Sequence Raises $20M to Modernize Billing and Revenue Workflows for B2B Scaleups

Sequence has secured $20 million in Series A funding to accelerate the development of its modern billing, CPQ, and revenue recognition platform. Backed by a16z and Salesforce Ventures, the company is addressing a growing but often underappreciated challenge in B2B software: revenue workflows that break as companies scale.

As SaaS businesses move beyond simple subscription pricing toward usage-based, hybrid, and custom enterprise contracts, legacy billing and finance systems are increasingly unable to keep up. Sequence’s funding reflects investor confidence that revenue infrastructure is becoming one of the most critical bottlenecks for high-growth B2B companies.

Why Revenue Workflows Fail at Scale ?

For early-stage startups, billing is often an afterthought, managed through simple tools and manual processes. That approach rarely survives growth. As pricing becomes more complex and customer contracts vary widely, discrepancies emerge between what sales sells, what product measures, and what finance recognizes as revenue.

These gaps lead to billing errors, delayed invoicing, revenue leakage, and compliance risk. In many companies, teams resort to spreadsheets and custom scripts to bridge systems that were never designed to work together.

Sequence was built in response to this fragmentation, with the goal of creating a single source of truth that aligns sales, product, and finance around accurate, auditable revenue workflows.

A Unified Platform for the Full Revenue Lifecycle

Sequence positions itself as a comprehensive platform covering the full order-to-revenue lifecycle. Its products span modern CPQ for flexible deal configuration, billing systems that support subscription and usage-based models, usage metering to track real-time consumption, receivables automation to reduce manual collections work, and revenue recognition designed to support financial reporting and compliance.

Rather than forcing teams to stitch together multiple tools, Sequence integrates these functions into a single workflow. This unification reduces reconciliation work, shortens billing cycles, and gives finance teams greater confidence in the accuracy of reported revenue. For B2B scaleups operating with lean teams, these efficiencies can meaningfully impact both cash flow and operational focus.

Built for Modern Pricing Models

One of the defining shifts in SaaS over the past decade has been the move away from flat subscriptions toward usage-based and hybrid pricing. While these models align pricing more closely with customer value, they introduce significant operational complexity. Accurately measuring usage, applying pricing logic, and translating that data into invoices and recognized revenue requires tight coordination across systems.

Sequence’s usage metering and billing capabilities are designed specifically for this reality. By integrating usage data directly into billing and revenue workflows, the platform helps companies avoid common failure points such as delayed invoices, disputed charges, and mismatched financial records. This focus reflects a broader industry trend in which revenue operations have become a strategic function rather than a back-office task.

Adoption of Sequence Among B2B Scaleups

Sequence is already working with a range of fast-growing B2B companies, including Incident.io, Attention, Arch Labs, Default, and Bridge, which was acquired by Stripe. These customers represent the type of businesses most affected by revenue workflow breakdowns: product-led companies that scale quickly and experiment with pricing to meet market demand.

For such teams, reliability and flexibility are equally important. Revenue systems must adapt without introducing risk or operational drag. Sequence’s traction among these customers suggests that demand for modern revenue infrastructure is no longer limited to finance departments, it is increasingly driven by founders and operators who see billing accuracy as foundational to sustainable growth.

Revenue Infrastructure as a Competitive Advantage

The long-term vision of Sequence reflects a broader shift in how B2B companies think about revenue systems. As growth slows across parts of the SaaS market, attention is turning from expansion at all costs to efficiency, predictability, and compliance. In this environment, error-free billing and clear revenue visibility are competitive advantages.

Backing from Salesforce Ventures also highlights the importance of ecosystem integration, as modern revenue platforms must work seamlessly with CRM, data, and finance stacks. With its Series A funding, Sequence plans to expand its product capabilities and deepen integrations, positioning itself as core infrastructure for companies navigating increasingly complex revenue models.

As B2B software continues to evolve, platforms that can translate innovation into accurate, auditable revenue will play a central role in how companies scale responsibly.

Sequence highlights a quiet truth in modern SaaS: growth often breaks revenue systems long before it breaks products. By treating billing and revenue workflows as core infrastructure rather than back-office tooling, the company is addressing a structural weakness that many scaleups only recognize once it becomes costly.