Product usage and pipeline on one record.
Self-serve and sales-led motions run over the same accounts in different systems. We make the product, the CRM and the billing platform agree on what a customer is, what they pay, and what they did last week.
Usage here, pipeline there, billing elsewhere.
Usage sits in the warehouse or in the product analytics tool. Pipeline sits in the CRM. Subscriptions sit in Stripe. Asking which accounts expanded last quarter and why becomes an export, a spreadsheet and an afternoon.
The product knows. The CRM says nothing.
SaaS — usageThe system underneath both motions.
Product events in the CRM
Signup, activation, seat added, limit reached and invite sent piped from Segment or the warehouse into HubSpot as custom behavioural events on the company, not pasted into a note.
A product qualified lead you can defend
PQL written at account level from activation depth, seat growth and workspace age, with the threshold documented, the alert routed to an owner, and a false positive rate someone watches.
Self-serve and sales-assisted pipelines
Separate deal pipelines for credit card conversion and sales-assisted trials, so a rep working a fourteen-day trial is not forecast against a checkout that closed itself.
Billing as a first-class object
Stripe or Chargebee subscriptions synced as records against the company — plan, seats, MRR, term dates, discount — so the renewal date lives on the account instead of in the billing console.
Retention from primary data
Expansion, contraction and churn recorded as dated subscription events, so net revenue retention and logo churn are a report anyone can open, not a quarterly spreadsheet rebuild.
Renewal and expansion motion
Renewal deals created from term dates, usage decline and support volume attached as health signals, and a named CS owner accountable for the stage the account sits in.
Instrument the account, not the activity.
Diagnose
The portal, the billing platform and the warehouse opened side by side: which product events exist, where subscription state actually lives, and which reported numbers cannot be traced back to a record.
Define
Activation, PQL, expansion, contraction and churn written as testable definitions, together with the plan, seat and term fields that have to carry them.
Instrument
Event pipelines, subscription sync, deal pipelines and lifecycle automation built against those definitions, then reconciled line by line against billing.
Hand over
Runbooks for the RevOps owner, the dashboards the board meeting runs on, and a period operating the system alongside your team until a full renewal cycle has run through it.
Every repackaging rewrites history.
A new tier, seat-based pricing, a usage add-on — and last year's cohorts stop comparing to this year's. The fix is a subscription model that stores plan changes as dated events, so pricing can move without the retention chart resetting to zero.
