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How Socure Scaled GTM Execution with RevOps-Driven CPQ

Socure is the leading provider of AI-powered identity verification and fraud prevention. With more than 2,800 customers across banking, fintech, and government, Socure delivers a modular, platform-based solution to validate digital identities at scale. As the company expanded into new verticals and accelerated product development, it needed a quoting infrastructure that could evolve in lockstep with its GTM motion.

SaaS

500+

Faster Quote-to-Order Time

Quote Accuracy. No DealDesk.

Seamless CPQ Upgrades

Solution they used

CPQ

CRM
they use

Salesforce

Challenge

Customer Use Cases Didn’t Map Cleanly to Quotes

Before DealHub, reps had no structured way to capture a customer’s use case early in the sales process and translate it into an accurate commercial proposal. Spreadsheets and email threads made it difficult to align buyer needs with the right product bundles and pricing.

Solution

From Discovery to Deal Clarity

Socure uses DealHub at the diligence stage to gather customer requirements, identify use case patterns, and construct quotes that reflect each buyer's specific business goals. Guided Playbooks help reps tailor vertical-specific bundles and pricing, accelerating early-stage alignment and enabling quote-ready proposals much sooner.

Challenge

Quote-to-Order Cycles Were Slowed by Approval Ambiguity

Larger deals were frequently delayed due to unclear ownership and manual approval workflows. Reps didn’t know who needed to sign off or what made a deal 'standard', leading to back-and-forths that extended timelines.

Solution

From Delays to Predictable Velocity

DealHub standardized the deal execution process. With clearly defined approval workflows, automated triggers based on deal characteristics, and built-in SLAs, reps gained confidence and speed. Reps now have full visibility into where each quote stands, who needs to approve it, and what actions are required, enabling faster turnaround times, fewer errors, and more autonomy to move deals forward without relying on RevOps at every stage. Reps now create quotes with confidence, stay within guardrails, and close faster, without waiting for RevOps or legal.

With our larger deals, we’re seeing time cut in half… in fact, we’ve reduced our quote-to-order cycle time by over 70 percent. Knowing who needs to approve and what defines a standard deal has made all the difference.”

Evan Morgan

Director, Go-to-Market Strategy and Operations

Challenge

Disconnected Tools Caused Rework and Risk

Quoting, pricing, approvals, and contracts were spread across multiple platforms including Salesforce, spreadsheets, email, and Ironclad.

Solution

From Manual Workarounds to a Unified Revenue Layer

DealHub consolidated the commercial flow. Quotes are created, reviewed, approved, and exported into Ironclad with commercial accuracy intact. Data flows cleanly into Salesforce for pipeline forecasting and downstream reporting.

Challenge

Quoting Was Isolated from GTM Execution

Before DealHub, quoting was isolated from forecasting, product readiness, and field visibility. Legal owned the fee schedules, and the quote process lived in spreadsheets and email threads.

Solution

From Deal Configuration to Deal Execution

DealHub became the commercial source of truth. Approvals, product validation, forecasting data, and fee schedules are now centralized. Pipeline accuracy improved, and reps now quote directly from the opportunity.

Forecasting has become tighter. And since we are a consumption-based business, the way we book is very important with how we actually monitor our customer’s time to revenue…”

Colin Gerber

VP, Revenue Operations & Strategy

Challenge

Governance Bottlenecks Slowed Down Revenue

Before DealHub, approval processes were siloed across Slack, email threads, spreadsheets, and manually shared documents. Reps lacked a clear understanding of who needed to approve what, when, and why. Legal reviews, billing validations, and finance inputs were all handled reactively, often introduced late in the cycle, introducing uncertainty, delay, and rework across departments.

Solution

From Manual Reviews to Compliant Autonomy

DealHub introduced structured approval workflows tied to deal size, margin, and exceptions. Legal, finance, and revenue approvers are automatically triggered. SLAs and visibility are built-in, so reps know what to expect. By embedding compliance logic directly into the playbook, DealHub removed execution friction across legal, billing, and finance. Stakeholders are engaged automatically with clear context, streamlining the process and accelerating deal cycles.

Challenge

GTM Updates at Risk With Limited Ops Capacity

Socure's commercial motion was constantly evolving, with changes to pricing strategy, packaging logic, and approval policies happening on a near-weekly basis. As the sole DealHub admin for much of the last year, Evan was responsible for all configuration updates. There were no engineers involved, yet Socure needed to push changes constantly.

Solution

From Dev-Dependency to RevOps-Led Agility

Evan was able to deploy 75+ platform updates over two years using DealHub's admin interface. Every shift in GTM direction was implemented directly by RevOps, from approval flows to product bundling, enabling Socure to remain agile while maintaining control. Logic changes, new pricing rules, approval flows, and packaging updates were all executed directly by RevOps.

Over the past 24 months, we’ve gone through many changes… and through all of that, ops has really been able to manage everything relatively autonomously internally and manage it through DealHub.”

Evan Morgan

Director, Go-to-Market Strategy and Operations

Challenge

Legacy Pricing Tools Couldn’t Support Growth

Socure went through three major pricing model overhauls in two years, shifting from tiered models to usage-based billing and complex bundles. Spreadsheets and static pricing tools couldn't keep up.

Solution

From Static Configuration to Dynamic Monetization

DealHub enabled Socure to operationalize flexible pricing logic within the CPQ playbook. Vertical-specific price books, discount frameworks, and dynamic bundling logic allowed the team to adapt rapidly without technical bottlenecks.