yet in most companies, the people who know the product, the people who run the pipeline, and the people who write the forecast work from different data and meet in the middle through slides.

We put the pieces back together: a CRM that reflects how deals actually close, product analytics that surface which features are generating revenue and which are costing money, a forecast built on sourced assumptions the board can trust, and a comp plan that rewards the behavior the business needs.

The most accurate forecasts come from the product. The most trustworthy roadmaps come from the pipeline. Neither team usually knows what the other knows.

The product team knows which features get used, the revenue team knows which deals close and why, and the finance team forecasts off both — three views of the same company, rarely reconciled. We do the reconciling: mapping product usage to pipeline stages, tracing customer outcomes back to feature-level behavior, and building portfolio decisions on evidence rather than opinion. A feature with a fourteen-month payback period and one with an eight-month payback period are not the same bet, and the difference compounds quarter over quarter.

If your product is your revenue engine, your forecast should be built from product data.

Some projects are best scoped to a fixed fee and a clear deliverable, others work better as a monthly retainer across several quarters, and others again begin hourly while the question is still taking shape. We’ll tell you which one fits the work in front of you. What stays constant is the same across every engagement: a scope you can point to, documented ownership, and a direct line to the partner running the work.

When a portfolio company’s growth story doesn’t add up, you need someone who can go in, ask the right questions, and come back with a plain answer. Our partners have built revenue, product, and customer success functions inside PE-backed software companies through full cycles; we know the rhythm of the board meeting and the pressure of the hold period. Engagements here range from a single diagnostic ahead of an inflection to an operating resource working across several portfolio companies at once.

Proof is three partners.

Athen Pelliccileads product and design. Founded and scaled product design at OPEXUS through a Thoma Bravo-backed merger with Casepoint, where he introduced Pendo analytics to connect product features to revenue and led the integration of two product organizations into one. Research on case-management workflows presented to the U.S. Senate Judiciary Committee.

Andrew Zellisleads strategy and operations. A founding member of Uber for Business, with later go-to-market leadership roles at Skyflow and Casepoint, where he led the revenue operations function through the Gemspring-to-Thoma Bravo exit. Earlier work in operations at Google and structured finance at Swiss Re.

Allen Evankoleads business operations. Eighteen years of full-lifecycle project management and fourteen years of CRM administration, with four certifications. Has carried programs from first sales conversation through implementation, support, and renewal at Rosetta Stone, CSC / DXC, and AWS.

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