Imagine this: every bit of feedback from your customers—what they love, what they wish was different, and even what makes them hesitate—is instantly captured and sent straight to your product managers. No more guessing games, no more digging through endless call notes. Just clear, actionable insights delivered in real-time.

Here's how it works: As soon as an opportunity is marked as Closed Won or Lost in HubSpot, a detailed breakdown of customer feedback—everything from feature requests to common objections—pops up in a Slack channel for your product team to see. It’s like giving your PMs a direct line to the customer's mind, without them needing to sit through hours of calls.

And the best part? This magic happens seamlessly thanks to clever automation between HubSpot and Slack. So, while you’re closing deals, your product team is already working on making the next pitch even stronger, based on real customer feedback.

We did this at Sybill a couple of months ago, and this is what the PMs see on Slack:
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Let’s be real—product feedback is pure gold. Those little nuggets of product feedback that customers drop during calls? Manually sharing these insights with your product team could be the case of Chinese whispers or some of us get plain lazy if we had to enter all of that in our CRM manually. 👀

Which is why at Sybill, we concocted a potion (fine, it's just clever automation) that'll make those product gaps and requirements flow seamlessly from your customers' mouths to your product team's ears.

What is the need for this automation:

• Customer feedback goes straight to the Product team
• You save time – goodbye, manual info-sharing and endless feedback meetings
• Collaboration becomes a breeze – no more working in silos!
• Product improvements happen faster
• Everyone's on the same page – transparency and accountability FTW!

But the best part? Your customers feel heard and appreciated.

Now, you might be thinking: "Setting this up is going to be another mammoth task”. Well, that’s not the case. It will take you less than 15 minutes to set it up and save you hours of calls just explaining the customer requests.

Also, to make it easy for you, we’ve created an easy step-by-step guide below:

But first, are you curious about how we capture Product Gaps in our CRM?

We use our Deal Summaries feature to capture every product gap or requirement that is shared by our customers or prospects during meetings, which is then updated in real time in the relevant fields of our HubSpot.

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Step 1: First things first, we need to create a new workflow in HubSpot:

• Log into HubSpot.
• Navigate to "Automation" and then "Workflows"
• Click "Create workflow" and choose "From scratch"
• Select "Deal-based" workflow.
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‍‍Step 2: Now, let's set up the trigger based on deal stage & amount:

• In the Workflow editor, click on "Set up triggers" and under Enrollment choose "When filter criteria are met."
• Under “Add criteria”, select “Deal properties”
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• Now choose "Deal Stage”.
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• Select "Closed Won" and "Closed Lost".
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• Add a criterion to filter out deals less than $3k.
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• If you want to refine the trigger further, such as only triggering for certain pipelines or deal amounts, add those criteria here.

Step 3: Slack integration. It's time to connect HubSpot and Slack:

• In your HubSpot settings, check ‘“Integrations” and ensure Slack is connected.
• In your workflow editor, click on the ‘+’ button and click on "Send a Slack notification" action.
• Choose your Slack channel (we picked our "product feedback" channel because we're organized like that).
• You’ll find a message field where you can compose your message. We went with: "[Product gaps] & [Product requirements] from this closed deal: [Deal name] ([Deal Stage])" – short, sweet, and to the point.
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Step 4: Finalize Workflow

• Finally, review your entire setup one last time, and test it out with a sample deal (because nobody likes surprises in automation).
• Make sure to check “No” during review so that only new deals that satisfy this criteria are considered for the automation
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• Name your workflow and then click “Turn on.

Step 5: Monitor and Adjust

• Keep an eye on the Slack notifications as deals are closed to ensure everything is working smoothly.
• If you notice any issues or need to refine the information being sent, you can always go back into the workflow editor and make adjustments.

And voilà! You've just created a magical feedback portal & your product team will be more than delighted to have the insights to build a smooth roadmap.

So there you have it, folks – your very own product feedback genie, no lamp-rubbing required. Now go forth and automate! Your product team will thank you, your customers will love you, and you'll have more time to perfect your coffee-making skills. It's a win-win-win situation, and who doesn't love those?

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