With 250,000 customers and 100 million users, DocuSign is a big company to change course. But for the $3 billion private cloud company at #3 on the Forbes Cloud 100 for 2016, the trick to doubling growth after a decade in business started with a strategic decision made in the last two years.
Back in 2014, the majority of DocuSign’s business came through its own web and mobile applications, which made it easy for customers to share their signatures online. But the company realized that its future would have to be much bigger than that for the company to keep growing and perhaps reach a long-rumored IPO.
“DocuSign has a beautiful app and a beautiful experience, but in the world of digital business today, it’s the API that is the product,”
says Marie Huwe, vice president of developer marketing.
“So we focused a lot on improving our API story since September of last year,”
says Huwe’s boss, chief marketing officer Brad Brooks.
