Lifecycle orchestration from product signals (nurture + sales-assist)

Problem

Product signals weren’t turning into consistent lifecycle actions; sequences were static and didn’t match intent or stage.

Context & constraints

• PLG activation milestones + expansion motion
• Signals spread across product events, CRM, and billing
• Suppression/rate limits required to avoid over-triggering
• Cross-team ownership across Marketing, Sales, and CS

Approach

• Define lifecycle milestones + intent signals and map them to plays (nurture vs sales-assist).
• Implement event QA and suppression/rate-limit rules to prevent over-triggering.
• Instrument journeys end-to-end (from trigger → touch → meeting → pipeline).

What Shipped

• Milestone + intent-triggered journeys across email, in-app, and sales-assist
• Suppression rules, rate limits, and QA environments
• Expansion + churn risk signals surfaced to Sales/CS
• Dashboards for journey performance and conversion paths

Operational outcomes

• Product signals reliably triggered the right plays (nurture vs sales-assist)
• Noise reduced via suppression rules and QA environments
• Journeys measured end-to-end from trigger to pipeline impact
• Expansion/churn signals surfaced earlier to Sales/CS

Governance & Safety

• Event schema governance
• Change control for triggers
• Rate limits + suppression rules
• Auditability for triggers