Our best sales channel was one we already had. We just could not see it.
Thousands of people used the product every week and nobody in sales ever knew. A product-led motion sat under the whole business, because usage was never turned into context a rep could act on.
The picture, before the words.
We ran inbound and outbound and called it a day. But thousands were using the product every week without anyone in sales knowing. The block was not strategy, it was data: no event mapping, so product usage never turned into context, and with no context there was no motion. Usage was just exhaust.
It went into a warehouse and died there. The first instinct, hand a rep a list of active domains, failed fast. Raw usage without context is a colder cold list.
Solve the seam, wire the stack, split the drag from the judgment.
I mapped what users actually did in the product to what it meant for a sale. Not every event, the ones that predicted buying.
I centralized our Snowflake product data with enrichment and signal data by implementing Common Room and Deepline, so a usage spike at an account arrived already enriched, already scored, already routed.
The signals worth acting on, the play that worked them, and the routing that put a real user in front of a real rep with a real reason to talk.
The signals we scored on, tab by tab.
The main pages of the Signal Library, in the same format as the full doc. The sources, the boosts, and how the score comes together.
An ICP-fit base, plus the loudest product signal, plus two timely triggers. Additive, not a weighted average, so one number a rep can act on.
| Signal | Source | Role | Lift |
|---|---|---|---|
| ICP fit | ICP model (0-10) | Gate + base | 40-70 base |
| Sequence activation, the loudest | Product engine | up to +30 | |
| AI-sequence use, breadth, 12-wk trend | Product engine | in engine | |
| New active users (14/30d), seat growth | Boost (timing) | + boost | |
| Pricing / cart views | Boost (intent) | + boost | |
| Inbound hand-raise (demo / form) | CRMMarketing | Boost (inbound) | + boost |
| New VP Sales / CRO hire | Trigger boost | ~+6 | |
| Funding round | Trigger boost | ~+6 | |
| Competitor tool in stack | Displacement | ~+5 |
What was true after that was not true before.
The result, and the detail behind it.
Lead with what changed, then break it down.
The channel I built from nothing became the best one we had. It won about 47 percent of its qualified opportunities, the highest of any channel and well above the 39 percent blended rate, and because the product had already done the qualifying it converted nearly all the way from SQO to close. It sourced more than a million dollars in sales-qualified pipeline. And it did not stop at new business: the accounts it brought in had the strongest gross and net revenue retention of any channel. The product was quietly the best salesperson we had.
If you sell a product people can use before they buy, you already have a product-led channel. The question is never whether it exists. It is whether your usage data has been turned into context a rep can act on. Map the events first. The motion comes after.
The receipts, and what the field says.
From the people I built with.
“Heath crafted and executed a channel strategy that strengthened existing partnerships and forged new, strategic alliances across industry ICPs. Together we unlocked substantial GTM growth.”
“Heath is one of the rarest sales leaders I've learned from. He takes a holistic approach to go-to-market and understands every customer-facing department has a role in growth. I believe he's creating the blueprint for sales leaders to become holistic revenue leaders.”
Same method, on your workflow.
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