Performance SMS, Explained: Why texting is now a revenue channel

When SourceForge — the world’s most visited software comparison site — invites a CEO on to dig into what’s next in B2B software, you listen. Our CEO, Martin Payne, joined host Beau Hamilton on the SourceForge Podcast to talk about performance SMS: what it is, how it integrates with Salesforce and HubSpot, the results teams are seeing, and where messaging is heading in the future.

Watch the full podcast episode here.

In case you missed it: what they discussed and why it matters

1) From notifications to a measurable revenue channel

Most companies started with texts for shipping alerts or 2FA (Two-factor Authentication). Performance SMS treats texting as a planned, branded, trackable channel that runs alongside email  across the full funnel.

“We’ve seen SMS become a complementary cross‑channel communication to really boost engagement rates.” — Martin Payne

Why it matters: adoption is mainstream, and texting earns attention fast. Treat it like you treat email; with strategy, creative, and measurement, and watch SMS drive pipeline.

2) Where SMS fits in your CRM

TextUs plugs into the stack two ways so teams can move from campaign to conversation without switching tabs.

• Top to mid funnel automation: Send bulk campaigns or add SMS inside existing workflows in Salesforce and HubSpot for consistent branding, messaging and timing.
• Bottom‑funnel conversations: Sales reps use an embedded inbox inside the CRM to continue one‑to‑one texting as leads qualify.

“As you’re building your messaging campaign, SMS is just another integrated channel alongside email… then reps engage one‑to‑one right in the platform.”

Result: smoother handoffs, faster replies, and more deals that actually make it to the finish line.

3) The data that changes the game

What teams are seeing when SMS becomes part of the mix:

• 2–3x higher engagement at the very top of funnel vs email alone for colder contacts.
• 5–10x higher engagement deeper in the funnel where intent is higher.
• ~10 minute average response time on SMS, which speeds up cycles and keeps momentum.

“The engagement you see top to mid funnel has to convert at the bottom… and that’s exactly what we see when we measure full funnel.”

4) Coaching turns good into great

Tools matter. Playbooks matter more.

• A demand‑gen team moved from 13% to ~39% response rate after TextUs provided training on messaging and workflows.
• A workforce scheduling org improved from 68% to 90% response rate, translating directly into filled roles.

“We’re not just a software provider. We’re a solution partner. The analytics we share in training are going into the app so every user has them at their fingertips.”

5) Guardrails that keep SMS clean — and effective

No one wants phones flooded with spam. The ecosystem is designed to prevent it.

• Carrier registration verifies brands and use cases, with ongoing monitoring of spam indicators.
• FCC/TCPA rules require explicit opt‑in and govern how texts are sent.

“Carriers do a great job policing the system… in some cases more rigorous than what the law requires.”

Takeaway: the same practices that keep programs compliant also lift engagement.

6) Who wins with performance SMS

If your model blends demand-gen with consultative selling, texting belongs in your mix. Teams seeing outsized value include:

• Education
• Professional sports
• Marketing Agencies
• Healthcare and hospitals
• Property management
• Industries with hourly or on‑the‑go workers like transportation, hospitality, home services, and construction.

7) What’s next: RCS makes messages richer

RCS is texting’s “rich media” moment. Expect interactive elements, richer visuals, and deeper analytics as carriers and platforms finish rollout.

“Expect a material wave of truly rich, interactive messages next year… closer to a WhatsApp‑like experience than SMS of old.”

What to watch: iOS adoption plus carrier readiness unlocking richer, more measurable conversations.

A quick note on leadership and culture

Martin’s lens on resilience and results shows up in how we build: make it easy to use, be students of the customer, and take total ownership when things get hard.

“We’re team‑first and we own the challenges. That’s how you grow and how customers feel the difference.”

Want to go deeper?

Start with the full conversation, then see how performance SMS fits your stack.

Watch the full podcast episode here

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