Ruben Burdin, Founder and CEO of Stacksync, delves into the complexities of data integration, especially the challenges of two-way syncing for platforms like Salesforce and HubSpot. He questions the practicality of traditional methods like zero-copy ETL and highlights how these can create more issues than they solve. The conversation introduces Stacksync's innovative real-time SQL-based synchronization as a solution to streamline data management, reduce overhead, and enhance operational workflows across varied enterprise systems.
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question_answer ANECDOTE
Manual Two-Way Sync Nightmare
Ruben Burdin describes the extreme complexity of building two-way sync workflows manually.
Even a single contact sync pipeline consumed his full-time effort for weeks due to updates, deletes, and backfills.
insights INSIGHT
Complexity of Cross-System Data Models
Different systems have different data models and definitions, making two-way sync exceptionally complex.
Filters and associations like contacts belonging to companies differ widely, complicating synchronization.
question_answer ANECDOTE
CSV: The Original Sync Tool
The original two-way sync is effectively just CSV files with manual VLOOKUPs.
Often only one person knows how these CSV-based integrations truly work, creating a high risk.
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This week on The Data Stack Show, Eric and welcomes back Ruben Burdin, Founder and CEO of Stacksync as they together dismantle the myths surrounding zero-copy ETL and traditional data integration methods. Ruben reveals the complex challenges of two-way syncing between enterprise systems like Salesforce, HubSpot, and NetSuite, highlighting how existing tools often create more problems than solutions. He also introduces Stacksync's innovative approach, which uses real-time SQL-based synchronization to simplify data integration, reduce maintenance overhead, and enable more efficient operational workflows. The conversation exposes the limitations of current data transfer techniques and offers a glimpse into a more declarative, flexible approach to managing enterprise data across multiple systems. You won’t want to miss it.
Highlights from this week’s conversation include:
The Pain of Two-Way Sync and Early Integration Challenges (2:01)
Zero Copy ETL: Hype vs. Reality (3:50)
Data Definitions and System Complexity (7:39)
Limitations of Out-of-the-Box Integrations (9:35)
The CSV File: The Original Two-Way Sync (11:18)
Stacksync’s Approach and Capabilities (12:21)
Zero Copy ETL: Technical and Business Barriers (14:22)
Data Sharing, Clean Rooms, and Marketing Myths (18:40)
The Reliable Loop: ETL, Transform, Reverse ETL (27:08)
Business Logic Fragmentation and Maintenance (33:43)
Simplifying Architecture with Real-Time Two-Way Sync (35:14)
Operational Use Case: HubSpot, Salesforce, and Snowflake (39:10)
Filtering, Triggers, and Real-Time Workflows (45:38)
Complex Use Case: Salesforce to NetSuite with Data Discrepancies (48:56)
Declarative Logic and Debugging with SQL (54:54)
Connecting with Ruben and Parting Thoughts (57:58)
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