When our CTO, Jeremiah Stone, recently published a piece in Big Data Wire, he challenged us to rethink the pursuit of AI ROI. He rightly argued that achieving meaningful returns isn’t just about embracing new AI technologies: it hinges on also addressing the legacy silos, manual processes, and fragmented data landscapes that have held enterprises back.
As marketing leaders, that resonates deeply. We’re on the front line of transforming customer engagement, demand generation, and brand positioning. But what good is AI if your data is locked away, your workflows are broken, and your tools don’t talk to each other?
The dual challenge of old and new technology
As Jeremiah pointed out in his article, organizations today face a balancing act: overcoming decades-old infrastructure constraints while also navigating the new demands AI introduces. Success isn’t about choosing one over the other; it’s about tackling both at once.
- Legacy friction. We juggle CRMs, CMS, analytics platforms, and campaign tools, all running on different tracks.
- New complexity. AI promises personalization and hyper-automation, but only if it can tap into clean, unified data and if teams can build and deploy smart agents with confidence and speed.
Jeremiah’s article reminds us that AI ROI means building new capabilities on a foundation that is already broken. AI ROI hinges on data connectivity: legacy and modern systems must work together, not in isolation.
The power of Agentic Integration at work
Marketing has always been about more than storytelling: it’s about orchestrating growth and driving transformation. Today, that requires access to the right data, the ability to act on it quickly, and the confidence that it’s accurate and trusted.
That’s why at SnapLogic, we built our own GTM Agent using AgentCreator. Think of it as an AI-powered sales and marketing assistant that lives inside our workflows. It’s connected across our internal systems, from CRM to content libraries to sales enablement platforms, and can instantly answer go-to-market questions with references to trusted, official SnapLogic sources.
For example, a marketer can ask:
- “What are SnapLogic’s key differentiators against Informatica?”
- “Show me customer success stories in healthcare.”
- “Draft a competitive overview for financial services.”
Instead of searching across systems or waiting on another team, they get accurate answers in seconds, drawn from verified sources. Because the GTM Agent is built on SnapLogic’s platform, every response carries built-in governance and data lineage, meaning marketers can see where the information comes from and trust that it’s accurate.
Here’s what this looks like in practice:
- Access data instantly: Eliminate the wait time for reports or exports.
- Accelerate outcomes: Whether pulling competitive intel, surfacing customer stories, or drafting assets, the GTM Agent acts as a digital colleague that speeds execution.
- Trust the insights: Strong lineage and governance under the hood ensure the information fueling campaigns is accurate, consistent, and reliable.
By embedding the GTM Agent into our own workflows, we’ve proven that agentic integration isn’t just a customer value prop, it’s a reality we live every day. Our marketing and sales teams are moving faster, operating smarter, and achieving tangible ROI.
What success looks like
Forrester’s 2025 Total Economic Impact Study confirms the measurable impact of SnapLogic. Customers achieved an impressive 181% ROI with payback in under six months, delivering a net present value of $2.2M and more than $3.7M in quantified benefits over three years.
And the impact isn’t just financial. Faster integrations mean marketing teams can launch campaigns sooner, sales teams can respond to prospects with richer insights, and IT can reallocate resources from maintenance to innovation. By removing the friction that has historically slowed digital transformation, SnapLogic customers are unlocking new capacity to innovate, differentiate, and grow.
Il percorso da seguire
True AI ROI won’t come from sprinkling AI onto yesterday’s problems. As Jeremiah highlighted, the real opportunity lies in uncovering the hidden, manual processes that have long slowed enterprises down and reimagining them with intelligent agents. These “dark” workflows (the tasks that keep the business running but rarely make it onto dashboards) are where AI can deliver transformative impact.
At SnapLogic, we’ve seen this firsthand. By using our own GTM Agent built with AgentCreator, our marketing and sales teams are surfacing answers instantly, accelerating outcomes, and trusting the data that fuels decision-making. It’s proof that agentic integration isn’t just a promise to customers, it’s a practice we live every day.
The enterprises that win won’t be the ones chasing flashy demos or incremental gains. They’ll be the ones bold enough to challenge convention, connect old and new systems, and apply AI where it creates lasting business value.
With AgentCreator, every team can do just that: integrate everything, automate the manual, and create anything. See AgentCreator in action and discover how your teams can lead the charge toward real, measurable AI-driven impact.
