The challenge

Before Measure, Dockwa ran their entire deal process in Salesforce. When a deal closed, someone manually copied the details into Recurly to create the subscription. No automation. No integration. Just copy and paste.

The billing stack had compounded over time:

• Salesforce for the sales pipeline (no connection to billing)
• Recurly for subscriptions and invoicing
• Multiple payment processors because Recurly couldn't handle ACH through Stripe
• Manual spreadsheets for commissions, AR collections, and reconciliation
• DocuSign for contract approvals

When a customer upgraded or changed their plan mid-cycle, the team had to void the existing invoice, recalculate proration manually, and recreate everything in Recurly from scratch.

Revenue recognition lived in Recurly until they turned it off without warning and put it behind a paywall. That left Dockwa manually reconciling rev rec against NetSuite every month.

The manual work consumed real headcount. A RevOps analyst spent more than half their time on invoice creation, Salesforce reconciliation, payment method updates, and billing adjustments. A finance analyst spent half their time on AR collections and manual processes. Commissions were calculated monthly from multiple CRM reports fed into a spreadsheet.

The solution

Dockwa evaluated two alternatives before choosing Measure:

Stripe Billing was the first option. Dockwa is a Stripe shop for payment processing. But Stripe didn't have a direct CRM integration that met their needs. Their off-the-shelf Salesforce connector fell short, and they quoted a custom HubSpot integration that would cost more than Measure's entire annual contract. On top of that, Stripe's B2B billing capabilities were lacking for Dockwa's contract-driven model.

Sequence was the other option. Sequence works well if you want your sales team building plans directly in their platform. Dockwa wanted the sales team working out of their CRM. That workflow mismatch, combined with price and the level of support they experienced in early conversations with Measure, made the decision clear.

Measure gave Dockwa what they actually needed: a billing system that connects directly to their CRM, includes revenue recognition without a separate product or surprise paywall, handles contract approvals natively, and processes payments through Stripe for both card and ACH.

The transition

Dockwa went live with new business billing through Measure in the first month. Within three months, they fully migrated off Recurly, including their more complex renewal processes with automatic price increases and varied contract structures.

Engineering involvement was minimal. Measure's team owned the implementation and worked directly with Dockwa's operations and finance teams. The engineers spent more time later building a customer-facing subscription portal using Measure's MCP than they did on the initial billing setup.

What Dockwa runs on now:

• Direct CRM integration. Deals push from HubSpot to Measure automatically. No copy-paste.
• Revenue recognition included. No separate product, no surprise paywall.
• Contract approvals built in. Reduced their DocuSign license by $10K per year.
• Customer portal via MCP. For the first time, Dockwa's marina customers can see their subscription terms, invoices, and payment methods in their existing portal.
• Custom NetSuite reports. Measure built invoice and payment export reports that upload directly to NetSuite, bridging the gap until a native integration ships.
• Invoice Butler integration for automated AR collections.
• Full Stripe processing for both card and ACH, plus direct payment reconciliation.

When Measure didn't have a native NetSuite integration, they built custom export reports tailored to Dockwa's chart of accounts. When Dockwa needed a customer-facing subscription portal, the MCP made it possible without a custom build.

The results

Kendall Partie, who oversees the billing operation at Dockwa, did the math:

• $50K+ saved in SaaS costs and avoided implementation consulting (came in under Recurly's price, eliminated the need for a custom CRM integration, included rev rec at no extra cost, reduced DocuSign licensing)
• $50K+ saved in headcount. Dockwa's RevOps analyst left and they didn't backfill the role. The existing team absorbed the work because Measure eliminated the manual processes that justified the position.
• $100K+ total first-year savings

Month-end reconciliation went from a multi-day manual process to downloading two files and uploading to NetSuite. Commission tracking is next on the roadmap once they complete their CRM migration from Salesforce to HubSpot.

The implementation support was unlike anything Kendall had experienced with a software vendor. Measure's team learned Dockwa's business, challenged their existing workflows where it made sense, and built custom solutions when the standard product didn't cover an edge case. Feedback was often acted on within a day.

In Kendall's words: anyone doing B2B SaaS with complexity in their commercial model should look at Measure. Parent-child billing relationships, full sales pipelines pushing deals in real time, contract approvals, usage-based pricing, CRM integrations that actually work. The combination of a platform he trusts with the numbers and a team that treats the relationship like a partnership, not a support ticket queue.