How-To Guide7 min read
Built on: IntegrationsThemesOpportunity Backlog
How to Filter Customer Feedback by ARR and Churn Risk with HubSpot and Salesforce
Last updated: · By Matt Teixeira, Founder and CEO
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Yes, Deck integrates with HubSpot and Salesforce, and you can view customer feedback by ARR or churn risk. Deck does not pull feedback text out of the CRM: it reads the ARR and churn-risk fields on your company and contact records, matches them to feedback from support, calls, and Slack by email, and lets you filter themes by those fields. The integration is read-only and needs Deck's Business plan.
Key Takeaways
- The CRM is the revenue key, not the feedback source. Feedback text comes from Intercom, Zendesk, Gong, Slack, and uploads; HubSpot or Salesforce says which account said it.
- Use a finance-owned ARR field. In Salesforce that is usually a custom Account field such as
arr__c. In HubSpot, avoid Annual revenue, which is your customer's own revenue. - Churn risk needs a field too. Use a health score, a renewal date, or a churn-risk picklist on the company or account record.
- Email is what links it together. Feedback matches a CRM contact by email address, so your support and call tools need to capture one.
- Deck filters; it does not total. You see which themes come from accounts above an ARR threshold, not a dollar sum per theme.
What Does the Integration Do, and What Does It Not Do?
Deck reads the Company and Contact fields you choose in HubSpot, or the Account and Contact fields you choose in Salesforce, and uses them as filters.
| HubSpot | Salesforce | |
|---|---|---|
| Access | Read-only, by OAuth | Read-only, by OAuth |
| Objects Deck reads | Companies and Contacts | Accounts and Contacts |
| Fields | Any standard or custom property you select | Any standard or custom field you select |
| Not available | Deal properties; ticket, note, and call text | Opportunity fields; Case and note text |
| When values refresh | Read when you filter | Read live when you filter; no sync schedule |
| What Deck stores | Customer and company IDs | Customer and account IDs |
| Deck plan | Business or Enterprise | Business or Enterprise |
Sources: Deck HubSpot docs, Deck Salesforce docs, Deck pricing. Checked November 12, 2026.
Which CRM Fields Should You Use for ARR and Churn Risk?
Choose one ARR field and one or two churn-risk fields, and make sure they live on the company or account record, because Deck does not read deals or opportunities.
| Signal | HubSpot (Company) | Salesforce (Account) |
|---|---|---|
| ARR | A custom ARR property kept by finance or RevOps | A custom field such as arr__c, or a roll-up of opportunity amounts |
| Tier | A plan or customer-tier dropdown | Customer Tier or account Type |
| Churn risk | A health-score property, or Lifecycle Stage for churned accounts | A churn-risk or health-score field |
| Renewal timing | A renewal-date property | A renewal-date field on the Account |
Two cautions. HubSpot's default Annual revenue property is the customer's own company revenue, not what they pay you (HubSpot Knowledge Base). And if your ARR or renewal data sits on deals or opportunities, roll it up to a company or account field first.
Step 1: Connect the CRM
An organization admin opens Settings → Integrations, chooses HubSpot or Salesforce, and authorizes Deck with OAuth. Deck never writes to either CRM.
Step 2: Select the ARR and Churn-Risk Fields
During setup, select the fields from the table above. Custom fields are available alongside standard ones, and Deck shows each with its CRM label. Select only what you will filter by.
Step 3: Make Sure Feedback Carries an Email
Deck links feedback to a CRM contact by email address, and to the company or account that contact belongs to (Deck Contacts docs). Check that your feedback sources capture one:
- Intercom and Zendesk: check that conversations carry the requester's email.
- Call recordings and interviews: check that the customer is named with an email.
- CSV uploads: map the requester email column when you upload.
Feedback with no match still appears in Deck. It is left out when a CRM filter is on.
Step 4: Filter Themes by ARR or Churn Risk
On Themes or a theme page, click the filter icon, choose HubSpot or Salesforce, and add a rule with an operator such as equals or greater_than. Stack rules to narrow further:
- High-value accounts: ARR
greater_than50000. - At-risk accounts: churn risk
equalsHigh. - Both: stack the two rules to see what your largest at-risk accounts are saying.
Step 5: Save the Filter as a Segment
A segment is a named group of customers you can reuse across Themes, the Insights Hub, and NPS (Deck Segments docs). Segment rules can match a CRM company field, so "Enterprise" or "At risk" becomes one click instead of a filter you rebuild each time (Deck segment workflow docs). The define segments playbook walks through setup.
Step 6: Use the Segment to Prioritize
Open Themes with the segment applied and compare it with the view for all customers: the themes that move up are the ones tied to revenue you could lose. Then open the matching opportunity in the Opportunity Backlog and assign it the segment, so everyone reading it sees which customer group it is for (Deck Opportunity Backlog docs).
What Does This Look Like in Practice?
A worked example with illustrative numbers. Say a B2B SaaS team has 400 customer accounts and reviews last quarter's feedback.
- All customers: the top three themes by insight count are slow report exports, missing SSO, and a confusing billing page.
- ARR
greater_than50000: missing SSO moves to first. It comes from 14 accounts in this tier, against 3 for report exports. - Add churn risk
equalsHigh: 4 of those 14 accounts are flagged at risk, and all 4 mention SSO. - Decision: SSO goes ahead of report exports, with the four at-risk accounts named in the Project brief.
Without the CRM fields, report exports would have won on volume alone. The numbers above are made up to show the method; yours come from your own data.
Implementation Checklist
## CRM setup
- [ ] ARR lives on the Company (HubSpot) or Account (Salesforce) record
- [ ] One churn-risk field exists: health score, risk picklist, or renewal date
- [ ] Deal or opportunity amounts are rolled up to the company or account
## Deck setup
- [ ] Deck is on the Business plan
- [ ] An admin connected HubSpot or Salesforce in Settings → Integrations
- [ ] ARR and churn-risk fields are selected
- [ ] Support, call, and CSV sources carry a customer email
## Views
- [ ] A saved segment for high-ARR accounts
- [ ] A saved segment for at-risk accounts
- [ ] Themes reviewed with each segment applied, and top opportunities assigned a segment
Troubleshooting
- A filter returns no feedback. The field may be empty on most records, or feedback has no matching email. Check a few contacts in the CRM first.
- A field is missing from the list. Deck offers Company or Account and Contact fields only. Deal and opportunity fields need a roll-up.
- Numbers look stale. Deck reads Salesforce values live when you filter, so check the field in the CRM itself.
- The integration is not offered. CRM integrations need Business or Enterprise.
For exporting and analyzing the text that lives inside each CRM, see how to analyze HubSpot feedback and how to analyze Salesforce feedback. To total revenue per request, see the best tools to prioritize feature requests by revenue.