Martech Demo of


Syncari shares their demo and the reason why they believe “the single source of truth is dead”

Within this demo, you’ll see how Syncari can help you align, analyze and activate optimal data throughout your go-to-market tech stack, from leads to billings and back.


August 2022

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49 min

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Mike Rizzo: Hey, Neelesh thank you for joining us to do a no-bullshit demo. It’s been a little while since we had an opportunity to record one of these. So I’m particularly excited because I just haven’t had a chance to do one in a little bit. And then I’ve been learning a lot about Syncari lately. And the latest episode that we tried to record on our podcast actually talked a little bit about pronouncing the, name correctly hopefully we got that right this time through but I’m excited to learn from you.

If you don’t mind just introduce yourself and then we’ll go ahead and get into the, no bullshit demo.

Neelesh: Absolutely. Thanks for having me here, Mike I’m Neelesh co-founder and CEO of, Syncari. The team has its roots in MuleSoft and Marketo, Adobe and app___ so we have people from all over these B2B integrations slash marketing automation companies that gives us a pretty good understanding of this space.

Mike Rizzo: Oh, that’s great. Yeah. I’ve been talking to a number of folks lately, I think from your team more out of happenstance than anything. We just happen to be connected to some of them. And it sounds like you’ve got a powerhouse team that really understands the space, which is exciting for marketing operations professionals.

When products are built by those that are. Really close to the technology infrastructure and all of the sort of data models. That’s, super helpful, I think. And so I think with that, let’s go ahead and dive in. The first question we like to jump in with is just tell us a little bit about the product and, what does it do and why, does it exist?


Neelesh: So Syncari is a no code data management platform for revenue operations teams, right? So the, history goes something like this. People have been using SAS solutions for a while now in their go market world. And I think CRM systems think marketing automation systems. So this. From the days where E R P was a single central solution for doing everything that an organization or a business needs, but then people started opting for best in class solutions for a specific problem.

Customer success has its own set of. SaaS offerings Zend desks of the world CRM. Obviously Salesforce is the behemoth in that world. Marketing automation has Marketo and Iqua and a lot of other players there, HubSpot is a big one there as well. And then you have subscription and billing.

Every company is moving towards SaaS nowadays. So that becomes a big part of their go market. And then finally product and product data and product usage. What has happened is. That because of the adoption of all these ecosystems, they have now created data silos, right? Different departments have become experts in each of these areas.

And then they have their own version of what that data looks like. And when I say data, all data that touches a customer, right? It could be your classic leaves, accounts and companies and opportunities, but also what idea of other data from different places. What this means for revenue operations, which is an emerging category of people and trans, right?

Different people have different opinions on what rev ops means. But in general, this is the glue that binds all these in our teams together, right? Your sales team, your marketing team, your success team product teams and your finance teams which, set of people binding all of these things together so that your good market machine is hum.

That’s revenue operations. And it used to be called BI ops early on, which had a systems focus. But this one has a more business focus in a new incarnation. How do all these systems work together? There is no neat answer, right? Because of these silos there was a, need to share data and then all the way back from EDIS to IPA solutions and modern workflow automation systems.

See the need getting filled in bits and pieces Salesforce needs to talk to a bunch of different systems. So there are integration providers that let you do that integration. Some of these well-known systems even have native integrations market or, and Salesforce is a classic example.

but then

it doesn’t, nobody takes a step back here and sees the whole picture holistically. And that’s where. Syncari comes into picture. You’ve got these best in class systems that you need to run your business. That’s great. They all represent some version of the same data that everybody cares about.

How do you orchestrate all of these systems together so that it looks like a single cohesive unit that’s running seamlessly, right? So Syncari helps revenue, operations team do that all from one controlled plane. Connecting all these systems together synchronizing data across all of these systems.

Not point to point, not from Salesforce to Marketo or from Marketo to HubSpot, but in a cohesive way. It also allows you to control the flow of data across these systems, which is basically around examples. Like you don’t want all the data in marketing automation system, going to your sales.

Nor do you want all of that data to go into your billing system, like NetSuite, right? How do you control that flow of data and how good is your data? Do you have a sense of how good your marketing data is? Can you fix it? Can you standardize it? Can you normalize it? Can you enrich it using external providers?

So all these pieces of control are built into that single control plane that Ry. What’s the side effect of this you get unified data set in a single central place. And it’s not the goal, but it’s a side effect of trying to distribute the right data to the right system at the right time.

And that. Central Al unified dataset now opens up a lot of opportunities around insights, metrics, actionable analytics that you can build on top of this dataset right now, if you bundle all these things together that’s what synchron is you don’t have to cobble 15 different tools, which are in our view our bandaid.

To solve one problem, it creates two more problems. So there’s one more tool to solve those two problems, which creates three more problems. And it goes on, right?

Mike Rizzo: Sounds like you’re gonna put a bunch of marketing house people out of a job. No, I’m just kidding. there’s so much that they do with cobbling those things together, but that does, that’s not the job, the job is to be able to exactly step back and see the whole picture exactly the go to market motion. How do you support it? Of course, but

Neelesh: exactly right. For marketing operations people their job should be understanding what motions are the best. What kind of nature campaigns are the best do I have all the information that I need, for example, in market, or to create a proper smart campaign, which sends the right kind of content to the right set of people.

If you only have a partial view of your. How do you achieve that? So they should be focusing on those and not on is my data even right. Is, am I getting the correct data in market or, not? Do I have all the information that I need? That’s, where the world is going single source of truth is dead.

That’s what We always say because in a most devolved state, single source of truth just basically means dump all data into a data warehouse. And that becomes your source of truth. What do you do with that? Not my problem, we don’t know. Yeah, we don’t know. We embrace distributed source of growth, which is basically sinking everything into a single central.

But not just keeping it there, unifying it stitch that worldview of your data and then redistribute it back to the relevant systems. These are all seamlessly done in Syncari and this, opens up a lot of ways of handling your data providing this centralized controlled plane.

Managing everything around revenue operations. I can go on, but I’ll stop there for a second.

Mike Rizzo: no, it’s good. And I think just the overview has been helpful. It definitely starts raising a little bit of my eyebrows are going up thinking this sounds like a bit of a pipe dream, but I think there’s a secret sauce that I’ve been reading about from your team.

That’s underlying that other organizations that are out there that help you move data around whatever right. You name ’em. They don’t necessarily have that same secret sauce. And, that is right in this audience, I think it’s okay to get a little technical and share, a little bit about that.

Because those are some natural questions that would come up. So what makes you your, or your product a little bit different, and then maybe you can jump in from there into some of the examples that we like you to show off or just provide for this particular audience.

Neelesh: no. Yeah, absolutely. So what stands apart is the, concept of the data model here, right? If you really look at the, data in a business, right? It’s all driven by it’s own data model, right? A customer is a customer It doesn’t matter whether some view of that customer is in Salesforce or is in NetSuite, a customer has a name and they have an address and they.

Some set of attributes, right? So that’s what defines a customer data model. And then you have leads which have their own attributes. And then you have contacts which are very similar to leads, but slightly different. So this collection of objects is what makes your. Businesses data model right now, historically integrations and sync, as people now have started using that term very liberally what that really does in in, in, the current state of art is Integrations based off of APIs that are provided on each end of the systems. So they’re not really about data model or data. They’re more about, Hey, there’s an API here. There’s an API there. This API requires certain kind of a request.

And so I’m just gonna send that kind of a request and that’s basically it. The synchronization engine that we have at Syncari is driven by this data model. So this multidirectional sync engine that’s patent printing is what sets us apart completely. Data and data model are at the center of everything that Syncari does, including data sync and data sharing.

This is a, big departure from how integrations are traditionally done, which are API point to point centric. If that

Mike Rizzo: makes sense. Yeah. Yeah. No, it absolutely makes sense.

Neelesh: Thank you. So yeah a picture or a demo speaks much better than work, so

Mike Rizzo: well, yeah. Would definitely love for you to show off a little bit of the product and, some of the examples that we were talking about earlier about that

Neelesh: sounds good.

Let me just share my screen here. We talked about centralization and what you see here at the center is Syncari that acts as a data hub and you are connecting different systems mostly in the five ecosystems that we talk about, right? CRMs, ERPs marketing automation systems product data, and and customer success.

So these are bidirectional in nature relevant to Syncari, but it’s a hub and spoke model. So everybody connects into and out of Syncari rather than connecting with each other. So this, is what gives us some super powers that you don’t see in a typical IPA or workflow automation system.

We call these connector synapses. That’s mostly because they’re not just API aware, but they’re also. Data model aware we call them schema aware and they’re aware of first class operations that each of these systems support good example is Salesforce. For example Salesforce supports native merge capabilities for certain objects and not for other objects.

So the synapse for Salesforce understands the difference in the nuances in loading data in bulk versus incrementally loading data as it change. All of that’s neatly packaged into a synapse all these connections are going over the internet. So by nature, that connection is unstable, right?

And brittle all the error handling is automatically taken care by the synapses as well. And the users don’t really need to worry about those things and they can focus on what data should be shared across. What does my unified data model look. What are my data policies that are relevant for my processes and they can implement them.

Mike Rizzo: That is sorry. This is fascinating. I’m Is there a world at which this is a little bit of an edgy question. We’ve talked earlier. We mentioned there’s a really natural what native integration I always struggle with the term native but, Marketo’s a good example.

Marketo and Salesforce have a strong connection to one another. Is there a world in which someone might choose to go to Syncari instead of trying the native integration and directly with Salesforce, where they’re actually standardizing on going to Syncari and then going from there to Salesforce.

Neelesh: absolutely. Especially with something like HubSpot, HubSpot also has a pretty decent integration with Salesforce, right? We’ll, I’ll step aside the Marketo Salesforce question a little bit. That’s fine. There’s a nuance answer for that, but definitely with something like HubSpot people, we do have people who have chosen to go.

Syncari instead of the native integration the, answer is pretty straightforward, right? House party is not really in the business of building integrations, not a Salesforce. They are in the business of building either a marketing automation system or a CRM system, all set and done. The integrations that they have are simple they work reasonably well for the simpler use cases.

A good example. All contacts in Salesforce must become contacts in HubSpot. Great. Some basic filtering around which contacts can go in or out and some basic mapping between these two objects. Sure. All of those things can be done, but things become tricky when you have more complex rules around what kind of objects or records should flow from HubSpot into Salesforce.

What should happen when complex merges happen are, if I want to. Merges across, not just HubSpot and Salesforce. What if I had outreach in between what if I had NetSuite also in the mix what happens to merges? What does merge really mean when you know, multiple systems are connected together, right?

So as your organization matures in terms of data, hygiene and processes, you will name something more sophisticated and native integrations more often than not are myopic. They only care. That particular piece at the either end of the integration and they’re, not aware of what’s, what else is happening for the same data, for example if Zendesk is contributing some aspects of it, and you want to use that in your merge DRO or filter criteria, a native integration cannot do it.

A lot of advantages of. Going with Syncari over a native integration.

Mike Rizzo: That makes sense. Okay. Sorry, I derailed you a little bit, but

Neelesh: No, That’s that was a great question. Thank

Mike Rizzo: you. Keep going on where you wanted to take us next.

Neelesh: Yeah, definitely. And this is a no good platform.

That means you can create this synapses very easily by just dragging and dropping. We have 40 plus systems. They are all deep integrations, so we are, we don’t claim to. 500 different systems and do a poor job of supporting all of them. We have very deep integrations with the systems that we support here.

And for example, if I wanted to add one more Salesforce give it a name, give an endpoint and then authenticate it and that’s basically it. So this is just drag and drop. You have your credentials ready, plug them in and activate it and that’s it. At this point, no data is really flowing.

It. Establishing connectivity and bringing the, data model or the schema of Salesforce into Syncari. And this is how it looks like if I go into Salesforce in here, you’ll see all objects from Salesforce visible right here. So this is your global data catalog of thoughts that you can take a look at all from a single center place.

So you can see Salesforce here. I can see objects from next week. In the same place and HubSpot also, right? So this gives you a, great deal of information about are all these different systems deployed correctly. What kind of fields are there? Are they being used? How are they being used?

Should we duplicate some of these things? So this gives you. a way to control hygiene on not just data, but also how your data model is evolving across different systems from a single class. Oh, that’s

Mike Rizzo: so important. I I endeavored to tackle creating a HubSpot app for myself, for managing data hygiene and HubSpot, and just which fields are even being used.

And. Long story short, we had to put on pause cause , it was a little bit more complex than I expected.

Neelesh: that’s what that’s right. Yeah. We’ve had customers with a decade old Salesforce instance with more than 800 odd fields on that account. Half of them, nobody really knew what they were for.

Yeah. They didn’t even know that there was those many fields in the first place. Deploying Syncari gave them that kind of a visibility into, oh, this there is actually data coming into these fields and this is the shape of the data. I can see it. And they can construct that lineage on why these fields are required or not required.

So that’s a very powerful thing that’s happening. But that’s, not the beat of it. So this is just informational and not really actionable damage much. So now if I go into sync studio this is typically how revenue operations data model looks like, right?

So this, has nothing to do with Salesforce or HubSpot or anything. This is everything to do with the businesses of the organization’s central customer data model. And typical objects here, accounts leads, contacts, very similar to what you might see in Salesforce opportunities and users and activities and so on.

So you’ll also see a couple of interesting ones invoice. This is generally not part of Salesforce, but it might be coming from next week. For example tickets might come from Zend as an example. The standalone object here is representative of an ingestion pipeline that we will get into in a minute.

This one’s basically the data model. And then if you double click into one of these objects here you don’t see just the fields, but you actually see a data pipeline here, right? So this is where the power lies. This is your central contact model. And data and schema are both being contributed from these source systems that you have here on the left hand side.

As you can see, it’s called these are all contacts from different objects. If you go into an account object for an example, let me quickly show how the vocabulary is different for each of these systems. I’m looking at account here and on the left hand side, you have the.

an account is called a customer in net fit. It’s not called an account and an account is called a company in HubSpot. And it’s called an organization in Zendesk, but also, and done, you have a standardized nomenclature in your organization. You call it account and data and models from these systems contribute into that central unified account.

so this is quite powerful. There are a lot of interesting things that you can do here. A lot of companies have interesting insights and analytics products. They all rely on a couple of things and that goes unsaid in in most places, right? So one is that you need to have a unified data set for those analytics and insights and metrics.

To be actually useful. If you have three regards from NetSuite, Salesforce and HubSpot, they all mean the same company. Your report will say there are three companies but in reality, you actually have only one company at the Inc. So you are fancy dashboarding tool or the attribution tool is all wrong because the data is wrong.

You the first action on data is make sure that it’s all correctly unified. So this, is what’s happening. This data pipeline what we are doing here is. Unifying contacts from three different systems into a single record in your central data hub. And this is achieved through again, drag and drop.

If I double click on this one, so I can say that, Hey check the incoming email address from contact in next suite with what’s in the Syncari data hub. And if you find a record that matches the email, then it’s the same record. And we attach it to the record. Instead of saying that a, I found new contact.

So same thing happens for these three systems. So the end result of it is that whenever something changes in any of these three systems, records are pulled in, they are unified and you have a single record inside Syncari, right? For that object. Now there are lot of nuances, things that happen here what happens if there are conflicting updates coming for the same field from different fields?

What happens if there are duplicates that are coming from one system, which are not duplicated in another system. So there’s a, an exhaustive merge studio which kind of works across different systems, right? So you’ve seen Salesforce merge, you’ve seen products that do merges more sophisticated merges for sales.

but in Syncari what you can do is you can do a cross system March that no one can offer really. So that basically means you can find duplicates based on a bunch of criteria you can say, okay. Among all those duplicates, which one do you want to choose as a winner? A bunch of different ways of selecting winners, very sophisticated strategies in there.

And. You can also say, okay, I chose a winner. What do you do with the losing records? Do you delete them? Do you want to carry over some values from those records into the winning record? So all of those complex things can be done across systems in, wow. This is a very powerful feature. Yeah, exactly.

Mike Rizzo: Yeah. That doesn’t happen much. Like you, I’ve never I think. Desired the ability to do that. but not have a way to do it in the past. Exactly.

Neelesh: Yeah. And at, best you will have to replicate the same logic in all three systems. And more often than not, all systems will support that level of sophistication in de duplication and merging.

Syncari provides those kind of capabilities here, right? So that’s one part of it, data unification, and people say Hey, we unify data, but they never show you how they do it because more often than not it’s custom work for every single customer you had.

Figure that out. And then you had to either write code or extend your product to do those things specifically for that customer, but in syncly it’s all drag and drop you drag that function here, and then you put it in here, build a pipeline and the results of whatever is happening here, the unification the, stitching together of data, and any other data policies that you apply are going back to the same systems here.

So you can see here that we don’t really care. Whether an incoming change was an update or a delete or a new record was created. It’s not that low level at all. We are basically defining how the data should flow, how we should unify them. And that’s basically it and the system takes care of the rest.

So that’s, why it’s a, an end user-centric business. User-centric user interface that you have here that can be really easily. You can do a lot of other things in these pipelines, right? One thing that’s happening here is basically I’m filtering out a bunch of records that are coming from NetSuite.

And the example that I have here is if the demo environment is unification only allowed those records to come in and then filter the rest. So this kind of protects your data hub from garbage data coming in. You can just say filter out those things that I don’t care about.

This is fascinating. really powerful. And this is just scratching the surface. If I deep dive into contact, let’s just take one of these fields here. So you can see all the fields that are in your unified data model. And let’s just pick one first name. So really simple example just got changes.

I’m doing even more interesting things here. Now this is at the field level. This is, this level of control is unprecedented, right? Many tools work at the record level, but here I’m controlling what’s going on at an individual field level. Same things three sources, first names of these objects coming in here.

I am transforming that data, I’m applying function called remove on printable. It’ll remove all these invisible characters. Generally. It happens when you copy paste stuff from an Excel spreadsheet. It’ll have these extra characters that you can see, but they’re there and they’ll break things downstream so you can drop all of those things, trim them, capitalize them and put them in your centralized data model.

And this is what goes back into those systems, right? So as let’s say that there was a data entry that was happening in HubSpot and the data entry had all these problems within a minute. All those things will automatically get fixed in HubSpot because of this. And this is a set it once and forget a data policy, and you can do a lot more interesting things that are like a laundry list of functions that are available here, and they’re all dragon drops.

So this is super powerful. One last example on this here is titled right. Pulling title from contacts more often than not, you’ll not have a contact available here. Title available. So I’m using clear bit as an enrichment provider and just dragging and dropping that and then saying, Hey, use the email address off the record that is coming in.

Find the employment title from clear bit, which is a third party data provider and use that instead. And I can mix and match different enrichment providers even at the field level. So I can say that for job titles use clear. But for the company information on a contact use the than Bradick because that data is more reliable for companies, maybe this gives you very sophisticated control on how you want to control data as it is flowing through. I’ll stop there for a second and see your reaction.

Mike Rizzo: I think if the audience was watching my face during most of this, which I think in the recording, they won’t be able to see it, but my eyes kept getting very wide as I.

Contemplated all the various ways in which sinky could become a central repository for the way in which you move data in and out. It, strikes me as this incredible opportunity for an organization to, almost create a, decoupled. Like network of applications that can be switched out at some point if anybody ever wanted to get out of HubSpot and into Marketo or vice versa, or Pardot, if you just standardized on leveraging Syncari to be able to move all the data around and then re standardize, all you’re gonna be doing is replacing the, ingest.

From, whatever map you’re using. Yep. It’s fascinating to me. I

Neelesh: yeah, it’s that’s, absolutely right. And we strongly believe that an organization’s data is not owned by the fast system they use, but it’s owned by the organization and Syncari helps you gain or rather regain control.


Mike Rizzo: And yes, regain I think is the right way to think about it, for sure. And I I don’t know that we ever had that much of a sense of the lack of control that we had. There was a desire and some of us started to feel the pain throughout the last little over a decade of growing in this marketing operations function, but now more than ever, I think it’s become to illustrate your points earlier in the discussion.

It’s, quite prevalent the, just massive amounts of data that you have to try to manipulate and Is it’s incredible.

Neelesh: Yeah exactly, And we always talk about this progression of companies in the data maturity model as we call it as a startup deploying some of these systems Salesforce and HubSpot is fine.

Their native integration works reasonably well for your needs. And then as you grow. You add automation tools, you add more systems and then they all talk over each other and that’s where this data chasm comes into picture. And once you cross the data chasm, you start investing in the modern data stack because that kind of gives you the feeling that you are controlling it.

But it’s only making matters worse by dumping everything into a warehouse and making matters worse. You need an entire team. Manage that infrastructure while not getting any value. A classic anecdote is a six month, 1,000,001 report. A project companies cannot afford to be in that state anymore. Things are changing so fluidly and you need to adapt to changing conditions really, quickly. And those kind of long tail projects will not help. And that’s where tools like Syncari will come in with a new way of thinking about

Mike Rizzo: this.

Yeah. I, see that completely and what’s nice about. Product, at least in the way that I’m seeing it now, especially the visual components of this builder is in a I, don’t have direct experience in pumping a bunch of data into a warehouse and then trying to do things with it. But I can see in this discussion and in this product, that this is tapping into your, unique business process, that you’ve established as a revenue organization. Can be mapped and outlined and standardized and away from the business operators. These, rev op marketing ops professionals are architecting it to fit the business needs and in a data warehouse there’s discussions that will happen about that.

But it becomes a much more complex journey to go down when they’re not the ones directly involved with architecting the programs as the data’s supposed to move. So it’s very interesting. Exactly.

Neelesh: Yeah, exactly. Yep. Yep. It it gives control back to people who own data rather than a set of technology people who don’t really have stake in the data, but only in what they can do with the data.

Yeah. Just going forward here what happens when the unification pipeline has run is the result of that is right here. So one example is that one record that you see here in data studio, this is your unified view of that record. It tells you that this particular contact.

Has contributions coming from Salesforce with that record ID net suite with that record ID and how, oh, sweets me so happy. so you can clearly and not just that you, do have all of these information coming from all three systems, but if you go into this lineage here this is probably not a great example, but let’s see if there’s something that I can.

that’s better. Yeah. Let’s take this account, for example. You’ll see all the updates that have been coming from different systems. So we got this record created as a change that came through Salesforce, and then next we did a bunch of updates. There were parallel updates from net student Salesforce.

At some point in time, there was an update coming from HubSpot. And what exactly was it update you? Can, you have to. So this is your data lineage at a very fine grained level. Think of this as a time machine of sorts on what’s happening on an account and which system impacted what change this is.

Yes, it is. ,

Mike Rizzo: it’s incredibly powerful actually. Yeah. Wow. keep going.

Neelesh: Sorry. Yeah. We are doing the time machine on top of this which

Mike Rizzo: basically makes no, really I know I’m laughing cuz it’s it’s the only time someone could say that and really be serious.

it’s you’re not kidding.

Neelesh: It’s very cool. That is true. Yep. Yep. And you can not only see the progression of all these changes that are happening, but also can revert back to a point in time. and when you revert back something in Syncari, what it really does is it reverts back all of those connected systems as well.

So we’ve had customers where sales reps had this habit of changing things in an incorrect way on their accounts and opportunities. And they set up rules inside Syncari to stop that. And it didn’t matter that salespeople were changing those things because RI would reward that back immediately to the right.

So they were yeah, so that problem was solved for them really, quickly.

Mike Rizzo: I love that. That’s a super great example of why you would leverage a product like Syncari cause that never happens. exactly.

Neelesh: And so funny, right? Yep. Yep. And finally, the logical conclusion of all of this is we’ve talked about sync, unification, data policies, margin, video, and then.

Inside studio is our latest offering here. Now can we report on top of this, right? What can you do with this data? We have been able to share this raw data across multiple systems. Now, can I get insights and metrics off of this? The, newest offering, which is inside studio gives you exactly that, right?

And this is automatic because we already know the data model. We already know how different systems connect with each. Now you can build reports and get these out of the box reports based on your pipelines that you had built. And this is this is all automatic.

So this is the logical conclusion of doing all those things. And finally we took the other way around, people generally start with dashboards and. Figure out how to build those dashboards, but we said, Hey, that’s a wrong approach. Let’s fix the data correctly first.

Let’s make sure that data is consistent, coherent and standardized. And then we will build dashboards on top of that. That’s that has a lot more value there. And insights completes the story of sync three by. Closing that loop on actionable insights. So that’s been no

Mike Rizzo: problem.

You milish this has actually been super, super insightful, and I hope that the audience has enjoyed it so far. So as we get through just the last few questions here we’ve, now had a chance to talk about different products that are already integration, capable of being integrated.

Maybe just I’ll merge questions a little bit on this. Cuz I think we can talk about your, almost like your ICP for Syncari right. And what is it who, who starts to see the most benefit? As we go to ask the question around what integrations are most frequently used, I think that is probably akin to who probably starts to get the most value, which is also.

Aligned with probably the average size of your customers. So why don’t you talk to us a little bit about your sort of customer base that you’re trying to reach who starts to see value most frequently, and then maybe, a little bit about your pricing model and how that sort of is fitting into this whole product environment that you’ve created.

Neelesh: Yeah. Yeah, definitely. I was talking about the data maturity model early on and the, most benefit one’s going to get is when a business is transitioning from deploying multiple SA systems in these five ecosystems that we talked about and deploying workflow automations on top of that and thinking about, Hey, there is a lot of data now, and I need to make sense of this and I need to make sure that it’s all consistent.

So that for us, is midmarket. We see mid-market companies right there and at the edge of that recipe, piece of making. Set of changes to their revenue operations model. And that’s anywhere between a hundred and a hundred employees to a thousand employees.

That’s a sweet spot where people will immediately start seeing the benefit and in terms of what teams get value out of it, if the business has a dedicated revenue, operations team, That is a slam dunk, right? They will see the value immediately. They will know exactly what the need and they can map their needs to Syncari very easily.

And the secondary ICPs are around the same area, sales, operations, people and marketing operations is a big deal for us as well. Essentially whoever has. Access and control over multiple systems in your good market engine. They

Mike Rizzo: can see the, that makes a ton of sense.

Midmarket, you start to see an influx of this pain is being felt. I wish there was a better way. Turns out there might be sounds like it might be Syncari but exactly. The, other thing that I wanted to ask around the teams and I, don’t mean to cut you off there, but I was just, I was gonna say we do like to ask who should be involved in, getting something like a Syncari built out do we need it to get involved typically?

Or is it just usually your, sort of core rev ops go to market team?

Neelesh: Yeah, it’s the latter. We while it would be. A compliance slash evaluations stakeholder in some cases, especially in larger organizations we are who needs to be in nor is mostly people who own data which is the, revenue operations functions, could be sales, operations, or the line functions in all of these five departments. So marketing ops sales ops CSOP, that’s an emerging trend as. And yeah. And and definitely robots. If there’s. This is meant for that business functions. Makes more than

Mike Rizzo: So, talk to me a little bit about, again, just conversationally working through some of these questions the pricing model set up costs and then your sort of support packages.

And then along with that support package, and I can come back to this, if you, me to repeat it, but do we need to get involved with other groups like external agencies or consultants? And, this question is really born out of the Salesforce ecosystem, right? And if you don’t have a dedicated, real expert in house and Salesforce, you inevitably end up hiring consultants.

They’ve built their model that way. Very intentionally. So yeah, a lot of this around pricing support. Yeah. And, need for external providers is all centered around this idea of like, how do we get going and what is that gonna cost typically?

Neelesh: Yeah. Yeah, absolutely. So our pricing is centered around two dimensions, right?

So one is because we are a data hub the number of records that we keep is an indicator of usage in some ways. So that’s one lever. And the second one is the number of synapses. That you connect to the total number of systems that you want to connect to. That’s another dimension to it.

So we have three tiers of pricing, starter growth and and enterprise, and they differ in how many synapses you can deploy and how many number of records can you unify and keep them inside. In terms of support every customer gets a free onboarding package. That is basically to say that your first set of use cases, which are well defined, will be implemented by us.

And that also serves as a training bed for people who are interested in getting their hands study and managing Syncari by their own. So we have a mix of both where people just don’t have time to do any of these things. Our support team takes care of them and people who want to learn the, platform and then do things by themselves.

So onboarding is free. There are no other setup costs in there. But we do have extended support tiers silver, gold, and platinum. This is mostly around how many people would you like in, your contact team and support contact team and the SLAs around the issues.

Sure. Things that they want to get done. So that’s how the planning works and regarding external consultants and partners being part of the solution it really depends on how complex the problems are that you’re trying to solve. Basic unification and basic reporting on top of that.

And you. Workflow automations when an opportunity closes and a slack message, those kind of things you, don’t need anybody to do that. You could do it yourself. We do have a free trial as well to try it out. But those kind of use cases around data quality, et cetera, are really simple.

We have quick starts, which are like templates templateized solutions that you can one click install in your subs. And they kind take care of a lot of these common use cases. And if your problems are within the realm of those are simple enough, then you don’t need any other people to help you.

Business processes can get complex. When they’re complex, when there are multisystem and when there are multiple stakeholders that’s when we recommend engaging with our onboarding consultants. Okay. That makes sense. Or

Mike Rizzo: what I can speak to this pretty, clearly, because I am working with your team on how do we leverage Syncari right.

And what could we do within it, within the marketing framework to create a better experience across the board for. Largely in the category of candidates, looking for new roles and companies looking for them. So it’ll be a really interesting use case and hopefully we’ll be yep. Be able to bring it to bear soon, but but yeah, it’s, the support has been very, that’s fantastic.

And the team has been very involved, so yeah, it’s been

Neelesh: helpful. Thank you. Okay.

Mike Rizzo: The final question is just around the average time it takes to see success success. Loosely defined intentionally for every organization we talk to, it could just be, yeah. Your first synapses connected maybe it’s literal ROI or a goal of some kind.

And yeah, exactly. What would you say is the average time it takes to start to see success with sinky.

Neelesh: Yeah. A key indicator here is our free trial duration, which is 14 days. So we expect people to get some value out of Syncari within 14 days, especially with Quickstar right. As I said basic unification use cases and data quality use cases are data distribution.

They take a couple of weeks to get set and going. But when there are multiple stakeholders we’ve seen projects go up to 60 days with more complex workflows complex rules around how product data should be ingested and so on. That can take about 52, usually how

Mike Rizzo: it goes more complex.

It gets the longer it’s gonna take, which is an expectation we all have in marketing ops. I happen to be in that situation now. yeah. And more often than

Neelesh: not. Yeah. and more often than not, it’s all about buying in from multiple people and. articulating what their business processes are. So more often than not all those processes are in somebody’s head and pulling that out and documenting it. Yeah. Is the long point. Yeah, I totally

Mike Rizzo: agree. That’s what’s, that’s my hangup right now. Sinky is it’s all in my head and I have to communicate it to your wonderful team and they keep asking me very politely and.

It’s just not happening. so it’s okay. I’ll get

Neelesh: there. I promise . Yeah.

Mike Rizzo: Neelesh this has been wonderful. Thank you so much for sharing the no bullshit demo with us. I’m sure that people will be reaching out with questions, hopefully not to me and hopefully not directly to you, but to your team.

But I’m sure that you would field a few of yourself. Absolutely. Sounds like you’re pretty involved. So thank you very much. We really, appreciate you taking the time with us.

Neelesh: Thanks a lot. Thanks for having us here. You have a good one.


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