Connecting billing, CRM, email and ad spend into one revenue picture

The leak

Customer data was spread across the product backend, billing, the CRM and the email tool.

• Sales couldn't see which team accounts were paying or growing.
• Lifecycle emails couldn't target people by real product usage or billing state.
• Ad platforms were optimizing on incomplete conversion data.

How it fits together

What was built

1. A CRM built from scratch. People and companies sync from the backend, team accounts are modeled as their own object, and automated workflows handle deal creation, deal stages driven by recurring revenue, won, lost and churn changes, and primary-contact assignment.
2. A lifecycle email data layer. 73 contact properties are unified from the backend, billing, CRM and database, covering subscription state, trial and renewal dates, onboarding progress, feature usage, team role and ad attribution. The email tool only accepts flat data, so the team hierarchy is flattened in backend code and every member record carries its role plus team-level state.
3. Edge cases are handled automatically: admin or payer changes, member removal, team churn and members on different plans.
4. Revenue analytics. Billing data, website events and ad spend are brought together, and conversion events are sent back to the ad platforms from the server. Dashboards cover return on ad spend, cost per click, revenue per user, monthly recurring revenue, lifetime value, payback period, churn, revenue by plan, time to first paid invoice and the trial to first invoice to second invoice funnel.

Scope

• 73 synced contact properties
• 3 platforms built end to end: CRM, email and analytics
• About 95,000 automated workflow runs