Data drives businesses forward. Rapid changes in technology in the 21st century have transformed the way businesses collect data and put it to work. But there’s one challenge many businesses still face every day: data silos.
When you’re only able to see a sliver of data, processes begin to break down. Sales pitches go awry because they don’t have an accurate view of customer data. Marketing campaigns target the wrong individuals because data from sales isn’t coming back to marketing. Without a holistic view of customer data, many business processes fall apart quickly.
What are the major causes of data silos?
It makes sense that data is incredibly siloed in many businesses and organizations. Consider how many tools you use to get work done within just your department. Now think about all the tools used across your entire organization. Using multiple apps and software systems can create roadblocks and barriers to data clarity. Here are a few reasons why.
Tools That Don’t Work Together
Data silos are prevalent because many of the tools businesses use don’t work well together. Your critical data is getting stored across multiple important systems that don’t speak the same languages. This is especially true for marketing and sales data. Many of the terms used to identify customer data don’t align across systems, making it incredibly hard to integrate data correctly.
One reason data is so dispersed across important business systems is a lack of integrations. Many of the tools teams use every day have limited integration options, and setting up a manual integration is a difficult, timely, and costly process.
Lack of Resources
Connecting various systems, applications, and software can be incredibly labor-intensive and time-consuming. Whether your IT team is building a custom integration or your team is manually updating data into various systems, it’s difficult and costly to try to keep your data synced across systems without a data synchronization tool.
One-Directional Data Syncs
There are tools you can use to sync data, but many of them only perform one-way data syncs. While this can be helpful for certain situations, it still doesn’t create a holistic view of data. A one-way sync can lead to data errors and duplication, and it will continue to create data inconsistencies across apps.
Luckily, there is a solution to these data silos issues: adding a bi-directional data sync tool to your tech stack.
What is a bi-directional data sync?
It may seem strange that the solution to breaking down data silos is adding yet another tool to your tech stack, but this one tool can solve many of the issues above. A bi-directional data sync allows data to flow back and forth between apps based on the rules you set, so it updates across systems automatically. This eliminates errors, duplicates, and data inaccuracies.
A bi-directional data sync can provide teams across departments with holistic views of customer data. For instance, you can provide your sales and marketing teams continually updated customer data across your CRM and marketing automation tool. Since data is continuously synced across both systems, your data is always up-to-date in each app, ensuring all business processes run smoothly.
Why use a bi-directional data sync tool?
A two-way sync offers many data synchronization advantages:
- There’s no need to manually upload data across systems.
- It’s easy to prevent data errors and inconsistencies between apps.
- You can improve reporting with complete data on prospects and customers.
- Enhanced data visibility means your teams can work better together.
Choosing a data sync tool over building your own integration will save your organization time and money. It can take months for an IT team to build a bi-directional sync integration. Instead, look for a tool that offers standardized connectors that create a two-way sync between systems like HubSpot, Marketo, Pardot, Microsoft Dynamics, NetSuite, ConnectWise, SugarCRM, Zoho, Pipedrive, and Salesforce.
If you’re tired of inconsistent data, it’s time to invest in a tool that offers di-directional data sync capabilities. This will allow each of your teams to use the right systems for their needs while ensuring smooth processes and consistent data across departments. When you unite disparate systems, you can avoid inaccurate data and empower your teams to make better decisions.