JustCall portfolio · six cases. One operating record.

A B2B communications platform, anonymized while the operator is still employed. Six child cases. Each one carries its own evidence inventory and diff card. Start with whichever case matches what you are evaluating. The flip switch restores company and product names on resignation.

The six cases

• Homepage, six refreshes in 18 months. The only case backed by public Wayback snapshots. Six homepage variants archived, feature-grid to outcome-led to an operator-owned Vercel staging pipeline.
• Integration pages as a distribution system. The strongest CRO number in the portfolio. HubSpot v2: +48% signups, +25% SAL, +17% pricing clicks, +86% footer scrolls (Wingify-measured). Ends with the Mar 2026 Ecosystem Marketing program and a Salesforce CTI marketplace rewrite.
• Sales enablement as a pipeline channel. The strongest deal-level attribution. FQ2 2025: $535,844 influenced ARR, $81,696 won, named deals, named sellers, honest losses (Broadwick, Octopus Legacy, American Land & Lakes) on the same sheet.
• 18 competitors, one intelligence system. Baseline win rates (Aircall 33%, RingCentral 10%, Dialpad 21%, CloudTalk 26%). Comparison LP lifts: +107.7% demos vs Aircall, +123.1% demo signups vs Kixie, an honest -83.6% on Dialpad. Mar 2026 paid displacement campaign with full geo breakdown.
• Claude Code as the PMM operating system. The differentiator. MessagingGPT, Artemis, Product-Knowledge.md, six slash commands, a 42-claim fact-check run that caught a math error on a live PPC page, ResearchOS, DiscoveryClaude, a 730-article help-doc taxonomy, operator-owned Vercel staging.
• 18 launches in 21 months. The volume case. Sales Dialer relaunch, AIVA Actions T1, AI SDR Product Hunt (#18), SMS Bundles ($67K+ MRR), Workflows GA (~400 workflows, ~25,000 calls), and a Mar 2026 SMS Inbox launch absorbed mid-flight after the GTM owner departed.

The CRO corpus, rolled up

Every number below is covered in depth inside one of the six child cases. This is the roll-up, not the proof. Power Dialer +184.9% signups, +26.6% leads. Real Estate +178% CR (Mar), +60% CR to 9.09% (May). Bulk SMS +123.2% demos, +11.6% lead CR. vs direct competitor +107.7% demos. International Numbers +96% signups. Business Phone System +67% CVR, +51% SALs, +34% trials. HubSpot Integration v2 +48% signups, +25% SALs, +86% footer scrolls. AI Voice LP V2 +37% signups, +18% demos. Virtual Phone Number +36% CVR, +41% signups. Outbound Dialer +14.9% lead CR, +27.7% signups.

And the honest losses, on the same record. JC vs Dialpad LP -83.6% conversions. Virtual Call Center -49% demos. Broadwick $27,552 lost to Aircall on native HubSpot integration. Octopus Legacy $48,000 lost on UI age and price.

The pipeline corpus, rolled up

$535,844 influenced ARR, $81,696 won (FQ2 2025 sales enablement ledger). $300K+ influenced, $5.7K won (Jul 2025 monthly). $300K+ influenced, $69K won (Aug 2025 monthly). $316K+ influenced, $81,696 won (Q3 2025 cumulative). $67K+ MRR over four months (SMS Bundles launch). $172K opportunity (Otomashen, multi-vendor battlecard). $12,504 ARR (Form Health, AIVA ROI calculator). $48.6K spend, 12 closed-won (Mar 2026 Aircall paid displacement).

Methodology

Same VPC frame across every surface. Customer interviews or sales call recordings when interviews were not available. Jobs-to-be-done mapping. Pain-language extraction. Rewrite the page from the buyer's perspective, not the product team's. Some pages needed structural overhaul (HubSpot integration, flat page to sidebar plus tabs). Some needed copy surgery. Some tested and lost. The Dialpad LP at -83.6% is in the portfolio because it is in the monthly report.

What stayed honest

The homepage case is backed by public Wayback snapshots. Every other case is internal-reported until the flip switch. All metrics auditable on request under a hiring-stage NDA. The constraint is the point. Some of the strongest work is not yet name-attached. The methodology that produced it is the same one that produced verifiable lifts at Wingman and PreSkale, and the operator-owned pipelines and staging now ship as working tools the next role inherits.

How to read this portfolio

• For a fractional engagement, start with integrations and AI systems.
• For a Head or Director PMM role, start with sales enablement and competitive.
• For voice and format, start with homepage (Wayback-verified).
• For volume and cadence, start with product GTM.