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How Metadata Built a Unified View of Their Customers

Metadata.io was literally born “on the fly” in 2015 after founder Gil Allouche shared his experience generating revenue through campaign experimentation at a talk with a group of CMOs. During his lunch break, he changed his LinkedIn profile and started Metadata. Since then, Allouche and the Metadata team have turned their AI-powered solution into the leading demand generation platform for marketers.

Today, Sam Bowley, Sr. Director of Revenue Operations, and the Metadata team are using Syncari to unify their customer data and build the all-important "single view of customer." We sat down with Sam to get a glimpse into what brought them to Syncari, as well as how they're using it to make the most of their data.

Q: Why were you looking for a solution like Syncari?

Sam Bowley: As Metadata grew, our revenue operations team faced two bottom-line impacting challenges: our customer health score and usage data. Metadata uses customer health scores — which depend on product usage data — to forecast renewals and upsells, as well as to predict churn rates. Unfortunately, the score was usually based on the CSM’s “gut feeling.” The second challenge was interpreting what customer usage data we had in a meaningful way. Higher health scores indicated how often and how well customers were using the Metadata platform. To calculate this number, we'd load data into Salesforce monthly. But this wasn't this time-consuming, the generated reports were also simple snapshots of often outdated customer activity.

Q: What was your approach to fixing it?

We worked with the Syncari team to unify data across our different systems, starting with Salesforce and Google Sheets. Next, all account, contact, and lead data were merged and de-duped in Salesforce, followed by product usage data. Another key element that we wanted to implement with Syncari was a method for alerting those who weren’t in Salesforce of events such as new leads and closed-won opportunities.

Q: What does your use of Syncari look like today?

With all our systems speaking the same language, Syncari has been able to generate the same product usage reports in real-time that once took our engineering team hours to compile. We've also automated our territory designation processes. On top of this, sales events are automatically celebrated in Slack with GIFs and emojis, serving as a big morale booster for the whole company. Here are some key deliverables from our implementation. Syncari:
  • Centralized, deduped, and governed cross-system data
  • Automated the interconnected data flows and reporting
  • Collated and analyzed individual customer usage data to assess and score
  • Generated actionable reports the team can use to forecast renewals, upsells, and predict churn rates

Q: What does the future for Metadata & Syncari hold?

We plan to expand our usage of Syncari to include Zendesk data (e.g. customer tickets), which will allow teams to see customer success data alongside sales and product usage data. This, in turn, will make it so each team can have more impactful customer conversations. We also plan to pull internal user usage information from sales’ tools to determine which parts of our tech stack are most beneficial.   Thank you, again, to Sam for sitting down and talking with us. If you're interested in learning more about Sam's view towards data, check out this fireside chat from CRO Summit with our Head of Marketing, Aaron Landgraf. Sam discusses his view on data, the concept of "acceptable churn," and how to make your cross-functional teams more data-driven.

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