Most point-to-point integrations created with iPaaS solutions rely on “triggers” that execute a workflow after a specific system event occurs. For example, “When a new Lead record is created in Marketo, then create the same record in Salesforce.” Real-world scenarios are more complex, but integrations between two or more point systems generally start from a create, update, or delete trigger.
Syncari takes an entirely different approach. Our complete data automation platform provides everything you need to sync, unify, clean, and visualize customer data holistically across your top customer data sources. Do not think of Syncari as a run-of-the-mill iPaaS offering. Syncari’s scope is much broader than workflows and integrations.
What does that really mean?
Instead of looking at a pair of end systems like Salesforce + Marketo, Marketo + Data Warehouse, Netsuite + Salesforce, or any other similarly paired but isolated, point-to-point solutions, Syncari operates on a unified customer data model.
Why is this important?
An Account in a CRM system represents the same customer in your customer support system, billing/finance system, and marketing automation system. The same goes for a Contact and an Opportunity. These data concepts are not specific to a Salesforce or a Netsuite but are universal concepts used across your organization.
Each organization has a customer data model, explicitly defined in a document or implicitly defined as institutional knowledge, spread across sales, marketing, support, finance, and many other departments.
The eventual goal for any organization is to unify all these silos and make them work in harmony. This immensely influences executive visibility, alignment across all departments, bottom-line efficiencies, and top-line improvements. A unified customer data model is the starting point for building a well-oiled revenue operations machine.
With this mindset, you are no longer looking at “how do I integrate Salesforce and Netsuite” or “how do I fix data in Marketo.” You are looking at more essential business problems - “As a marketer, how do I make my marketing campaigns convert to more leads?” or “As a sales rep, how do I approach this existing customer for up-sell, given that they had a lot of marketing interest in product Z?” or “As a finance manager, how do I make sure quarterly reports are in sync with other departmental projections?”.
Syncari aims to be that higher-level platform. We start with this unified customer data model, and
- Connect this data model to all external systems that hold customer data (think Salesforce, Netsuite, Marketo, etc.) using Synapses (resilient API connectors to these external systems)
- Define rules around synchronizing data from these systems into Syncari and back to these systems using Pipelines
- Ensure that data flows adhere to your standards and governance rules, using Pipelines with functions supporting enrichment, augmentation, and transformations
- Access a 360-degree view of this unified data inside Syncari using Insights, Data Studio, or in a BI tool of your choice using Data Store.
The industry-changing concepts Syncari is pioneering require a mindset shift. Syncari’s user interface delivers on these concepts by separating the connectivity, or synchronization, from interacting with the data, schema, and governance. Let’s explore this new way of working with data in more detail.
Unified Customer Data Model
Syncari provides a unified customer data model out of the box. This model includes Account, Lead, Contact, Opportunity, Ticket, Activity, and Users. These are called entities. Each entity contains many fields. For example, an Account entity is comprised of data about your customers; it includes fields like Account Name, Billing Address, Shipping Address, and many more. Entities also contain records - rows of data about your customers. When you connect a business application like Salesforce to Syncari, the Account records in Salesforce become records in the Account entity in Syncari.
Data Types : Each field of an entity has a data type. For example, the account name is a Text field. Number of Employees is a Number field. The website field is a URL field. The Opportunity close date is a Date field.
Other details for fields may include additional restrictions:
- Required: A value is always expected for this field.
- Length: A max length is enforced, typically for text fields.
- Read-only : Syncari can only read the value of the field, but cannot write into it.
- Watermark Field: This field is used to detect changes in an external system. Syncari takes care of it for most systems, but for some, like a Redshift/Snowflake database, you may have to select one field as a watermark field. This is typically a datetime field like lastModified or lastUpdated.
- Id - Each record in an external system has a unique identifier, and Syncari attaches its unique identifier to these records as they make their way into Syncari.
One of the most innovative aspects of Syncari is a break from the existing paradigm of directly connecting system A to system B, like Marketo to Salesforce. Instead, you connect each system and each system entity to the unified customer data model within Syncari using a Synapse. This Synapse, a resilient and intelligent API connector, comprehends the schema for each connection and knows precisely how to sync data or execute data workflows across all the various connected systems. As a result, when the Synapses sync data, the changes that happen are transactional in nature. Because of this transactional capability, Syncari can ensure that connections are tolerant to outages, API thresholds, and result codes. Syncari can queue transactions from each source, ensuring that your systems will have eventual consistency without losing data.
Pipelines are the heart of our synchronization processes. They allow you to map and transform data as it flows from a source, persists into Syncari, and then moves on to one or more destinations.
Pipelines enable you to do the following:
- Create relationships between the data that exists across the various sources you use to manage your business
- Transform, standardize, normalize, and enforce data authority, allowing you to create and distribute data truth throughout the organization.
Entity pipelines enable you to interact with the topmost part of your unified customer data model and your synapses. Through entity pipelines you can decide which synapses sync or exchange data with other synapses at the entity level. An example of this might be marketing automation leads syncing with salesforce automation leads or salesforce automation opportunities syncing with financial system opportunities.
Field pipelines are the next level down in your unified customer data model and enable you to interact with the fields in each entity pipeline. Use field pipelines to define the mapping between the fields within the entities from the various synapses you have connected to Syncari. For example, if you wanted to map the Email field for your Contact records in Marketo, Salesforce, Zendesk, and Netsuite, you would map the Email field from each system to the Email field in the unified customer data model in Syncari.
Within field pipelines you can begin to define data policies. Data policies are a combination of transformations and workflow actions based on the content or changes in your data. You can select from a comprehensive library of functions and actions, including centralizing enrichment from third-party sources or making decisions and enriching data based on any additional reference data.
Functions and Actions
At the heart of Syncari’s field pipelines are functions for developing data policies to normalize, standardize and transform your data. These functions operate in a very similar way to how the functions in a spreadsheet operate; the difference is that these functions are being applied in real time and across the entire unified customer data model.
In addition to functions, Syncari enables you to trigger workflow actions in the connected systems. Actions include adding to a Marketo list, converting a lead in Salesforce, routing and assigning a lead, creating a Zendesk ticket, sending a transactional email, or sending a Slack message, all including token support for your entire customer data model, and based on any changes to your data.
Keeping true to our complete platform for data automation, including data management, at the heart of Syncari is the capability to maintain data quality through data policies. Centralized dedupe and merge operate on your entire unified customer data model, and the results are holistic across all your connected synapses, no matter the source of the data. This is in sharp contrast to existing solutions that operate within only one system and leave all other systems orphaned, causing data quality issues with other connected systems.
One of the more powerful aspects of Syncari is the capability to enforce governance. First, since Syncari is a fully transactional engine, you will have complete access to data lineage. You can instantly see who or how a data change was made, including the ability to centrally correct or roll back a change across all the connected systems.
Another powerful aspect of Syncari is the capability to establish Data Authorities across the connected systems. With Data Authorities, you can assign system-level ownership down to the field level within any entity. An example of this is CRM owning authority of specific fields in the Contact entity, while Marketing Automation owns other fields in the Contact entity. Data Authority enables you to enforce and distribute data truth across all your connected systems.
Unified Data Identity
The Unified Customer Data Model and the entities that comprise the Fields that store your customer data are at the center of Syncari. All records from external systems flow into Syncari, obeying the rules of governance and data quality that you have defined. Syncari generates a unique identifier called Syncari Id for each of these records. It uses this value to establish a link to the record coming from the originating system, such as Salesforce. Syncari maintains this link as the data in the record is transformed and synced to its destination.
This enables Syncari to associate all incoming and outgoing changes from and to a Synapse across all connected Synapses. It is analogous to “Universal IDs” that you may have heard about in other systems; however, Syncari maintains this across systems. Unified data identity is critical to establish an accurate 360-degree view across the organization.
Now that you understand these basic Syncari concepts, the next step is to decide where best to apply them. We encourage our customers to think big but start small by identifying a Synapse, a couple of entities, and a handful of relevant fields where data automation can provide the fastest time to value.
With that in mind, let’s dig into the details of the Syncari Platform: Getting Started with Syncari