🚀 Anjali’s Career Journey

• Started in engineering at IIT.
• Pivoted into enterprise software early, contributing to early CPQ integrations at HP.
• Authored a book on web services still used in enterprises like Costco.
• Has led business systems initiatives at LinkedIn, HP, and now DocuSign.
  

🧩 DocuSign’s Monetization Stack

• Supports multiple channels: direct sales, self-serve, marketplace.
• Offers subscriptions, usage-based billing, and cross-sell/upsell motions.
• Monetization platform spans sign-up to billing, with stakeholders from sales, finance, and product teams.
  

🏗️ Current Architecture & Challenges

• Uses Salesforce, Oracle, and custom-built integrations.
• Separate stacks for self-serve and sales-led, but striving toward unified tooling.
• Usage data comes from product systems, not directly integrated into billing.
• Fragmentation leads to inefficiencies—especially in asset visibility and packaging updates.
  

🎯 Priorities for 2025

• Unifying tooling across go-to-market motions (sales, self-serve, partners).
• Improving time-to-quote by reducing integration overhead.
• Enhancing self-service experience (e.g., view invoices, renewals).
• Exploring AI for sales and finance productivity (recommendations, quote generation, intelligent automation).
  

🧠 Perspective on CPQ + Billing Unification

• Keeping CPQ and Billing separate causes major friction.
• Strong advocate for unified systems—especially for self-serve models.
• Notes growing market trend toward integrated revenue lifecycle tools.
  

💡 AI Use Cases

• Intelligent recommendations for sellers during renewals or upsells.
• Prompt libraries to streamline quoting.
• Long-term goal: agentic AI to automate quoting and enable sellers to focus on closing.
  

🧭 Final Takeaways

• Invest in user experience—enterprise tools should feel as intuitive as consumer apps.
• Shoutout to the Acquired podcast for inspiration on business storytelling.