RevGenius

Nikko Georgantonis
Nikko Georgantonis

Posted on • Updated on • Originally published at hightouch.io

Data WareHouse as your Source of Truth

I recently wrote an article on why Salesforce should NOT be the record of truth for your business: it should be your data warehouse.

It's tempting for businesses to use Salesforce as your record of truth since all of your company processes already live there and the reporting capabilities for a CRM are not bad!

However your company data warehouse should be your record of truth, here's why:

1.) Data Silos: Salesforce is great for firmographic data, business process data, and simple revenue data, but it's missing a ton of key customer data that your business should be leveraging, like your internal application data, product data, behavioral data, event data, subscription data, billing data, etc. Even if your reps have access to the systems in which all of this data lives (which they likely don't), they will be spending too much time and effort flipping through the systems to create a 360-degree view of your customer.

2.) Data doesn't fit well into Salesforce: Salesforce is not designed to store event-based data such as someone doing something within your product. Even if it was, your sales reps wouldn't want the raw event data; they would want the key results. For example, page views in an activity feed would be pretty much useless for your sales rep but if you had a number of high intent page views in the last 30 days as a field it becomes a lot more powerful. If you look at your main data sources, it's very unlikely the objects will be structured the same. For example, you might have users, workspaces, accounts in your internal application, subscriptions, orders, and accounts in your billing system, and leads, contacts, ops, and accounts in Salesforce. There needs to be a transformation layer in between your different applications and your data warehouse.

Correct way?

Almost all your company's data is already being stored in the warehouse and with Salesforce, all of the information is siloed. ETL tools like Fivetran have made it really simple to take all of your source data such as your billing system, CRM, CS tools, and your internal application data, and then replicate all of that within your data warehouse. Additionally, once all of that data is in your warehouse, it is super easy to clean and model the information in a way that is meaningful for your business. Tools like DBT give you the ability to create transformation and enable you to manipulate your data on top of your warehouse so that you can have meaningful views of your customers and customer experience. Then you can use hightouch and reverse ETL to send that data back into your saas tools so you can do things like alert reps when a user hits a certain product threshold and send personalized marketing campaigns.

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