By customer lifecycle stage (ex: Onboarding, Adoption, Renewal, Expansion, etc).
By tier, revenue, or plan (ex: Enterprise, MM, SMB, etc).
You can also define traits for your accounts and users that are managed exclusively in Vitally. You will want to create any traits that will either not be coming in from other data sources or you will want your CSMs updating within Vitally.
A typical use case would be a date field to capture important dates to trigger activity off of (QBR example).
Create custom KPIs defined using the data you feed into Vitally and calculated for each of your accounts. This is important to do at the beginning so we can begin calculating and capturing these values on your events.