Case Study: Figma boosts sales team productivity and uncovers upsell opportunities with Census

How Figma used their customer data to improve sales productivity

Figma, the product-led SaaS collaborative design platform with millions of freemium users, needed to turn product usage into predictable enterprise revenue. Their Sales Ops team faced three core challenges: identify and route high-potential freemium users, build a unified account hierarchy for a 360° organizational view, and create a customer health score from product data — so Figma engaged Census to sync product usage and payment data into Salesforce and automate account workflows.

With Census, Figma built parent/child account hierarchies, enriched accounts with first- and third-party data, and deployed Product Qualified Lead and Customer Health Score models that drive automated lead routing and Stripe-triggered opportunity updates. The result: AEs and AMs see product usage without leaving Salesforce, discovery calls improved ~10x, sales productivity increased (helping Figma hit targets and raise Series C within a year), and teams uncovered upsell opportunities and enabled real-time forecasting — all powered by Census.

Figma

Praveer Melwani

Head of Business Operations & Finance