Docusign powers customer 360 for entire sales organization

Overview

• The Challenge: After launching a new Intelligent Agreement Management (IAM) platform, it was critical for Docusign to empower go-to-market teams with real-time product usage data to grow the business beyond eSignature into IAM with new and existing customers.
• The Solution: Docusign integrated Hightouch into their existing data infrastructure to streamline data activation with Salesforce, Eloqua, and various campaign platforms. This enabled Docusign teams to leverage critical product usage insights to move faster, deliver better personalization, and automate manual processes.
• The Results: The data team reduced data activation time by 66%, and this data is powering critical workflows for the entire sales organization so each individual rep can access a complete view of the customer directly in Salesforce.

The Challenge

Docusign's north star is to drive product adoption and create value for new and existing customers. To deliver on this, they had to empower their go-to-market teams with rich and actionable insights in their operational tools.

With over 1.6 million customers worldwide and thousands of employees, the data team was building and maintaining custom pipelines and integrations with various third-party APIs. They were struggling to keep up with the influx of data requests coming in from sales, marketing, support, and various other teams.

The domain knowledge for managing and maintaining these pipelines was extremely siloed, and the pipelines themselves were extremely prone to failure due to the high volume of data. All of these challenges meant that it could take up to six weeks just to spin up a new pipeline.

The data team’s core focus is on delivering reliable, trustworthy, and consistent data across the entire organization, but this manual approach simply wasn’t scalable. The sales and marketing teams rely on this data to power critical operational use cases, and anytime one of these pipelines broke, it would have drastic ramifications downstream.

The Evaluation

When it came to selecting a new tool to solve this challenge of data activation, the data team evaluated other traditional offerings available on the market, like traditional CDPs and point-to-point solutions. Ultimately, they wanted a solution that integrated with their existing customer data infrastructure. They needed to reduce development time, fix fragmented knowledge, eliminate custom code, and standardize on a platform where the data team could easily manage data activation flows from Snowflake.

The Solution

Hightouch emerged as the best solution to this problem because rather than operating as a separate technology within Docusign’s tech stack, the platform sits directly on top of their existing data warehouse, Snowflake. Hightouch never actually stores any customer data and makes it easy for the data team to define and build new data syncs in minutes instead of weeks—all within a single interface. Hightouch’s composable architecture unlocks greater robustness and flexibility that custom code just doesn’t provide—and the fact that Hightouch is built for enterprise-scale means the team can easily power the most data-heavy use cases.

The Outcomes

Powering Critical Sales Operations

Like many software companies, sales is the backbone of Docusign’s revenue. Docusign has thousands of salespeople operating across several different products. The key to enabling the sales team is giving them access to relevant product usage and behavioral data directly in Salesforce. This includes everything from critical engagement metrics, product utilization data, metadata on documents, and critical billing and transaction data, which all live in Snowflake.

Hightouch has completely automated this process and all custom code with reliable syncs that refresh automatically. This data is powering critical workflows to automate lead routing, territory mapping, financial reporting, and providing every sales rep with an end-to-end view of the customer and the account so they can understand exactly how each user is leveraging the platform to reduce churn, identify expansion opportunities, and improve personalization.

Unlocking Better Personalization, Measurement, & ROAS

The same data that the sales team uses to automate operational processes is also being sent to Eloqua, the marketing team’s lifecycle marketing platform, for campaign enablement and hyper-personalization to power their email marketing programs.

With Hightouch, the marketing team is also unlocking better attribution and performance optimization across ad networks by sending conversion data back to ad platforms like Google and Bing to optimize ROAS. By sending conversion values for new customers, the marketing team is able to further refine the targeting capabilities of these ad platforms and also unlock better attribution within the platforms themselves to measure campaign performance.

They’re not just sending conversion events, though. Hightouch also enables the marketing team to enrich these audiences in flight using Hightouch Match Booster to unlock better “match rates” in these platforms, further optimizing ROAS and CAC.

What’s Next?

Docusign is continuing to invest in their customer data infrastructure to power additional use cases like identity resolution and send data to more downstream destinations to deliver better customer-facing experiences to continue to accelerate growth.