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.
Challenge
- Conga and Apttus have disparate technology stacks and
disjointed data - Leads from Conga marketing stack flowing into Apttus 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
