Cision Reports Improved Trust in Integration with Jitterbit

Cision started in 1892 as a way to help artists get more exposure for their work. More than 120 years later, Cision has multiple global offices and has acquired dozens of companies.

Coordinating the ins and outs of many offices across the globe takes a lot of work. Unfortunately, previous integration solutions hadn’t been up to the task. The integrations didn’t perform reliably, so employees had to manually double check information, just in case. And when something went wrong, a developer had to be called in to check things out. After acquiring several companies, including Gorkana Group, Visible Technologies, PRWeb, Help a Reporter Out (HARO) and iContact, and settling on NetSuite as its financial system of record, Cision needed a reliable integration solution more than ever before.

The company’s Salesforce manager had used the Jitterbit Cloud Data Loader in the past and was impressed with its utility and the fact that Jitterbit kept making improvements to the product over time instead of letting it stagnate. A successful demo of the complete Jitterbit integration platform, proven NetSuite expertise and positive reviews, and a lack of response from other integration solutions, all led Cision to choose Jitterbit to connect its applications.

But Cision needed more than just another software tool. It needed a way to rebuild trust in integration solutions internally. The integrations that had been in place previously were cumbersome, sometimes involved custom code, and often just didn’t work. For example, an integration between SteelBrick and Softrax was supposed to synchronize contracts with Softrax after SteelBrick processed them. But the integration tool failed so often that sales reps still had to manually check their opportunities every day and create a support ticket for the development team to fix any opportunities that weren’t synchronized. This damaged employees’ trust in the system, so the company sought a way to show the team that integrations would help, not hinder, their work – especially as the company standardized on NetSuite.

To prove that Jitterbit worked, Cision launched several internal projects before tackling the complete NetSuite integration rollout. One of these projects involved connecting Salesforce to a customer usage database, providing easy visibility into information like how many media lists customers are creating, how many press releases they are sending out, and how often they are logging into Cision products. With the integration running on Jitterbit, customer usage data is available directly in Salesforce account screens so that sales reps can quickly and easily get a complete picture of how customers are using Cision products. This arms reps with previously unavailable insight into when customers aren’t using the products much and might need a nudge, or are coming up against their usage limits and need to upgrade their experience.

“The business has been blown away. They were used to waiting half an hour for apps to update and, if no data came back, getting the dev team to see why it failed. Now it just works.”

– Mark Doggett, Salesforce manager and technical architect, Cision

“It’s been a godsend,” says Cision’s Salesforce manager Mark Doggett of the customer usage data project, referring not only to the new insights but also the project’s ability to restore trust in integration internally. This project has now poised Cision for success with its NetSuite integration using Jitterbit Harmony real-time APIs, a project that’s already made great progress.

When a Salesforce opportunity closes, Jitterbit real-time APIs create an outbound message that passes the opportunity ID to NetSuite and creates a connected customer record by upserting to a sales order. Then Jitterbit updates the Salesforce opportunity to show that the customer record was created successfully in NetSuite. If the NetSuite integration doesn’t work for some reason, Jitterbit updates the Salesforce status with clear, actionable information: maybe the phone number is in the wrong format and needs to be updated for the upsert to succeed, for example. Previously, a lack of readable error messages for jobs that didn’t work meant that developers had to dive in to fix problems. And all of these updates between systems happen in real time, which overcomes a previous delay of half an hour or more for information to update.

Staff at Cision had grown accustomed to working around the limitations of their integration software by manually double checking data at every turn. Now that Jitterbit is in place and information flows between systems as expected, Cision employees are able to do their jobs more efficiently because they are relying on the most current, accurate information.

Just as Cision provides its customers with the confidence that they have complete access to all of the media information they need to make data-driven marketing decisions, Jitterbit gives Cision the confidence that the right information is flowing to the right place – and enabling the right decisions internally. Now that’s news that’s fit to print.




Cision is a global media intelligence company offering PR and social software, analytics and insights to help clients improve their marketing and strengthen data-driven decision making.


Public Relations & Communications


  • Salesforce
  • NetSuite
  • Microsoft Dynamics GP
  • Internal customer database
  • SteelBrick
  • Softrax


Pervasive, Scribe, Informatica, custom code


  • Existing integrations were expensive to maintain and didn’t always work
  • Frequent failures caused a lack of trust in integration
  • Reliance on developers to analyze and fix integration problems
  • Needed to establish NetSuite as the financial system of record for the company


  • Made customer usage data available in Salesforce
  • Automatically converted Salesforce closed opportunities into NetSuite sales orders with real-time APIs
  • Moved from scheduled to real-time connections
  • Created efficiency by eliminating the need to manually enter or double-check data
  • Gained actionable error messages that non-developers can resolve

Ready to Take the Next Step?

Read More Success Stories         Contact an Expert