Reef blog

Insights on predictive revenue intelligence, customer risk, and the data strategies shaping modern SaaS growth.

September 2025 • 6 mins read

Predictive Revenue Intelligence: The Missing Link in Revenue Intelligence

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The Data Foundation for Customer Revenue Teams and Agents

Reef's AI driven ML models surface churn, expansion, and cross-sell signals you can trust—explained, backtested, and 9 months in advance.

June 2025 • 1 mins read

Funding and building Hawaii’s high-tech industry

Watch the Hawaii News Now segment that aired on June 9, 2025 and hear how Reef AI scaled operations, expanded, and hired more local staff in Hawaiʻi with support from Startup Capital Ventures and HTDC!

June 2025 • 4 mins read

Real-time Analytics vs. Predictive Scores: What SaaS Leaders Need to Know About Customer Risk

Watch the Hawaii News Now segment that aired on June 9, 2025 and hear how Reef AI scaled operations, expanded, and hired more local staff in Hawaiʻi with support from Startup Capital Ventures and HTDC!

October 2024 • 6 mins read

Good Agent | Bad Agent: Clean Data & Predictive Models Will Power AI Agents That Actually Work

The Good Agent experiences are going to be one of the largest disruptive forces helping consumers and the companies that serve them. To get there faster and more predictably, every company can take steps now to bring them closer to this future.

October 2024 • 2 mins read

Practical Ways to Unlock Revenue Growth with AI

The transformative potential of AI in the technology industry is driving companies focus on growth without significantly increasing their sales and marketing spend. TECHTonic podcast host Thomas Lah speaks with Brent Grimes, CEO of Reef.ai, about how to efficiently drive revenue growth by introducing AI into the process.

September 2024 • 2 mins read

How to Maximize ROI with Outcome-Based Scoring

Brent Grimes, Founder and CEO at Reef.ai joins the hosts ⁠⁠Kristi Faltorusso⁠⁠, ⁠⁠Jon Johnson⁠⁠ & ⁠⁠Josh Schachter on the Unchurned Podcast⁠⁠.

July 2024 • 3 mins read

Corallites Unite! 🪸🪸

One thing that was not on my radar was what to call Reef.ai employees. Now that we’re here, it’s actually a pretty big decision. It creates identity, community, and has a direct influence on company culture. And once you commit, it’s really hard to change course.

July 2024 • 7 mins read

Health Scores are Dead! Leading with Outcome-Based Scoring

If you’re relying on a general health score to run your business, you’re leaving substantial retention and growth revenue on the table.

November 2023 • 10 mins read

The Healthscore Mirage: Effective Customer Scoring is Game-Changing but Elusive

The healthscore serves as a common foundation for customer success strategies, yet it is often misinterpreted and mishandled due to a lack of recognition regarding the challenges of effective customer scoring.

October 2022 • 5 mins read

Exceptional Account Teaming is a Competitive Advantage

In all my years in customer success, sales, and presales roles, the best performing territories with the most successful customers in the top performing companies all had something in common. They absolutely nailed account teaming.

June 2022 • 4 mins read

Does What I Do Actually Matter?

Since the early days of CRM in the 90’s, activity management has evolved remarkably little. Tasks still have notes and due dates. The workflow to assign them has gotten a bit fancier but very little has changed otherwise.

January 2022 • 7 mins read

The Problem With Customer Success

I’ve been in customer success for a long time, even before it was called customer success. Prior to the customer success movement and the rise of recurring revenue, there were roles and functions designed to support customers, but they were piecemeal and largely reactive versus proactive.

August 2021 • 4 mins read

Why I Started Reef

In my role as head of Customer Success at MuleSoft, we grew a team of three into an organization of hundreds responsible for almost a billion dollars in ARR.

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