Turn warehouse data into account signals
Usage, billing, activation and health tables already sit in Snowflake or ClickHouse. Join them to the CRM and outside signals, and they become a list of accounts to act on.
The conversation
Sample accounts and numbers, for illustrationYouUsing our usage, billing and activation tables from the warehouse, find customers whose usage rose more than 30% in the last quarter without a plan change, and customers whose usage fell more than 30%, join each to the CRM owner and any hiring, funding or leadership change at the account, and give me the expansion list and the risk list with the numbers behind each.
Unify3 checks · warehouse tables, CRM and external signals
- Read the monthly usage, billing and activation tables synced from Snowflake, and compared each customer’s last quarter with the one before.
- Matched every row to a Salesforce account, its owner and its plan, and listed the four rows that did not match.
- Added hiring, funding and leadership changes from PredictLeads and Harmonic for each account on either list.
Two hundred and twelve customers in the usage table. Fourteen rose more than 30% without a plan change, nine fell more than 30%, and 208 of 212 matched a CRM account.
- 212
- customers in the warehouse 208 matched to the CRM
- 14
- usage up over 30% no plan change
- 9
- usage down over 30%
- 4
- unmatched rows listed for RevOps
| Customer | Usage change | Billing | Outside the product | Owner |
|---|---|---|---|---|
| Merridian Systems | +64% | Unchanged, 10 seats | Hired 6 in support ops | Chris |
| Northwind Labs | +38% | Unchanged | Series B in August | Ana |
| Halden Robotics | -52% | Unchanged | New VP Operations in July | Sam |
| Lumen Freight | -34% | Downgraded in May | Hiring freeze since June | Ana |
Usage and billing are your own numbers. Hiring and funding are read from outside. Neither says why usage moved; that is what the owner finds out.
YouSort them into expansion and risk, and tell me what to check before anyone writes.
UnifyFourteen on the expansion list, nine on the risk list. Each row names the one thing to check before writing.
Usage up 64% while the plan stayed at ten seats. Six support hires in the quarter explain it.
Usage up 38% after the Series B. Billing unchanged.
Usage down 52%. The drop starts the month the new VP Operations arrived.
Usage down 34% after a downgrade in May, and a hiring freeze since June.
YouSet the thresholds aside: which customers pay for more than they use, and which use more than they pay for?
UnifyEleven customers use more than they pay for, and seventeen pay for more than they use. The second group is the quieter risk: nothing fell, so no threshold caught them.
- 1Merridian Systems · pays for 10 seatsUses 18
- 2Corvane · pays for 20 seatsUses 26
- 3Oakline Supply · pays for 25 seatsUses 9
- 4Pellham Group · pays for 40 seatsUses 11
Seats paid come from the billing table and seats used from the usage table. The gap is arithmetic; what to do about it is the owner’s call.
YouWhich accounts that signed in the last 90 days have not reached activation in our table, and who owns them?
UnifyNineteen customers signed in the last 90 days, and four have not reached the activation flag in your table. Each is below with the step it is missing.
| Customer | Signed | Step missing | Owner |
|---|---|---|---|
| Tessera Logistics | 71 days ago | No second user invited | Sam |
| Varga Foods | 58 days ago | Integration not connected | Chris |
| Calderon Health | 44 days ago | No rule live | Ana |
| Holmwood Dental | 33 days ago | Admin has not logged in since kickoff | Ana |
Activation is whatever your warehouse table says it is. Unify reads the flag and the dates and does not redefine them.
YouTurn the thresholds into a rule and send each owner their accounts.
UnifyTwo rules now run monthly against the synced tables. Owners get a task per account with the numbers, and RevOps gets the unmatched rows.
Rule: usage up 30% with no plan change
Creates an expansion task for the owner with the usage, billing and hiring numbers. Fourteen accounts this month.
Rule: usage down 30%
Creates a risk task for the owner with the usage trend and any leadership or hiring change. Nine accounts this month.
Set up
- Monthly sync and scoring The usage, billing and activation tables sync from Snowflake through Fivetran on the first of the month, and the rules run the same day.
- Tasks with numbers attached Each owner sees the usage change, the billing line and the outside change on the task, not a score alone.
- Two more lists on the same schedule The gap between billing and usage and the activation gaps refresh with the monthly sync and go to the same owners.
- Unmatched rows to RevOps Rows with an unknown identifier go to a list for mapping. Nothing is created for them until they match.
The thresholds are the team’s choice, and the page shows how many accounts each one catches, so they can be tuned before anyone is written to.
Warehouse data as signals, with and without Unify
The warehouse already knows which accounts are growing and which are slipping. It just cannot tell a rep.
| Without Unify | With Unify |
|---|---|
| The health score lives in a dashboard that RevOps built and sales never opens | Warehouse tables come in through Fivetran, Hightouch or the API and land on the account record |
| Joining usage to the CRM is a weekly export, a spreadsheet and a lookup that breaks | Every row is matched to the CRM account, its owner and its open opportunities automatically |
| Outside changes, a new leader or a funding round, never meet the internal numbers | Hiring, funding and website intent sit beside billing and usage on the same account |
| By the time a falling account reaches a person, the quarter is over | Accounts that cross a threshold become a task for the owner the same day, with the numbers attached |
Start from this prompt
Make it your own in Unify, then review the results.
Using our usage, billing and activation tables from the warehouse, find customers whose usage rose more than 30% in the last quarter without a plan change, and customers whose usage fell more than 30%, join each to the CRM owner and any hiring, funding or leadership change at the account, and give me the expansion list and the risk list with the numbers behind each.
What else you can ask for
The walkthrough is one path through this workflow. These are the turns people take most often.
- Billing versus usageWhich customers pay for more than they use, and which use more than they pay for, based on the billing and usage tables?Try in Unify
- Activation gapsWhich accounts signed in the last 90 days have not reached activation in the warehouse's definition, and who owns them?Try in Unify
- Custom health scoreTake the account health score from our warehouse, add website intent and leadership changes, and show me the accounts whose score moved most this month.Try in Unify
How it changes by who you sell to
- Software
- Software companies keep activation and billing in the warehouse and nowhere else. Ask Unify to join activation state and monthly usage to the CRM, and to flag accounts where usage rose but billing did not, or the reverse.
- Financial services
- At a bank or insurer the warehouse holds transaction volume and product lines by client. Ask for clients whose volume fell for two quarters while a competitor was hired, and route each to the relationship owner rather than a sequence.
- Healthcare
- Health-tech warehouses carry usage by facility and department. Ask for facilities that stopped using a module, join them to the system's contract and the department head, and separate a paused module from a lost one.
- Manufacturing
- Order history and service tickets sit in the warehouse for every plant. Ask for plants whose orders fell while tickets rose, and for the operations lead at each, since that pattern is a relationship at risk.
- Professional services
- Firms track hours and engagements in the warehouse by client. Ask for clients whose engagement hours dropped two quarters in a row while the firm hired in that practice, and hand each to the partner who owns the account.
Next in operations and data
+3Account distributionBuild tomorrow's booksEvery evening, the accounts worth working tomorrow are ranked, split across the team by territory and load, and handed to each rep with a verified contact and the reason.
Deal next stepsGive every open deal a next stepTurn the latest activity and unresolved questions into one concrete action for each opportunity.
+7Data qualityKeep account and contact data currentFill the gaps, match new lists against what you have, and keep records with the people who own them.
Connect what this workflow uses
Each guide covers the connection, what Unify reads and writes, and what to check before the first run.
Questions about this workflow
How does warehouse data get into Unify?
Through Fivetran or Hightouch syncs from Snowflake or ClickHouse, or by sending rows to the Unify API. The tables keep your own column names; you tell Unify which column holds the account identifier the CRM knows.
Do I need a health score already?
No. If you have one, Unify reads it. If not, the prompt works from raw usage and billing columns and the thresholds you name, and you can add a score later without changing the workflow.
What if a row does not match a CRM account?
It is listed as unmatched with the identifier it carried, so RevOps can fix the mapping. Nothing is guessed onto an account, and no task is created for an unmatched row.
Who acts on the output?
Account owners get a task with the numbers for expansion and risk accounts. RevOps sees the whole list, the thresholds and how many accounts each catches, and adjusts the rules rather than the tasks.