Product and sales are almost always at odds. Different incentives, different time horizons, different offices, different KPIs, and of course very different tooling. All of these factors naturally push the teams further and further apart over time, causing product, business, and cultural issues. The good news is Twine can help. With just a few steps you can immediately improve the flow of information between sales and product using Twine, leading to better products, increased deal velocity, increased win rates, and a more harmonious organization!

Get started by integrating your CRM with Twine. We support integrations with over 20 of the most popular CRMs in the market. Once connected, customer and deal data will now be automatically attached to calls, extracted intel, and your roadmap. Most customers go a bit further and add their custom segmentation data for more robust analysis. Add data such as segment, region, account value, and for this particular use case we love using opportunity type (e.g., New Business, Expansion, Renewal, etc.).

Twine will automatically extract all urgent blocker from every call, and it's helpful as product team to quickly review them every morning. Whether it's over a cup of coffee or while on the train, you can easily keep a pulse of the latest urgent blockers your sales and customer success team are hearing, including clips with the actual voice of customer. Hear what sales hears without them having to say it. If you find hear something interesting, dive deeper to see the state of the deal and who the account owner is to follow up. This is a great way to build empathy with your GTM teams and customers.

In addition to keeping a daily pulse, it's helpful to receive a weekly or monthly thematic summary of all issues blocking deals. Twine allows you to set this up once and have it automatically delivered in Slack and available to everyone in your organization in our web interface. Simply ask Twine to create a recurring digest of urgent blockers, sorted by opportunity value, filtered by the New Business opportunity type you've configured. All you have to do is set this once and Twine will do the work in the background for everyone on your team. It's like having your very own analyst on every call, extracted what you need to know, adding the necessary meta data, and delivering a report on time in a useful format every week or month.

As you review the intel every day and dive into the digests delivered by Twine, it's helpful to dive deeper on the customer page for the largest deals. The customer page in Twine is a curated view of the customer data in the CRM designed specifically for product teams to review. It seems silly that product teams are locked out of software designed for Customer Relationship Management, when customers should be at the core of our strategy, roadmaps, and features! Twine helps you see the state of all opportunities, the account value, all calls, all product feedback, the account owner and useful segmentation data.

We believe product teams that have empathy and context on what new customers are telling the sales team has a compounding positive impact on the product, business, and company culture. Be the one to drive this change in your organization with Twine with these simple steps! 🚀