Enabling Product-Led Growth for Camunda

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Camunda is the leader in process orchestration software. Their software helps orchestrate complex business processes that span people, systems, and devices.

The Challenge

In 2022 Camunda introduced its new product - the Camunda Platform 8. Unlike its on-premise predecessors, this product is both a SaaS cloud application, as well as on premise. The addition of cloud hosting meant new exciting opportunities and a shift in the Go-to-Market approach.

Camunda made a conscious decision to build a hybrid approach - a mixture of product-led growth and sales-led. To scale their SaaS offering, they needed to create a robust foundation for operations, data & analytics. Previously, they had relied on custom point-to-point integrations to move data around, making it hard to track down issues causing delays and data outages. This approach slowed them down and started to cost more money than the value derived.

Eran Flicker, Senior RevOps Manager, was tasked with figuring out a robust, scalable & future-proof way of enabling data-driven go-to-market decisions.

Eran Flicker, Senior Revenue Operations Manager at amunda
Eran Flicker, Senior RevOps Manager at Camunda
“After our first meeting, they built my confidence by providing me with a run down of all the tools we'd need."
- Eran Flicker, Senior RevOps Manager at Camunda

Goals we set to solve the problem

The path chosen was to centralize their Sales, Marketing & Product data into a single holistic data platform. At the time, there was no dedicated data team on the commercial side, yet change was needed fast to support the ever-growing requests on the revenue operations team.

1. Centralize Data

A relatively classic modern data stack approach was taken here - choose best in class components that:

  1. Can scale if or when needed.
  2. Can be ditched/replaced if not fit for purpose.
  3. Can be implemented without a dedicated engineer.

2. Building Blocks for Product-Led Growth & Sales

The essence of any form of product-led is the ability to understand product users, the teams/workspaces they are part of, and pinpoint critical behaviors that correlates with value-adding intent.

This is primarily done by working with tracked event data mixed with commercial data such as billing and CRM records.

In order to utilize product data for go-to-market purposes, it first needs to be modelled into a robust, clean foundational table that can be filtered, referenced, and segmented.

For this purpose, we created three main foundational tables for Camunda:

Person = Every instance of a user record in any system

Company = Every instance of a company record in any system

Activities = A standardized format for various events put together into one activity table.

Key Outcomes
  • Build a variety of PLG Metrics for sales and self-serve analytics
  • Activated Trial Users
  • Product Qualified Teams
  • Product Qualified Accounts
  • Operations Ready Datasets for representing workspaces under Salesforce accounts
  • Enriching Mixpanel data with CRM data.
Example 1: Enriched Person dataset for Mixpanel Reverse ETL syncs.

Example 2: Unified Person Data Model

3. Selve-serve analytics

Creating, maintaining and updating reports in dashboards typically takes a significant amount of time and effort. Camunda needed to replace their manual reporting as well as enable their leadership team to follow the performance of their SaaS offering.

Key Outcomes:
  • Growth Engine dashboard viewed weekly by leadership team, and is used for board reporting
  • 99% of reporting automated and no longer requires spreadsheet inputs.
  • Building new reports takes tens of minutes instead of hours.
Example 1: Partial data model of Unified Activities
“Also -  they're funny. This really helps when you need to work with someone every day."
- Eran Flicker, Senior RevOps Manager at Camunda

4. What we achieved

  • Data Infrastructure setup within 4 weeks.
  • Building Blocks for Product-Led Growth & Sales
  • 94.9% of Mixpanel records enriched with CRM data.
  • Product-Led metrics defined and usable.
  • Enabled Self-Serve Analytics for Board and GTM reporting.
  • Dashboards viewed weekly
  • 5 hours/week of spreadsheet copy pasting removed across departments.
  • 93.3% less time needed to build new Metabase reports.

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