The problem

Halden’s product team had requests in three spreadsheets, two Slack channels and a Zendesk view nobody owned. Every planning meeting started with an hour of reconciling duplicates.

What changed

They connected Zendesk and HubSpot in an afternoon. Cadrell merged 2,400 old requests into 310 themes and attached ARR to each one.

Planning now starts from the ranked list. The team reviews the top twenty themes, picks what fits the quarter and drops them onto the roadmap.

Results

Median triage fell from two days to four hours. Every shipped request now sends a note to the customers who asked, and support closes the matching tickets automatically.