Editors Note: Vikash & I met like most folks who work in tech... via Twitter :) We exchanged a lot of notes & I finally managed to get him to sit down and write an essay on his experiences building unified customer profiles using Segment / Mixpanel etc. While enterprise models will still remain very much Salesforce centric. The problem is when you're running a bottoms-up / freemium model - marketing goes 'deeper' into product. There's no strict handoff b/w sales / marketing / product / success. It's a spectrum, and marketing (to be effective) needs to understand product usage & engagement. Most enterprise tools (like Hubspot) are not built for this. For 2 big reasons - their data model is based on low volume / high ACV sales. So they expect your DB size to be in thousands, no millions (and corresponding you'll need to pay a truckload of cash to store all those users). Their data model is also not based on events & properties. It's based on fields & values. 2) for Hubspot (as an example) to receive behavioural events (did the user login?), you need to upgrade to enterprise. For Salesforce, you'll need to juggle APIs (and $$ for API calls).
Single View of a Customer
Single View of a Customer
Single View of a Customer
Editors Note: Vikash & I met like most folks who work in tech... via Twitter :) We exchanged a lot of notes & I finally managed to get him to sit down and write an essay on his experiences building unified customer profiles using Segment / Mixpanel etc. While enterprise models will still remain very much Salesforce centric. The problem is when you're running a bottoms-up / freemium model - marketing goes 'deeper' into product. There's no strict handoff b/w sales / marketing / product / success. It's a spectrum, and marketing (to be effective) needs to understand product usage & engagement. Most enterprise tools (like Hubspot) are not built for this. For 2 big reasons - their data model is based on low volume / high ACV sales. So they expect your DB size to be in thousands, no millions (and corresponding you'll need to pay a truckload of cash to store all those users). Their data model is also not based on events & properties. It's based on fields & values. 2) for Hubspot (as an example) to receive behavioural events (did the user login?), you need to upgrade to enterprise. For Salesforce, you'll need to juggle APIs (and $$ for API calls).