Data QA & Integrity Pipeline
Built a rigorous data QA and validation pipeline connecting Oracle, Business Objects, and Salesforce CRM to ensure reporting accuracy for global GTM teams.
The Challenge
Data feeding the marketing and revenue dashboards was inconsistent and prone to quality issues. Reporting involved manual reconciliation across Oracle, BO, and CRM sources every week. Pipeline errors caused misalignment between Marketing, Sales, and Finance KPIs. Leadership lacked confidence in the accuracy of pipeline, contribution, and performance metrics. Data integrity checks were undocumented, unscalable, and reliant on individual knowledge.
The Route Map
Step-by-step path from challenge to outcome.
Oracle SQL Validation: Built reusable SQL scripts for validating pipeline
Oracle SQL Validation: Built reusable SQL scripts for validating pipeline, stage progression, and campaign data
Business Objects QA Workflow: Standardized extraction and integrity checks before CRM ingestion
Business Objects QA Workflow: Standardized extraction and integrity checks before CRM ingestion
Data Reconciliation Framework: Mapped cross-system discrepancies and automated resolution steps
Data Reconciliation Framework: Mapped cross-system discrepancies and automated resolution steps
Documentation & Governance: Created repeatable procedures enabling operational continuity
Documentation & Governance: Created repeatable procedures enabling operational continuity
Integration Layer Hardening: Strengthened dependencies between CRM
Integration Layer Hardening: Strengthened dependencies between CRM, MAP, and BI pipelines.
The Stack
Channels, tools, and MarTech used to deliver results.
Channels
- Data Governance
- Data QA
- BI
Tools
- HubSpot
- Salesforce
- Looker
MarTech
- Attribution
- Analytics
- Automation
Outcomes Delivered
Data Quality
Improved
Reporting Errors
Accuracy
Update Cycles
Accelerated
Established a durable data QA pipeline that ensured consistent, trusted reporting for global GTM teams
Improved data quality by ~85%
Reduced reporting errors dramatically
Accelerated update cycles by 190%
What's Next
Key takeaways and ongoing opportunities.
This engagement demonstrates the power of a systematic, data-driven approach to GTM. The results speak to the importance of clear strategy, proper execution infrastructure, and continuous optimization. Moving forward, the focus shifts to scaling these wins and identifying the next growth lever.
Ongoing Optimization
Continuous monitoring and refinement to maintain momentum and identify new opportunities.
Scale & Expand
Apply proven frameworks to adjacent markets, channels, or product lines.
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