What is Data Orchestration?
The automated coordination of data flows between multiple systems, tools, and processes.
Definition
Data orchestration is the connective tissue of a modern go-to-market stack. It handles the logic of when data moves, where it goes, and what happens along the way. That might mean enriching a new lead in HubSpot, routing it to the right sales rep, syncing the record to Outreach, and updating a reporting dashboard, all triggered automatically by a single form submission. It goes beyond point-to-point integrations by managing multi-step workflows with branching logic, error handling, and conditional transforms.
Why It Matters
Most teams run 15-30 SaaS tools. Without orchestration, data gets stuck in silos or requires manual copy-paste between systems. That creates delays, errors, and inconsistencies. When your orchestration breaks, your whole revenue engine slows down. Good orchestration means every team works with the same data, at the same time, without anyone manually moving spreadsheets around.
Example
A new inbound lead fills out a demo form. Zapier triggers a workflow: the lead is enriched via Clearbit, scored by a custom model, routed to the right SDR in Salesforce based on territory rules, added to a personalized Outreach sequence, and flagged in Slack for the sales manager. All of this happens in under 60 seconds with no manual steps.