Teams can also define custom metrics such as activation to easily see a list of users that have performed key events in the app and are considered as activated.
It is particularly relevant for SaaS companies to see what’s going on at the account level and not just at the user level since it’s not uncommon for one user to belong to multiple accounts.
None of this is possible in traditional CRMs that are not built for companies that have trial users or those on a free plan who are, by definition, neither leads nor customers.
What does a PLG CRM not do?
It’s important to note and rather interesting that PLG CRMs are not trying to replace traditional CRMs and in fact, all PLG CRMs integrate with Salesforce and HubSpot.
Therefore, it is evident that a PLG CRM is meant to augment a traditional CRM by solving specific problems that traditional CRMs are not meant to solve.
It is safe to say that PLG CRM vendors won’t build core CRM features such as creating deals and logging information from meetings or even moving deals down a pipeline.
What are some use cases of a PLG CRM?
Here’s how different teams leverage a PLG CRM:
Growth teams set up a workflow to get notified on Slack when users perform the activation event in the app to stay on top of activated accounts
Sales teams create a segment of free accounts with 2 users or more to prioritize those accounts in their outreach efforts
Customer Success teams segment paid accounts based on user activity to make sure they proactively reach out to the accounts that are least active
How does a PLG CRM enable data activation?
In the previous issue, I had shared the following definition for data activation:
Data Activation is the process of personalizing the customer experience using accurate data in the tools used to acquire, engage, and support customers.
PLG CRMs integrate with CDI tools like Segment Connections as well as data warehouses so if the available data is accurate, it can be acted upon or activated in a PLG CRM by triggering workflows in downstream SaaS tools.
It’s worth noting that there is an overlap between some of the capabilities of a PLG CRM and those of a Reverse ETL tool – one that primarily syncs data from a warehouse to downstream tools but also has the ability to trigger workflows.