CASE STUDY
Conga

Marketing Ops team builds “The New Conga” by unifying data, processes, and technologies across 37 systems to unlock post-merger hypergrowth

OVERVIEW

Conga gets GTM tech stack to operate as one efficient system

In May 2020, Apttus, the leader in quote-to-cash solutions, and Conga, the leader in digital document transformation, announced they were joining forces to create a complete digital transformation solution for commercial operations.  To accelerate key go-to-market initiatives identified as part of the merger, the operations teams in sales and marketing were tasked with unifying siloed data, processes and technology in order to establish a complete view of “The New Conga” within 12 months.  With Syncari, Conga’s ops pros were empowered to deliver this new view on a no-code platform that could be governed by IT, but didn’t require time-constrained IT resources.

4x faster

First Response Time

50+

Custom integrations Eliminated

$625k

Projected Year 1 Cost Savings

Challenge

  • Conga and Apptus have disparate technology stacks and
    disjointed data
  • Leads from Conga marketing stack flowing into Apptus CRM
    getting dropped
  • Lack of Lead to Account and Opportunity conversion limiting
    sales effectiveness
  • Loss of campaign and activity data in CRM makes full-funnel
    reporting impossible

Approach

  • Identify a solution that has IT’s approval but doesn’t require IT resources
  • Evaluated Syncari and various point solutions for Lead to Account Matching, data integrity, and workflow automation
  • Explored custom integrations with various data providers (e.g. ZoomInfo, DiscoverOrg, InsideView, D&B)
  • Selected Syncari based on ease-of-use, completeness, and extremely fast time to ROI.

Solution

Unify, clean, and manage cross-system data in Syncari

  • Centralize multi-vendor enrichment to improve data quality, segmentation, and targeting across Marketo and Salesforce in near-real-time.
  • Append missing lead activity data to opportunity records to address gaps in full-funnel reporting

Automate interconnected workflows and reporting

  • Match leads with accounts based on custom business logic
  • Route leads to appropriate rep to accelerate response times
  • Leverage complete data from Syncari in Snowflake and Power BI to distribute trusted cross-functional data and insights

Next steps

  • Unify more of the Conga tech stack (e.g. ERP, product database) and enforce data consistency with Syncari
  • Merge redundant CRMs and deduplicate accounts and contacts while maintaining data integrity
  • Unify, clean, and manage cross-system data in Syncari
Conga Key Outcomes

"Syncari has given us the option to not have Salesforce as the center of our data universe. Now, any component can be at the center. And to me, that alone is worth its weight in gold."

Chris Thompson

Head of Marketing Operations

Systems Unified
zoominfo

Zoominfo

discoverorg-icon

DiscoverOrg

InsideView-icon

Inside View

DnB-Icon

Dun & Bradstreet

marketo

Marketo

salesforce

Salesforce

Request Demo

Industry

Computer Software

Location

California

Size

1200+ employees

USE CASES

Data Unification
Centralized Enrichment
Lead to Account Matching
Workflow Automation

quote

Syncari is helping us simplify and democratize data management as we scale. It allows my team to automate workflows and build new processes at the pace we require and puts us back in control of our operations roadmap.

Chris Thompson

Head of Marketing Operations