How Pulumi revealed the buyers behind the signals to generate 27% of meetings booked

"Common Room has made it easier for our SDRs and AEs to book more and better meetings. It’s our favorite sales tool here. One of our AEs called it 'my closest friend.'"

  • Tyler Hayden

    Tyler Hayden

    Director of Sales Development


Free trial sign-ups and pricing page visits are powerful buying signals, but they’re only a drop in the bucket.

Go-to-market leaders like Tyler Hayden, Director of Sales Development at Pulumi, understand that GTM teams need full visibility into buyers and their journeys across channels to qualify and prioritize opportunities.

Here’s how Pulumi used Common Room to:

  • Give sales reps access to previously hidden buying signals
  • Accelerate opportunity identification and qualification
  • Boost SDR and AE productivity

Centralize siloed data points

Pulumi’s ideal customers are spread across multiple channels, such as GitHub, X (Twitter), Reddit, and DEV. It uses Common Room to automatically spotlight activity on these channels and bring it together in one place for easy access and exploration.

🔦 Product spotlight: Integrations
Common Room’s integrations with dozens of data sources—including popular digital channels, CRMs, data warehouses, sales engagement platforms, and more—allow you to organize and access all your data in one place. This makes it easy to take action on buying signals fast.

Not only does this give sales development representatives and account executives visibility into previously hidden buying behaviors, it allows them to see the people and organizations behind the signals.

Common Room’s Person360™ uses AI to automatically create a unified profile for every individual and organization interacting with Pulumi across channels, no matter the touchpoint.

🔦 Product spotlight: Person360
Common Room’s Person360 feature allows you to automatically collect, enrich, and match all signals to a unified profile for individuals and organizations. This makes it easy to connect with the people and companies behind buying signals with full context.
Image of Person360

SDRs and AEs quickly connect the dots between hard-to-see signals from multiple channels to a real person—including their job title, work history, contact information, company details, and more—so they have full context for every opportunity.

It’s now internal best practice at Pulumi to make sure every target account is researched through Common Room.

“Our SDRs and AEs love using Common Room and they’re having a lot of success,” Tyler said.

Inform outreach with person-level insights

Pulumi uses Common Room to flesh out existing opportunities and uncover new ones.

“The main use case right now is account research and discovering new people who are in our target accounts,” Tyler said. “The other use case is surfacing new leads to go work through Common Room. Both use cases are running, and both are booking meetings.”

Reps take a list of target accounts and research them in Common Room to see which contacts are engaging with Pulumi across digital channels and where those activities are taking place.

User-friendly filters and tags help reps see which leads are high-intent and high-fit at both the contact and account level.

Image of filters and tags

🔦 Product spotlight: Filters
Common Room’s filters feature allows you to highlight individuals and organizations based on any combination of factors. This makes it easy to surface specific people and companies based on firmographic details, cross-channel activities, product usage, and more.

Reps can quickly dig into leads’ job titles, company sizes, annual revenue, tech stacks, and hundreds of other attributes. Meanwhile, prospects who match preset criteria—such as for economic buyers or ideal customer profiles—are automatically tagged for easy identification.

🔦 Product spotlight: Tags
Common Room’s tags feature allows you to automatically label individuals and organizations with specific tags based on customizable criteria. This makes it easy to quickly filter for economic buyers, ideal personas, product-qualified leads, and more.

Sellers can then reach out to contacts at target accounts on the channels where they’re already active to improve response rates—and use insights into their recent behaviors to get conversations going.

“Most of the meetings being set in our open-source sales motion are sourced from signals found in Common Room,” Tyler said.

Fuel the outbound engine

New organizations that interact with Pulumi across digital channels for the first time are automatically segmented into opportunities based on the size of the company.

Sales plays are presented to reps the second they log in to Common Room. Reps simply open up a segment to see a list of contacts or accounts they can work their way down. Leads can be added to an Outreach sequence, synced with Salesforce, viewed on LinkedIn, and more—all from one workbench.

🔦 Product spotlight: Segments
Common Room’s segments feature allows you to combine activity data from across 30-plus channels with customer fit criteria, such as organization size and role. This makes it easy to quickly surface, monitor, and engage specific people and companies at scale.
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Depending on which segment an organization is added to, an automated alert is sent to an internal Slack channel. SDRs monitor Pulumi’s dedicated Slack channels for alerts so they can find and follow up on fresh leads instantly.

🔦 Product spotlight: Team alerts
Common Room’s team alerts feature allows you to automate alerts based on any combination of triggers and filters so you can see real-time activity from the people and accounts you care about. This makes it easy to always stay updated on specific individuals and organizations.

Meanwhile, account owners receive a daily email digest of activity from their owned accounts via Common Room’s segments.

"Common Room makes it easy to find new opportunities and move on them fast,” Tyler said.


Over the course of a quarter, Common Room supported the creation of 27% of sales-qualified leads, meaning meetings booked.

With Common Room’s bidirectional Salesforce integration, it’s easy to connect the dots between effort and results.

“We've designated minimum qualification criteria to automatically bring community-engaged leads directly into Salesforce as new leads and into our MQL queue,” Tyler said. “In other words, we've operationalized scoring and engaging these leads via our existing inbound lead-handling process.”

Pulumi can decide how data flows between Salesforce and Common Room so sellers can see Salesforce fields, leads, contacts, opportunities, and accounts alongside the data in Common Room and vice versa.

"Common Room has made it easier for our SDRs and AEs to book more and better meetings,” Tyler said. “It’s our favorite sales tool here. One of our AEs called it 'my closest friend.'"

Pulumi helps companies build critical infrastructure with intuitive, intelligent tooling. Common Room helps Pulumi build bigger and better sales pipeline the same way.

Sell smarter and faster with Common Room

Get started for free or get in touch to see how Common Room can help you uncover and close more deals.

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