In 2022 Camunda introduced its new product - the Camunda Platform 8. Unlike its on-premise predecessors, this product is both a SaaS cloud application, as well as on premise. The addition of cloud hosting meant new exciting opportunities and a shift in the Go-to-Market approach.
Camunda made a conscious decision to build a hybrid approach - a mixture of product-led growth and sales-led. To scale their SaaS offering, they needed to create a robust foundation for operations, data & analytics. Previously, they had relied on custom point-to-point integrations to move data around, making it hard to track down issues causing delays and data outages. This approach slowed them down and started to cost more money than the value derived.
Eran Flicker, Senior RevOps Manager, was tasked with figuring out a robust, scalable & future-proof way of enabling data-driven go-to-market decisions.
“After our first meeting, they built my confidence by providing me with a run down of all the tools we'd need."
The path chosen was to centralize their Sales, Marketing & Product data into a single holistic data platform. At the time, there was no dedicated data team on the commercial side, yet change was needed fast to support the ever-growing requests on the revenue operations team.
A relatively classic modern data stack approach was taken here - choose best in class components that:
The essence of any form of product-led is the ability to understand product users, the teams/workspaces they are part of, and pinpoint critical behaviors that correlates with value-adding intent.
This is primarily done by working with tracked event data mixed with commercial data such as billing and CRM records.
In order to utilize product data for go-to-market purposes, it first needs to be modelled into a robust, clean foundational table that can be filtered, referenced, and segmented.
Person = Every instance of a user record in any system
Company = Every instance of a company record in any system
Activities = A standardized format for various events put together into one activity table.
Creating, maintaining and updating reports in dashboards typically takes a significant amount of time and effort. Camunda needed to replace their manual reporting as well as enable their leadership team to follow the performance of their SaaS offering.
“Also - they're funny. This really helps when you need to work with someone every day."
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