> For the complete documentation index, see [llms.txt](https://docs.distro.so/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.distro.so/guides/product-qualified-leads.md).

# Product-qualified leads

Route users to sales when product usage shows buying intent, from Segment, PostHog, a warehouse, or your backend.

A product-qualified lead (PQL) is a user whose product usage signals buying intent: signing up, inviting teammates, or reaching a usage threshold. Product-led teams route PQLs while the usage is fresh. In Distro, a product event starts a workflow, which checks the CRM, enriches the person, qualifies them, and gives them to the account owner or the next rep.

## How product events reach Distro

Distro doesn't pull events or cohorts from analytics tools. The tool, or a sync you run, sends each event.

| Source                                                   | Trigger                                                                        |
| -------------------------------------------------------- | ------------------------------------------------------------------------------ |
| Segment, PostHog, Mixpanel, Amplitude, Hightouch, Census | **Webhook received**, one JSON `POST` per event                                |
| Your backend                                             | **API call**                                                                   |
| A sync that writes usage to the CRM                      | **Salesforce object updated** or **Hubspot record updated** on the usage field |

Send one event per request, send running totals (such as `seats_used`) rather than increments, and send numbers as JSON numbers so conditions can compare them.

## Build it with Salesforce

{% stepper %}
{% step %}

### Receive the event

Choose **Webhook received** with **Authentication** set to bearer. Give the endpoint URL and secret to your tool, capture or paste a sample event, and set **Lead email field** to `email`. See [API and webhooks](/workflows/api-and-webhooks.md).
{% endstep %}

{% step %}

### Check the usage signal first

Add **Branch** with a `Product signal` branch: `plan` **Equals** `Free`, `seats_used` **At least** `5`, and `email` **Is a work email or domain**. Leave **Otherwise** empty, so other events end before any enrichment.
{% endstep %}

{% step %}

### Known people keep their owner

Add **Match Salesforce Record** on `Lead` by `Email`. On **Matched**, write your `Product_Signal__c` field with **Update Salesforce Record**.
{% endstep %}

{% step %}

### Enrich and qualify on fit

On **Not matched**, add **Enrich Lead**, then **Branch** `PQL` where the lead company's **Headcount** is **At least** 50.
{% endstep %}

{% step %}

### Account owner or queue

Add **Match Salesforce Record** on `Account` with `Website` mapped to `account_domain` from the event. On **Matched**, **Create Salesforce Record** a `Lead` with `LeadSource` = `Product` and `OwnerId` from the account. On **Not matched**, **Assign from Queue** with `PQL Reps`, create the lead with the assignee as owner, and **Notify in Slack** the **Earlier assignee** with the event, seats, and plan.
{% endstep %}
{% endstepper %}

{% hint style="info" %}
To qualify on free text, such as a signup's use case, use **AI Prompt** after **Enrich Lead** to return a label like `PQL` or `Not yet`, then **Branch** on it. See [AI and web research](/data-and-integrations/ai.md).
{% endhint %}

## Troubleshoot

| What you see                                | What to check                                                                                 |
| ------------------------------------------- | --------------------------------------------------------------------------------------------- |
| Never starts                                | `401` means a missing or wrong secret. A paused endpoint acknowledges but doesn't start runs. |
| A field is missing or compares only as text | Capture a new sample with every field filled and numbers as numbers.                          |
| **Create Salesforce Record** fails          | Map `LastName` and `Company` for a lead.                                                      |


---

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