How 5 teams across your organization can use Pendo to impact business growth

Published May 17, 2023
Pendo isn't just for your product team.

It’s no secret that Pendo holds the product community near and dear to our heart. Our platform was developed by product managers, for product managers—but the benefits of in-app communication, product analytics, and customer feedback don’t just stop at the product team.

Teams across an organization—from sales and marketing to customer success and even finance—can leverage Pendo to make progress towards their most important initiatives and goals. Being able to communicate with customers in real-time, understand how people navigate your product, and know how users feel is key to delivering a great customer experience and, ultimately, driving business growth.

But here’s the best part: With multiple departments leveraging Pendo, organizations can also get rid of duplicative or unused tools in their tech stack. It’s a win-win: Teams get a best-in-class product experience platform, and CFOs save on software costs.

Here’s a look at how five departments beyond product can utilize Pendo in their day-to-day work. 



One of the best ways customer success (CS) teams can utilize Pendo is to create personalized, in-app onboarding to ensure new users are successful from day one. Use in-app guides to build onboarding flows that introduce users to the features and workflows you know correlate with long-term engagement and retention—which you can determine using Pendo data. Segments in Pendo also allow you to personalize onboarding, for example by a user’s role, permission level, or jobs to be done—so you reach the right audience with the most relevant message. 

This product-led onboarding also helps free up customer success managers’ (CSMs’) time and resources by moving lower-value, historically human-led efforts inside the product—ultimately saving the business money and improving productivity as teams are able to refocus on more strategic initiatives.


Every CSM needs to keep a pulse on the health of their customer accounts, and Pendo data makes this a lot easier. Ultimately, Pendo helps customer success teams take a more proactive approach to customer health and stay ahead of issues that could lead to churn. For example, customer success managers can use Pendo data to see if (and where) users at their accounts are dropping out of workflows, and if they’re properly adopting key features. This way, CSMs can proactively reach out to users to mitigate any issues, deliver enablement or other helpful resources, or have these insights ready for discussion during the next monthly or quarterly check-in.


Support ticket deflection

One of the most common pain points for support teams is an overwhelming (and unsustainable) volume of tickets in the queue. To help reduce these inquiries, teams can first use product usage data in Pendo to understand things like what users are doing right before they seek out help, and which workflows they’re failing to complete. 

Once you’ve identified areas of friction, use Pendo In-app Guides to help solve issues before they happen. An effective way to provide in-context support is with tooltips, which are a type of in-app guide that appear when users hover over or click on an element. For example, teams can create tooltips to explain confusing functionality or remind users of a key set-up step that people tend to miss.

Always-on support

Customer support teams can also leverage Pendo’s Resource Center to provide always-available resources, inside the product. This way, users can self-serve and find answers to their questions on their own, without needing to leave the product or contact support for guidance. You can also customize your Resource Center to include the types of resources that users of your product will benefit from the most—whether that’s product announcements, videos, how-to guides, support articles, or even live chat.


Customer references and testimonials

Social proof is essential for marketers, but it’s not always easy to capture. Pendo In-app Guides make it easy to collect references from users when they’re already engaged with your product, and when their opinions are top of mind. Marketing teams can also leverage product data in Pendo to identify who to target, like users who are highly engaged and access your product consistently.


One of the best (if not the best) places to market new functionality is in your actual product. With Pendo, marketers can build in-app launch campaigns for releases of all sizes. For example, a large-scale release might include a lightbox announcement, a full in-app walkthrough, and a drip of additional in-app reminders. A smaller release might only require some contextual tooltips to point the new feature out to a subset of users. It’s also best practice to use Pendo data and segmentation to personalize launch communications, exposing new features to users who will find the features most valuable.

Event and content promotion

Your product is also an effective channel for promoting your latest content or any upcoming events. And with product usage data and metadata (e.g. a user’s location or job title) in Pendo, you’ll be able to target these promotions to the exact audience who would find the event or content piece particularly valuable.


Efficient payment collection

Finance teams can also benefit from the ability to reach customers in real-time. If your business operates on a subscription model where customers pay for your product or service on a monthly, quarterly, or annual basis, the last thing your finance team wants to do is waste valuable time tracking people down to ensure they pay on time. With Pendo, teams can automate this process with timely, in-app notifications and reminders that appear when it’s time for customers to submit payment.


Free trial conversion

Instead of relying on sales team members to reach out to free trial users at the exact right moment (eating up time that could be better spent on higher value accounts), teams can use Pendo to increase trial conversion rates in-app, no human assistance required. First, you can use product data to identify the actions trial users take that correspond to conversion. Once you’ve identified which features or workflows drive conversions, you can create in-app walkthroughs to steer users to those features or actions in the product, without manual intervention.

Upsell and cross-sell

Similar to the free trial use case, sales teams can leverage Pendo to more effectively sell additional functionality to paying customers. For example, if your application requires users to purchase a certain amount of a feature (e.g. storage space), you can use an in-app guide to notify them when their storage is almost full, and give them a direct link to purchase more. 

By giving customers this option directly inside your product, you increase the likelihood that they will buy—because they can easily take action without needing to change contexts. For cross-selling, you can use product data in Pendo to identify which users to target with in-app awareness campaigns that let them know about the functionality they’re missing out on.

Want to learn how Pendo’s platform can help teams across your organization drive business growth? Schedule a custom demo or try Pendo for free today.