Proposal
Endgame × Billtrust
Centralized GTM Intelligence
Prepared for Brian Vass, VP Sales Operations · April 2026
Executive Summary
Billtrust is building an AI-native GTM organization. The ambition is clear — embed methodology into every rep interaction, give leaders trusted pipeline answers on demand, and eventually automate the operational workflows that slow the team down.
The challenge isn't adoption. It's accuracy. Every AI tool Billtrust's team touches today pulls from a different slice of data. The same question returns different answers depending on who's asking. Brian put it directly:
"I'd like the ability to go to Claude and say — how much qualified pipeline do I have in Q3 for the new logo team? And in order to do that, Claude needs to understand what qualified means, what the right filters are, and give me an accurate answer."
— Brian Vass
Endgame is the centralized intelligence layer that makes this possible. We connect your systems — Salesforce, Gong, Slack, Snowflake — into a unified knowledge graph. We ingest your methodology, your definitions, your frameworks. Then every agent, workflow, and user pulls from the same source of truth.
"In order to really get us to the next level, we need to have it connected to all these things."
— Brian Vass
Phase 1: Core Use Cases
These are the capabilities Brian identified as immediate priorities — where Endgame delivers value from day one.
Use Case 1
Trusted Reports & Live Analytics
Brian's core requirement: ask a question in plain language and get an answer you can trust — because the system knows your definitions.
Pipe coverage
Pipe gen
Win rate
BOP
Quota performance
ADS
Qualified pipeline
BeforeAsk "how much qualified pipeline in Q3 for new logo?" — get a different answer from every tool, or wait for ops to build a report.
AfterAsk the same question in Claude, Slack, or the Endgame app — get the same accurate answer every time, using Billtrust's definitions of "qualified," the right stage filters, and the right segment rules.
Endgame bakes your KPI definitions into the intelligence layer. "Qualified" means what it means at Billtrust — not a generic default. Every user and every agent gets the same grounded answer your ops team would give.
Use Case 2
Sales Effectiveness
The suite of capabilities that make every rep better prepared, more consistent, and more aligned with your methodology.
Pre-call preparation
Account research
Objection handling
ROI / Business cases
Territory planning
Account scoring
Look-alike sourcing
Command of the Message
BeforeReps spend 30 minutes pulling context from 5 systems before a meeting. Methodology lives in training decks — learned once, then improvised. Account plans are manually assembled and go stale in days.
AfterMeeting briefs generated in 2 minutes from all connected systems. Command of the Message embedded in every output — value drivers, PBOs, required information. Account plans refresh automatically. Business cases built from actual call data.
- Pre-call prep: Account context, attendee background, recent interactions, competitive mentions, and suggested talking points — delivered automatically before every meeting
- Command of the Message: Embedded in every AI output. Meeting prep references your framework. Deal reviews surface methodology gaps. Every output speaks your language.
- Account plans: Generated from live data across Salesforce + Gong + Slack + email — stakeholder maps built from actual interactions, not manual entry
- Business cases: Deal-specific, built from champion quotes in Gong transcripts, stated pain points, and competitive alternatives actually discussed on calls
- Account scoring & look-alikes: Score accounts by engagement depth and firmographic fit, then surface net-new targets that match your best customers
- Territory planning: Data-backed territory views using pipeline, engagement, and whitespace analysis
Phase 2: Workflow Automation
Once the intelligence layer is in place, the next step is automating the operational workflows that consume your team's time. These are the use cases Brian flagged for a future phase.
Future Phase
Process Automation & AI Workflows
With Endgame's intelligence layer as the foundation, repetitive operational workflows can be automated end-to-end — accurate because they pull from the same unified context.
Deal desk automation
Approval routing
Forecast compilation
Automated deal reviews
Pipeline hygiene
Rep coaching triggers
BeforeOps manually compiles forecasts, chases reps for deal updates, routes approvals through email chains. Every process is a person doing a repetitive task with copy-paste.
AfterWorkflows trigger automatically from deal signals. Forecasts compile from real data. Deal desk routes approvals based on rules you define. The intelligence layer handles the context — you just define the process.
Scope and timeline for Phase 2 to be determined after Phase 1 deployment, based on which workflows deliver the highest leverage for Billtrust's team.
How Users Access Endgame
Claude — MCP integration (native)
ChatGPT — via API
Slack — ask in any channel
Endgame App — full web interface
CLI / API — for ops automations
Snowflake — data warehouse
Implementation
Phase 1
Connect (Week 1–2)
- Salesforce, Gong, Slack
- Ingest Command of the Message
- Configure KPI definitions
- Knowledge graph build
Phase 2
Activate (Week 3–4)
- Meeting prep + account intel
- Account plan templates
- On-demand KPI queries
- Deploy across surfaces
Phase 3
Expand (Week 5+)
- Snowflake, Highspot, etc.
- Business case generation
- Full team rollout
- Workflow automation scoping
Pricing DRAFT
Indicative pricing based on our conversation. Subject to refinement as we scope the engagement together.
Endgame Platform Fee$40,000
150 User Licenses × $600 / license$90,000
Forward-Deployed EngineerTBD*
Total (before FDE)$130,000 / year
*Forward-Deployed Engineer cost to be determined based on additional discovery — specifically around which custom integrations, methodology configurations, and workflow buildouts Billtrust wants hands-on help executing. We'll scope this together after the next session with your stakeholders.
Next Steps
"I would want to get, you know, a few others at Billtrust in front of you to just better understand how it works."
— Brian Vass
We're ready. Here's what we suggest:
- Step 1: Brian reviews this proposal and identifies 2–3 stakeholders to include
- Step 2: Endgame delivers a tailored demo using Billtrust-specific scenarios — Command of the Message in action, live KPI queries, account plan generation
- Step 3: Scope Forward-Deployed Engineer engagement based on what the team wants to build first
- Step 4: Kick off Phase 1 — two weeks to first value
Let's build this together.
We'll move as fast as you're ready to.