12 min read

Making Connections: iPaaS vs. Troops

By Julie Gibbs & Andrei Newman on Sep 14, 2020 7:44:37 PM

There are platforms and tools in the market today that make it easier to connect disparate systems. The challenge remains that most iPaaS tools are made for tech teams that know how to speak to systems. Even the ones claiming to being “code-free” and “user friendly” expect users to understand some pretty sophisticated technical concepts, like APIs and Oauth.

If you’re on a customer-facing team, you often have to bring in a tech or ops person to translate or to communicate your needs to the system and retrieve the data you care about.

Good luck with that! Once they finally get to your request, your opportunity to help a customer or close a deal has already passed.

Then what happens? People give up and try to cobble together their own solutions, adding to the expense and complexity of their business processes and creating bigger technical silos between teams.

That’s why we’re creating a new category of solutions. While Troops shares some of the system-connecting, automation powers of its iPaaS cousins, it’s more lightweight and any go-to-market professional can use it—no techie humans required.

Let’s compare the typical iPaaS to Troops so you can see how we put data into the hands of your customer-facing teams — and what they can do with that data to grow revenue and win customers for life.

How Troops differs from current iPaaS solutions and why it matters to your business

Quick refresher: An integration platform as a service (iPaaS) is software designed to connect multiple systems so they can share data and automate workflows. Think of iPaaS as a circulatory system: Data is the lifeblood of the entire organization. An iPaaS connects and pumps the blood to and from the major organs (or business systems) so they all work together automatically.

How iPaaS compares with Troops

In addition to machine-to-machine communication, iPaaS tools also tout a number of other handy technical benefits. However, iPaaS tools aren’t as flexible when it comes to making data accessible and consumable for non-technical, customer-facing users.

iPaaS solutions excel at untangling your data so it goes neatly from system to system. They’re a time- and cost-saving solution for tech professionals who need to integrate systems, automate processes, and unify data.

But if your business problem is getting the right data to the right people in the first place, then buying a system-to-system pipeline like iPaaS isn’t going to solve that core issue. What you need is a quicker, easier way for your people to receive signals and respond, and to enter crucial data so that others on the team can quickly access and act on it.

That’s where Troops comes in.

Troops offers what’s missing from most iPaaS solutions: The human touch

Troops is a revenue communications platform that translates what's happening with your data into actionable steps for the humans who need it most. In contrast with a circulatory system like an iPaaS, Troops acts as the central nervous system. It sends messages from the system(s) to the user so they can make crucial decisions about the best step to take next.

Unlike iPaaS, Troops doesn't have to wait for technical human users to set up and feed it data. It lets non-technical users define what data conditions should trigger signals that proactively alert users, and it makes updating the system as easy as having a conversation.

Let’s have a look at what makes Troops so smart.

Troops is DATA-to-human, not system-to-system

For the most part, human users only need bits of data at a time to perform customer-facing and revenue operations tasks like preparing for sales calls or pipeline forecasting. It requires time and technical expertise to mine for bits of data within an iPaaS-connected network of systems and present it in a consumable, actionable way.

Not only does Troops do that data mining for your users, it delivers consumable data to the right person when it’s crucial for a human to step in and make business more personal.

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If Troops was a member of your team, its job title would be “data concierge.” Here are just a few of the responsibilities you’d “hire” Troops for:

  • Assisting customer-facing teams and individual reps by gathering and delivering actionable data so they can make in-the-moment decisions.

  • Facilitating collaboration across teams by communicating wins/losses toward revenue goals.

  • Providing administrative support by preparing virtual meeting spaces for teams to work together on deals.

  • Supporting revenue operations by collecting and maintaining customer relationship data.

  • Supporting leadership by delivering reports on customer/pipeline health and other revenue signals.

  • Recommending best next actions based on current revenue signals.

  • Acting as a technical liaison between users and business systems so they can easily create workflow automations for repetitive or administrative tasks.

For example, an iPaaS tool can save time and effort by taking lead data that’s in a Google Sheet and immediately creating a lead list in Salesforce with all the same data mapped to the right fields.

In contrast, Troops sends revenue signals with the goal of informing human insights and driving data-driven action. For example, Troops can send a customer success manager alerts on changes in product adoption or customer health scores and prompt them to schedule a check-in call.

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Another great example: Deal Rooms are super-charged Slack channels that surface crucial information about your most important deals and accounts. They provide a place for everyone across departments to stay informed on the latest happenings, share ideas and contribute to strategy, and ultimately, close more deals.

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Troops Deal Room

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Troops puts users in the driver’s seat

Troops cuts out the need for a go-between. Instead, your customer-facing teams can take direct ownership and even create their own automations and workflows.

Anyone from sales, marketing, success, or customer support can build workflows that allow them to execute more effectively on things like resolving support tickets, streamlining customer hand-offs, or collaborating around big accounts - all without slowing down progress or asking for tech help. Ops pros can provide the guardrails, and then let Troops users experiment to see what works.

In fact, Troops’ platform is so tailored to the needs of GTM teams that our customers often build workflows without realizing they’re actually completing complex technical processes!

Quite simply, Troops eliminates the need for IT or Ops support tickets every time a user wants to make their job a little easier.

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Troops integrations are built for customer-Facing teams

While general iPaaS platforms connect a variety of systems, Troops automates system-to-human workflows specifically for revenue teams.

Instead of going wide to make as many integrations as possible so you can connect your entire tech stack, we’ve gone deep to make our integrations better for teams that drive revenue and want to deliver excellent customer experiences.

Why? Because building customer relationships is in our DNA. Our founders have worked for leading sales organizations and customer success teams. We’ve built a tool for the folks we know best: people who interface directly with prospects and customers — sales, business development, marketing, customer success, and support teams. We also know that revenue teams want to know when things happen that affect their prospects or customers in systems they don’t access and use (e.g., finance systems). That’s why we are passionate about making it easier and more human to connect all of your data across systems with the people who need it, when and where they need it.

How Troops is built to drive revenue and grow your business

Here’s how Troops helps your team stay on top of their customer pipelines and take data-informed action without having to change up existing processes or communication channels:

Personalized alerts and prompts

Personalized communication is at the heart of Troops’ capabilities. It’s simple to set up tailored triggers and automations, from sending alerts to specific sales reps after a customer meeting to customizing prompts for next steps based on user roles. We call these “signals.” Signals are the Troops messages that fire based on data conditions that you (or any user) sets up: When data in a source, such as Salesforce or Zendesk, changes, a Troops signal goes out to inform everyone involved. For example, say someone at a top customer account logs a high-priority support request. You’d want that to go out to the account team responsible, as well as to your support leaders and maybe even to your executive team. And you’d want those signals to get to people where they are: in the messaging apps they live in, like Slack or Microsoft Teams.

In addition, if you need to modify who gets what type of signal, you can easily make those changes without getting IT involved and incurring time delays or costs.

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An example of a personalized Troops alert with prompts to update close dates, take next steps, or change the sales stage.

Personalized signals also mean that your customers get a faster response to their needs. For example, Troops gives your market- and customer-facing professionals and leadership teams the data they need to have more relevant conversations. And relevant conversations are more likely to turn opportunities into sales. Plus, they can update information and make better-informed decisions in the moment.

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Combining data to provide big-picture insights

Your Troops signals aren’t just canned alerts: They’re interactive sales and customer success resources delivering critical, actionable information. We’ve built Troops signals using proven sales and customer success methodologies so that you’re armed with the revenue signals and insights needed to win customers for life.

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Troops also provides your executive team with a high level of visibility right at their fingertips so there are no surprises and they can step in to help at the right moments.

For example, you can create a Troops signal to alert customer success leaders immediately if a customer with more than $1 million in annual recurring revenue submits a support ticket. You can even design the notification to include action prompts specific to helping customer success execs save and upsell major accounts.

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Helping you take action in the moment

With Troops, your teams can edit customer records right from Slack (or, soon, Microsoft Teams) — no extra apps or coding required. It’s a simple matter of responding to prompts, which can also help enforce your preferred sales methodology (think MEDDICC) or support process.

Your team members can respond to the Troops prompts after or even during a customer conversation, and the data immediately updates across systems.

post meeting workflow_opportunity update-4A Troops alert using MEDDPICC sales qualification prompts the user to update customer records and the sales pipeline.

Once a user updates a customer record, Troops notifies anyone who needs to know about the changes so they can follow up with the best next step.

More visibility for leadership with reporting and real-time alerts

With Troops Command, you can pull up the reports that are most important to you immediately, directly in your messaging platform, where people are more likely to see it and pay attention..

Managers can see how deals are progressing without hounding reps for updates, and execs can keep their fingers on the pulse of the business and avoid any end-of-quarter surprises.

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How do you know when you need a Revenue Communications Platform? (vs iPaaS)

At this point, you may be wondering how you determine which solution works best for your needs. As with all important questions, the answer is . . . it depends. So, let’s take a look at the conditions that might lead you to use an iPaaS, Troops, or (as we do) leverage both.

What’s your goal?

A) Is it to . . .

  • Integrate your company’s entire tech stack?
  • Move data from system to system across all business units?
  • Automate monotonous repetitive processes across all departments?

B) Is it to . . .

  • Integrate your revenue operations tech stack (without requiring IT or admin resources)?
  • Automate and improve customer data entry processes?
  • Communicate, celebrate, and learn from wins and losses?
  • Enforce marketing, sales, and customer success processes?
  • Coach and support customer-facing teams?
  • Move customer and sales data from system to system?
  • Make customer and pipeline data visible and actionable across all departments?
  • Create and manage workflows that speed up and simplify daily revenue ops tasks?

If your main priorities are under column A, iPaaS is a good solution for you. If your focus is on driving revenue processes (column B), go with Troops.

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Troops is the future of revenue communications

As the need for intelligent automation that takes over more business tasks continues to grow, the need for solutions that can do more than connect systems and automate data transfer from system to system will increase. Troops addresses the question of where humans fit in the future of work, by intelligently automating data delivery to people when and where they need it. We see our customers effectively delivering the right data to every person in every department, so they can make the right decisions, take the right actions, and grow the business.

We believe that iPaaS and Troops are complementary. In fact, we have a ton of customers that use both. Think about the human body example we used earlier: we need both a circulatory system and a nervous system to function, and the needs of the modern-day hypergrowth company is no different.

The Troops Revenue Communications Platform bridges the system- and data-to-human gap. iPaaS connects system to system. When you have both, and can automate more of your critical business processes to eliminate data siloes and keep crucial data from going dark, it can be a truly beautiful thing.

Want to see how Troops can drive revenue for your team? Get started for free here.