Announcing: partners with productboard to automate product management insights

Product Management
Win/loss notes
Phil Burch

Phil Burch

Sr. Product Marketing Manager @

Use productboard integrations to capture and consolidate feedback across the product cycle and bring better products to market. partners with product management leader productboard

We are excited to share our new partnership with product management software leader productboard! Product teams can now build productboard integrations that incorporate crucial feedback from across the product lifecycle, even including early sales discussions.

productboard’s customer-driven product management system helps product teams build great products, faster. Their application consolidates customer requests, ideas, and valuable product feedback in a single place so they can prioritize the right features and ensure they are designed and shipped to meet customer needs. Product teams using productboard incorporate these insights across their entire product development cycle, from understanding what users need, to prioritizing what to build next, to sharing the product roadmap, to monitoring launch progress, to earning colleagues’ trust, to engaging the customer community.

"For product teams, there's more user feedback streaming in than ever, but all too often it's scattered across many disconnected tools — from CRMs, to support platforms, messaging apps, and survey tools.” Billy Robins, Head of Partnerships at productboard “With the Tray Platform, anyone can create automated workflows to consolidate these valuable user insights in productboard. Product teams finally have the data they need to align everyone on the right features to build next."

So, what does this partnership with productboard mean for you? It means that product teams that use the Tray Platform can now integrate feedback and notes from across the entire marketing and sales cycles, as well as customer success insights, directly into productboard. Product teams can get every insight from every customer, back from when they were originally a sales prospect, to onboarding, and throughout their lifecycle as customers. These insights help product leaders not only design better products, but also continuously capture the ever-changing concerns, questions, and messaging of customers in their space. We can explore how this works in an example use case below.

Use productboard to integrate win/loss insights from your CRM

A good example of expanding the range of available insights for productboard is consolidating feedback from sales deals closed-won or closed-lost in your CRM. (We use Salesforce in this example, but you can just as easily use a CRM product such as Microsoft Dynamics 365, Pipeliner, or HubSpot.) This automated workflow in the Tray Platform pulls in that important feedback from the sales cycle and compiles it within your productboard instance to help your teams better understand the friction points and objections your sales teams encounter from their prospects.


In the above workflow, we use a Salesforce trigger to “listen” for changes in stage for any open opportunities and pull up the details of those changes. Our workflow then properly formats the updated opportunity notes and automatically updates our productboard instance. Our workflow branches into two different types of productboard updates: updated notes for opportunities marked as “closed won” and updated notes for opportunities marked as “closed lost.” Now, instead of watercooler conversations, overhead secondhand accounts, and endless meetings, your product team gets direct feedback on any won or lost deals directly from the source, served up in their productboard instance. Armed with these insights, your product team can now take the objections and concerns that prospects are surfacing with sales right now and begin acting on them in the product development process.

Use cases like this are just the beginning. The Tray Platform’s productboard integration also lets users incorporate notes and feedback from any source, whether from sales touch points such as calls captured via conversation intelligence tools (such as Gong) or customer support notes from helpdesk solutions (such as Zendesk). Learn more about how you can connect and automate important tools for product management and other use cases with your tech stack in a weekly group demo.

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