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People and Organisations are the foundational data objects in Trig. Everything else—stages, behaviours, cohorts, jobs—operates on these two entity types.

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Overview

People

Individual end users who use your product. They log in, take actions, and derive value from what you’ve built.

Organisations

Account-level entities—the companies, teams, or commercial units that contain People. In B2B, this is typically the customer who pays you.
The relationship is hierarchical: People belong to Organisations. This mirrors how B2B SaaS works—you sell to companies, but individuals within those companies use your product.

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Why this structure matters

Trig is built for B2B SaaS, where the fundamental commercial relationship is with an organisation, not an individual:
ConceptOrganisation LevelPerson Level
ChurnWhen an org leaves, that’s lost revenueIndividual churn is largely outside your control (people change jobs)
ValueAdoption across the organisation defines successOne power user doesn’t make an account successful
DecisionsRenewals and expansions happen with the accountIndividuals influence but rarely decide alone
LifecycleOnboarding, adoption, renewal are org journeysPeople progress within the org context

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People

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What people represent

People are the individual humans who use your product:
  • Identity: Email address, user ID, name
  • Role/permissions: Admin, user, viewer
  • Activity: Events from product usage
  • Attributes: Properties from CRM and product data

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People attributes

Attributes on People come from multiple sources: From CRM (HubSpot, Salesforce):
  • Contact record fields
  • Lead status, stage
  • Owner information
From product data:
  • User role/permissions
  • Sign-up date, last login
  • Feature flags, plan information
Generated by Trig:
  • Job membership and completion
  • Behaviour entry and completion
  • Calculated metrics

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People as job targets

When you create a job targeting People, the intervention goes to that specific person. Use individual-level jobs when:
  • The action requires a specific person to do something
  • You’re targeting based on individual behaviour
  • The communication should feel personal to that user’s situation
Job: Complete Profile Setup
Target: People
Audience: Users who signed up > 3 days ago, profile_complete = false
Message: "Hi Sarah, complete your profile to unlock collaboration features..."

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Organisations

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What organisations represent

Organisations are the account-level entities—typically the companies or teams that are your customers:
  • Commercial relationship: Who pays you, contract value, renewal date
  • Unit of churn: When an org leaves, that’s lost revenue
  • Container for users: People belong to organisations
  • Target for lifecycle tracking: Onboarding, adoption, expansion happen at org level

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Organisation attributes

From CRM:
  • Account/Company record fields
  • ARR, contract value, plan tier
  • Industry, company size, segment
  • Account owner, CSM assignment
From product data:
  • Team/workspace information
  • Aggregate usage metrics
  • Feature adoption flags
Rolled up from People:
  • Total users, active users
  • Aggregate event counts
  • Sum/average of individual metrics
Generated by Trig:
  • Stage membership
  • Job history
  • Health scores, risk flags

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Roll-ups: aggregating people data

Trig can roll up individual-level data to the organisation level:
Roll-Up TypeExample
SumTotal events across all users
CountNumber of users who did X
AverageMean value across users
Max/MinHighest or lowest individual value
Organisation: Acme Corp
├── users_count: 47
├── active_users_last_30d: 32
├── total_invoices_created: 1,247
├── avg_sessions_per_user: 4.2
└── power_users_count: 5

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Organisations as job targets

When you create a job targeting Organisations, the intervention can go to:
  • The account owner (from CRM)
  • All contacts at the organisation
  • A specific role at the organisation
Job: Integration Setup
Target: Organisation
Audience: Orgs in Onboarding stage > 14 days, integrations_connected = 0
Message to Account Owner: "Hi, your team at Acme Corp is ready for the next step..."

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Stages and organisations

Stages operate at the Organisation level. Your customer journey is an account journey: 
Organisation: Acme Corp
├── Current Stage: Adoption
├── Stage Entry: November 15, 2025
├── Objectives:
│   ├── ✓ First project created (Day 2)
│   ├── ✓ Team members invited (Day 5)
│   ├── △ Integration connected (pending)
│   └── ✗ Report generated (not started)
Even though individuals complete objectives (Sarah created the first project), tracking happens at the org level (Acme Corp completed “First project created”).

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How people connect to organisations

Every Person in Trig should be associated with an Organisation: 
Organisation: Acme Corp (ID: acme-123)
├── Person: sarah@acme.com (Admin)
├── Person: john@acme.com (User)
├── Person: lisa@acme.com (User)
└── Person: mike@acme.com (Viewer)
The identifier that links them varies:
  • CRM-based: HubSpot Company ID, Salesforce Account ID
  • Product-based: Team ID, Workspace ID, Tenant ID

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Data sources

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CRM integration

The primary source for Organisation and People data:
CRMOrganisationsPeople
HubSpotCompaniesContacts
SalesforceAccountsContacts
CRM integration provides commercial data (ARR, contract dates), relationship data (account owner), and firmographic data (industry, size).

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Product data integration

Product data typically comes from:
  • Data warehouses: Snowflake, BigQuery, Redshift
  • CDPs and analytics: Segment, Mixpanel, Amplitude, Pendo
  • Direct API: Custom integrations, webhooks
Product data provides usage events, user properties, feature adoption signals, and engagement metrics.

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Joining data sources

Trig needs to join CRM data with product data using a common identifier:
  • Email address matching
  • External ID synced between systems
  • User ID stored in CRM
Work with your implementation team to establish the join strategy.

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Choosing the right target level

ScenarioTargetWhy
”Has this user logged in?”PersonIndividual action
”Is this account healthy?”OrganisationAccount-level assessment
”Send email to inactive user”PersonIndividual targeting
”Flag accounts for CSM review”OrganisationAccount-level triage
”Invite team members”PersonSpecific individual needs to act
”Renew contract”OrganisationCommercial decision

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Best practices

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Data quality

  • Clean identifiers: Ensure consistent IDs across systems
  • Complete associations: Every Person should link to an Organisation
  • Regular sync: Keep CRM and product data flowing

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Organisation structure

  • Mirror commercial relationships: Your org structure should reflect how you sell and manage accounts
  • Consistent granularity: Normalise to comparable units
  • Think about lifecycle: Ensure orgs represent the unit whose journey you’re tracking

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Job targeting

  • Match target to action: If an individual needs to act, target People. If it’s an account decision, target Organisations.
  • Consider the recipient: Org jobs go to account owner by default
  • Use role filters: Target specific roles when appropriate

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Summary

People and Organisations form the foundation of Trig:
  1. Organisations are accounts — The commercial unit, the target of lifecycle tracking, the entity that churns or renews
  2. People are users — The individuals who use your product, belong to organisations, and are often the target of interventions
  3. Data flows from CRM + product — Trig joins commercial data with usage data
  4. Attributes accumulate — Ingested, rolled-up, and Trig-generated attributes build rich context
  5. Target appropriately — Choose People or Organisations based on who needs to act