How Sinch integrates and automates its GTM data from multiple business units with Dreamdata
Sinch
INDUSTRY
Telecommunications and Cloud Communications
HQ
Stockholm, Sweden
SIZE
4,000 Employees
“Dreamdata has not only taken care of integrating our go-to-market data from across the 9 business units, but has also automated our reporting process. This has been invaluable in helping us optimise our strategy across the business units.”
Phillip Ludgate, VP of Global Marketing Operations
#Challenges
1. Automating global reporting on multiple business units
Against a backdrop of business acquisitions, Sinch’s manual global reporting process needed integration and one automated reporting system across all parts of its business. The Ops team needed a solution that would automate and simplify the process and make their global reporting as efficient as possible.
2. Aligning sales motions across newly acquired businesses
Sinch’s team needed easily accessible insights that could help consolidate these strategies more efficiently, reduce duplication, and help collaboration across business units.
3. Optimising ad spend across business units
Sinch was also facing the challenge of easily identifying optimisation opportunities on ads across Business Units (BU). They needed quick access to unified performance metrics that would help streamline budget allocation and maximise the effectiveness of their collective marketing efforts.
4. Mapping cross-unit customer interactions
The BUs were each operating with unique tech stacks, including different CRM platforms, adding a further layer of complexity to the customer journey mapping process. The MOps team at Sinch wanted to build transparent pictures of their buyer and customer interactions across business units instantly, without needing to manually compile the data. This would enable them to focus on deep diving into customer journeys that span across multiple products in their business portfolio.
“We’ve recently made several new business acquisitions, which have added to the depth and complexity of our data. This magnified the need for us to introduce an automated solution, that would allow us to put less time on the data wrangling side of things, and concentrate on analysing the data, consolidating and improving processes, and speeding up reporting across the company.”
Phillip Ludgate, VP of Global Marketing Operations
#Solution
1. Instant access to unified cross-business data models in BigQuery
Dreamdata provides Sinch with a centralised, comprehensive data platform. This automated process involves extracting and merging, data from Sinch’s various business units and their tech stacks, then transforming the data to Google BigQuery.
2. Unlimited custom reporting
By utilising Dreamdata’s consolidated data models in BigQuery, Sinch can effortlessly develop custom dashboards on Looker that better cater to their unique needs, while also simplifying the pre-existing process and saving Sinch’s Global Marketing Operations team time and effort on building manual reports.
3. Real-time customer journey mapping across business units
Dreamdata merges CRM account data from all 9 Sinch business units, to instantly present complete and unified customer journeys.
4. Company-wide ad spend reporting
Dreamdata gathers ads performance data from across all of Sinch's business units, enabling instant comprehensive insights into ROAS and channel ROI. This approach allows the team to focus on evaluating different ad channels, helping to optimise budgets across business units and better align them with revenue and pipeline growth objectives.
“Apart from everything else, Dreamdata has slashed the time we spend sifting through the data and building manual reports. We can now easily query and report on all our data virtually instantly and in one place.”
Phillip Ludgate, VP of Global Marketing Operations
#Results
Dreamdata has integrated and automated Sinch’s manual reporting process across all 9 of its Business Units.
Reducing duplication and costs, and maximising the effectiveness of their collective marketing efforts.
1. Easy, maintenance-free access to data models
Dreamdata has equipped Sinch with readily accessible data models, simplifying the way their teams interact with the complex datasets. This accessibility has meant that the MOps team at Sinch has been able to refocus their time and effort on applying the data.
2. Improved strategic alignment and collaboration across business units
Sinch’s Marketing Ops team has been able to leverage Dreamdata to enhance collaboration and ensure strategic alignment across all 9 of Sinch's Business Units. Which has resulted in reducing duplication and streamlining cross-unit go-to-market efforts.
“Dreamdata has not only taken care of our go-to-market data from across the nine business units, but has also automated our reporting process. This has been invaluable in helping us optimise our strategy across the business units.”
Phillip Ludgate, VP of Global Marketing Operations
3. Optimised ad spend
Dreamdata has helped Sinch optimise go-to-market efforts and ad spend, resulting in cost reduction and increased return on investment.
4. Improved customer journey transparency
Sinch is now able to easily map customer journeys across business units. This has helped the team gain more clarity into contacts interacting with different products in their portfolio, and identify overlapping journeys that could be targeted using a holistic approach.
“The ease with which we can now dive into insights from Dreamdata, via Looker, means we have already been able to start optimising our go-to-market efforts across the units. Reducing duplication, costs, and we can already see improvements in ROI.”
Phillip Ludgate, VP of Global Marketing Operations
About Sinch
Sinch powers meaningful conversations between businesses and their customers through its Customer Communications Cloud. More than 150,000 businesses – including many of the world’s largest tech companies – rely on Sinch and its global super network, which is the most secure and reliable network for messaging, voice and email. Sinch has been profitable and fast-growing since it was founded in 2008. It is headquartered in Stockholm, Sweden, with shares traded at NASDAQ Stockholm: XSTO:SINCH.
Phillip Ludgate, the VP of Marketing at Sinch, oversees the marketing strategies across these diverse units, ensuring a cohesive and effective approach in a complex, global market landscape.
