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How Predictive AI Transforms Customer Retention

by FULLCAST | Apr 8, 2026 | Blog, Customer Success, Sales

Most retention strategies fail for the same reason: they start too late. By the time a customer downgrades, submits a cancellation request, or ghosts their CSM, the decision to leave was made weeks or months ago. Your team is reacting to outcomes instead of...

What Is Customer Success? The Complete Guide to Building a Revenue-Driving CS Function

by FULLCAST | Mar 27, 2026 | Customer Success

A 5% retention boost lifts profits by 25-95%, according to Bain & Company research. That single statistic deserves more attention than most revenue leaders give it. Yet most B2B SaaS companies still treat CS as a reactive function, staffed to handle escalations...

Guide to Structuring Compensation Linked to Customer Success

by Nathan Thompson | Dec 8, 2025 | Customer Success

Most companies pay their Customer Success teams with ad hoc bonuses and disconnected Management by Objectives (MBOs), creating a major gap between effort and revenue impact. While a recent survey shows that 93% of companies use performance-based pay, most CS plans...

Can a Territory Model Solve Your Biggest Customer Success Challenges?

by FULLCAST | Jun 13, 2025 | Blog, Customer Success

Because acquiring a new customer is four to five times more expensive than retaining a current one, the importance of customer success (CS) has never been more important. To support the scalability of the CS function, there are now a plethora of CS tools that help...

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Bala Balabaskaran

Chief Technology Officer

Bala Balabaskaran didn’t set out to become a founder; he built Fullcast because the tools he needed didn’t exist.

As VP of Go-to-Market Technology and Operations at Salesforce, Bala was charged with aligning sales, support, and service across a massive global organization. But even with world-class systems and teams, the process was fractured: plans made in spreadsheets didn’t translate to execution. Territory changes took weeks. GTM strategies were outdated the moment they were finalized.

So Bala built something better.

With decades of experience at Microsoft, HP, and Salesforce, and multiple patents in enterprise software, Bala knew how to create systems that scale. In 2016, he co-founded Fullcast, a platform that unites planning and execution so RevOps teams can move at the speed of change.

Ryan Westwood

Chief Executive Officer & Co-Founder

Ryan Westwood is a serial entrepreneur with three successful exits, including Simplus, which scaled from zero to over $400M before being acquired by Infosys. At Fullcast, Ryan brings his vision for transforming how companies go to market—backed by his deep experience leading high-growth businesses. He's been recognized as Ernst & Young’s Entrepreneur of the Year and Utah Business’s CEO of the Year, and he currently leads Fullcast through its rapid expansion after a $35M seed round.

Amy Cook

Chief Marketing Officer & Co-Founder

Amy Osmond Cook, PhD, is a seasoned marketing and RevOps executive who has helped multiple companies grow from Series A through acquisition. As the founder of Stage Marketing and former CMO at Simplus and PathologyWatch, Amy brings a sharp eye for brand, revenue strategy, and storytelling. She’s also an award-winning business leader, educator, and community builder.

Isaac Westwood

Chief Operating Officer & Co-Founder

Isaac Westwood is a builder of companies and teams. As co-founder and COO of Simplus, he scaled the business from startup to global Salesforce powerhouse, integrating seven acquisitions and growing the team to over 600 employees. At Fullcast, Isaac leads operations and delivery, helping customers translate strategy into execution.

Lance Evanson

Chief Commercial Officer & Co-Founder

Lance Evanson brings deep expertise in go-to-market strategy, partnerships, and growth. As Chief Strategy Officer at Simplus, he led global partner development and drove enterprise deals that helped fuel the company's rise. Now at Fullcast, Lance leads commercial strategy, ensuring that every customer touchpoint reflects Fullcast’s commitment to impact and innovation.

Pete Shelton

Chief Revenue Officer

Pete Shelton is an experienced sales executive with a proven track record of scaling revenue at leading enterprise technology companies. Before joining Fullcast as Chief Revenue Officer, Pete served as SVP of Sales at Domo and EVP of Sales at Simplus, where he helped drive significant growth across North America. He also held senior sales roles at Adobe, including AVP of Enterprise Sales for the West.

Tim Huss

Chief Financial Officer

Tim Huss is a finance leader with deep experience guiding high-growth SaaS companies through scale and transformation. As CFO of Fullcast, he oversees financial strategy, planning, and operations. Prior to Fullcast, Tim served as CFO and Controller at Simplus, where he played a key role in managing financial performance during the company’s expansion and acquisition.

Aubrey Donnelly

Chief of Staff

Aubrey Donnelly brings nearly a decade of experience supporting executives and shaping company culture in high-growth SaaS environments. As Chief of Staff at Fullcast, she drives operational alignment across leadership while serving as a trusted advisor and culture ambassador. Prior to joining Fullcast, Aubrey held key roles at Simplus and MasteryConnect, where she specialized in executive operations, internal communications, and organizational culture.

Brittany Davies

Head of People and Culture

Britt Davies is a seasoned HR strategist and workplace culture expert with over 15 years of experience leading People Operations across high-growth companies. At Fullcast, she drives the people and culture strategy to support our mission of transforming go-to-market operations. Prior to joining Fullcast, Britt held executive HR roles at Purple and VASA Fitness.

James Platt

General Counsel

With over a decade of experience supporting technology and growth-stage companies, James Platt brings deep expertise in equity and debt financing, corporate governance, M&A, licensing, and commercial transactions. James has spent more than 12 years at Kunzler Bean & Adamson, where he is a Legal Advisor. He began his career conducting due diligence and evaluating investments at the University Venture Fund.

Jason Heidema

Atrium Co-Founder

Jason Heidema is a seasoned entrepreneur and product leader with over 20 years of experience building, scaling, and leading SaaS and consumer software companies. Prior to joining Fullcast, Jason was the Co-Founder and CEO of Atrium, a data-driven sales management platform acquired by Fullcast in 2025. Before Atrium, he co-founded TalentBin, a pioneering talent search engine and recruiting CRM, which was acquired by Monster Worldwide in 2014.

Peter Kazanjy

Atrium Co-Founder

Peter Kazanjy is an entrepreneur, author, and go-to-market expert with deep experience guiding early-stage SaaS companies from product/market fit to scalable revenue growth. He is the Co-founder of Atrium, a sales performance analytics platform acquired by Fullcast in 2025, and the author of Founding Sales, the widely used handbook for startup founders building their first sales teams.

Guy Rubin

Ebsta Founder

Guy Rubin is a seasoned entrepreneur and sales technology leader with over two decades of experience helping B2B revenue teams scale. He is the Founder and former CEO of Ebsta, a leading revenue intelligence platform for Salesforce and HubSpot customers, which joined Fullcast in 2025. At Fullcast, he continues to advance the role of revenue intelligence within the broader RevOps operating system.

How Predictive AI Transforms Customer Retention

What Is Customer Success? The Complete Guide to Building a Revenue-Driving CS Function

Guide to Structuring Compensation Linked to Customer Success

Can a Territory Model Solve Your Biggest Customer Success Challenges?

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How Predictive AI Transforms Customer Retention

What Is Customer Success? The Complete Guide to Building a Revenue-Driving CS Function

Guide to Structuring Compensation Linked to Customer Success

Can a Territory Model Solve Your Biggest Customer Success Challenges?

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Bala Balabaskaran

Ryan Westwood

Amy Cook

Isaac Westwood

Lance Evanson

Pete Shelton

Tim Huss

Aubrey Donnelly

Brittany Davies

James Platt

Jason Heidema

Peter Kazanjy

Guy Rubin

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