Product-led sales software startup Endgame Labs Inc. announced today that it has raised $12.5 million in new funding to hire more people, invest in research and development, and  build out its product.

The Series A round was led by Menlo Ventures and included several other investment firms and individual investors. The funding comes after Endgame had previously raised $5 million in a seed round led by Upfront Ventures.

Founded in 2020, Endgame — not to be confused with the endpoint security company of the same name acquired by Elastic N.V. in 2019 — offers cloud-based software designed to transform how modern software companies go to market. The company’s platform is said to make it easy to observe what’s happening in a trial or free promotion, prioritize sales-ready accounts and users based on behavioral signals, and act on them to drive more revenue faster.

Behind the scenes, Endgame’s platform works by analyzing real-time signals from several data sources, including product adoption, user behavior, transactional data and sales activity, without needing expensive data scientists or engineers. Using Endgame, sales teams can see what top accounts and users are doing in their product, how far along their journey they’ve come and whether they are sales-ready.

“The modern GTM motion is inverted,” Alex Bilmes, chief executive officer of Endgame, said in a statement. “Instead of looking at what we [the sellers] do, you have to look at what they [the customers] do. That means understanding what users and buyers are doing in your product and using that information to identify the best sales opportunities.”

Endgame is currently working with partners that included Figma Inc., Loom Inc., Airtable, Clubhouse, Mode Analytics Inc., Retool Inc. and Algolia Inc.

Also participating in the round were Todd and Rahul’s Fund; Liquid 2 Ventures; Nick Mehta, CEO of Gainsight Inc.; Des Traynor, the founder of Intercom R&D Unlimited Co.; Joe Morrissey, chief revenue officer at Segment.io Inc.; Zhenya Loginov, CRO of Miro; Olivia Nottebohm, CRO at Notion Labss Inc.; Boris Jabes, CEO of Census; Yvonne Wassenaar, CEO of Puppet Inc.; Jason Warner, chief technology officer of GitHub Inc. Other investors are Lenny Rachitsky, Guillaume Cabane, Elena Verna, Peter Kazanjy, Kenny Van Zant and founders and senior executives from Zoom Video Communications Inc., Airtable, Loom and MongoDB Inc.

Image: Endgame