According to the Harvard Business Review, data, digitization, and business productivity platforms should fuel much more scalable productivity than they are. There’s a persistent gap between what’s touted as possible and what’s happening. While that’s a typical scenario, author John C. Redman thinks that what is currently possible leans far closer to the former; all businesses need to do is find a way to access that touted potential, and it will be theirs. The secret, the thesis goes, is in data accuracy:
I believe there is a fundamental explanation for low productivity gains and, even more importantly, a way to boost them: Digital technologies are fueled by data, and too much data is simply bad, negating the possible productivity gains.
From there, the story unfolds: bad historical data isn’t clean and convertible. Low-quality data leads to frustration, heavy manual work, and (often) only piecemeal adoption. Your employees don’t see the insights promised, so they will stop looking—if they haven’t already. But the answer is never to throw more effort at the problem; that creates linear progress at best, and eventually, the inertia and friction will eat away the marginal gains in value.
Instead, focus on the ecosystem in which your organization’s data is collected, analyzed, and used. Today, we’ll examine why focusing solely on point-to-point integrations is holding your organization back and how to identify the right platform that far exceeds middleware.
Vertify Is More Than Just Integration
First, let’s explore what data integration often looks like in SMBs. For years—and still today, for many organizations—data integration follows a manual “ETL” approach: extract, transform, load. Data from a CRM would be downloaded as a .csv file and uploaded into Excel or another spreadsheet program. Some data might be lost or corrupted along the way, and sometimes there would be errors. Then, when someone is done configuring the spreadsheet, it might go through another ETL journey into an invoicing platform or a to-do list/Gantt chart/workflow app.
This is all highly manual and, worse, highly dangerous for your business:
- There’s no way to catch errors unless you build out those solutions for yourselves.
- There will be gaps—that spreadsheet can’t, and maybe even shouldn’t, have all the data.
- Downloaded files are easy to misplace and almost as easy to steal.
Native and third-party integrations did it a bit better. But these integrations are more like two cans connected by a string: they could passably communicate with each other, but the capabilities are limited, and there are just two endpoints. With enough point-to-point integrations, all you’d have is a telephone through those cans and strings, and the message would get distorted the further down the line it went.
That’s where a data orchestration and automation partner like Vertify comes in. Our software creates an ecosystem that integrates every element of a tech stack with every other aspect of an ecosystem. Think back to the food chains and ecosystem charts from elementary school. Those old food chains had a linear, bottom-up approach to food energy. But ecosystem charts showed how every food chain level interacted in a circular, continuous system. That’s a critical difference.
Address The Problems of a Multi-Platform World
Today’s businesses are multi-platform organizations. Even if your teams operate centrally out of a CRM like HubSpot or Salesforce, there are still plenty of tools for inputting and outputting valuable data. But without the correct data orchestration infrastructure—and automation so everything is integrated in real-time at all times—everything becomes disorganized.
There are pockets of data that only some teams know about, disrupting the fabric of a RevOps team. Outdated data from the marketing department might not be replenished by new sales data, which lingers even when customer success teams have the latest insights.
But these gaps are particularly insidious: they’re invisible, and everyone thinks they have the correct data (even while suspecting they might not). The data is wrong, and it can’t be trusted. But companies still have to use it, which generates frustration for everyone and friction between teams. Only 15% of ops teams are confident that a tech stack without Vertify keeps the information in sync across different systems.
What Vertify does is guarantee data accuracy. It allows every part of your tech stack to talk to each other at all times, constantly replenishing data streams and ensuring all users are up to date. Alongside boosting the accuracy of the data itself (which leads to more revenue, less churn, and reduced internal frustration), it makes everyone more confident.
Having Vertify meld with your tech stack will lead to a 20-point increase in the average company’s trust in data accuracy. That upswing in confidence also applies to every level of your organization—leadership, managers, and SDRs.
Why Is It Important to Go Beyond Integration?
If you’ve been making do with native or third-party integrations, then you already know some of the drawbacks, ranging from the banal to the business-critical:
- Integrations can glitch, causing costly downtime. Platforms with native integrations also might decide to invest less in supporting their integration product or do away with it entirely.
- There are limits, and you can’t decide what they are. Native integrations in particular have regulations, restrictions, and a cap on the custom value you can securely eke out.
- Manual work. Your team (or an outsourced service) has to be configuring, coding, and engineering the pathways that third-party integrations need to work. If your business processes change, that code must be rebuilt, and things may break along the way.
Let’s take a deeper look at integration problems that may be plaguing your organization.
Disparate Systems Can’t Reach Their Full Potential
Siloed organizations use multiple, separate systems, each with their valuable functions. Every system needs to perform these critical functions:
- Workflow automation
- Data cleansing and hygiene
- Data warehousing
But if you’re maintaining multiple separate systems, your organization wastes a lot of money managing all those functions numerous times. To manage independent systems, you’ll need an entire team of engineers and many tools that form their tech stack. With an automated, elastic platform like Vertify, you can make the most out of these tools. Bridging the gap and increasing operability between systems means your staff can save time and effort otherwise spent navigating different platforms.
You Need to Be Able to Scale and Evolve on Your Terms
Your organization is constantly changing. RevOps might be a new organizational concept. You might have teams that focus just on AI or data science. No matter what changes lay ahead, you need complete ownership of high-quality company and customer data.
Don’t Ignore the Importance of Good Data Hygiene
Like public companies have internal audit teams, good tech stacks have internal audit paradigms: data cleaning checks and balances, constantly running processes that check data integrity and look for newly inputted data sets, and more. This needs to be a continuous part of your business operations because the only way to maintain good data hygiene is to clean and inspect it constantly.
Don’t Opt for Middleware—Look for a Valuable Automation Platform
Vertify isn’t another third-party integration middleware option. We combine automation, orchestration, and hygiene-focused data transformation at every step, so the data is cleaned every time it moves across your technical ecosystem—without anyone needing to trigger it manually.
By prioritizing automation, you can more clearly see what your RevOps tech stack is capable of before you make any more additions. We recommend sitting down and visualizing what you want the end goal of your data and platforms to look like. Then determine what tools and automation capabilities you need to make that future happen as smoothly as possible. If you wait for native APIs to break or for manual efforts to become too cumbersome, you may buy ad hoc solutions that will just break again later.
Skip the Frankenstein Approach
At the same time, steer clear of Frankenstein’s solutions – those pieced together to make things easier may backfire. Like legacy systems and undocumented workflows, home grown integrations and code projects are a liability. These, too, will break and run rogue. If you’re lucky with this approach, you’ll know immediately when things go wrong. If you’re unlucky, broken custom work will operate quietly, littering your tech stack with inaccurate data.
Start by Visualizing the End, and Don’t Make Do With Piecemeal Solutions
Vertify is an automation platform: it connects every app in your RevOps tech stack and cleans the data. That means no more intermittent data cleaning projects or concerns about who has the ‘right’ data. Everyone has the correct data, which is freshly cleaned every time they look at it. Schedule a demo with our team to see why we’re so confident when we say ‘game-changer.’
Product Marketing Manager