The Pull
Cytracom's CPO, Rob McDonald, inherited a profitable, scaling company with a tool stack that had grown one purchase at a time: a recorder here, a transcription tool there, conversation intelligence for sales, ticketing for support, analytics for product.
Every tool worked. None of them talked to each other. And the spend kept climbing while the customer context stayed fragmented.
BuildBetter unblocked them by being the single place where conversations, tickets, and product signals become evidence — for roadmaps, health scores, and release communication.
The Catalyst
"Fathom, Gong, Krisp, Zoom — all of those are on the chopping block. I just want to replace all of this, plus Atlassian, with you guys."
— Rob McDonald, Chief Product Officer, Cytracom
Before BuildBetter
Cytracom's customer signal was scattered across:
- Gong for sales conversations,
- Zoom, Fathom, and Krisp for meetings and notes,
- Zendesk tickets and HubSpot records,
- PostHog product analytics across five products,
- Atlassian for fifteen years of accumulated Jira tickets,
- separate tools for release notes, CS health scores, and roadmap trees.
Each system held part of the story. Pulling them together meant manual correlation — and most weeks, it didn't happen.
The Blocker
The team was shipping multiple releases a week across five products, but the signal that should have driven those decisions was trapped in tools owned by different departments. Product research meant manually mining sales calls. CS risk lived in spreadsheets. Go-to-market couldn't keep up with what was shipping, let alone tell customers about it.
"It's the ability to find signals in the soup of conversations. All of those signals would have been collected manually without you."
— Rob McDonald, Chief Product Officer, Cytracom
The BuildBetter Workflow
Gong calls + Zoom meetings
+ Zendesk tickets + HubSpot records
+ PostHog events across five products
↓
BuildBetter signal extraction
↓
Cross-product trend analysis
↓
PM assignments, CS health scores,
release notes, and GTM reporting
What Changed
Within two weeks of deciding to consolidate, Cytracom had every major signal source flowing into BuildBetter — all Gong calls, all of HubSpot and Zendesk, and PostHog events from all five products.
The clearest changes:
- one signal layer across five products instead of per-tool silos,
- weekly cross-product trend analysis that turns into PM assignments,
- CS health monitoring rolling out across their top customer accounts,
- release and marketing artifacts generated from what actually shipped,
- a shrinking tool bill as each replaced product comes off the stack.
"I pull this straight from BuildBetter, do trend analysis week over week, cross-product, assign my PMs, and it comes out. It's fantastic."
— Rob McDonald, Chief Product Officer, Cytracom
"It's twofold. One is improvement for the company, but it's also a big cost-savings win for us. I'm going to get both wins — across five tools at the enterprise SKU level, it's going to save us money. So it's a win-win, man."
— Rob McDonald, Chief Product Officer, Cytracom
"You don't have to sell me. I'm sold on you guys."
— Rob McDonald, Chief Product Officer, Cytracom
