--- title: "PLG-to-Sales: GTM Play in 9 Steps | Frontal" description: "PLG-to-Sales is a nine-step inbound play for your CRM and email, from “Map the data model” to “Enable outreach from the workspace”. It uses HubSpot, Apollo, Slack and Chili Piper." url: https://frontal.so/plays/plg-to-sales updated: 2026-10-19 --- Play 13 Inbound # PLG-to-Sales PLG-to-Sales is a nine-step inbound play for your CRM and email, from “Map the data model” to “Enable outreach from the workspace”. It uses HubSpot, Apollo, Slack and Chili Piper. [Kenny Damian](https://www.linkedin.com/in/kenny-damian-90aba221a/), Co-founder & Head of GTM **Motion** Inbound **Channel** CRM, Email **Steps** 9 **Tools** 4 ## The workflow [![Workflow diagram of the PLG-to-Sales play in five numbered stages: map the data model into HubSpot; sync product data two ways; score fit and usage separately; work leads through exit criteria; and create the deal and keep it healthy.](https://frontal.so/_astro/plg-to-sales-1280.3nNDtF3z.webp)](https://frontal.so/_astro/plg-to-sales-1280.3nNDtF3z.webp) *[Open the diagram full size](https://frontal.so/_astro/plg-to-sales-1280.3nNDtF3z.webp) (1280 x 2421 px)* **The diagram as text** 1. Map the data model into HubSpot - **Product sign-ups, orgs and usage events**: The raw product data. - **Product metrics (object)**: Usage per product org, stored natively next to the account. Tool: HubSpot. - **Active users (object)**: Who in the org is actually using the product. Tool: HubSpot. - **Revenue (object)**: Plan and spend, so sales sees what the account pays today. Tool: HubSpot. - **Three custom objects · associations: contacts → companies → custom objects** 2. Sync product data two ways - **Real-time sync (on every event)**: Sign-ups and Org created. New users and new orgs land in the CRM the moment they happen. - **Batch sync (on a schedule)**: Usage metrics and Active seats. Heavier usage data refreshed in batches, not per click. - **Company domains enriched from identifiers, checked on a QA dashboard**. Tool: HubSpot. 3. Score fit and usage separately - **Firmographic score (ICP fit · 0 to 100)**: Industry, Headcount and Region. Is this the kind of company that buys? - **Product score (engagement · 0 to 100)**: Usage, Active users and Org growth. Is this company actually using the product? - **Total account score**. Tool: HubSpot. 4. Work leads through exit criteria - **Lead auto-created (high-signal accounts)**: The lead name says why it was created. Owner assigned and a task generated automatically. Tool: HubSpot. - **New** - **Attempting** - **Connected** - **Qualified** - **Ready for deal** - **Every stage has an objective exit requirement** 5. Create the deal and keep it healthy - **Customer status → Pipeline** - Not a customer yet → New Business - Already a customer → Existing Business - Contract up for renewal → Renewal - **Deal health tags (applied automatically)**: Inactive, Overdue date, Missing contacts and Renewal coming. Problems surface on their own instead of in the pipeline review. Tool: Slack. - **Rep works it from the workspace**: Email and calendar connected. Deal properties fill from call notes. Sequence: Apollo. Book: Chili Piper. Log: HubSpot. - **Outcome: Deal in the right pipeline**. Tool: HubSpot. **The stack:** HubSpot, Slack, Apollo, Chili Piper. ## The play in nine steps 1. ### Step 1: Map the data model Define entities (Users/Contacts, Companies/Accounts, Product Orgs, Onboarding Journeys, Product Metrics, Revenue) and their associations before building in HubSpot. Verify data points exist and determine which fields to sync. 2. ### Step 2: Build custom objects Create HubSpot custom objects for Product Metrics, Active Users, and Revenue. Set up associations in HubSpot: Contacts → Companies → Custom Objects to store product-specific data natively in the CRM. 3. ### Step 3: Sync product and sign-up data Implement real-time syncing for sign-ups and organization creation, plus batch syncing for usage metrics. Enrich company domains from identifiers and build a QA dashboard for data accuracy monitoring. 4. ### Step 4: Build a dual scoring model Establish Firmographic Scores (ICP Fit) and Product Object Scores (Engagement/Usage) ranging from 0 to 100, rolling into a combined Total Account Score. 5. ### Step 5: Configure the lead pipeline Auto-create leads from high-signal accounts with clear naming conventions that include creation rationale. Auto-assign leads to owners and generate tasks automatically. 6. ### Step 6: Define stage exit criteria Establish objective progression rules: New → Attempting to Contact → Connected → Qualified → Ready for Deal, each with specific exit requirements. 7. ### Step 7: Automate deal creation across 3 pipelines Route deals to New Business, Existing Business, or Renewal pipelines automatically based on customer status. 8. ### Step 8: Surface deal health automatically Apply automatic health tags for inactivity, overdue dates, missing contacts, and upcoming renewals to improve visibility and consistency. 9. ### Step 9: Enable outreach from the workspace Connect email and calendar for reps; execute sequences, auto-populate deal properties from call notes, and log all activities to prospect records. ## Tools used The four tools this play names. Each links to the other plays that use it. - [HubSpot](https://frontal.so/plays?tool=HubSpot) - [Apollo (opens in a new tab)](https://go.frontal.so/apollo) [Apollo](https://frontal.so/plays?tool=Apollo) - [Slack](https://frontal.so/plays?tool=Slack) - [Chili Piper](https://frontal.so/plays?tool=Chili%20Piper) ## Related plays - Play 25 Inbound · ABM ### [Review-Site Intent Scoring](https://frontal.so/plays/review-site-intent-scoring) 6 steps · Email, Call, CRM - [Clay (opens in a new tab)](https://go.frontal.so/clay) - [Instantly (opens in a new tab)](https://go.frontal.so/instantly) - +1 more - Play 43 Outbound · Inbound ### [Meeting Prep and Follow-Up](https://frontal.so/plays/meeting-prep-and-follow-up) 6 steps · Call, CRM, Email - +1 more - Play 18 Inbound · Outbound ### [Product Sign-Up Outreach](https://frontal.so/plays/product-sign-up-outreach) 7 steps · Email, LinkedIn - [Clay (opens in a new tab)](https://go.frontal.so/clay) - [lemlist (opens in a new tab)](https://go.frontal.so/lemlist) - [Instantly (opens in a new tab)](https://go.frontal.so/instantly) [All GTM plays](https://frontal.so/plays) ## Have us run this play Tell us what you’re trying to hit this quarter, and we’ll suggest where to start. 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