When Your Product Data Meets Your CRM

most companies misunderstand product led growth, assuming it’s all about the product itself in reality, it’s about the signals every click , login , and feature interaction carries a message the real challenge is learning how to listen so, how do you turn those subtle signals into meaningful conversations? think of your product data as a flowing river here’s how we’ve engineered it to reveal its insights the source (your product database) this is where it all starts your database isn’t just a place to store information – it’s a living record of how people engage with your product each time a user logs in, creates a project, or invites a teammate, they’re adding to this ongoing story every action they take, every feature they explore, every moment they spend in your product—all of it is captured here raw, unfiltered, and full of valuable insights the transport (fivetran) think of fivetran as your data’s high speed rail system , moving data reliably and in real time while handling the complexities of different data types it’s like a digital courier that never sleeps, constantly monitoring your database for changes every important signal reaches its destination— no manual uploads , no forgotten updates , and no data left behind the lake (bigquery) this is where raw data becomes intelligence, where patterns emerge from chaos, and where your users’ stories begin to take shape think of bigquery as your data’s transformation chamber individual actions become recognizable patterns random events evolve into trends it’s where we move from seeing just the details to understanding the bigger picture the translator (hightouch) hightouch turns data into action, bridging the gap between bigquery and your crm to ensure the right information gets to the right people 	• it translates complex insights from bigquery into something your crm can act on 	• think of it as a universal translator for your data, making sure everything works seamlessly hightouch landingpage the action centers (hubspot + customer io) this is where data transforms into relationships, signals trigger responses, and growth happens automatically hubspot manages your relationships, keeping everything organized and connected customer io orchestrates your communications, making sure the right message reaches the right person together, they turn valuable insights into actionable steps, driving your growth effortlessly what you need to know first before you build this system, ask yourself what defines an activated user? what behaviors predict success? what actions suggest someone might leave? these aren't just metrics – they're the foundation of your entire system get these wrong, and you'll build a beautiful machine that answers the wrong questions your product data comes in three flavors events events are your atomic units they're the individual moments that make up the user's journey each one might seem small, but together they tell a powerful story consider individual actions specific moments the building blocks of understanding metrics metrics are your compass they tell you if you're heading in the right direction but remember not everything that can be counted counts, and not everything that counts can be counted consider numbers that matter quantifiable progress success indicators properties properties give you deeper insight into your users, helping you understand their behavior, needs, and preferences who your users are what they care about how they work