Sales Best Practices

Avoid the Terror of a Bad CRM Sync

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Sunny Bjerk

Product Storyteller

The CRM is essentially a database of lead, contact and account information. A modern alternative to a spreadsheet, or better yet, a rolodex of customers. Salesforce.com’s cloud-based CRM took that concept a step further and created a platform other tools plug into so they can leverage a central location for data storage and reporting.

However, CRMs have never been a place for a rep to do the work they need to do—engaging customers, closing deals and growing accounts. Today, SEPs (Sales Engagement Platform) provide sales reps with a place to do their real work while seamlessly syncing data back and forth with Salesforce.com. The best of both worlds! Or the stuff of nightmares, all depending on the veracity of your sync. It’s critical for the data sync between systems to be super tight. Unfortunately, not all SEPs and syncs are created equal.

A strong predictor of a SEP’s success is ensuring your data is always synced with Salesforce accurately—in near real-time—no matter how large your database or sales team or how many systems you have plugged into SFDC to use its data. Bad syncs generate inconsistent data, which can create a massive nightmare, and the kind you can’t wake up from. Terrors might include confused reps spending hours figuring out what went wrong, managers viewing inaccurate data and exporting to spreadsheets to cross reference and course correct, incorrect performance data, duplicate records and angry customers, and all of which coalesces into massive amounts of time and resources spent on fixing something that should have pristine from the start, but is now threatening the health--and bottom line--of your business.

A trustworthy and scalable data sync is a difficult problem to solve, but Outreach has done it.

Outreach’s sync with Salesforce is superior to any other SEP in the industry, and we can prove this superiority through four key factors: consistency, scalability, latency, and configurability.

SEP Persistency = Data Consistency

A key test of the SEP’s functionality is what happens when both systems start interacting with the same data at the same time. If a Salesforce record is locked because it’s being updated, some SEPs will stop trying to sync after one attempt and create dangerous data discrepancies. This means an administrator, or even worse, individual reps would need to manually audit which records failed to sync and then manually update, wasting valuable time that your reps should be using to sell. We designed Outreach’s sync to be persistent--if the record is locked by another system trying to edit it, we will continue trying to sync at regular intervals with Salesforce so there is a single version of the truth across both systems.

Imagine landing after a long flight and waiting for your ride to pick you up. Your driver loops around the terminal once, but didn’t see you, and then left. You might expect them to loop around a few times before leaving, right? The same is true with data systems--if the SEP can’t sync on the first try, they should try again until the sync is established. Unlike other SEPs that give up after a single try, Outreach circles back until a sync occurs.

Scalability and Latency: Challenge Your Team with Quotas, not Delays

Another way Outreach delivers a superior sync is our scalability and speed. Think of SEPs as data dump trucks: how much and how fast can the SEP haul data before it burns out? SEPs may sneakily sell themselves as having high syncing speeds, but can’t handle large loads. It’s important to check that the SEP can handle the scale of records it will be syncing when your instance is fully up and running while also syncing quickly so reps aren’t working with out-of-date/soon-to-be-updated data. In other words, it’s easy to sync 100 records, but testing latency means running the potential SEP through its paces at the speed of your business. If the SEP strains under updating thousands of records or more per hour, your sales teams will be left with a system that can’t keep up with the speed of your business.

Outreach can move much larger loads of data at scale than other SEPs--up to 10,000 records per polling instance. In other words, our sync has greater horsepower than other SEPs that can sync hundreds of thousands of records into Salesforce at the speed of your business.

Flexibility

We know that each business has unique workflows and Salesforce instances, and the SEP must be flexible enough to support your specific business environment. Outreach is completely customizable and puts you in the driver’s seat to determine which fields are mapped and the level of parity across both systems, allowing you to control your environment beyond what other SEPs can offer.

As the #1 sales engagement platform, Outreach has perfected our sync with Salesforce to give our customers an unparalleled level of data integrity to make their sales teams selling powerhouses.

Don’t just take our word for it--let us prove the superiority of our Salesforce in just 30 minutes. Ask your Outreach rep about our Salesforce sync today and see the difference for yourself.

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