The people
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On the TechTO & TechWaterloo stages
Words are Hard
Watch on YouTube ↗Things your sales reps say and what they really mean
Watch on YouTube ↗Every talk is searchable — ask the archive about FunnelCake ↗
About
FunnelCake was built on the observation Marko Savic took to the TechTO stage: the things sales reps say are usually wrong, and the data usually knows better. One customer believed it had a 24-month sales cycle; the historical record showed 95% of deals won in the past two years had closed in four to eight months. The product tracked pipeline progression, funnel-stage SLAs and lead-to-revenue conversion across sales, marketing and customer success. It ran for about six years out of the Communitech hub in Kitchener and was acquired by Toronto-based Varicent on 6 October 2020, which folded it into its sales performance management line. Savic's own summary of the outcome: nobody lost money, nobody got rich.
Backers
A friends-and-family seed round, then a second round with MaRS IAF and BDC, plus the US$100,000 Salesforce Dreampitch award in 2018.
Quick answers
What did FunnelCake do?
It was a revenue operations product layered on the Salesforce ecosystem. It tracked how pipeline actually moved — stage progression, SLAs between teams, and lead-to-revenue conversion — so B2B companies could replace assumptions about their sales cycle with their own history.
What happened to FunnelCake?
Varicent, the Toronto sales performance management company, acquired it on 6 October 2020 and folded the product into its own line. Terms were not disclosed. FunnelCake no longer operates independently.
Who founded FunnelCake?
Marko Savic, who ran it as CEO, with co-founder Andrew Lawton, who departed amicably before the sale. Savic left tech in 2023 and now writes a food newsletter.