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GTM Feedback provides multiple ways to collect customer feedback, ensuring that valuable insights from your customers are captured no matter where they originate.

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Entry Points

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Web UI Form

The primary method for collecting feedback is through the web UI, accessible via the “Add Feedback” button throughout the application.
1

Click Add Feedback

Navigate to any page and click the “Add Feedback” button in the interface.
2

Fill in feedback details

Complete the form with:
  • Feature Request (optional): Link to an existing feature request, or leave blank for AI matching
  • Account (required): The customer account this feedback is from
  • Opportunity (optional): Link to a specific sales opportunity
  • Severity (required): Low, Medium, or High impact
  • Customer Pain (required): Description of the customer’s problem or need
  • Relevant Links (optional): External links to support tickets, calls, etc.
3

Submit

Submit the form to create the feedback entry.
If you don’t select a feature request, GTM Feedback will automatically use AI to match your feedback with the most relevant existing feature request.

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Slack Integration

Collect feedback directly from Slack conversations using emoji reactions.
React to any Slack message with the configured feedback emoji (e.g., :gtm-feedback:) to create a feedback entry. The system will:
  1. Extract the message content and context
  2. Identify the customer account from the conversation
  3. Match or suggest relevant feature requests
  4. Create the feedback entry automatically
When feedback is submitted without a feature request (either via Slack or web UI), the system uses AI to:
  • Analyze the customer pain description
  • Compare against existing feature requests
  • Either match to an existing request or suggest creating a new one

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Feedback Metadata

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Required Fields

Account

The customer account this feedback is associated with. This links to your CRM data and enables ARR calculations.

Severity

Impact level of this feedback:
  • High: Critical issue or high-value request
  • Medium: Important but not blocking
  • Low: Nice-to-have enhancement

Customer Pain

A description of what customer pain this solves and what outcome it enables. Maximum 1000 characters.

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Optional Fields

Feature Request

Link to an existing feature request. Leave blank for automatic AI matching.

Opportunity

Specific sales opportunity associated with this feedback. Used for deal-specific tracking.

External Links

Links to support tickets, customer calls, meeting notes, or other relevant resources.

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Workflows

When feedback is created, GTM Feedback automatically:
  1. Updates cache - Refresh relevant data for instant UI updates
  2. Tracks analytics - Record feedback creation events
  3. Sends notifications - Notify relevant team members via Slack
  4. Syncs to CRM - Update Salesforce with feedback data (if configured)
  5. Posts to firehose - Send to product area-specific Slack channels
  6. Follows request - Automatically follow the feature request for updates
All workflows run asynchronously, so feedback submission is instant without waiting for background tasks to complete.

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Viewing Feedback

Feedback can be viewed in multiple contexts:

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By Feature Request

Navigate to a feature request page to see all feedback for that request, grouped by severity level:
  • High Severity (red) - Critical customer needs
  • Medium Severity (amber) - Important requests
  • Low Severity (green) - Nice-to-have items
Each feedback entry shows:
  • Customer account name and logo
  • Request status (Open, Shipped, Deprioritized)
  • Customer pain description
  • Creator and creation date

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By Account

View all feedback from a specific customer account at /accounts/[accountId]. This shows:
  • Total feedback count by severity
  • Account ARR (Annual Recurring Revenue)
  • Website and company information
  • Expandable lists of feedback items grouped by severity

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By User

See feedback created by a specific team member at /user/[userId].

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Editing and Deletion

Only admins and the feedback creator can edit or delete feedback entries.

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Editing Feedback

  1. Navigate to the feedback item
  2. Click the edit button
  3. Modify the description, severity, or external links
  4. Submit to save changes
You cannot change the linked account or feature request after creation.

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Deleting Feedback

Feedback can be permanently deleted by the creator or an admin. This action:
  • Removes the feedback from the database
  • Updates ARR calculations
  • Revalidates the feature request page
  • Cannot be undone

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Draft Auto-save

The feedback form automatically saves drafts as you type (for new feedback only, not edits). This prevents data loss if:
  • You accidentally close the modal
  • Your browser crashes
  • You navigate away from the page
Drafts are stored locally in your browser and restored when you reopen the form.

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