Harnessing Backend Databases for RevOps

Nathan Ricks
Nathan Ricks

As a RevOps professional, you might have heard of backend databases or even interacted with one yourself. However, you likely never thought those backend databases could be used in the context of RevOps.

In this article, we will discuss what backend databases are, how they enable some amazing use cases for RevOps, and how you can access them.

What is a Backend Database?

In the context of a software business, a backend database is a centralized repository storing all data related to customer interactions within a SaaS product.

This includes a wealth of information like feature usage, session times, user behaviors, user profiles, subscription tiers, and churn rates. Each interaction within the software product generates event data which gets stored in the backend database.

Backend Databases for RevOps

So, why are these backend databases crucial for RevOps professionals?

As a cross-functional role, RevOps works towards marketing, sales, and customer success around the unified goal of revenue growth. To achieve this, a deep understanding of customer engagement with the company's software product is essential.

For example, when planning a marketing campaign, RevOps professionals need to know the most frequently used features, user engagement patterns, and how these vary among different user segments. This data can guide decisions on what aspects of the product to highlight in marketing communications.

In the sales context, understanding usage patterns can help in lead scoring and segmentation. High-engagement leads can be fast-tracked through the sales funnel, while low-engagement leads may need more nurturing. Additionally, understanding which features appeal to different customer segments can inform tailored sales pitches.

For customer success, product usage data can provide invaluable insights. Seeing low usage indicates churn risk while high usage could indicate upsell opportunities. Also, identifying common user journeys, friction points, and underused features can inform product improvements and drive proactive customer support.

How to Access The Data Within

It is difficult to operationalize the data and insights that are stuck in backend databases because they often require technical knowledge to properly query. This leaves non-technical folks in the marketing, sales, and CS departments unable to act on the data within. The only option is to go to their engineers and wait weeks to get the data back.

However, software tools like Polytomic exist to help RevOps professionals extract product usage data and sync it to a place where it can be operationalized: like a CRM.

All it requires is connecting your backend database and CRM to Polytomic, selecting the desired data from your backend database, and setting up a sync that sends the data to the correct objects and fields in your CRM. All without code!

With product usage data synced to your CRM, you enable marketing, sales, and CS to send customized messages to leads and customers based on their product usage. This will dramatically increase conversion and retention rates.


As can be seen, backend databases offer an indispensable resource for RevOps professionals in the SaaS space.

They provide detailed insights into customer engagement with the company's software product, which is fundamental for aligning sales, marketing, and customer success teams toward the common goal of revenue growth.

By leveraging these backend databases, RevOps can drive data-informed strategies, improve product offerings, enhance customer experience, and ultimately accelerate revenue growth.

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