Enterprise marketing ops teams in regulated industries carry a risk most GTM teams don't. Every contact record entering a campaign either holds up against GDPR, CCPA, and LGPD, or it doesn't. Bad data isn't just inaccurate in that world. It's exposure.
SMARTe exists to close that gap. The platform gives global GTM teams a single, compliant source of truth across contacts, company data, and buying signals. It's built for enterprise scale: 289M+ verified contacts, 66M+ company profiles, coverage across 200+ countries.
At Forrester's B2B Summit EMEA 2025, Finastra's marketing ops team shared how fixing that compliance layer changed what the rest of their data could do.
"SMARTe is the only platform we've trusted to integrate with Salesforce. Their data quality and compliance standards are unmatched."
- Harjeet Singh, Sr. Director of Marketing Ops, Finastra
Finastra sells software to banks and financial institutions, running campaigns into some of the most heavily regulated markets in the world. Manual enrichment was slowing campaign execution, and unreliable contact data was driving bounce rates high enough to hurt sender reputation. Every dead address wasn't just a wasted send. It chipped away at the domain reputation the next campaign depended on.
Underneath both problems sat a harder one: every enrichment source the team used had to hold up against GDPR, CCPA, and LGPD, and not every source did. For a fintech selling into banks, that wasn't a background compliance task owned by legal. It sat inside marketing ops' own workflow, on every list, before every send.
The fix started with compliance, not accuracy. SMARTe's globally compliant data foundation gave the team coverage across GDPR, CCPA, and LGPD, closing the exposure that had been sitting underneath every campaign. That meant marketing ops could greenlight a list without routing it through legal review first, because the compliance check was already built into the data itself.
Stronger mobile number coverage came next, cutting the gatekeeper friction that had been slowing down outbound and forcing reps into repeated follow-up attempts on dead numbers. Enrichment moved from a manual, per-campaign task to something the team could rely on by default, freeing up the hours that used to go into cleaning lists before they even launched.
Email bounces dropped 50%, a shift the team ties directly to industry-leading deliverability. That wasn't just a cleaner inbox metric. Fewer bounces meant a healthier sender reputation, which meant the emails that did land were more likely to reach the inbox instead of a spam filter.
Enrichment match rates climbed 10%, translating into faster follow-ups because reps weren't waiting on manual research to confirm a contact was real. Conversion rates rose 5%, driven by SDRs trusting the MQLs in front of them enough to work them harder instead of second-guessing the list before every call.
The result wasn't a single feature. It was a compliance-first data foundation built to hold up at the scale a global fintech actually operates at, across every region Finastra sells into.
For Finastra, a compliant data layer isn't a project with an end date. It's infrastructure the team now maintains permanently, built into how marketing ops evaluates every new campaign and every new region before it launches, not after.
That shift changes the question the team asks when entering a new market. Instead of "can we get a list together in time," the question becomes "does this list already meet the bar we require." For a company selling compliance-sensitive software to banks, that's not a minor operational win. It's the same standard Finastra holds its own product to, now applied to the data behind its own pipeline.
Finastra provides financial software to banks and financial institutions, including many of the world's largest banks. Headquartered in London, Finastra's marketing operations team runs global, compliance-sensitive campaigns across GDPR, CCPA, and LGPD jurisdictions.
