Cloud sync: activate your warehouse data in your CRM campaigns

Your data teams have built something solid. Propensity scores, calculated attributes, operational data centralised in BigQuery, Snowflake or Databricks. The customer intelligence is there. But between that data and a CRM campaign that actually uses it, there's still, too often, a ticket, a sprint, and several weeks of latency.

That's the problem Cloud Sync solves. Claire Zunda, Expert Product Manager at Batch, explains what this changes in practice for marketing leadership and CRM teams.

Claire, for a marketing leadership team, why is this a strategic priority right now?

Because customer data is only worth something if it can be activated at the right moment. And today, that's often not the case.

Our clients have invested heavily in their data infrastructure over the past few years. That was necessary. But we're seeing a paradox: the better the customer intelligence gets, the more frustrated CRM teams become. They know the data exists. They just can't access it directly. Every new campaign that requires a warehouse attribute goes through a request to the tech team, a prioritisation process, a delay.

That delay has a direct business cost. A reactivation campaign that goes out 3 weeks late means a missed purchase cycle. A churn score available too late to trigger a retention scenario means a lost customer. It's not visible on a dashboard, but it's real.

There's also a martech stack angle that's becoming increasingly central to conversations we're having in 2026. Many organisations have a CDP alongside their CRM, specifically to solve this data access problem. Cloud Sync changes that equation. If Batch connects natively to your warehouse and makes data available directly in your campaigns, the need for an intermediate CDP disappears in many cases. That's one fewer contract, often a significant one. In a context where martech budgets are under pressure, stack rationalisation is an argument that resonates strongly at leadership level.

Our conviction at Batch: your data is in the cloud, it should be available in your CRM at all times, without every new need triggering a technical project, and without multiplying tools.

Concretely, what does this change for campaign performance?

Two things. Data freshness, and the ability to experiment.

On freshness: a personalised campaign built on a score calculated 3 weeks ago is a less relevant campaign. With Cloud Sync, attributes are synchronised at whatever frequency you choose — daily, every 12 hours, every hour. Data in Batch is always up to date. Targeting is more precise. Personalisation is more accurate.

On experimentation: when retrieving an attribute takes 3 weeks, you don't test. You wait until you're certain before launching. With Cloud Sync, the cost of a test collapses. CRM teams can test a segmentation based on a new score, measure, adjust. That's what drives performance improvement over the long term.

There's also a direct multiplier effect on Batch AI. The richer the profiles in Batch, the more signal the prediction models have. Propensity scores, best-time-to-send models, personalised recommendations: all of it becomes more accurate when data is complete and fresh.

Claire, what does this change for a CRM Manager day to day?

It all starts with a situation every CRM Manager has experienced. You have a campaign idea. You need a warehouse attribute an RFM score, a subscription status, a loyalty data point. You open a ticket. The data team says they can get to it next sprint. Three weeks later, the window has passed. The campaign doesn't happen.

Cloud Sync removes that dependency. Configuration is done directly in Batch in 3 steps: select the source, choose the frequency, launch. A few minutes. No development, no ticket.

Once active, the sync runs automatically. Data is available in Batch for segmentation, scenario triggering and personalisation. The CRM Manager stops waiting. They act.

What we observe with clients who have activated it: the time to production for a new warehouse-based scenario is divided by 10. CRM teams take back control of their calendar. They no longer schedule campaigns around tech availability.

What are the most common use cases?

Three patterns come up consistently.

The first: scores calculated on the warehouse side. RFM scores, churn propensity, engagement scores. These attributes are recalculated regularly by the data team. With Cloud Sync, they're available in Batch at every cycle, without manual intervention. A churn score updated overnight automatically feeds a retention scenario the following morning.

The second: operational business data. Subscription status, customer service history, loyalty level. This data often lives in relational databases MySQL or PostgreSQL. Cloud Sync supports these natively, just like cloud data warehouses.

The third: personalisation attributes with high update frequency. Product availability, pre-calculated recommendations, contextual pricing. Data that changes often and needs to be fresh in Batch for personalisation to be genuinely relevant, not several days behind.

How does it work technically, and what does it mean for your organisation?

The sources supported today cover the essential data stacks of our clients, and we add new ones every month: BigQuery, Snowflake, Databricks, ClickHouse, MySQL, PostgreSQL…

Incremental mode is at the heart of how it works: only the rows modified since the last run are processed. This is what keeps syncs lightweight and warehouse costs under control. Batch automatically handles batching, retries and error management.

On the organisation side: data teams remain responsible for modelling the data exposed through Cloud Sync. They define which data is accessible, and in what format. That's their role, and Cloud Sync doesn't take it away. What changes is that they're no longer called upon for the "transport" part of getting data into Batch. They focus on higher-value projects: modelling, scoring, quality.

To summarise, what does Cloud Sync actually deliver?

Three things.

Performance: campaigns that exploit fresh data, more precise targeting, personalisation that reflects the reality of the customer at the moment of sending.

Autonomy: CRM teams access warehouse data at their own pace, without a permanent dependency on the tech team.

Return on data investment: everything your teams have built in the warehouse becomes immediately actionable in your campaigns. Cloud Sync is the bridge between customer intelligence and marketing activation.

Batch positions Cloud Sync as the native connectivity layer between your data cloud and your CRM, so that the investment in data infrastructure translates into measurable CRM performance.