Your Deals and Requests, Next to the Market: Connecting Salesforce, HubSpot, and Productboard to PYRAMYD

Every software company holds evidence the market cannot see. Deals and accounts sit in Salesforce or HubSpot. Feature requests sit in Productboard. Issues sit in Jira. Each tool does its own job, and the number of tools keeps growing: Okta's Businesses at Work 2025 report, built from its customers' data, found that the average number of apps each company uses reached 101.[1] In HubSpot's 2024 Sales Trends Report, 45% of sales pros said they are overwhelmed by the number of tools in their tech stack.[2]

The market's evidence sits somewhere else again: what buyers write in reviews, how rival products compare feature by feature, and the signals around each company. PYRAMYD collects new signals every day, but your own deals and requests are the half it cannot collect for you. When your evidence and the market's never meet, each team decides with half the picture. A seller cannot see which rival keeps winning deals of a certain size. A product manager weighs a request without knowing how buyers rate the same feature in rival products. A marketer writes positioning without the reasons deals were won and lost.

This post covers what the Salesforce, HubSpot, Productboard, and Jira connectors bring into PYRAMYD, how to connect one, and what changes for sales, product, and marketing teams once your deals and requests sit next to the market.

What the four connectors bring in

The catalogue in Workspace › Library › Connectors lists about 200 connectors. Salesforce, HubSpot, Jira, and Productboard are among those in use with customers today, and each brings in a different part of your own evidence:

• Salesforce: accounts, contacts, leads, and opportunities.
• HubSpot: contacts, companies, deals, and tickets.
• Productboard: insights (your customer feedback notes), features, releases, and roadmap.
• Jira: issues, epics, sprints, and releases.

Each connector fills node types in your organization's graph, such as deal, company, contact, feature, and issue. To see exactly which, open the Node Types tab on the connectors page: it groups connectors under the node types they fill and lists the API objects each one reads. The Canvas tab draws the same thing as a map you can search.

Connect one in five steps

• Find it. Open Workspace › Library › Connectors, search the Browse tab for the tool, and choose its card.
• Sign in. Under Connection Method, choose how PYRAMYD connects: OAuth, an API key, an MCP server, or a webhook, whichever the tool offers.
• Choose the data. On the Configure tab, switch on the data types you want, for example only epics and bugs from Jira, and choose Save Configuration. You can change this later from My Connectors: open the connection's menu and choose Edit.
• Share it. Name the connection and choose who can use it: only you, a team, or the whole organization. Choose Create Connection, or for OAuth, continue to the tool and sign in there.
• Sync it. On My Connectors, choose Sync now. Each connection shows who can use it, how it signs in, and when it last synced.

What changes for each team

Sales: each deal next to the rival in it

Competitive deals are common. In Crayon's 2026 State of Competitive Intelligence report, seven in ten teams say at least half of their sales opportunities are now competitive.[3] Yet Crayon's 2025 research found that 44% of teams have no visibility into which competitors are in which deals.[4] Once your deals are in PYRAMYD, they sit in the same hubs as the rivals you track:

• Competitors › Win/Loss › Segments breaks your closed deals down by deal size, buyer industry, company size, and persona, with win rate and lost revenue for each. The industry, size, and persona views fill in once your deals carry those fields.
• When you generate a battlecard for your product against a rival, you can pick the account and link the deal, so the card is written for the deal in front of the seller.
• APEX can pull an account's CRM context into a chat, next to your battlecards and win/loss interviews. Ask it what the CRM says about a deal before the call; the answer is as fresh as your last sync.
• Account 360 shows the products each account runs and, on its Pulse tab, news and the signals detected about it. For accounts linked to your CRM, it also scores churn risk from 0 to 100; today the drivers behind that score come from CRM data only.

Product: requests and issues next to how the market rates the feature

Product teams already steer by both kinds of evidence. In ProductPlan's 2024 State of Product Management report, customer feedback was the primary influence on product strategy for 27% of respondents, competition and the market for 21%, and sales and support feedback for 16%. Those steered by customer feedback or by the market rated how well their strategy aligns with company goals at 4.25 and 4.29 out of 6, against 4.03 overall.[5]

• In Products › Roadmaps, choose a connected Productboard or Jira in the header's data-source menu to see its items as the roadmap, in the same hub as Reviews, Gaps, and Feature Taxonomy.
• In Products › Portfolio, import your own products on demand from a Salesforce query or from Jira, one product per project or per epic, with a preview before anything is saved.
• In one APEX chat, ask what customers said in Jira about a problem, then ask what reviewers say about the same feature in rival products. APEX searches your connected apps, as fresh as your last sync, and quotes reviews with their sources.

Marketing: positioning from the deals you won and lost

Buyers read reviews before they talk to you. In G2's 2024 Buyer Behavior Report, 31% of buyers named public product review websites as their most consulted source of information, up from 23% in 2023.[6] With your deals in PYRAMYD, the reasons you win and lose sit in the same module as what buyers write about your rivals:

• On Competitors › Win/Loss › Competitive, the Market Loss Analysis card takes a rival, or any other player in the market, and shows its review score by feature, why buyers leave it, and what they consider alongside it.
• On the Segments tab of the same module, your closed deals by industry and company size show where you win, so messaging and packages can follow.
• On the Pulse tab, choose which products, companies, and reviews Win/Loss looks at, so its review trends cover the rivals you actually face.
• Battlecards give product marketers a card for each rival, written with deal context, to share with every rep through the library or a tracked link.

Start with the deals you lost

If you connect one tool first, make it the CRM, and sync your closed deals. The Segments tab will show where you win and lose, the Market Loss Analysis card will show why buyers leave the rivals you face, and the next battlecard can be written with a real deal as its context. Then add Productboard or Jira, so the product team reads requests and issues next to how the market rates the same features.