How this started
The tools didn't match how the business actually worked.
I didn't start in marketing. I started as a builder: writing software, managing infrastructure, untangling integrations. When I moved into lead generation, the pattern that kept showing up wasn't "smarter ads." It was messy routing, leads going to the wrong buyer, revenue disappearing into spreadsheets, and no clear picture of what was actually working.
The platforms that existed were either too expensive for where I was, or too rigid to match how my buyers actually worked. So I built the system I needed. One that routes leads by geography, waterfalls between buyers, and doesn't let anything hit the floor.
That system became Supasend. I still run my business on it every day.