Fullcast cuts integration build time from months to days

Fullcast is an AI-native revenue platform connecting go-to-market (GTM) planning, execution, and performance, from territory design through forecasting and commissions. Trusted by revenue teams at JPMorgan, ServiceNow, Lenovo, Gong, and others, the company serves complex enterprise sales organizations. Supporting those organizations requires reliable integrations with their systems of record and flexibility in handling customer-specific data and workflows.

Fullcast's integrated product suite found product-market fit quickly, fueled by an aggressive company acquisition strategy that brought many GTM capabilities under one roof. But while that strategy expanded what Fullcast could offer its user base, it also meant inheriting a separate integration stack with every acquisition.

Chris Lu, Head of Platform Architecture, witnessed this friction firsthand. At the time, he and his team of four were building Fullcast’s new revenue intelligence and forecasting product, while separate engineering teams managed the existing integrations across the company’s portfolio.

Chris and his team set out to build Fullcast’s next major product: an AI-native revenue intelligence and forecasting platform. The new product would need clean, continuously updated data from every one of those systems, but replicating it on top of four integration approaches wasn't viable.

“We knew the new product was going to be AI-native, and needed a way to build this data pipeline without relying on any of the systems we already had,” Chris shares. “That got us looking for a solution that could unify it all and define a common data model we could build on.”

Chris needed integration infrastructure built into Fullcast’s product, rather than a warehouse-centered data pipeline. It had to support ongoing reads from customer systems of record, accommodate each customer’s custom Salesforce objects, fields, and workflows within Fullcast’s own data model, and enable future agent actions such as writing insights back to Salesforce.

As Chris was also targeting updates as close to real time as possible, the integrations also had to keep Fullcast’s agents working from recent sales activity. Ampersand was already on his radar, and its configuration-driven approach matched the product-facing foundation he wanted to build.

The Fullcast team began by implementing the Gmail and Calendar integration. Ampersand’s infrastructure handled the customer-facing connections, while its team helped resolve any small roadblocks during setup. “The API was clean, and getting set up was straightforward,” Chris says. “Seeing Gmail data flow so quickly was a great moment.”

The Fullcast team then extended that foundation to Salesforce, the critical system of record for their customers. Ampersand’s amp.yaml file defines what data to read, where to send it, and how often to retrieve updates. Ampersand runs those definitions for each customer’s connected system, with field mappings that fit the application’s data model. Chris used the mapping capabilities selectively in Salesforce, retaining control over Fullcast’s schema. The Salesforce integration that once took one of his engineers up to two months was up and running in just days.

Now, when a customer sets up Fullcast’s revenue intelligence product, they authorize the systems and the exact fields they want to connect. Ampersand manages credentials and reauthentication, while Fullcast processes and normalizes those inputs for its application. When a customer makes changes to Salesforce (and changes are frequent), Ampersand adjusts accordingly and the data keeps flowing. That separation gives Chris a clear area of ownership: turning customer activity into useful revenue intelligence. His engineers can develop the user experience while Ampersand manages continued access to the source systems.

Ampersand’s responsiveness became concrete when Chris encountered a bug in which Google Cloud was returning the wrong error codes on the backend. The Ampersand team diagnosed it and shipped a fix on their side the same day. “The team is technical, so we get good answers quickly,” Chris says. “They usually respond within the hour.” For Chris, that means every new integration need goes straight to an engineer who already understands the implementation.

With Ampersand, Fullcast removed the burden of building and maintaining integrations from scratch, turning a recurring cost of doing business into infrastructure that operates on its own. Now, Chris’s team focuses their efforts on platform expansion, rather than managing the connections underneath.

Looking ahead, Fullcast is positioned to extend Ampersand’s footprint further, expanding into integrations like HubSpot and adopting upcoming AI-assisted capabilities as they roll out.