Customer Discovery · Case Study
From open source traction to enterprise buyers in 90 days.
- Industry
- Developer Tools
- Funding Stage
- Seed
- Engagement
- Customer Discovery
Nitish Tiwari spent years working in observability and built Parseable to address key gaps in the market. After raising a seed round, they launched an open source version that developed a dedicated user base.
The Challenge
Despite strong open source traction, Parseable struggled to convert interest into paying customers. They were having introductory conversations, but nothing became a tangible sales opportunity, and they weren't sure exactly why. The technical team excelled at building products but lacked experience engaging enterprise buyers in the US market. They needed help identifying the right ICP, crafting compelling messaging, and building a sales process that could generate qualified pipeline.
The Solution
Over 90 days, JJELLYFISH helped Parseable speak with nearly 20 senior leaders within their target ICP and test various positions and messages. Parseable engaged with leaders across three ICPs: observability and SRE teams, platform and performance engineering, and product managers focused on telemetry data.
Through systematic testing, they discovered that while large enterprises provided valuable market intelligence, mid-market companies showed stronger product-market fit and more immediate alignment with Parseable's core value proposition.
The Results
Parseable converted 41% of initial conversations to demos and showcased their core platform for the first time to qualified enterprise buyers. They also gained invaluable insight into the buying process at large enterprises, the requirements for a POC, and direct feedback on the platform itself.
Beyond pipeline generation, JJELLYFISH built the foundations of Parseable's sales motion, including defining process steps, rehearsing demos, and refining messaging. The learnings from this engagement directly enabled Parseable to secure meetings independently in the EU market, demonstrating the transferable nature of the methodology.
Nitish Tiwari, Founder & CEOJJ are rockstars. It was a great learning experience in sales. We built a great product but couldn't get prospects on calls, and within a few weeks we were speaking with high-ranking leaders in our ICP. We've learned quite a bit from JJ which has helped us secure meetings here in the EU as well.
