Case Study: How Warmly’s CSMs Ship Production Features with Codegen
About Warmly
Warmly’s person-level intent platform makes marketing more precise by identifying ideal customers, monitoring their buying intent in real time, and engaging through the right channel at the right moment. The product depends on constant small improvements that add up to a great customer experience.
The Challenge
Customers often share small but important requests, UX tweaks, bug fixes, and feature refinements, that improve day-to-day usability. Like many growth-stage teams, Warmly struggled to get those issues prioritized.
Maximus Greenwald, co-founder and CEO, said:
“I’m not able to code fast enough to appease my customers, and many many tickets are not worked on purely because of engineering bandwidth.”
Product and engineering were focused on major roadmap items, so low-friction fixes sat in the backlog even when the aggregate impact was big.
Bringing Codegen Into the Workflow
Warmly invited Codegen into their workspace to change that equation. Codegen CEO, Jay Hack, showed the team how to work efficiently with AI agents and encouraged them to ship ten features in a single day to demonstrate what’s possible.
The goal was to leave Warmly with a teammate that is a fraction of the cost and 10× the productivity of a typical engineer.
For the first time, customer service managers (CSMs) acted as product managers and junior developers. They identified problems, described solutions in natural language, and saw those solutions run live in production — all within hours.
One big customer request was to push a new feature to be able to drag, drop, and reorder the chat buttons on the front end. The CSM wrote a product requirement in Linear, asked Codegen to draft the technical spec, and an engineer only needed to confirm class names and function signatures before merge.
Greenwald states:
“Codegen is our Slack teammate that allows our CS team to interact with engineering and our codebase in a way that saves the engineering team tons of time and actually moves the needle on smaller features and bug requests that we never would have gotten to otherwise.”
Results
CSMs as PMs
Customer-facing teammates can now move directly from a user request to a live solution without blocking on engineering bandwidth.
Carina Boo, co-founder and Head of CS notes:
“A CSM basically can act as a product manager and then pair with an engineer and actually get stuff done. We have a ton of PRs already out to staging and we’re going to be deploying later today.”
Faster Feature Delivery
Warmly built a customer health app in about four hours, which replaced a $20,000 third-party tool and weeks of expected engineering time. They were also able to ship 30 features into production in a single day.
Stephanie Merlis, CSM, stated:
“This feature probably would have taken a full day to get shipped. But thanks to Codegen, we were able to do it in under an hour.”
10× Engineering Leverage
Codegen effectively gave every engineer a fleet of junior developers, enabling more PRs, quicker bug fixes, and continuous background improvements without hiring more staff.
Looking Ahead
Warmly proved that AI agents can expand who gets to build software. CSMs now function as an extension of engineering, delivering customer-driven fixes and entirely new applications in a fraction of the usual time.
Greenwald concluded:
“Before today, I thought the best way to solve engineering bottlenecks was to hire more engineers. Now I realize that I can use Codegen to save money on additional engineers, and empower my existing engineers to be 10x more effective.”
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