JustCall portfolio · six cases. One operating record.

Six child cases from twenty-one months at JustCall.
Each has its own evidence inventory and diff card.
Pick the one closest to what you're evaluating me for.
Names are restored everywhere now, post-resignation.
The shape of the work is intact.

The six cases

• Homepage, six refreshes in 21 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, with deal shapes and honest losses on the same sheet. Customer names under NDA.
• Claude Code as the PMM operating system. The differentiator. MessagingGPT, the Claude Code pipeline (precursor to substrate), one canonical Product-Knowledge.md file, six slash commands, a 42-claim fact-check run that caught a math error on a live PPC page before it shipped, a 730-article help-doc taxonomy, and an operator-owned Vercel staging environment.
• 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. A $27,552 deal lost to Aircall on native HubSpot integration. A $48,000 deal 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 (multi-vendor battlecard). $12,504 ARR (AIVA ROI calculator). $48.6K spend, 12 closed-won (Mar 2026 Aircall paid displacement).

Methodology

Same VPC frame across every surface. Customer interviews where possible, sales-call recordings where not. Jobs-to-be-done mapping. Pain-language extraction. Rewrite the page from where the buyer is sitting, not from where the product team is sitting. Some pages needed structural overhaul (HubSpot integration went from flat page to sidebar plus tabs). Some needed copy surgery. Some tested and lost. The Dialpad LP at -83.6% is on this site because it was in the monthly report.

What stayed honest

The homepage case is backed by public Wayback snapshots. Every other case is internal-reported, auditable on request under a hiring NDA. The same methodology produced the verifiable lifts at Wingman and PreSkale. The operator-owned pipelines and staging now ship as working tools the next role inherits whether they want them or not.

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 Wingman positioning.
• For voice and format, start with homepage (Wayback-verified).
• For volume and cadence, start with product GTM.