Challenge

Health Catalyst (Nasdaq: HCAT) is a leading provider of data and analytics technology and services that ignite smarter healthcare. Their Marketing Ops team runs a sophisticated GTM motion — multiple product lines, multiple buying groups, complex suppression logic, event-heavy demand generation, and multi-touch attribution — with a lean team that could not afford to spend its capacity on manual data work. But that is exactly what was happening. Data standardization and cleansing relied on spreadsheets and one-off cleanup projects that were inconsistent and prone to lag. Product and opportunity segmentation required pulling static Salesforce reports and rebuilding Marketo smart lists manually — a process that was never dynamic and had to be repeated every time something changed. Demographic scoring by functional role and seniority was handled through SQL queries in the corporate EDW — a process so labor-intensive that without an automated alternative, the team would have eliminated demographic scoring from their model entirely. Event list processing for large conferences like HIMSS took hours or a full day. Territory tagging required ongoing manual reconciliation in Salesforce. And MQL attribution relied on piecemeal reporting and manual reconciliation that caused delays and left gaps in visibility. The team was capable of doing sophisticated work. They just could not get to it.

Solution

Health Catalyst deployed Openprise as the orchestration layer across their full marketing operations function — not to solve one problem, but to automate the manual work that was consuming the team across every critical process. Openprise now cleans, normalizes, and standardizes Salesforce and Marketo data automatically, replacing spreadsheets and one-off cleanup projects with an always-on pipeline. Product and opportunity segmentation was transformed through a direct CPQ integration. "Openprise looks directly at subscription lines in CPQ, concatenates them, and writes them into a custom field on the account record," the team explained. "Marketo can then 'see' this field, which allows us to both suppress clients of a given product line from campaigns and run highly targeted cross-sell campaigns." What had required manual list pulls and repeatedly rebuilding Marketo smart lists is now always current — enabling faster campaign launches and more relevant targeting without any Sales Ops involvement.

Demographic scoring — which would have been eliminated without Openprise — was preserved and scaled. Openprise now automatically segments contacts by functional role and seniority, replacing the SQL queries in the corporate EDW that had made the process unsustainable. A capability the team had been on the verge of cutting, now became a standard part of the scoring model. Event list processing was transformed through a purpose-built Openprise app that matches and deduplicates event registration lists, cutting processing time for large conferences like HIMSS from a full day to approximately one hour. Territory tagging, MQL tracking, and attribution date stamping were all automated through Openprise recipes that apply consistent logic without manual reconciliation.

Now we have Openprise look at all of those CPQ line items, dedupe, and concatenate them onto one field on the account. Marketo can see that field, and I can just create a simple dynamic smart list using 'contains' or 'does not contain' and type in the product I'm suppressing or promoting.

— Cortney Lassetter, Director, Marketing Operations, Health Catalyst

Impact

The cumulative impact of automating data standardization, product segmentation, demographic scoring, event list processing, territory tagging, and attribution is approximately 2–3 FTEs of work, or thousands of dollars annually in cost avoidance. That figure reflects not just time saved on individual tasks, but the elimination of the manual, reactive operating model that had been the team's default. "Together, these transformations have eliminated manual processes, reduced dependency on Sales Ops, and enabled our lean team to operate with the scale and accuracy of a much larger department," the team said. The 2025 Driving Funnel Automation Award recognized Cortney Lassetter and Lex Skeen for exactly this body of work.

The individual use case outcomes compound the overall picture. Event list processing for large conferences dropped from a full day to approximately one hour, a 90%+ time savings that matters most in the weeks before major events when the team's capacity is most constrained. Demographic scoring, preserved by Openprise when it would otherwise have been cut, now runs automatically and feeds into the scoring model that drives campaign prioritization. Attribution is near real-time — Openprise dynamically stamps the campaign that triggered MQL conversion into a custom Salesforce field, enabling time-based attribution models to run seamlessly rather than relying on piecemeal manual reconciliation.

The data quality outcome underpins everything else. At 95% CRM accuracy — fully found records, right contacts on right accounts, with regular deletion processes running automatically — Health Catalyst's Ops team is not just running better campaigns. They are running campaigns on data they can trust. "I can honestly say the Health Catalyst systems are at about 95% data accuracy," said Ali Rastiello, former VP of RevOps. "I've never been able to do that at a different company." With that foundation in place, the team is now building toward AI-powered workflows on GTM data they can actually have faith in.

We used to solve for these problems with custom code and our own enterprise data warehouse and SQL. What's great about Openprise is: if I got laid off or hit by a bus tomorrow, someone else could come in and see what was built. It's in layman's terms. It doesn't take one person who only knows the systems. It's a very usable tool.

— Cortney Lassetter, Director, Marketing Operations, Health Catalyst