How Crossbeam Uses Webhooks and Signals to Reach Prospects at the Perfect Moment

At Crossbeam, we’re always looking for ways to drink our own champagne to see firsthand how our newest features can make GTM teams faster and smarter. But we’re not just using these experiments internally. We use this as a way to test new ideas with our own teams first, then build the most promising pieces directly into the Crossbeam product for you all to use.

And here’s our latest use case — our RevOps team recently built a simple but powerful workflow using Crossbeam’s Enriched API webhooks and signals, and the results have been game-changing.

(Spoiler: It took just 15 minutes to set up.)

Why we built this workflow

Before webhooks, our ecosystem data was already strong — we could push partner overlap data back into our CRM, run reports, and even create scoring models. But as Grégoire Bussière, RevOps lead put it:

“That’s great data, but there’s no notion of momentum. We couldn’t trigger something instantly.”

In other words, we knew what was happening in our ecosystem, but not exactly when. And as we all know, timing is everything in sales.

This is where our new signals and webhook come in. 

Crossbeam’s new signals pick up on key events — like a strategic partner opening or closing a deal — and webhooks make that information move in real time.

What makes this really cool is once your brain starts to think of what these signals mean, you start to realize the possibilities are almost endless when it comes to the types of workflows you can automate and trigger based on ecosystem movement. 

The use case: Turning ecosystem momentum into action

We know Ecosystem-Led Growth (ELG) deals close 46% faster and at a higher ACV than non-ELG deals. That makes ecosystem momentum one of the most valuable data points a rep can have.

So when our team saw that our partner, we’ll say Acme Corp — who helps GTM teams enrich and automate data workflows — was closing new deals, we knew we needed to move fast. By layering ecosystem signals directly into Acme Corps’ enrichment workflows, our reps could instantly connect them with the key “better together” story:

“You’re already using Acme Corp — let’s talk about how the Crossbeam integration can make those workflows even more powerful.”

This wasn’t just about automating alerts. It was about empowering reps to capitalize on these signals at the exact right time — and giving Acme Corp customers a richer, more contextual experience.

Setting it all up

So when the product team showed RevOps this new signals functionality, Grégoire immediately jumped into action to see how quickly the team could put them to use. Turns out: about 15 minutes.

“We added the Crossbeam webhook in our orchestration tool and within minutes, we started receiving data wherever we needed.”

Using Clay as our orchestration tool (you could use Slack, Zapier, or any workflow app), we connected the webhook to listen for two signals:

• Opportunity opened
• Opportunity closed-won

Whenever one of our partners — in this case, Acme Corp — triggered one of those events on a strategic shared Population — Crossbeam sent the data straight into our system.

The workflow in action

Here’s what happens next:

1. Acme Corp closes a new deal  in their CRM
2. Crossbeam detects this CRM  event, incorporates our Population filters,  and sends a signal via webhook to Clay
3. Clay looks up the account in our CRM to identify ownership, status, and potential next steps
4. The best contacts at the account are found and added to a dedicated email cadence
5. A notification is sent in our #ecosystem-deals Slack channel with all the details, like:

• The partner name (e.g., Acme Corp)
• The signal type (deal opened or closed-won)
• A link to the CRM account record
• The account owner tagged directly
• A short partner brief to help guide outreach

Why it matters

The result? Reps get notified the moment a partner closes a deal with one of their shared accounts — not hours or days later. They can reach out with a relevant, timely message that leverages the partner relationship:

“Congrats on working with Acme Corp! We integrate directly — want to chat about how we can make that even more powerful?”

Grégoire summed it up best:

“Once you have that notification, you can do whatever you want — trigger a cadence, create a task, send a Slack alert. It’s limitless.”

What’s next

For now, the workflow is live internally and has been rolled out company-wide so every AE gets real-time partner notifications. And this is just one example — the same signals can power dozens of other workflows:

• Add accounts to Outreach or HubSpot sequences
• Update opportunity scores in Salesforce
• Feed dashboards or partner-influence reports
• Trigger alerts for partner managers or customer success

As our Sr. Product Manager Natasha put it:

“The options are limitless because it really depends on your own data — these webhook triggers can power any automation or workflow you can imagine.”

But this workflow is just the first step. We also plan to layer in the Crossbeam MCP server to make these automations even smarter. For example, Crossbeam MCP can be tapped within the workflow to pull in deeper ecosystem context — things like which other partners are active on the account, recent shared activity, or AI-generated next-best actions.

From there, reps could receive a Slack alert that not only says “Acme Corp just closed a deal with Partner y” but also includes context like, “Acme Corp also overlaps with three other partners — here’s those key contacts and here’s how you can use that insight in your next outreach.”

“It’s where data and intelligence meet,” said Grégoire. “Signals tell us what happened, MCP will tell us what to do next.”

Takeaway

Crossbeam’s own team built this in less than an hour using the same tools our customers use every day. The impact? Faster reactions, smarter plays, and more revenue momentum — all powered by real-time ecosystem signals.

Want to build your own? Learn how to set up webhooks in Crossbeam.

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