Data Onboarding Checklist

In this document, we’ll outline all of the events and firmographic data points we recommend sharing with Correlated to track your entire customer lifecycle and run successful product led revenue Playbooks.

These data points are what we’ve defined as the minimum for what’s needed to get value out of Correlated, but more are always encouraged.

Note: The recommended model for Correlated is to share (1) a source that has all your accounts, (2) a source that has all your users, and (3) a source that has your product usage. See this document for more detail.

Recommended Events to Track

Table to track this data for both Accounts and Users:

Column Name

Purpose

user_id

Primary key.

account_id

Map users to accounts.

updated_at

Timestamp of when the row was updated to support incremental, more real-time updates.

sign_ups

This event should be sent when a user signs up for your product.

sign_ins

This event should be sent when a user signs in to your product.

account_created

This event should be sent when a new account is created.

invites_sent

This event should be sent when a user invites another user to your product.

trial_started

This event should be sent when a trial is started.

trial_ended

This event should be sent when a trial is ended.

subscription_started

This event should be sent when a subscription is started.

subscription_ended

This event should be sent when a subscription has ended or is canceled.

subscription_changed

This event should be sent when a subscription is changed - upgraded or downgraded.

feature_usage

These events should be sent when a user engages with core features in your product (clicks, activates, or views key features relevant from onboarding to adoption).

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Note

Events can be shared with us via Segment or your Data Warehouse. If sharing events via a Data Warehouse, these events can be raw events or rollups. All tables must have userId and accountId columns.

Recommended Customer Lifecycle Data to Track

Table to track this data at the Account level:

Column Name

Purpose

account_id

Primary key.

updated_at

Timestamp of when the row was updated to support incremental, more real-time updates.

signup_date

This should track the date the customer signed up for your product.

trial_start_date

This should track the date the customer started their trial period.

trial_end_date
days_until_trial_end

This should track the date the customer's trial ends, or days until their trial is set to end.

subscription_type

This should differentiate between different subscription or plan types. Basic, Premier, etc.

subscription_start_date

This should track the date the customer began paying for your product. First Invoice Date, etc.

subscription_end_date

This should track the date the customer ended their subscription or stopped paying for your product. Subscription Expired, etc.

license_utilization

This should track the number of seats or licenses the customer is using - Only if relevant to your company.

customer_status

This should track what stage the customer is at in their lifecycle. Active, Trialing, Paying, Churned, etc.

lifecycle_milestones

These are unique to what your company identifies as a milestone. Total Lifetime Usage of Key Features, Total Lifetime Usage of Seats / Licenses, Integrations Connected, Features Activated Date, etc.

Table to track this data at the User level:

Column Name

Purpose

user_id

Primary key.

account_id

Map users to accounts.

updated_at

Timestamp of when the row was updated to support incremental, more real-time updates.

signup_date

This should track the date the customer signed up for your product.

trial_start_date

This should track the date the customer started their trial period.

trial_end_date
days_until_trial_end

This should track the date the customer's trial ends, or days until their trial is set to end.

subscription_type

This should differentiate between different subscription or plan types. Basic, Premier, etc.

subscription_start_date

This should track the date the customer began paying for your product. First Invoice Date, etc.

subscription_end_date

This should track the date the customer ended their subscription or stopped paying for your product. Subscription Expired, etc.

license_utilization

This should track the number of seats or licenses the customer is using - Only if relevant to your company.

customer_status

This should track what stage the customer is at in their lifecycle. Active, Trialing, Paying, Churned, etc.

lifecycle_milestones

These are unique to what your company identifies as a milestone. Total Lifetime Usage of Key Features, Total Lifetime Usage of Seats / Licenses, Integrations Connected, Features Activated Date, etc.

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Note

These data points should be shared via Salesforce or a Data Warehouse. If sharing via a Data Warehouse, these tables must be in a table that includes accountId and userId columns. Tables with timestamps are highly recommended and will be treated as versioned and updated incrementally.

Recommended Firmographic / Demographic Data to Track

Table to track this data at the Account level:

Column Name

Purpose

account_id

Primary key.

updated_at

Timestamp of when the row was updated to support incremental, more real-time updates.

annual_recurring_revenue
monthly_recurring_revenue

This should track the customer's recurring revenue. Monthly, annually, etc.

market_segment
number_of_employees

This should track how to segment the customer. Enterprise, SMB, 500+ employees, etc.

industry

This should track what industry the customer is in. Fintech, Ecommerce, etc.

account_owner_email
account_owner_name

This should track who at your company owns a customer account. Customer Success Manager Owner, Account Executive Owner, SDR / BDR Owner, etc.

last_contacted
last_activity_date

This should track when the last point of contact took place. Days Since Last Activity, Last Call Date, Last Email Received, etc.

Table to track this data at the User level:

Column Name

Purpose

user_id

Primary key.

account_id

Map users to accounts.

updated_at

Timestamp of when the row was updated to support incremental, more real-time updates.

contact_role
jon_title

This should track a user's role at the company. Decision-Maker, Day to Day Contact, CEO, SDR, etc.

annual_recurring_revenue
monthly_recurring_revenue

This should track the customer's recurring revenue. Monthly, annually, etc.

market_segment
number_of_employees

This should track how to segment the customer. Enterprise, SMB, 500+ employees, etc.

industry

This should track what industry the customer is in. Fintech, Ecommerce, etc.

account_owner_email
account_owner_name

This should track who at your company owns a customer account. Customer Success Manager Owner, Account Executive Owner, SDR / BDR Owner, etc.

last_contacted
last_activity_date

This should track when the last point of contact took place. Days Since Last Activity, Last Call Date, Last Email Received, etc.

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Note

These data points should be shared via Salesforce or a Data Warehouse. If sharing via a Data Warehouse, these tables must be in a table that includes accountId and userId columns. Tables with timestamps will be treated as versioned and updated incrementally.