This series is exploring how to turn product data into more revenue by leveraging existing product usage data. The goal is not to cheat customers but to have authentic conversations with them. SaaS companies can drive 20-40% of sales revenue from expansion, and the fastest-growing companies see NRR rates over 120%. To improve NRR, companies can either reduce churn or promote expansion revenue. Product usage data isn't just for product teams; it's essential for Sales, Marketing, and Customer Success teams to drive revenue. By leveraging product-qualified lead scoring, automating usage alerts, and delivering personalized marketing communications, companies can increase expansion revenue and drive more value for their customers across sales and marketing. The key is to tap into first- and third-party data sources, identify relevant feature signals, and trigger personalized messages at the right time. Companies like Figma, Docker, Crossbeam, and Canva are using these tactics to drive more authentic upsell conversations and expansion revenue.