Automating the Silver Thread: Unifying Product and Revenue Data for Smarter Growth
Client: A fast-scaling B2B SaaS company seeking to connect the dots between customer, product, and revenue data.
The Challenge: Data Everywhere, Insights Nowhere
Growth had been strong—but decision-making was increasingly driven by instinct rather than evidence. The team relied on manual exports and disconnected dashboards from HubSpot and Stripe to answer critical questions like:
- Who exactly is our ideal customer profile (ICP)?
- Are new product features driving retention and expansion?
Without a unified view, answers were fragmented and lagging. Leadership knew that to scale intelligently, they needed to see their business clearly—from first touch to recurring revenue.
The Solution: Building the “Silver Thread”
Rather than create another dashboard, we built what the founder called a silver thread—a seamless connection across their customer, product, and financial data.
By orchestrating data from Stripe, HubSpot, and the company’s product usage database, we created a single source of truth for the entire customer journey.
A key challenge: several essential data sources had no API access.
Our team engineered an automation bot that:
- Logged in monthly to the relevant systems
- Filtered by the correct timeframe
- Exported and synced the data into their centralized warehouse
In short, we brought pipelines to life without the APIs once thought necessary—turning what was manual busywork into an automated data ecosystem.
The Impact: Turning Gut Feelings into Growth Stories
Within weeks, team leaders were using the unified dataset to make sharper, faster decisions.
“I wanted a way to prove that our new user base had even higher recurring revenue than last year’s cohort—and this data shows exactly that.”
— Founder, B2B SaaS Company
A striking example:
At first glance, metrics suggested Average MRR per customer was dropping—a red flag for any SaaS business. But with the new connected view, deeper analysis revealed:
- The drop came entirely from the launch of a new, successful product, but with a lower dollar amount.
- Average MRR for core plans was stable and growing.
Instead of losing value, the company had unlocked a new market segment—expanding its reach while maintaining healthy core growth.
Quantifiable Results
💡 Clarity: Replaced anecdotal assumptions with a data model covering 98% of revenue and customer interactions, enabling leadership to prioritize their top 3 growth levers.
🚀 Speed: Reduced critical decision cycles from multiple weeks to several hours by automating ICP, pricing, and product data workflows.
📈 Confidence: Identified data anomalies that clarified expansion ROI, converting what appeared to be a 10% decline into a verified 15% MRR increase.
What’s Next: From Reporting to Operating System
What began as a reporting project has evolved into the company’s business intelligence operating system. Every new marketing initiative, feature release, or pricing test now feeds directly into this unified data layer—turning what used to be quarterly analysis into near real-time learning.
Let's explore how a unified data layer can accelerate your decisions from pricing to product strategy. Reach out to our data team today for a free strategy session!
