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GTM Feedback integrates with your CRM to track customer accounts and sales opportunities, providing crucial business context for every piece of feedback.

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Account Tracking

Accounts represent your customers and prospects in the system.

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Account Data

Account information is synced from Salesforce and includes:

Basic Information

  • Account name
  • Account type
  • Region
  • Website
  • Company logo

Business Metrics

  • Annual Recurring Revenue (ARR)
  • Enterprise status flag
  • Account creation date
  • Last updated timestamp

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Account Pages

Each account has a dedicated page at /accounts/[accountId] showing:
1

Account header

  • Company logo (if available)
  • Account name
  • Total feedback count
  • Total ARR from account and opportunities
  • Website link
2

Feedback by severity

All feedback from this account, organized into expandable sections:
  • High Severity - Critical customer needs
  • Medium Severity - Important requests
  • Low Severity - Nice-to-have items
3

Feedback details

Each feedback item shows:
  • Feature request title and link
  • Request status badge (Open, Shipped, Deprioritized)
  • Customer pain description
  • Creator and creation date
When adding feedback, the account search provides:
  • Real-time search - Type to filter accounts by name
  • Logo display - Visual account identification
  • ARR context - See account value while selecting
  • Recent accounts - Quick access to frequently used accounts
Account data is automatically synced from Salesforce, so you don’t need to manually manage accounts in GTM Feedback.

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Opportunity Linking

Link feedback to specific sales opportunities for deal-level tracking.

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Opportunity Data

Opportunity information synced from Salesforce includes: 
{
  id: string           // Salesforce opportunity ID
  accountId: string    // Parent account ID
  name: string         // Opportunity name
  arr: number         // Annual recurring revenue
  stage: string       // Sales stage
  closeDate: Date     // Expected close date
}

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Linking Opportunities

When creating or editing feedback:
  1. Select the account first - Opportunities are filtered by account
  2. Choose opportunity - Dropdown shows all opportunities for that account
  3. Optional field - You can skip opportunity selection if not applicable
Skip opportunity linking when:
  • Feedback is general product improvement
  • Not tied to any specific deal
  • Account-level tracking is sufficient
  • Multiple opportunities might benefit

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ARR Calculations

GTM Feedback automatically calculates ARR (Annual Recurring Revenue) to help prioritize features.

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Account-Level ARR

The ARR associated with an account includes:
  • Base ARR - Current account ARR from Salesforce
  • Opportunity ARR - Sum of ARR from open opportunities

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Request-Level ARR

For each feature request, see:
Total ARR from all open sales opportunities linked to feedback for this request.This represents revenue at risk if the feature isn’t delivered.

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Area-Level ARR

Product area analytics show:
  • Total ARR across all requests in the area
  • ARR by request priority
  • ARR trends over time
ARR is displayed in USD format with appropriate scaling (e.g., 1.2Mfor1.2M for 1,200,000).

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CRM Data Schema

Data synced from Salesforce follows this structure:

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Accounts Table

sfdc_accounts {
  id: text              // Primary key from Salesforce
  name: text            // Company name
  type: text            // Account type
  region_name: text     // Geographic region
  arr: numeric(14,2)    // Annual recurring revenue
  is_enterprise: bool   // Enterprise customer flag
  website: text         // Company website
  logo: text           // Logo URL
  link: text           // Salesforce URL
  created_at: timestamp
  updated_at: timestamp
}

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Opportunities Table

sfdc_opportunities {
  id: text              // Primary key from Salesforce
  account_id: text      // Foreign key to accounts
  name: text            // Opportunity name
  arr: numeric(14,2)    // Deal ARR value
  stage: text          // Current sales stage
  close_date: date     // Expected close date
  created_at: timestamp
  updated_at: timestamp
}

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Feedback-Account Relationship

Each feedback entry must be linked to exactly one account: 
feedback {
  id: uuid
  requestId: uuid           // Feature request
  accountId: text           // Required - Salesforce account ID
  opportunityId: text       // Optional - Salesforce opportunity ID
  severity: enum            // low | medium | high
  description: text         // Customer pain
  creator: uuid             // User who created
  externalLinks: text[]     // Supporting links
  createdAt: timestamp
}
You cannot create feedback without selecting an account. This ensures all feedback has proper business context.

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Account Insights

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Per Account

On account pages, see:
  • Feedback distribution - Count by severity level
  • Feature interests - Which features this customer cares about
  • Request status - How many requests are open vs. shipped
  • Engagement timeline - When feedback was provided

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Across Accounts

In aggregate views, understand:
  • Top accounts by feedback - Most engaged customers
  • Enterprise focus - Feedback from enterprise accounts
  • Regional patterns - Feedback by geographic region
  • ARR influence - Which accounts drive feature priority

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Best Practices

Link opportunities when:
  • Feature is blocking a deal
  • Sales team needs to track deal-specific features
  • Close date creates urgency
  • Deal ARR is significant
Ensure your Salesforce data is current:
  • Update ARR regularly
  • Keep opportunity stages current
  • Archive closed-lost opportunities
  • Maintain accurate close dates
Use account pages to:
  • Prepare for customer calls
  • Review feedback before renewals
  • Understand customer priorities
  • Track feature delivery for specific accounts

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