How Plain Uses Data to Drive Growth with Polytomic

Plain is the agentic infrastructure for customer work. B2B support, success, and product teams use it to handle every customer interaction in one place, so every conversation moves the customer forward and sharpens what teams ship next.

Plain’s growth strategy has a similarly flexible approach. The go-to-market programs draw from customer conversations, product activity, billing information, account research, and data from tools used across the business. Making that information useful depends on getting it into the right tools at the right time.

Cole D’Ambra leads that work as Head of Growth and Demand Generation. His responsibilities span pipeline generation, lifecycle marketing, product-led growth, and revenue operations. Maddy Chung, Growth Manager, manages paid acquisition, conversion optimization, and website experimentation across the funnel. Both Cole and Maddy regularly need to move data between Plain’s systems to support new campaigns and workflows.

Plain first adopted Polytomic for a CRM migration. Once the migration was underway, though, it became clear that the same approach could support data movement across the rest of the growth stack. What began as a solution for one project quickly became a consistent foundation for data movement across Plain’s growth stack.

How Plain Put Its GTM Data to Work With Polytomic

Plain relies on specialized systems across its growth stack, but each one only contains part of the information the team needs. Polytomic ties the stack together, helping Plain keep data current and available across the tools where its Growth team works.

Accessing Data Without Waiting on Engineering

Before Polytomic, Plain’s Growth team did not have a reliable way to independently access necessary data. Data access was largely dependent on manual workflows, mostly run by engineering teams.

If Cole wanted to, for example, email every user who logged in to Plain during the previous 30 days, an engineer would have to retrieve the data and send Cole a CSV. This would satisfy the immediate request, but running the same campaign again would require repeating the process.

This meant that the Growth team could not execute even the most straightforward initiatives until the engineering team had bandwidth to provide the required data.

Polytomic enables Cole to have direct access to data from all of Plain’s connected sources. He can get the information he needs when he needs it, without having to go through a middleman. This gives him the freedom to experiment with new ideas, run consistent processes, and make tweaks at his own pace.

“As a growth leader, it is incredibly freeing to have an idea and be able to act on it right away. Thanks to Polytomic, I never feel like my work has to stop while I wait for access to the data I need. Before Polytomic, data engineering would require 2-4 weeks of planning for a new campaign; now we can launch in 1-2 days.”Cole D’Ambra

That positive experience extends beyond Cole.

When Maddy began using Polytomic, she had little experience managing data syncs herself. Despite this, she found the platform to be extremely intuitive. She was able to set up her own syncs after just one walkthrough with Cole. When one of her campaigns requires data from multiple sources, she can handle it independently through Polytomic.

“I was honestly surprised by how quickly it clicked. After one walkthrough, I felt comfortable going into Polytomic and setting up syncs by myself. It made moving data between tools feel much less intimidating than I expected.”Maddy Chung

Building a Central Source of GTM Knowledge

Customer conversations reveal the problems that Plain is solving. Trial activity shows how customers use the product. Firmographic data provides information about who the customers are, while CRM and billing data show the relationship they have with Plain. Separately, each source can answer a limited set of questions. Together, they paint a much more useful picture.

This gap led Cole to create what he calls the Plain Brain: a central repository that brings together information about prospects and customers. Data from Plain’s CRM, billing platform, and other operational systems flows into the Plain Brain through automated Polytomic syncs. This keeps the information up to date and complete without any manual intervention. This consolidated, consistently updated information provides broader context about customers than any one source alone.

The marketing team uses the Plain Brain as a flexible resource for research, planning, and decision-making across projects. The team can use it to answer questions like, “What problems have brought developer-tool companies with 25 to 100 employees to Plain in the past three months?” or “Which prospects discovered Plain through Claude or ChatGPT, and what were they trying to solve?”

Marketing can use those patterns to guide product messaging, determine which AEO and GEO topics to prioritize, and better understand the problems bringing prospective customers to Plain.

“We already had all of this valuable information, but it was scattered across different systems. Polytomic makes it easy to bring our data together, so we can understand our customers more fully and make decisions with greater confidence. Everything we do is accelerated by Polytomic’s realtime data syncs.”Cole D’Ambra

Refining Advertising Audiences

For Maddy, access to better data is especially valuable when deciding which companies should see Plain’s ads.

Before Polytomic, keeping targeted advertising audiences updated was difficult. Plain has built extensive account scoring off of firmographic and intent data, but the challenge was getting that data into advertising platforms and keeping it current. Native integrations with Plain’s CRM limited the fields, segmentation criteria, or number of audiences the team could use. Manually created audiences gave the team more flexibility, but they quickly became outdated. An audience created in June, for example, might still contain the same accounts in August.

This was particularly problematic for exclusion audiences. If a prospect became a customer after the audience was created, Plain would be wasting money advertising to a company it no longer needed to reach.

Polytomic makes it possible to build updated advertising audiences using all of the company’s existing data. Maddy can define the companies that should be targeted based on account rankings, website activity, and other internal criteria. Then she can use Polytomic to sync those accounts directly to LinkedIn Ads.

These audiences refresh automatically as the underlying data changes. The team can rely on Plain’s current account data instead of rebuilding static lists or settling for the limiting native integrations. This gives Plain more control over who sees its ads and gives Maddy greater confidence that the company’s budget is being directed toward the right companies.

“Our audience targeting feels much more intentional with Polytomic. I can put budget behind a campaign knowing the audience is current and reflects the companies we actually want to reach.”Maddy Chung

A Partner for Plain’s Evolving Growth Stack

When Plain adjusted its pricing model, the Growth team needed usage-based credit data from its billing platform to appear in the CRM. The native integration between the two systems did not include the required fields, but Polytomic allowed Plain to move them.

This is one example of a pattern that is only becoming more common as Plain grows. The company’s GTM operation will continue to add new channels, systems, and data sources. The team is already exploring event platforms, website de-anonymization, lifecycle tools, and new ways to use billing and trial data. Each addition will create new requirements for how data moves across the growth stack.

Polytomic makes it straightforward for Plain to add new sources, create workflows, and bring more team members into the platform. When even a small question or issue arises, the Polytomic team provides timely support so Plain doesn’t lose momentum.

“Every time we add a tool or come up with a new program, I ask whether Polytomic can support it. So far, the answer has always been yes. Polytomic is a platform we can keep building on, and a team that we can rely on.”Cole D’Ambra

Polytomic gives Plain’s Growth team the independence to access data, the flexibility to use it in new ways, and the support to keep building as its needs evolve.