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The modern (CRM) data stack with Snowflake & Salesforce

Posted by Chris Chandler | November 15, 2021

More than just hype, the modern data stack can help you significantly improve your CRM architecture for Salesforce orgs with large data volumes.

Snowflake is the new centre of enterprise data

For many enterprises, this means large volumes of historical data is being lifted to Snowflake from legacy databases or systems. This is the first task for customers who have adopted tools like HVR or Attunity.

Once the data is in Snowflake, these companies gain a lot of flexibility on how it can be consumed. Often analytics & reporting is the first port of call, however, the operational use of this powerful new data store has the potential to deliver significant value.

Once this lift and shift is complete, Snowflake is the new single source of all data.

Salesforce is the centre of action

In the cloud data-warehouse era, the CRM is simply not the correct technology to be the central repository for customer data. However, it remains the best place to organise resources and workflows.

A progressive architecture makes the CRM the system of action but not the system of record

Previously, platforms like the CRM had to store copies of related data, often crammed into custom objects. Even worse, customer facing teams had to bridge the gap between systems manually, jumping to an ERP to retrieve related information.

For example, a customer service agent looking for an order or booking uses Salesforce as their primary system of action, but for each engagement they much cross-check data from a second or third disconnected silo. This adds minutes to interactions which adds up to huge waste and delays at scale.

With data centralized in Snowflake, it can serve multiple downstream consumers.

More connectivity and infinitely scalable

Snowflake pioneered the new cloud data warehouse paradigm.

As a cloud native platform, you can query its HTTP end-point directly from other cloud systems. In addition, it is adept to handle live-queries on large datasets by many concurrent users. This is why Snowflake has grown so popular with cloud based BI tools like Tableau and Looker that live-query instead of running of extracts.

The same principles apply to data integration.

One copy of data

Instead of using a middleware tool to maintain copies of your data warehouse tables, you can just query what the CRM user needs on-demand. This means data is fresh and it's easy to make changes as data does not need to be re-synced. One copy of data also means there is no duplicate ETL logic and you don't get discrepancies emerging between systems.

Rethink old operational processes

Instead of having your sales or service agents bridging systems to answer questions, you can now integrate related data directly into their Salesforce workflows. Using Omnata with External Objects is incredibly powerful for creating a seamless experience between on-platform and external data.

Users can drill-down from on-platform parent objects to external child objects and vice versa. For example, a service agent could instantly drill down from an account, to an external source containing orders and order lines.

Utility CRM features like the global search run on columns in the external data source. So an agent could search for a serial number amongst a historical table of tens of millions.

External objects can also be used in automations which can be triggered by changes in the external data source.

Salesforce External Objects (Salesforce Connect)

Omnata is a native integration with Salesforce Connect

Enterprise customers can move their primary data store to Snowflake which benefits performance, object model simplicity and reduces storage costs.

External Objects are virtual, which means the data isn't replicated, but they act the same as normal objects.

Omnata & Salesforce Connect also integrates natively to Salesforce CRM, unlike the out-of-the-box Snowflake connectors that only operate with TableauCRM.

Omnata is easier and less expensive

Omnata is on a mission to build the next generation of no-middleware integration for the cloud.

No third party infrastructure

For customers and software vendors, standalone middleware infrastructure is a major cost and barrier to success. Our solution is integration native apps that run on the platforms you already trust. No one chooses stopover flights over direct, and data integration is no different.

No data handling risks

Removing extra third party infrastructure means Omnata's native apps can be used for healthcare, sensitive proprietary data, and PII. Today, Omnata is deployed today in highly sensitive healthcare and government settings.

Easier to procure

Strategic platforms like your CRM and data warehouse have already gone through the security approval process. Adding a new standalone platform is an arduous process that you don't have time to go through. Skip that process by running on an already approved platform.With Omnata native apps, the majority of SaaS tool vendor questionnaires are 'not applicable' and we breeze through the cyber-security process.

Lower total cost

The cost to go through cyber-security review and the time and resources required are significant. Streamlining this process means you can deploy quickly and reduce the cost to purchase and maintain software platforms.

Traditional middleware tools are expensive and require specialized developers to operate them. Omnata apps are easy to use for Salesforce admins.

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