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Best Practices


HOW TO CONNECT PRODUCT AND BUSINESS DATA TO DRIVE BETTER OUTCOMES

By Ellie McCandless

5m read
Published Mar 28, 2023
Tags:
Data Sync Product Analytics

If you’re here, I’ll bet you don’t need convincing that having the right data is
crucial for every team across your business in helping them make the best
decisions possible. 

For example: Product teams leverage Pendo’s powerful usage analytics to gain
insights into user behavior, where they struggle, and how they get value from
the product. This helps them prioritize work and move faster with more
confidence.

But different teams use different tools to gain insights into the metrics that
are the most meaningful to them. Product teams use Pendo, Sales teams use a CRM,
support teams use support ticketing tools… the list goes on.

This has created a brand new problem for businesses: too much data and too few
insights. We often see teams across a business collect and analyze data that is
relevant to their world. But the insights generated never go beyond their own
team. Without connecting the dots across teams and systems, your company can
very easily miss the bigger picture. 



Making the right decisions for your business starts with having the full lay of
the land. Today, data-driven organizations are taking the most critical data
from these different sources and blending them together in business intelligence
tools. In order to make informed decisions at scale, product, success,
marketing, sales, and business leadership teams need one source of truth for all
the valuable data across your organization. 

To explore this topic further, Cooper Triggs (Senior Product Manager at Pendo)
was joined by Manav Bhatia (Principal of Strategic Partnerships at Google Cloud)
and Tridivesh Sarangi (VP of Product-led Growth at Workato) to discuss the
importance of building a connected data ecosystem. Scroll down to watch the
recording of their full discussion, or read on for the highlights.

 


1. CONTEXTUALIZED DATA IS YOUR COMPETITIVE ADVANTAGE

In an economic climate where resources are constrained and competitive advantage
is crucial, the businesses with an integrated data ecosystem are making faster
decisions and remaining agile. This relies on not just data completeness, but
data contextualization: Can you just see it all, or do you truly understand what
the data is telling you?

For example, let’s say you’re collecting data on user behavior in your product
with the help of Pendo: You’ll be able to see what each user does when they’re
using your product. But the full user experience goes beyond the confines of
your individual application. How did the user find out about your product? How
healthy is their account? Are they reading your help center or contacting your
support teams? 

By contextualizing user behavior with previous browsing data—or by understanding
what other resources they’re interacting with to educate themselves on your
product—you can personalize that user’s experience and make your product that
much more valuable to them. 

Sarangi demonstrated how Workato leverages this contextualized data ecosystem by
marrying Pendo product usage data with key account and user data such as
company, role, use case, and more. Workato then uses that blended data to build
hyper-personalized experiences using Pendo In-app Guides—fostering more
successful (and therefore, better retained) users. 





2. BUILDING A DATA ECOSYSTEM MEANS BUILDING BRIDGES BETWEEN TEAMS

You shouldn’t have to be an expert on every tool your business is using to
collect data. But to truly connect insights into one source of truth, you have
to consider all the ways that a single person interacts with your business
across product, marketing, sales, support, finance and accounting, and more.
This is where data warehousing tools come in handy. They help blend and
consolidate all these sources, and get the insights locked within them ready for
consumption. 

At Workato, the “data puzzle” is made up of insights from Salesforce and
Marketo, all the way to billing tools and customer education courses. While it
might be laborious to piece that data puzzle together, the benefits are
undeniable. You’ll better understand your target buyer, you’ll create a common
language and data source to drive decisions across teams, and you can be
confident you’re making the most impactful business decisions. 

 


3. CREATING A DATA STRATEGY STARTS WITH “WHY”

Companies often shy away from creating their own data ecosystem because the
sheer volume of information is intimidating. Understandably, it can be tough to
know where to begin. But according to Bhatia and Sarangi, the best data
strategies start small. 

To build an effective data muscle for your organization, start with your “why.”
Identify a business goal (and a handful of key data sources you need to get you
there) and wait until you’ve built that confidence before you expand. When it
comes to data, more doesn’t always mean better: If you try to boil the ocean,
you may never even make it to the insights. 

> “Just collecting data without a purpose is not going to get you anywhere. Ask
> yourself: What is the material impact we’re trying to drive here? Whether it’s
> growth, efficiency, or another business KPI, having that north star is
> important. Then, build the team around it. You’ll need a team of data experts
> who can make it happen… but you need to start small, experiment, learn, and
> scale from there.”

By starting with a clear, achievable “why,” you can build a culture of
data-driven decisions across teams, and demonstrate early why connecting data
sources leads to better results.

 

--------------------------------------------------------------------------------

 

To dive deeper into the importance of creating a connected data ecosystem, check
out the recording of the full discussion between Triggs, Bhatia, and Sarangi
below. Interested in connecting Pendo data across your business? Request a
personalized demo of Data Sync.





 

Learn more about Pendo





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