Founded in 2019 as the world’s first no-code customer data automation platform, Syncari revolutionized integration, automation, and data management. Our company’s mission was to empower operations and data professionals to streamline, clean, manage, and distribute reliable customer data across the enterprise.
However, as our growth accelerated, so did the challenges of integrating new technologies like Zendesk, Jira, and Netsuite into our expanding stack. Luckily, we had a solution at hand – our own platform.
We constantly improve our own operations and elevate the customer experience as it scales up. By implementing workflows between Marketo and Salesforce, for lead routing, and enrichment, we optimized efficiencies across our stack. Furthermore, the connection between Jira, Zendesk, and Salesforce help provide a comprehensive 360-degree customer view within Salesforce’s account view.
improvement in lead response times
increase in account-based opportunities
faster deal times
faster mean time to resolution
The initial challenge
Our growing lead database meant Marketo backlogs were a new norm, while mapping Zendesk and Jira data to Salesforce only complicated matters. Meanwhile, the native integrations that enabled initial data transfers became increasingly difficult to manage.
The resulting bottlenecks caused a significant drag on our lead management processes. Missed opportunities, duplicate records, and data silos prevented teams from being efficient and impactful when handling opportunities. On top of this, piecing together a 360° view of customers with support, engineering, and marketing data was manual and extremely laborious.
The emerging challenges
Once our initial challenges were solved, the team could finally shift from being reactive to proactive. As the business grew, it became clear that the initial build needed revamping to support an increasing inbound rate, support rate, and customer load in an optimized manner.
Customer experience, headed by Austin Gardner, was one of the primary GTM departments affected: “The ‘do more with less’ mantra perpetuates a need for being proactive with data. The only way you get more proactive is by knowing what questions to ask and getting that data ahead of time so that you can take action. Syncari was built for this.”
Our RevOps team needed to drive more value in the connections (e.g. between Jira, Zendesk, and Salesforce) to support more product-led growth (PLG) initiatives enabled by a more holistic customer view. Additionally, Customer Success teams needed accurate data aggregated from six different platforms for Quarterly Business Reviews (QBR).
But the ultimate challenge was accomplishing these goals without relying on data and engineering resources nor touching APEX code in Salesforce.
We knew the team needed a more efficient and reliable way to unify data and automate workflows across our growing technology ecosystem.
Rather than ripping out the team’s existing integrations, the team was able to use the Syncari platform to break the project into smaller, more manageable chunks. We started by first aligning the business around what we wanted our data model to look like. Then we leveraged Syncari to implement that vision one step at a time – first cleaning and normalizing the data, then tackling enrichment, merging, and routing.
In addition to providing a clean and complete customer view, Syncari also enabled Morgan to optimize go-to-market processes. For example, sales and support reps now receive personalized Slack notifications based on account activity and marketing emails are triggered automatically as leads progress through various stages.
During the RevOps team’s next phase of optimization, Jessica Zangre, Head of RevOps at Syncari, did not have to go “back to engineering or somebody that hard-coded some automation. I was able to break [things] without a lot of technical back and forth. That’s probably the biggest internal win – the agility and iterability and me being able to break stuff intentionally or unintentionally and either fix it and get it working as intended or quickly iterate on what was already built.”
As our implementation matured, we achieved massive gains in operational efficiencies across departments. Being able to move the logic that existed in their Marketo sync and run it centrally in Syncari has allowed us to better utilize our resources and reduce lead routing and enrichment times by 75%.
The team has seen a 40% increase in target account-based opportunities created thanks to auto-conversion of leads and easier reporting on engagement. Additionally, adding and removing employees to lead routing logic is now as easy as a few clicks in Syncari’s no-code interface.
Improved targeting and faster response times are also generating results at all stages of the customer lifecycle. In just 90 days, deal velocity improved by nearly 50%. And with a single 360° view of customer data across every department, customer success and sales reps now have all the context they need to have meaningful conversations with customers, resulting in higher renewals and lower churn rates.
On the support side, the Syncari platform helps them be more efficient and effective by automating tasks such as tracking escalations and managing feature requests. The automation allows the team to focus on tasks that require human intervention and reduces the time spent on manual tasks. This greatly decreases the cognitive burden of repeatedly verifying if a fix or deployment has been done to promptly notify the concerned customer.
Syncari’s automated workflows like these are “really, really fast and easy to set up. I can’t stress this enough” per Zangre.