Exploring AvePoint and Salesforce Integration Strategies

Visual representation of AvePoint's integration with Salesforce

Intro

The world of business software is continually evolving, and as companies strive to optimize their operations, integration has become a cornerstone of success. Within this landscape, AvePoint and Salesforce stand out as paragons of effective collaboration and data management. As customer relationship management tools become more sophisticated, organizations are discovering immense value in marrying the strengths of these two platforms. This article explores how AvePoint solutions seamlessly integrate with Salesforce, providing a roadmap for businesses looking to enhance their operational efficiency.

A successful integration strategy not only supports data management but also fosters compliance and collaboration. By leveraging AvePoint's unique features within the Salesforce ecosystem, businesses can streamline their operations and gain a competitive edge. This guide serves as a thorough exploration of the methodologies employed in this integration, focusing on best practices and significant benefits that can be realized by small to medium-sized enterprises and IT professionals alike.

Let's embark on this in-depth journey to understand the intricacies of AvePoint's integration with Salesforce.

Understanding AvePoint

Understanding AvePoint is crucial when discussing its integration with Salesforce. As businesses increasingly depend on cloud services, the necessity for reliable management and compliance solutions becomes evident. AvePoint stands out by catering to specific needs related to data protection, management, and collaboration within the Microsoft ecosystem. Exploring AvePoint’s role provides valuable context for grasping how its offerings can enhance overall efficiency for organizations leveraging Salesforce.

An Overview

AvePoint specializes in providing data management solutions designed to safeguard business data across varied platforms. The company's reputation is largely built on its strong commitment to ensuring that customers can easily navigate the complexities of regulatory compliance. By utilizing states of technology combined with user-friendly interfaces, AvePoint empowers organizations to achieve their data governance goals. The firm is well-known for developing innovative solutions that not only protect data but also streamline workflows and enhance productivity.

Core Solutions Offered

AvePoint offers a range of core solutions tailored to businesses, including but not limited to:

Data Protection: AvePoint’s backup and recovery solutions protect critical data from loss, ensuring that organizations can recover efficiently from any unforeseen incident.
Compliance Solutions: With tools that help maintain regulatory compliance, AvePoint supports continuous monitoring and auditing processes, enabling businesses to avoid penalties associated with non-compliance.
Collaboration Tools: These tools facilitate improved teamwork and communication within organizations by integrating seamlessly with platforms like Microsoft Teams and SharePoint.
Migration Services: Helping organizations to transition their data smoothly from on-premises to cloud solutions or between different cloud services is another vital offering by AvePoint.

The blend of these solutions addresses varying business needs while also supporting users in maximizing the value of their cloud investments.

Target Audience and Market Position

AvePoint's target audience primarily includes small to medium-sized businesses as well as larger enterprises that leverage Microsoft services. By focusing on these groups, AvePoint positions itself as a provider of practical solutions that help organizations manage their data effectively without needing extensive IT resources.

This market position underlines AvePoint’s role as a trusted partner for IT administrators and decision-makers who are grappling with the challenges of data governance in a cloud-centric environment. Additionally, through social proof, such as case studies and testimonials, potential customers can evaluate AvePoint’s proven track record of successfully helping organizations enhance their data management capabilities.

Salesforce as a Leading CRM

Salesforce stands as a heavyweight title in the realm of customer relationship management (CRM). Its prominence is not merely by accident; it's been designed as a holistic tool, adaptable, and powerful enough to cater to a diverse array of industries and businesses, be they small or large. This section zeroes in on why Salesforce is pivotal to understanding the integration dynamics with AvePoint, emphasizing critical elements that enhance organizational efficacy.

Features and Functionality

At the heart of Salesforce’s success is its suite of features that aims to streamline business processes and improve customer relations. The main functionalities include:

Lead and Opportunity Management: Salesforce enables businesses to track leads meticulously. It provides insights into customer interactions, facilitating a more informed sales approach that can boost conversion rates.
Marketing Automation: With Salesforce, users can automate marketing campaigns, enriching customer engagement through tailored communication strategies. The intuitive interface makes it easy to segment audiences, making combined efforts more effective.
Analytics and Reporting: The advanced reporting tools embedded within Salesforce allow for deep dives into data. Businesses can measure performance metrics at a glance, helping decision-makers adjust strategies proactively.
Customization: It’s not a one-size-fits-all; Salesforce allows firms to tailor dashboards and workflows to fit their unique needs, ensuring a more personalized user experience.

These functionalities do not just serve the purpose of collecting data; they form the bedrock for a robust integration with AvePoint's solutions. This connection aids organizations in maximizing their CRM potential while ensuring data integrity and compliance.

Salesforce Ecosystem and Integration Capabilities

One of the most compelling aspects of Salesforce is its expansive ecosystem. The platform comprises a rich network of applications, services, and third-party tools that work seamlessly together.

AppExchange: This is Salesforce's answer to a marketplace, where businesses can find and integrate various extensions to enhance their CRM capabilities. Businesses looking for specialized solutions often find valuable additions here.
API Connectivity: Salesforce offers extensive API support, allowing for smoother transitions of data between its platform and various external applications, including AvePoint solutions. This facilitates a fluid data exchange necessary for modern operational needs.
Collaborative Tools: With the advent of solutions like Salesforce Chatter, companies can leverage internal communication pathways to boost collaborative efforts among teams, encouraging real-time discussions around customer data.

Integrating AvePoint within this ecosystem amplifies these benefits. Companies can ensure that compliance and data management align with operational strategies, ultimately fostering a more integrated, secure environment for critical business functions.

Customer Base and Industry Impact

When observing Salesforce's customer base, one can't help but notice a diverse span across industries. From tech startups to enormous healthcare institutions, the adaptability of Salesforce draws a wide range of users.

Key sectors include:

Technology: Companies in this space often require flexible CRM solutions that adapt to rapid changes and growth dynamics.
Healthcare: Patient relationship management has seen a boost with Salesforce, creating a framework for tracking patient interactions while ensuring data privacy and protection.
Manufacturing: Firms in this sector need detailed insights into customer behavior and product lifecycle management, functions Salesforce provides adeptly.

The impact of Salesforce on these industries cannot be overstated. Businesses leveraging this CRM have reported significant improvements in customer service and satisfaction, leading to increased revenue potential. Those effectively integrating AvePoint's tools alongside can expect not only to protect data but also to enhance their operational agility across these diverse sectors.

"The integration of AvePoint with Salesforce not only ensures data integrity but can enhance overall team collaboration and efficiency."

As companies strive to keep pace with the demands of the modern marketplace, recognizing the importance of leveraging powerful platforms like Salesforce becomes essential in navigating their growth journey.

The Value of Integration

In today's dynamic business landscape, the integration of tools like AvePoint with Salesforce is not just a technical requirement; it's a strategic necessity. For organizations looking to secure their data, streamline their operations, and foster better collaboration, understanding the value of integration is crucial. It allows businesses to leverage the strengths of both platforms, combining AvePoint's robust document and data management capabilities with Salesforce's powerful customer relationship management tools. When these two systems come together seamlessly, the result is a significant enhancement in overall business performance.

Improving Data Management

Diagram illustrating data flow between AvePoint and Salesforce

Effective data management is at the core of any successful business operation. With AvePoint and Salesforce synced, businesses can enjoy a more holistic view of their data, making it easier to manage, monitor, and maintain. This dual approach not only consolidates data from various sources but also enhances data integrity and compliance.

Here are some key points to consider:

Centralized Data Access: Integration allows users to access all critical business data from a single interface, minimizing time wasted toggling between platforms.
Enhanced Compliance: Both platforms come with built-in capabilities that support compliance with regulations such as GDPR, ensuring that sensitive data is managed correctly.
Improved Reporting: With streamlined data, generating comprehensive reports becomes a walk in the park, leading to better-informed decisions.

Streamlining Operations

Integration between AvePoint and Salesforce dramatically streamlines operations across various departments. By syncing workflows, organizations can eliminate duplicate data entry and reduce the risk of human error. This level of efficiency translates into time savings and ultimately cost reductions.

For instance, by automating tedious tasks like data migration or content management, businesses can shift their focus onto strategic initiatives rather than get bogged down by administrative chores.

Workflow Automation: Processes that require multiple steps can be automated, reducing the backlog and ensuring a smoother workflow.
Real-time Collaboration: Teams can access shared data instantaneously, enabling real-time collaboration on projects.
Scalable Solutions: As businesses grow, integrated systems can easily scale to meet increased demands without needing to invest in completely new tools.

Enhancing User Experience

User experience is another significant aspect that benefits from the integration of AvePoint and Salesforce. When tools work harmoniously, users find their tasks less cumbersome and more intuitive. This ultimately leads to increased user satisfaction and, importantly, higher productivity levels.

Consider these enhancements:

Intuitive Interfaces: When platforms are integrated well, users can navigate tasks without the confusion of multiple interfaces, allowing for a smoother workflow.
Reduced Learning Curve: Employees can quickly adapt to the system if they need to switch from one platform to another, thanks to familiar functionalities and centralized access.
Support and Training: Unified systems simplify training processes, as users need to learn only one integrated solution, rather than multiple disconnected systems.

Integration isn't about creating more work; it's about simplifying the processes that drive business growth.

Key Features of AvePoint Salesforce Integration

Integrating AvePoint's solutions with the Salesforce ecosystem presents a plethora of advantages tailored to propel small to medium-sized businesses towards greater success. Understanding the key features of this integration is vital for those looking to enhance their data management strategies, boost user efficiency, and ensure compliance across their operations. Here, we highlight the standout elements of this integration, delving into data protection and compliance, content management solutions, and automation capabilities.

Data Protection and Compliance

In today's data-centric landscape, the importance of data protection cannot be overstated. Companies must ensure they are in line with regulations such as GDPR and CCPA. AvePoint's integration into Salesforce allows businesses to embed robust compliance measures directly into their data workflows. With features that include automated data classification and cybersecurity assessments, businesses can safeguard sensitive information from breaches while maintaining regulatory compliance.

Moreover, AvePoint’s solutions provide audit trails and reporting functionalities, aiding organizations in easily demonstrating adherence to various legal and industry standards. This integration acts as a safety net, ensuring that data is not only protected but also adequately managed.

Content Management Solutions

Effective content management is the backbone of operational efficiency. AvePoint’s integration with Salesforce empowers organizations to streamline content creation, sharing, and archiving across platforms. The solutions enable real-time collaboration, drastically reducing the time spent searching for information or navigating through various systems.

One standout feature is content lifecycle management. This is not just about storing data, but intelligently managing it through its active phase down to archiving it when it's no longer needed. By implementing AvePoint's capabilities, businesses can:

Organize and automate content workflows
Ensure retention policies are applied rigorously
Facilitate seamless access across user roles and locations

In essence, AvePoint allows teams to focus on their strategic goals instead of worrying about content chaos.

Automation Capabilities

The value of automation in business processes can't be overlooked, especially for small to medium-sized enterprises. By automating mundane tasks, businesses can redirect their focus on more strategic areas. AvePoint’s integration with Salesforce is designed to enhance workflow automation, reducing human error and improving operational speed.

For example, routine reporting that once took hours can now be automated with customized triggers, pushing essential data directly into dashboards. Some key benefits of this feature include:

Increased operational efficiency
Reduced manual workload
Enhanced accuracy and speed of data processes

Implementing automation is like having an extra pair of hands; it uplifts productivity while cutting down on repetitive tasks.

Implementation Best Practices

When integrating AvePoint solutions with Salesforce, following implementation best practices is crucial. These strategies can make or break the success of your integration efforts. For small to medium-sized businesses as well as IT professionals and entrepreneurs, understanding the nuances of implementation can result in a seamless experience that optimizes productivity and enhances data management.

One of the key benefits of adhering to these best practices is that they allow for a tailored integration process. By customizing the approach to fit the specific needs of your organization, you can minimize disruptions and ensure that all stakeholders are on the same page. Furthermore, these practices help in managing risks, reducing potential data losses, and enhancing user satisfaction.

Now, let's dissect each component of the implementation process into actionable steps.

Assessing Organizational Needs

Before diving into the integration, it's vital to take a step back and assess your organization's specific needs. This involves understanding current workflows, challenges, and what solutions AvePoint offers that can address these issues. To get started:

Conduct interviews with key stakeholders to gather insights about the processes currently in place.
Identify pain points in existing data management and find out how these could be improved with integration.
Analyze your existing tools and determine which functionalities are essential for your team.

Such an assessment is a roadmap that guides the integration effort. It helps clarify not just what is needed but also why each feature is important. This paves the way for a smoother transition as everyone involved can see the bigger picture.

Chart showcasing benefits of AvePoint-Salesforce partnership

Developing a Clear Integration Plan

Once the organizational needs are mapped out, the next step is developing a clear integration plan. This is where the rubber meets the road. A well-thought-out plan should encompass:

A timeline that outlines key phases of the integration process.
Designated roles and responsibilities to ensure accountability.
Clear milestones to track progress and celebrate achievements.

Moreover, the plan should be flexible enough to accommodate changes as they arise. The world of technology is ever-evolving, and what works today might need adjustments tomorrow. Your integration plan should reflect that adaptability.

Training and User Adoption Strategies

Even the best-designed integration will fail if users do not adopt the new system. Therefore, investing in training and user adoption strategies cannot be overstated. Here are a few steps to consider:

Comprehensive Training Workshops: Organize sessions that cover all aspects of the new integration, from basic functionalities to advanced features.
User Manuals and Guides: Create easy-to-understand documentation that users can refer to, which will be particularly helpful during the early days post-implementation.
Feedback Loops: Implement mechanisms for users to offer feedback on their experiences with the new system. This can help identify issues early on and improve the integration continuously.

Ultimately, successful training creates a culture of confidence around the new tools, reducing resistance and promoting a smoother transition.

In summary, implementing AvePoint solutions within the Salesforce ecosystem requires careful planning and execution. By assessing organizational needs, developing a solid integration plan, and focusing on user training, businesses can maximize their investment in technology and streamline operations effectively.

Challenges and Considerations

In the quest for effective integration of AvePoint and Salesforce solutions, recognizing the challenges that may arise can prove essential. It's not just about combining two powerful platforms; it’s about navigating through the common pitfalls that can blunt the benefits of that integration. Understanding these challenges offers insight into mitigating risks, enhancing efficiency, and ensuring seamless operations.

Technical Limitations

When looking to integrate AvePoint with Salesforce, one must first contend with technical limitations inherent in both platforms. While AvePoint provides robust tools for data protection and management, its compatibility with various Salesforce editions can be a sticking point. Not all features of AvePoint may align perfectly with every version of Salesforce.

For instance, if an organization utilizes Salesforce Lightning but their AvePoint tools primarily cater to Salesforce Classic, there might be functionality gaps.

Considerations:

Assess the specific features of AvePoint you plan to use.
Identify any dependencies or constraints within your existing Salesforce setup.
A thorough understanding of both platforms could save you from headaches down the road.

Another technical concern is the potential for system overload. Integrating multiple solutions without proper foresight can slow down performance, negatively impacting user experience. In a nutshell, make sure that your infrastructure can support the combined load, or you could find yourself running out of steam quickly.

Data Migration Issues

Shifting data from one platform to another is seldom a smooth ride. Data migration can be fraught with complications, especially when sensitive or large datasets are involved. Mismatched fields, incompatible formats, and incomplete data are just the tip of the iceberg.

It's like trying to fit a square peg in a round hole; adjustments are often needed to avoid disruption.

Here are issues to watch out for:

Data Integrity: Migrated data must maintain its accuracy and reliability; any discrepancies could lead to flawed analyses and decision-making.
Mapping Challenges: Aligning data fields between systems requires meticulous attention.
User Training: Employees must be informed about any changes in data layout or availability post-migration.

Proper planning and testing can ease the process. It’s advisable to conduct a pilot migration with a small data set to identify potential obstacles before making the leap with larger datasets.

Ongoing Maintenance and Support

Once the integration is up and running, don't let your guard down. Ongoing maintenance is crucial to ensure that the system continues to operate efficiently. This doesn’t merely involve fixing bugs; it’s about regular updates, compatibility checks, and performance monitoring. Remember, the integration of complex systems is akin to tending to a garden; it requires care and attention to cultivate a thriving environment.

In terms of support, various channels are available:

Internal IT Teams: Have a dedicated team that manages the integration can facilitate quick troubleshooting.
Vendor Support: Leverage support from AvePoint and Salesforce to address specialized issues.
User Forums and Communities: Utilize resources on platforms like Reddit for insights and tips from other users facing similar challenges.

A proactive approach towards maintenance can ensure smoother operations and extend the lifespan of your integration, ultimately leading to better ROI.

"Ignoring ongoing maintenance is like neglecting a finely tuned machine - it will eventually falter when you need it most."

Measuring Success

Measuring success in the context of AvePoint and Salesforce integration is nothing short of paramount. As businesses increasingly rely on digital solutions to bolster operations, understanding how to gauge the effectiveness of these integrations becomes essential to ensuring long-term viability and growth. Key performance indicators (KPIs), feedback mechanisms, and continuous improvement practices play a pivotal role in defining and achieving success.

Key Performance Indicators

Identifying and utilizing KPIs gives organizations a clear way to monitor the outcomes resulting from their integration strategies. In this case, companies might want to track metrics that assess operational efficiency, user engagement, or data accuracy. Common KPIs include:

Data Synchronization Rate: This measures how closely the data between AvePoint solutions and Salesforce remains aligned. A higher rate signifies improved data consistency and reliability.
User Adoption Rates: Monitoring how quickly employees are engaging with the integrated platform can expose potential roadblocks in the integration process. This is crucial for making informed adjustments.
Time to Resolution: Specifically relevant for support teams, tracking how long it takes to resolve issues can highlight the effectiveness of the integration in streamlining workflows.

Benchmarking these KPIs against industry standards can guide companies in setting realistic goals and effectively allocating resources to achieve them.

Best practices for implementing AvePoint solutions in Salesforce

Feedback Mechanisms

Integrating formal feedback mechanisms is another layer that organizations must consider when measuring their success. Feedback from both staff and users provides invaluable insights into the functionality of the integration. This might include:

Surveys and Questionnaires: Regularly distributing surveys enables organizations to gauge user satisfaction and pinpoint areas needing improvement.
Focus Groups and Interviews: These methods offer a deeper understanding of the challenges and triumphs experienced by users. Conducting semi-structured interviews can yield qualitative data that surveys may miss.
Data Analytics: Leveraging analytics tools can help in gathering behavioral insights, allowing organizations to better understand how users interact with the integrated solutions.

Establishing a routine for collecting and analyzing this feedback makes it possible to adapt to changing needs effectively.

Continuous Improvement Practices

Lastly, to realize sustained success, it’s critical for businesses to engage in continuous improvement practices. This neurological approach ensures that the integration evolves in line with technological advancements and user expectations. Practices may include:

Regular Training Sessions: Holding ongoing training for employees ensures that they are up-to-date with any new features or changes. This can lead to improved user satisfaction and reduced frustration.
Iterative Development: Adopting an agile framework encourages iterative changes based on user feedback, leading to a more dynamic integration that stays relevant over time.
Performance Reviews: Conducting periodic performance reviews of the integration helps in understanding its efficiency. This can involve recalibrating KPIs, modifying processes, or investing in additional training as necessary.

Integrating AvePoint solutions within the Salesforce ecosystem should be seen as a dynamic journey, requiring continual monitoring and adaptation for optimizing success.

In summary, measuring success involves a multi-faceted approach that encompasses evaluating KPIs, incorporating robust feedback loops, and embracing continuous improvement practices. This comprehensive strategy not only highlights areas needing attention but also positions organizations to thrive in a rapidly evolving digital landscape.

Industry Case Studies

Understanding the value of industry case studies is akin to mining for gold nuggets buried among the rocks of theoretical knowledge. These case studies provide concrete examples that illustrate how AvePoint and Salesforce integration strategies come to life in real-world contexts. They serve as exemplars of how small to medium-sized businesses navigate the complexities of technology to enhance operational efficiency and improve customer engagement.

Analyzing successful implementations allows organizations to adopt proven tactics and methodologies that resonate with their specific needs. Furthermore, these insights can illuminate potential pitfalls or challenges that others have faced, allowing businesses to devise strategies to dodge common landmines.

Benefits of Case Studies:

Real-world application of theories.
Serve as benchmarks for performance.
Facilitate learning through shared experiences.

It's a symbiotic relationship; while businesses draw lessons from others, they also contribute to the reservoir of knowledge through their narratives.

Success Stories

Success stories provide a beacon of hope and a roadmap for enterprises venturing into AvePoint and Salesforce integrations. For instance, consider a medium-sized logistics company that implemented AvePoint to enhance its Salesforce platform. They noticed that their data management processes were slow and cumbersome, leading to delays in customer response times. By integrating AvePoint solutions, they streamlined their document workflows and automated data entry tasks.

Through systematized processes, the organization not only captured time but also increased accuracy in customer order reporting. Employee satisfaction improved, as team members spent less time on manual data entry and more on strategic tasks, resulting in a 30% increase in work efficiency within six months.

Another compelling success story comes from a healthcare provider that managed patient data using disparate systems. After integrating AvePoint with Salesforce, they were able to provide a singular view of patient information. This approach minimized errors and improved coordination among healthcare professionals. As a result, patient satisfaction scores saw a marked increase, climbing by 20% in just a year.

These narratives underscore the potential transformational effects of effective integration strategies, showcasing the possibilities for improving efficiency and customer relations.

Lessons Learned from Failures

While success stories are enlightening, lessons learned from failures are where the true education lies. Not every endeavor in integrating AvePoint with Salesforce goes off without a hitch; sometimes the journey encounters its share of bumps.

Take, for example, a retail company that sought to modernize its customer service through AvePoint and Salesforce integration. The initial excitement quickly turned to disappointment as the system failed to sync data reliably, leading to disgruntled customers and frustrated employees.

The root cause lay in a lack of alignment between their operational goals and the capabilities of the integration tools. Insufficient training for the staff further compounded the issue. Employees struggled with the new system and often returned to outdated methods, creating a discordant workflow that stifled productivity.

Key takeaways from this experience include:

Align Integrations with Organizational Goals: Understanding what you want to achieve is critical before attempting an integration.
Thorough Training is a Must: Ensuring staff are well-prepared for changes can make or break a project.
Continuous Monitoring is Essential: Regular assessments can identify issues before they balloon into major setbacks.

Through these lessons, organizations can build a more resilient framework for future integrations, transforming their challenges into stepping stones for success.

Future Trends in SaaS Integration

In the ever-evolving landscape of software-as-a-service (SaaS) integration, various trends are shaping how businesses operate within digital environments. Understanding these trends isn’t just a bonus; it’s a necessity for small to medium-sized businesses, entrepreneurs, and IT professionals striving to maximize efficiency and foster innovation. Embracing these changes can lead to better data management, improved customer experience, and streamlined operations across the board. So, let’s break down three critical aspects of SaaS integration trends: the growing role of AI in Customer Relationship Management (CRM), enhanced security measures, and evolving user expectations.

The Growing Role of AI in CRM

Artificial Intelligence is increasingly becoming the backbone of CRM systems, enriching the interplay between customer data and business strategy. The integration of AI with platforms like Salesforce transforms data into actionable insights. This not only allows for predictive analytics but also personalizes customer interactions—tailoring marketing strategies based on user behavior and preferences. For instance, businesses can leverage machine learning algorithms to identify patterns in purchasing history or customer engagement, allowing them to anticipate needs and respond proactively.

"By utilizing AI to analyze extensive datasets, organizations can gain deeper insights that drive stronger customer relationships and enhance sales strategies."

Additionally, AI chatbots are paving the way for improved customer service while freeing up human resources for more complex inquiries. Thus, the incorporation of AI in CRM is more than just a trend; it’s setting a new standard for service excellence in various industries.

Enhanced Security Measures

Next up is the crucial aspect of security. With increasing data breaches and stringent compliance regulations, security in SaaS integration has evolved from an afterthought to a top priority. Organizations must navigate a complex web of data protection laws such as GDPR, leading them to adopt advanced security features. These may include encryption, multifactor authentication, and continuous monitoring for unauthorized access.

Effectively integrating tools that help monitor, assess, and mitigate potential vulnerabilities is essential. This not only ensures the integrity of data but also builds trust with clients who are gradually becoming more wary of their information being compromised. Moreover, businesses are encouraged to adopt a proactive stance by following industry standards and employing regular audits to safeguard their digital landscapes.

Evolving User Expectations

Last but not least, user expectations are shifting dramatically as technology advances. Customers today expect a seamless and integrated experience across all platforms. This means businesses must not only merge their offerings with services like Salesforce but also ensure that these integrations enhance usability and convenience.

In this regard, companies need to balance functionality with user-friendliness. Whether it’s simplifying login processes or enriching dashboards with intuitive designs, the ultimate goal is to create a fluid experience that keeps users engaged. Failure to meet these evolving expectations can easily lead to customer dissatisfaction and churn.

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