There are many ways you can use product data to help sales teams create more opportunities. Below are some playbooks we've seen companies use product data with, followed by actionable steps you can take in your CRM to set up similar flows.
As always, the output is only as good as input so if you see that you are missing some product data, reach out to your product team to see how to start generating it. Our team at Outfunnel is also ready to support and guide you on best practices.
🚀 Trial to paid playbook
If you are a typical product-led SaaS company, you likely get hundreds of new leads per month and don't have the resources to talk to all of them. By syncing product events and properties to your CRM your sales team can easily find the users that are either in your Ideal Customer Profile (ICP) or have completed the key activities and reached the a-ha moment (therefore they have a high likelihood of conversion).
To get started with this we recommend syncing the following information to your CRM.
Trial Started event
User properties that were filled in during sign up
Key events that indicate user activation and a-ha moments
There are multiple ways to bring this data in front of sales teams. Here are a few ideas to get started:
Create a filter in your CRM that shows all the users that started a trial yesterday and match your ICP. This list is a great starting point for your sales team to reach out, learn about their needs and assist.
Alternatively, create a filter in your CRM based on the existence of key a-ha events and run the same playbook
We recommend reaching out to these leads manually for the first few weeks to see if you get traction based on these criteria. If yes, you can then use the CRM workflows to automate the email outreach or simply send a notification to yourself via Slack
Filter conditions that show users that started a Trial yesterday and are in the ICP
💵 Upsell playbook
Retaining customers is key to operating a profitable business and a high Net Retention Rate (NRR), is an indication that your offering represents a strong value proposition for your customers. An important element of NRR are upsells.
Assisted upselling is an area where we see many SaaS companies underperforming and it's mainly because sales reps simply don't have access to the product data that would indicate a ripe upsell opportunity.
To get started with the Upsell playbook we recommend syncing the following information to your CRM (note that as each business is different the events and properties may vary for your use case):
New User Invited (if users are part of your pricing model)
User properties that indicate usage
80% Usage Limits Reached and Usage Limits Reached events
Based on these events you can give sales context about usage and also automate actions. Here are a few ideas to get started:
Create a filter in your CRM that shows all the users that had an 80% Usage Limits Reached event this week. Sales can use this list to reach out and offer upgrade options
Create a workflow that sends a Slack message as soon as the Usage Limit Reached event triggers or the user does a key event like User Invited. Sales can then reach out or instead send an automated email
An example CRM workflow
🛑 Reduce churn
Churn is inevitable but by giving sales or CSM teams the right tools you can help to preempt it.
To get started with this we recommend syncing the following information to your CRM.
Logged In event
User properties that indicate usage
Based on these events you can notify sales when a user is at risk of churning. Here are a few ideas to get started:
Create a filter in your CRM based on users that have low usage numbers and then use this list to reach out to leads on a monthly basis to try to understand what may be going wrong
Alternatively, you can use the logged in event or last logged in user property to indicate who has been inactive for a long time and then reach out