A leading content services provider with a range of cloud-based technologies, solutions, and services enables thousands of organizations to go paperless and automate their business processes to be more efficient and effective. The company serves their clients’ content digitization, management, and processes across sales, marketing, customer success, and support, empowering them to deliver richer customer experiences.
marketing automation platforms unified
distributed source of truth
The team supports many different groups across the company, thereby generating a lot of business systems data. With multiple acquisitions, the team inherited multiple tech stacks. It was complex for the to get insights across the overall business. Simply measuring the ROI of marketing activity became a difficult question to answer.
Further complicating the situation was the team’s efforts to digitally transform their business. The Director of Technology didn’t want the team to have to sacrifice best-of-breed functionality for the sake of being able to integrate with other platforms.
“We needed a data unification catalyst for all important data,” the Director of Technology shared. Initially, the team looked at native integrations between the necessary systems. But due to limitations between multiple instances of Adobe Marketo Engage and Salesforce, not to mention trying to bring HubSpot into the mix, it quickly became apparent that synchronizing that data — and then being able to make sense of it — would be a much more significant challenge. Using custom integrations or ETL tools seemed possible, but the team wanted something more robust and resilient. “That’s how we found Syncari. It provided the bridge we needed to keep things running now and in the future as we grow.”
To accomplish their goals, the team used a combination of Syncari’s native and custom-built Synapse SDKs to sync and unify customer data across all the the business systems. “Let’s take one Syncari record as an example: it maps back to 3 different external records — one for HubSpot, one for Marketo, and one for Salesforce — but all the data is the same. Syncari unifies that record and even preserves the integrity of the data in those other systems because of how we can set up the connection and schema.” With Syncari, the team has built a multi-directional robust, resilient, and extensible tech stack with the company’s data model at the center.
The Director of Technology’s goals with data unification for the company don’t stop with just these three systems. Providing consistency is a crucial value of and how they work with their clients. “We want them to feel like it’s always familiar territory no matter where they are in their journey today and where they’ll be in 6 months,” he explained. To do that, his team is working on a custom-built Synapse to power identity and access management through Okta with Syncari. “We’ll be able to sync the roles and permissions administered in disparate platforms and then centralize them to the Okta profile for that user. It’s a very exciting time.”