In 2015, Metadata.io was literally born “on the fly” 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.
improvement in inbound opp quality
increase in upsell opportunities
hours of monthly manual work eliminated
As Metadata grew, their revenue operations team faced two bottomline impacting challenges: their 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 they had in a meaningful way. Higher health scores indicated how often and how well customers were using the Metadata platform. To calculate this number, the operations team would load data into Salesforce monthly. Not only was this time-consuming, but the generated reports were simple snapshots of often outdated customer activity.
Metadata worked with the Syncari team to unify data across their 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 Metadata wanted to implement with Syncari was a method for alerting those who weren’t in Salesforce of myriad events such as new leads and closed-won opportunities.
With all systems speaking the same language, Syncari generated the same product usage reports in real-time that once took the Metadata engineering team hours to compile. The team has also automated its territory designation processes. On top of this, sales events are automatically celebrated in Slack with GIFs and emojis, serving as a morale booster for the whole company.
- 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
Metadata plans to expand their usage of Syncari to include Zendesk data (e.g. customer tickets), allowing teams to see customer success data alongside sales and product usage data so they can have more impactful customer conversations. They also plan to pull internal user usage information from sales’ tools to determine which parts of their tech stack are most beneficial.