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