Five Reasons Marketing Operations Teams Should Consider Hybrid Data Management vs. Rigid iPaaS

Marketing operations teams play a crucial role in the success of any modern business. Efficiently managing data, automating workflows, and ensuring seamless integration between marketing systems are essential for achieving marketing goals. Improving data efficacy and data sharing is a key component, if not the key component, for marketing operations success. Therefore, it seems logical that a platform would be required to enable operations teams and processes. In a similar fashion to how DevOps needed their system of record to enhance and operationalize their role, Marketing Operations needs their system of record as well. 

This is where a hybrid approach between integration platforms and RevOps Automation solutions rises to the occasion. Managing data for the revenue generation side of the house is mission critical for every mid market and enterprise business. There are many solutions out there that marketing operations professionals could look at, but there are distinct differences that they must be able to sniff out. For the purposes of this article, let’s explore a true hybrid solution: Vertify. 

Vertify was built for the operations team and while also serving as an Integration Platform as a Service solution, while traditional iPaaS offerings like Boomi were built for IT. We will compare and contrast these two solutions, while digging into the five reasons why you should be choosing a hybrid solution for your operations growth. 

Let’s go! 

  1. Hybrid is Purpose-Built for Operations

A solution like Vertify is purpose-built for marketing operations teams, which means it’s designed specifically to address the unique challenges and needs of marketing professionals. It was not built to do just one thing well because, after all, marketing ops professionals must do many things well. Here are some of those things that marketing operations teams must master:

  • Data integration
  • Data governance
  • Technology optimization
  • Data quality and enrichment
  • Data orchestration
  • AI-driven efficiencies

Marketing ops professionals must do all of these and do them well in order to set the broader revenue infrastructure up for success. Solutions like Vertify were built with this in mind from the very beginning. 

Solutions like Boomi and other traditional iPaaS offerings, on the other hand, are general purpose integration platforms that cater to a wide range of industries and departments. They’re broad and not specialized. In today’s fast paced, data-first environment, we must use solutions that are focused and purpose-built, or else we risk losing. 

When the marketing operations professional chooses a solution like Vertify, they get a tool that understands marketing data, marketing processes, and marketing systems intimately, making it more tailored to their needs. Tailored solutions equal improved efficiency and increased trust. 

  1. Streamlined Data Syncing and Integration

The above list of items that marketing ops professionals must master is long and growing every day. Therefore, they must be able to do each one of those things in a scalable fashion. They can’t afford to spend 30 hours a week on integration while leaving the other deliverables to the wasteside. 

This is where a solution like Vertify simplifies the process of syncing and integrating data between various customer data platforms and systems. It offers pre-built connectors for popular revenue tools like Marketo, HubSpot, Salesforce, and more. 

This means your marketing operations team can save time and effort by avoiding the need to build custom integrations from scratch. At the same time, Vertify integrations are elastic. After all, how could companies like LogMeIn and Tyson Foods use Vertify if the solutions could not be configured to their business processes? With no coding involved, the solution can be stretched to fit into the enterprise’s business. You can do all of this with speed, agility, and accuracy so that your teams can spend time on all mission-critical tasks. 

A solution like Boomi, while versatile, requires more time and significant expertise to set up the same level of integration, as it lacks the marketing-specific focus of Vertify. Expect to need help from IT as well as development or engineering resources in order to make even the simplest of changes like adding custom fields and objects to your integration. Solutions like Boomi are robust, but they do not give the autonomy required to the business side of the house when it comes to managing data and the customer journey. 

  1. Enhanced Data Quality and Governance

Data quality and governance are paramount in marketing operations. Therefore, the system of record that supports the operations team must aid in their ability to win with quality and governance. Vertify’s platform includes features for data validation, transformation, enrichment, and cleansing, ensuring that your customer data is accurate and up-to-date. The Vertify engine was built with quality and governance in mind. After all, how can a revenue team trust their customer data and the systems that manage it if the foundational data itself can’t be trusted? 

Sure, Boomi and other iPaaS solutions provide data integration capabilities, but they don’t offer the same level of data quality tools out-of-the-box, requiring additional customization to achieve similar results. Or, even worse, they require additional systems to manage them. This results in the need for additional budget and personnel to try to get what is required out of those systems. This lack of functionality adds complexity that you and your marketing operations team do not need. 

  1. Seamless Marketing Attribution

Effective marketing attribution is essential for understanding the impact of your marketing efforts and optimizing your campaigns. A platform like Vertify includes built-in capabilities that turn solutions like Marketo and HubSpot into rocketships when it comes to attribution. 

On their own, systems like Marketo and HubSpot are not all that trustworthy when it comes to marketing attribution, but when teamed up with Vertify, these solutions soar to new heights. This allows you to track and measure the performance of your marketing channels accurately and efficiently. Combining and organizing all data – from engagement to activities and everything in between – is one of the areas where Vertify shines, and this is where attribution can actually be counted on to deliver a trusted path forward across all campaigns and programs.  

Solutions like Boomi, while truly built for handling data integration alone, require much more effort, time, and money to set up comprehensive marketing attribution models. Trust us, this is not something you want to even consider when working with a solution like Boomi. As stated before, solutions like this are robust and extremely powerful, but asking them to aid in marketing attribution is like sticking a square peg into a round hole. 

  1. Ease of Use and Deployment

Lastly, solutions like Vertify pride themselves on being user-friendly and easy to deploy. If you have been in data or marketing over the last ten years, you have either lived or heard horror stories surrounding failed deployments and onboardings. 

Vertify removes this worry from the equation. No more sleepless nights when it comes to data management, since marketing operations teams can quickly get up and running with zero technical expertise. You know your business processes and solutions like Vertify knows data management. When the two are married together, they are unstoppable. 

On the other hand, Boomi has a much steeper learning curve due to its general-purpose nature, requiring a more significant investment in training and customization to meet marketing-specific needs. Sure, they have a robust community and libraries of knowledge, but the operations professionals in today’s world must move quickly and efficiently. They simply do not have time to learn or search for answers within a knowledge base or community. They must be able to rely on the solution to make them more efficient! 

The Final Word

While both Vertify and Boomi offer valuable integration solutions, marketing operations teams looking for a specialized, purpose-built platform should strongly consider Vertify. Vertify’s focus on marketing data, streamlined integration, data quality, revenue reporting, marketing attribution, and ease of use make it the choice for marketing professionals seeking to optimize their operations.

Ultimately, the decision between solutions like Vertify or Boomi depends on your specific requirements and the scale of your marketing operations. However, if you’re looking for a solution tailored to the unique challenges of marketing operations teams, Vertify stands out as the top choice. Schedule a demo today