Single event stream with persistent user_id and account_id. Warehouse as source of truth.

Define setup, activation, and habit events separately. Activation = first value moment, not first login.

Engineer for first value moment under 5 minutes. Remove friction before adding features.

Freemium, trial, or reverse trial. Free must include the activation event. Limits must be felt.

Usage + expansion + fit signals combined into a weighted score. Run shadow mode for 60 days before activating sales.

Track every action. Connect product data to CRM via Reverse ETL. Build usage, seat, and feature expansion loops.