Reps waste time chasing the wrong leads when usage data stays locked in product dashboards. By turning adoption signals into PQLs, RevOps gives sales a live stream of high-intent prospects—straight to CRM.
Not every free signup or casual login deserves a follow-up. But when a team is actively inviting colleagues, integrating with other tools, or exploring premium features, that’s a clear buying cue.
The problem is: those signals often stay buried in product analytics, invisible to sales.
How the workflow works
Workflow:
Detect a product trigger (integration added, feature unlocked, multiple seats activated).
Qualify the account and persona against ICP rules.
Enrich contacts and decision-makers with verified data.
Push into CRM with tags like “PQL” or “Adoption Spike.”
Create an automatic outreach sequence for the assigned AE.
Result: Reps engage the right people while interest is at its peak.
Why it’s critical for RevOps and Sales
- RevOps: aligns product data with CRM, no more black box.
- AEs/BDRs: get alerts on accounts already showing buying intent.
- Marketing: sees which campaigns drive actual adoption.
Example automation: Zapier recipe
Trigger: Usage event → new integration added
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Action: Lusha API enriches users and decision-makers
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Action: Create “PQL” record in CRM
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Action: Notify AE in Slack with account summary
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Action: Auto-enroll PQL contacts into a tailored outreach sequence
KPIs to track
- Number of PQLs generated monthly
- Conversion rate PQL → demo
- Average time from usage trigger to first rep touch
- Pipeline contribution from PQLs
Best practices
- Define PQL criteria upfront—don’t treat every login as intent.
- Enrich beyond the user: add the buying committee.
- Personalize outreach: reference the feature or action that triggered the alert.
- Automate CRM tasks so reps never miss a hot signal.
FAQs
A PQL is a user or account showing buying intent inside your product—through actions like integrations, team invites, or feature adoption.
Via a warehouse integration or automation platform. Usage signals flow into Lusha, get enriched, and sync into Salesforce/HubSpot.
Not replace—complement. MQLs come from marketing engagement, PQLs come from product behavior. Together, they give a full view of intent.
Within hours. The closer the rep is to the action, the warmer the conversation.
PLG motion companies, SaaS with freemium or free trials, and any sales org where adoption is a strong buying signal.
