Syncari Reframes MDM for Ops Teams Who Need Data They Can Trust

We’ve all heard it: “Single source of truth.” The problem is, no one can agree where that truth actually lives.

Your CRM? Marketing automation platform? ERP? Product data warehouse? The reality is — all of them. And none of them. And for teams who actually need accurate data to run the business — finance, sales, marketing, ops — it’s become one big bonfire of duct-taped dashboards and weekly firefights.

That’s what Scott Edmonds, CRO and founding team member at Syncari, is solving — by making enterprise-grade data management usable, scalable, and codeless for modern ops teams.

Key Takeaways

• Syncari is a next-gen, codeless master data management platform (MDM)
• Their origin story came out of the Marketo team, who saw firsthand how misaligned data crushed marketing performance
• Syncari automates data normalization, enrichment, and sync across every system
• Their biggest GTM unlock came when they repositioned away from a new category and aligned with an existing one: MDM
• True success comes when IT and front-of-house ops teams collaborate on a shared data strategy

The Problem: Everyone’s Data Is Slightly Wrong — and Everyone Knows It

Scott put it plainly: “Every system is semi to very dirty.”

Most mid-sized companies are running 40+ apps. Even more in enterprise. Each team defines the customer differently. So while one report shows a churned account, another system says they're still active — and marketing’s over here trying to upsell them.

“You’ve got 10 different departments reading out metrics, and none of the numbers match.”

And most ops folks know the problem. They just don’t have a tool they can own — or a mandate wide enough to fix it.

That’s where Syncari comes in.

The Product: MDM Without the IT Bottleneck

Syncari plugs into your CRM, ERP, support system, data warehouse, and more. It creates a central, unified record for core objects — customers, contacts, accounts — and then:

• Cleans and deduplicates
• Enriches with external data
• Syncs it back into every system in real time

And the best part? It’s codeless. Built for ops teams on the front of the house — not just IT.

“We wanted SDRs in Outreach and marketers in HubSpot to see the same truth as finance in NetSuite and product in Snowflake.”

That’s the Syncari vision: everyone sees the same customer, no matter where they’re looking.

The Big Unlock: Shift from “New Category” to “Better Category”

Originally, Syncari went to market as its own thing — a new category. The pitch: “There’s nothing like this. Let us show you why.”

But that backfired.

“People liked the idea, but they didn’t know where to put us. What budget? What team? What responsibility?”

So they stepped back and reframed: Syncari isn’t a new category. It’s a modern, automated take on Master Data Management — a space with clear buyers, budget, and process.

And the results? Easier meetings. Shorter sales cycles. And clearer alignment with real pain.

“We learned that category creation only works if the buyer is already frustrated enough to go looking for something new.”

The Sweet Spot: When Ops and IT Solve Data Together

The Syncari sale often lands with RevOps, SalesOps, or MarketingOps. But success happens when those teams bring IT into the room early.

“When front-of-house ops and IT collaborate, Syncari becomes a no-brainer.”

It’s a rare GTM challenge: you’re solving cross-functional pain, but ownership varies from org to org. That’s why Syncari’s best deals happen when the problem is deeply felt across silos — and when the buyer can see Syncari as the bridge.

What’s Next for Syncari

The team is hosting data meetups across the U.S. — not as pitch sessions, but as spaces for operators to vent about their “data bonfires.”

“Our best pipeline comes from ops teams trading war stories.”

If you’re running a GTM motion where data drives everything — but nothing lines up — Syncari isn’t just another integration layer. It’s the platform that helps your teams stop firefighting and start scaling.

Book a Free AI Assessment if you’re tired of selling with broken data, managing misaligned metrics, or running GTM off dashboards no one trusts. We’ll help you uncover where AI can clean up your stack, align your systems, and give every team a single source of truth — backed by a strategic roadmap you can act on.