> ## Documentation Index > Fetch the complete documentation index at: https://docs.trig.ai/llms.txt > Use this file to discover all available pages before exploring further. # People & Organisations > The foundational data objects that represent your customers People and Organisations are the foundational data objects in Trig. Everything else—stages, behaviours, cohorts, jobs—operates on these two entity types. ## Overview Individual end users who use your product. They log in, take actions, and derive value from what you've built. 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. ## Why this structure matters Trig is built for B2B SaaS, where the fundamental commercial relationship is with an organisation, not an individual: | Concept | Organisation Level | Person Level | | ------------- | ------------------------------------------------ | --------------------------------------------------------------------- | | **Churn** | When an org leaves, that's lost revenue | Individual churn is largely outside your control (people change jobs) | | **Value** | Adoption across the organisation defines success | One power user doesn't make an account successful | | **Decisions** | Renewals and expansions happen with the account | Individuals influence but rarely decide alone | | **Lifecycle** | Onboarding, adoption, renewal are org journeys | People progress within the org context | ## People ### 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 ### 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 ### 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..." ``` ## Organisations ### 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 ### 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 ### Roll-ups: aggregating people data Trig can roll up individual-level data to the organisation level: | Roll-Up Type | Example | | ------------ | ---------------------------------- | | **Sum** | Total events across all users | | **Count** | Number of users who did X | | **Average** | Mean value across users | | **Max/Min** | Highest 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 ``` ### 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..." ``` ### 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"). ## 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 ## Data sources ### CRM integration The primary source for Organisation and People data: | CRM | Organisations | People | | -------------- | ------------- | -------- | | **HubSpot** | Companies | Contacts | | **Salesforce** | Accounts | Contacts | CRM integration provides commercial data (ARR, contract dates), relationship data (account owner), and firmographic data (industry, size). ### 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. ### 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. ## Choosing the right target level | Scenario | Target | Why | | ------------------------------ | ------------ | -------------------------------- | | "Has this user logged in?" | Person | Individual action | | "Is this account healthy?" | Organisation | Account-level assessment | | "Send email to inactive user" | Person | Individual targeting | | "Flag accounts for CSM review" | Organisation | Account-level triage | | "Invite team members" | Person | Specific individual needs to act | | "Renew contract" | Organisation | Commercial decision | ## Best practices ### 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 ### 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 ### 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 ## 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