DevriX

Celebrating 16 years with DevriX! What initially started as a software factory and enterprise tech consultancy moved through a digital and tech consulting/training lab, to a martech execution engine, through a data-driven B2B and adops publishing powerhouse, to a GTM advisory, to a RevOps enterprise partner for mid-market and private equity firms. Unlike SaaS or a pizza shop, consultancies are fluid and adapt with the needs of our clients and partners. And these needs evolve and adapt to different winds and changes - be it GTM channels that shift gears, geopolitical changes, the evolution of new technology or growth channels. 🗓️ In 2012-2013, building SaaS on top of WordPress was a massive unlock. MVPs and prototypes with multi-user, multilingual, ACL, legendary features for $50K launches was a competitive moat. 🗓️ In 2015, we coined "WordPress retainers" as the leading model software in web was built. Between one-off projects, body shops leasing talent, and maintenance/support contracts, we mixed in fractional models borrowing our consulting expertise and what was proven to work in legal. Some of our 2016 clients are still with us! 👋 🗓️ In 2017, we branched into two core categories - B2B SaaS and digital publishing. We scaled partners to massive acquisitions (to companies like Meta) and grew publishers to 976,000,000 monthly views, mastering the field of ad operations (further expanding our data engineering skills toward RevOps, FP&A, and CRM management). 🗓️ From 2020 to 2023, we cruised in the "new normal" mechanics of enterprise clients moving to remote work for a few years, with geopolitical tension, and the early turbulence of high interest rates. eCommerce was growing faster than ever, and we brought in some global physical brands to digital, led some acquisitions and consolidations, and transformed GTM for some clients. 🗓️ The autumn of 2023 to mid-2025 were a roller-coaster. Mass layoffs in tech halted some of our contracts in blanket cuts and brought new ones where in-house teams weren't moving fast enough. Return to office brought in new talent for our GTM execution campaigns in a new era of Reddit ranking and disappearing SEO. Account-based marketing, along with tools like RB2B and Kwanzoo and Clay, brought new opportunities in the enterprise. And we adopted the new way of building software with Cursor, Claude Code, Lovable, Apify, MCPs, and powerful agents. Half a dozen partners were acquired by private equity firms in this process. We took on post-merger integrations, FP&A and synergies, value creation contracts, and revenue operations retainers. This filled in a gap for the lower mid market, previously less attractive to PEs. A lot has changed in the past 16 years, and I'm sure more will do in the next 16. The story will develop, and our execution capacity will continue to test, deploy, and assess new GTM opportunities for PE and mid-market. Cheers from the DevriX team!

Most mid-market and PE-backed companies I talk to are still running marketing like a creative cost center, while their boards are asking revenue questions the marketing team can't answer. This is especially valid when schools teach the 4Ps in marketing and CMOs often control just 1 or 2 of the 4 (usually Promotion, occasionally Place, but not Product or Price). That gap was on my mind on Tuesday when I sat down with Sofia Marketing Meetups to talk with the next generation of marketers (together with Nikolay from Native Digital, spearheading the next gen creative + TikTok format experience on the other side of the digital spectrum). We didn't go into the "which AI tool should we use" debate. The discussion touched on how far the day-to-day of marketing has drifted from what the market actually expects now. To be clear, a $50M, $100M, or $250M business still needs volume. It needs omnichannel presence, real demand generation, content at scale. But that's the "maintenance" and A/B testing or CRO part of the job. The full role responsibility is connecting the full circle: 1. How the channels feed pipeline 2. How pipeline ties to sales velocity 3. How acquisition connects to expansion and retention 4. How the whole thing shows up in the reporting leadership uses to make decisions What these companies don't need is another niche expert who only does paid, or only does SEO, or only does lifecycle. They need someone who can see the full flywheel start to finish, the way a founder has to. That's the entrepreneurial lens, and it's exactly what tends to be missing. That's where DevriX spends most of its time, too. Not posting more or running more ads in isolation (much of that is already automated or running on autopilot or through 3rd party SaaS), but helping leadership teams see where demand is really coming from, why conversion breaks, what content supports pipeline, how RevOps connects to GTM, and where digital infrastructure moves the number. Which is why I care about talking to marketers early in their careers. The business fluency tends to come a decade too late. - How companies make money - How sales cycles work - How budgets get defended in a board meeting - How private equity underwrites value creation - How CEOs weigh CAC, retention, margin - How fast a team can actually execute You can learn a new tool in a weekend. Building the critical mental model to run the whole loop takes years, and it's the part that compounds and makes a difference. Thanks to Sofia Marketing Meetups (Etien and Ivelina) for the invitation, and to everyone who showed up, asked sharp questions, and pushed back. Paying it forward is a critical bridge between the business and great talent. We owe it to the next generation as well.

Holistic GA4, GSC, Semrush analysis of 40+ properties and building a migration + link building strategy in under a minute. One of my NanoClaw bots, Drew, is crunching numbers and collaborating with Mark the marketer and EdOps on operational efficiency and competitive intelligence. They have access to enough data to make reasonable bets. Agents aren't ideal and need 100+ hours of training (often longer), and this is where "human in the loop" is pretty critical. This is why we're also hiring: - Marketing managers - Growth marketers - GTM engineers - Engineering managers - Account managers Join us in our DevriX HQ in Sofia. Expertise and executive intelligence mixed in with endless computer capacity and the ability to crunch gigabytes of data is a great and powerful mix. Not merely just agents. We're far from that and will never be 100% robotized. But definitely not slow and aspirational humans taking hours for tasks that could be done in minutes, making more mistakes than agents hallucinate, and working under very limited timeframes. Great humans will manage robots. It's a joyful experience if you're passionate about your craft. We are provisioning some of these models for customers (currently in private beta for ongoing contracts). And motivated marketers, engineers, account and product people who want to be at the forefront of this and spend the time and attention, based in Sofia - check our jobs page at the DevriX website.

Great panel today featuring 4 VC funds operating in Europe. We discussed the new macro environment and funding changes, the tokenomics of distributed opex for startups, different valuation changes and round sizes, what makes a startup click today for funding, TAM analysis, and more. Thanks for being transparent and supportive, LAUNCHub Ventures Eleven Ventures BrightCap Ventures Portfolion Kudos for organizing the B2B Growth Conf, BrainDonors - B2B growth agency and HubSpot and a great honor to moderate this one.

I received a "Webit Changemakers" nomination this week for Entrepreneurship, Innovations, Education, and Investments. Webit has been the leading global platform for macro, business, and tech conversations with curated investor forums between Sofia, Davos, Singapore, Dubai, and other core hubs. Even though I've been vocal and active online for 2 decades, I've been "hiding in plain sight" successfully for the past 7-8 years, especially in the local scene, despite running an operation in Sofia. Considering that 90% of our business is in North America and Western Europe, my local participation has mostly been across smaller training courses (including a seminar I led last night), bootcamps, an occasional talk, showing up at some recruitment events, or tech meetups. Behind the scenes, I've spent thousands of hours teaching students across universities, schools, academies, and professionals in organizations like VMware, SAP, Software AG locally; investing in several Bulgarian-founded businesses, mentoring and training hundreds of juniors throughout the years in DevriX, and building a strong R&D ecosystem serving mid-market clients globally. Maintaining the right "employer brand" isn't easy. > Too much is overpromising or spending an excessive amount of time on showing up vs. doing the work. < Too little is staying stealth and incognito, missing out A-players who are selective and need validation and trust. As I juggle between in-house delivery and outside networking & learning, and moonlight as an AI Batman, I'm sharing the link to my nomination if that resonates with some of you here.

OpenAI's CRO had a pep talk with the sales team. The leaked memo is #trending on CNBC and highlighting the challenges of sales even in an environment where Anthropic tripped revenues in Q1.