In many organizations, the CRM is often the designated “source of truth” for prospect and customer data. With your entire sales team updating their accounts, contacts, and opportunities in your CRM on a daily basis, it’s important to make sure the rest of the tools in your go-to-market stack stay aligned as well.
Traditionally, point-to-point integrations have been the solution for data synchronization, but those days are in the past. Why?
With the onset of customer data platform technology, there’s a smarter way to send and sync data. Centralizing your data with a CDP first simplifies the number of integration points. Second, it gets the data into a stationary state (as opposed to the transitory state mentioned above), which enables you to do much more with it — like build segments and transform it.
Once the data has been unified and centralized in Hull, you can then fine-tune synchronization in our Connector Settings to choose what data gets sent to the tools you want. A change in an attribute in your CRM will trigger a change in Hull — and in the rest of your tools!