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What You'll Learn
Growing your Salesforce environment across teams, markets, and use cases brings tremendous opportunity, but also risk. Data quality problems, inconsistent records, and disconnected systems can slow adoption, frustrate users, and lead to decisions based on bad information. That’s where Salesforce Data Cloud and Informatica’s Master Data Management (MDM) work together to support safe, governed growth.
Why Scaling Salesforce Can Be Risky
Salesforce platforms often start small, a single sales team or service group using CRM records. But as organizations scale, data gets copied, moved, and synced across multiple systems (ERP, marketing tools, billing platforms, spreadsheets, etc.). Without a firm foundation, this leads to:
- Duplicate or outdated customer records
- Conflicting information in different teams’ views
- Poor visibility into data changes over time
- Risky AI and analytics outcomes due to bad inputs
What Salesforce Data Cloud Brings to the Table
Salesforce’s Data 360 (former name) is designed to unify customer and operational information from across your business, without copying all your data into Salesforce. Instead, it organizes, standardizes, and connects data in real time so you can activate it in Salesforce tools, automation, analytics, and AI.
Benefits of Data Cloud
- A unified view of customers and transactions, even if records live in many systems.
- Real-time data activation for automation, analytics, and personalization.
- Better context for Salesforce AI services (such as Agentforce).
Limitations
Although Data Cloud can unify data, it doesn’t always give you a trusted version of truth, especially when records conflict or show up differently in different systems.
How Informatica MDM Enhances Trust
Master Data Management (MDM) focuses on creating and maintaining single, reliable “golden records,” the authoritative version of key data like customer profiles, product catalogs, or account hierarchies.
Informatica has long been a leader in MDM, offering tools that:
- Eliminate duplicates and conflicts across systems
- Define consistent data rules for how records should be managed
- Ensure governance, lineage, and data quality
- Support compliance with regulations (GDPR, CCPA)
When MDM is combined with Salesforce tools, it means everyone, from sales to customer service analysts, works from the same trusted data foundation.
The Power of Combining Data Cloud + Informatica MDM
1 Unified Data You Can TrustUnified Data You Can Trust
Informatica ensures that records fed into the Cloud are accurate, deduplicated, and governed. This makes Salesforce processes, from personalization to automation, safer and more reliable.
2 Better AI and Automation Outcomes
3 Life-Cycle Governance
Beyond just merging data, the integration helps:
- Track where data came from (lineage)
- Apply consistent business rules
- Enforce security, access, and privacy policies across systems
This kind of governance is essential as teams scale Salesforce across departments and regions.
4 Fewer Silos, More Context
With an MDM layer, Salesforce teams don’t just see connected data, they see meaningful data. That deep context allows for:
- Better customer experiences (e.g., one consistent view across sales and support)
- Faster decision making
- Measurable outcomes from analytics and AI
Business Value: Growth That’s Governed
- Reduced operational risk: Trusted, governed data decreases errors and ensures compliance.
- Faster growth and adoption: Teams trust their tools, which increases usage of Salesforce automation and AI.
- Improved customer experience: A single truth about customers makes every interaction more relevant.
- Better governance and compliance: Standards like privacy rules and audit trails are easier to enforce.
- Scalable AI with confidence: AI tools perform better when fed consistent, high-quality data.
Conclusion
Combining Salesforce Data Cloud’s real-time unification with Informatica’s MDM governance and trusted master records gives organizations a reliable foundation. This reduces risk, improves trust, supports governance, and unlocks smarter automation and growth, making Salesforce a tool that can scale without leaving data challenges behind. In practice, organizations rarely implement Salesforce Data Cloud and Informatica MDM on their own, success depends on how well these platforms are designed, connected, and governed from day one. This is where Lumendata helps bridge strategy and execution.
We work with organizations to design scalable data architectures, align governance with real business goals, and ensure Salesforce Data 360 and Informatica MDM are implemented in a way that users trust and adopt. By focusing on clarity, data quality, and long-term growth, Lumendata helps teams scale Salesforce with confidence, turning governed data into a lasting competitive advantage rather than a source of risk.
About LumenData
LumenData is a leading provider of Enterprise Data Management, Cloud and Analytics solutions and helps businesses handle data silos, discover their potential, and prepare for end-to-end digital transformation. Founded in 2008, the company is headquartered in Santa Clara, California, with locations in India.
With 150+ Technical and Functional Consultants, LumenData forms strong client partnerships to drive high-quality outcomes. Their work across multiple industries and with prestigious clients like Versant Health, Boston Consulting Group, FDA, Department of Labor, Kroger, Nissan, Autodesk, Bayer, Bausch & Lomb, Citibank, Credit Suisse, Cummins, Gilead, HP, Nintendo, PC Connection, Starbucks, University of Colorado, Weight Watchers, KAO, HealthEdge, Amylyx, Brinks, Clara Analytics, and Royal Caribbean Group, speaks to their capabilities.
For media inquiries, please contact: marketing@lumendata.com.
References:
- https://www.informatica.com/resources/articles/what-is-master-data-management.html.html
- https://www.salesforce.com/informatica/
- https://www.salesforce.com/data/connectivity/guide/
- https://www.salesforce.com/news/press-releases/2025/11/18/salesforce-completes-acquisition-of-informatica/
Authors
Content Writer
VP of Salesforce CoE
