Venice-based software company Endgame Labs Inc. raised more than $17 million across two funding rounds for its “product-led” sales strategy platform, the company announced July 13.

Endgame’s $5 million seed funding round was led by Santa Monica-based venture capital fund Upfront Ventures, while the company's $12.25 million Series A round was led by Menlo Park-based venture capital firm Menlo Ventures.

Other investors in the Series A round include Gainsight Inc. Chief Executive Nick Mehta, Intercom Inc. founder Des Traynor and Notion Labs Inc. Chief Revenue Officer Olivia Nottebohm.

Founded in 2020, Endgame offers insight on users of free software trials for sales teams. The company analyzes data from trials and identifies which users will make the best customers and how to properly target them  

Alex Bilmes, founder and chief executive of Endgame, said in a blog post that product-led growth, or using the product or software itself as a means of attracting and retaining customers, is “exploding.”

“In the past, software was sold over steak dinners and TopGolf,” Bilmes said in a blog post. “Today’s customers buy software by self-serving, seeing value, then doubling down on the products they like.”

Endgame is currently pre-revenue, Bilmes told TechCrunch. Its beta customers include social media company Clubhouse, graphic design tool Figma Inc., video messaging platform Loom and cloud collaboration company Airtable.

“Traditional software sales (are) dying,” Kyle Parrish, head of sales at Figma, said in a statement. “The modern sales motion looks at what users are doing in a free plan or trial and then applies sales pressure to the highest value accounts that are most likely to convert.”

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