How JustCall Uses Crossbeam to Turn Partner Data into Faster Growth and 90% Retention

When JustCall noticed that its growing portfolio of integrations wasn’t driving the adoption or retention it expected, Director of Product Management Anand Malto decided to re-evaluate how the company prioritized and launched new integrations.

“The integrations we were building weren’t growing at the pace we wanted,” says Anand. “Prioritization was one problem, adoption was the other. We needed to make sure we were building the right integrations, those our existing customers would actually use.”

Before Crossbeam, the JustCall product team relied mainly on requests from prospects and leads to decide which integrations to build next. That approach created misalignment: new integrations sometimes shipped without a clear picture of existing customer demand.

“Once an integration was live, traction was low,” Anand explains. “Our success team had to manually ask customers what tools they were using. It was impossible to scale.”

The result was slower adoption, missed opportunities, and limited visibility into which integrations truly drove retention.

Solution: A structured partner intelligence framework

That visibility gap led to the creation of what Anand calls a “structured partner intelligence model” powered by Crossbeam.

“The day we connected Crossbeam, we saw integrations like Front and Intercom automatically showing up for each customer,” he recalls. “We knew instantly who was using what. It felt like gold.”

Now, JustCall feeds overlap data from Crossbeam directly into Salesforce and HubSpot:

• Product uses it to prioritize the right integration roadmap.
• Sales and RevOps teams use it in their GTM motions to personalize outreach.
• Customer Success leverages it for retention plays and adoption campaigns.

In Anand’s words: “As soon as we launch an integration, customers adopt it within hours, sometimes the same day, because we already know who’s using the partner product. We just send a targeted in-app campaign, and the adoption happens instantly.”

How JustCall “drinks its own champagne” with Ecosystem Intelligence

After connecting Crossbeam, the JustCall team didn’t just use partner overlap insights in planning, they built those signals directly into their own product workflows. In other words, they “drank their own champagne.”

Today, JustCall’s sales and customer success teams use Crossbeam ecosystem data inside the JustCall platform itself to run personalized, multi-channel outreach that feels like a warm introduction, not a cold call.

Instead of starting from scratch, every rep sees exactly which tools a prospect already uses and tailors their message to the Better Together value. From prioritizing integrations to accelerating outreach, the same data powers their GTM, adoption, and retention motions end-to-end.

Here’s how that system works in practice and how JustCall turned ecosystem intelligence into a growth engine:

Step 1. Light up the overlaps
JustCall connects Crossbeam and maps customer, prospect, and opportunity populations. Immediately, the team sees which accounts use which tools (Intercom, ActiveCampaign, Zendesk, etc.). This becomes the foundation of their ecosystem intelligence, giving clear visibility into where joint value exists.

2. Enrich the CRM automatically
Crossbeam overlap data flows straight into Salesforce and HubSpot. Each account record now carries fields like “shared customer”, “partner product used”, and “integration count”, ensuring that every seller and CSM has context before they engage.

3. Score and segment with intent
RevOps blends Crossbeam overlaps with enrichment data from Apollo to prioritize outreach. More overlaps mean higher intent, the system dynamically scores accounts and flags the ones most likely to convert.

4. Prioritize the roadmap with a 2×2
At the start of each planning cycle, the Product team combines customer requests with Crossbeam overlap data in a simple 2×2 matrix to decide which integrations will have the highest adoption and retention impact.

5. Craft the “Better Together” pitch
The Product Marketing and Partnerships teams co-create value propositions tailored to joint use cases. When AEs reach out, they don’t ask, “What tools do you use?” They open with, “We already integrate with your stack.”

6. Trigger multi-touch cadences inside JustCall
Sales teams execute outreach directly through JustCall using Crossbeam-powered cadences:

• Email, SMS, and WhatsApp messages reference known integrations (“We see you’re on ActiveCampaign, here’s how we work better together”).
• Autodialer displays Crossbeam fields right inside the JustCall interface, helping reps open conversations with real context.
• Contact badges show customer data and Ecosystem Intelligence on inbound and callback screens, creating continuity between teams.

The first “burst” of outreach happens within hours of the signal. If there’s no engagement after three touchpoints, prospects drop from cadence. If they engage, reps move immediately into personalized conversations.

7. Make every call smarter with “Ask AI”
After calls, reps use JustCall’s built-in Ask AI feature to summarize pain points and highlight overlaps. Meeting notes automatically sync back to Salesforce, enriching the next interaction and reducing post-call admin time.

If you want to learn more about JustCall’s AI voice agent, Anand recorded a webinar where he dives into how their new agent calls prospects with consent, speaks in your brand’s voice, takes action after each call, and syncs everything to your CRM automatically, without a single line of code.

8. Flip the switch on adoption plays
When Product ships a new integration, Customer Success uses the same overlap data to launch highly targeted in-app campaigns and outreach sequences. Customers who already use the partner tool often adopt the new integration the same day it’s released.

9. Measure, iterate, scale
RevOps tracks the performance of overlap-influenced deals: measuring faster closes, higher ACV, and improved retention. Product and partnerships teams refine their joint playbooks based on this feedback.

Key outcomes

By turning Crossbeam insights into actions within its own platform, JustCall made ecosystem data operational across every team — from Product and Partnerships to Sales and Success.

Since implementing Crossbeam, the Customer Success team as has seen: 

• Integration adoption climbed from roughly 50% to nearly 60% of JustCall’s 7,000 customers.
• Customers with two or more integrations now retain at rates above 90%, compared to just 20–30% for non-integrated accounts.

The impact on revenue metrics has been equally strong: 

• Average time to convert dropped from 45–60 days to just 25–35 days on overlap-influenced deals.
• Average contract value (ACV) increased by 66% as AEs expanded deals across both sales and support teams.

JustCall’s Customer Success team now uses Crossbeam data to proactively collaborate with partners up to 90 days before a customer’s renewal, planning joint retention plays that have significantly boosted renewal and upsell performance.

Most importantly, the company has eliminated silos between Product, Partnerships, and Success — turning what used to be disconnected motions into a single Ecosystem-Led Growth engine that drives adoption, retention, and faster revenue acceleration.

Growth starts when you break the silos 

When asked what advice he’d give to other GTM leaders starting their Ecosystem-Led Growth journey, Anand Malto’s message was clear: don’t wait for perfect alignment or flawless data flows, just start.

“You can’t wait until every system talks to each other seamlessly,” said Anand. “You have the data; you just need to start somewhere.”

But for Anand, the real unlock wasn’t just about data, it was about people and structure. Early on, he realized that silos between Product, Sales, and Partnerships were quietly costing the company revenue. The turning point came not from a formal strategy session, but from a set of “chaotic notes” he shared in an impromptu conversation with JustCall’s leadership. That candid discussion surfaced a simple truth: great integrations and great partnerships can’t scale without internal alignment.

“If the Product team is prioritizing features based on partner feedback, growth happens automatically,” Anand explained. “But if silos exist, no matter how much effort you put in, you’ll lose out on revenue potential.”

That realization sparked a lasting shift, uniting tech and solution partnerships under one roof, aligning priorities with product feedback, and making ecosystem data accessible across teams.

Now, JustCall is taking that ecosystem-led mindset one step further. By the end of 2025, the company plans to pair Crossbeam data with its AI Voice Agent for outbound campaigns.

“We get so many high-intent leads through Crossbeam,” Anand says. “Our next step is to use an AI agent to reach them instantly, qualify the lead, and pass it to the AE. It’s all about reducing time-to-connect.”

If successful, JustCall could redefine how ecosystem intelligence powers AI-driven sales at scale, closing the loop between data, automation, and human connection.

Anand’s final advice to partnerships leaders distills the entire journey into three simple imperatives:

“1) Don’t wait for perfect systems to start. 2) Start with what you have.  And 3) (and most importantly) kill silos early. The tighter your Product, Success, and Partnerships alignment, the faster you’ll grow.”

See how leading SaaS companies like JustCall use Crossbeam to turn partner data to decrease time-to-close by 42%, get 66% higher ACV, and 90%+ retention.

Book an ELG Strategy call with our team to learn how to leverage ecosystem intelligence across your GTM motion.

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