Let’s take data pipelines, for example. Resolving issues that crop up when we’re building pipelines demonstrates how operational analytics can deliver measurable ROI. How? Let’s dig in. So imagine you’re a sales intelligence software company, your business model is product-led, so your primary goal is to get as many users as possible to sign up for a free trial so they can test drive the product and ultimately convert into paying customers. To get there and turn your leads into customers, you need to access the right data and get proactive about it.

To improve conversion rates from free trials to paying customers, you need to leverage data from trial accounts. The first step is to understand what the user is trying to do. Are they using your sales intelligence software to build prospect lists? To integrate with their CRM platform like Salesforce? How are they using your product exactly? Once you understand what they’re trying to do, a lot of friction is removed. You can target them with personalized technical assistance via the platform or chat and so on. To successfully offer this personalized help to end users, data should directly be in the hands of field teams. 

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