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Salesforce has now completed its acquisition of Informatica, in a deal positioned as a way to strengthen Salesforce’s AI data foundation. If you are an Informatica customer, that headline is not the end of the story. It is the start of a long, complicated chapter. Informatica is no longer an independent data company. It is now one piece of Salesforce’s AI CRM story. That has real consequences for your data strategy, your AI roadmap, and your room to manoeuvre.

Enterprise data infrastructure is reaching an inflection point. The traditional approach — building for predictability, optimizing for stability — no longer matches how organizations actually operate. Companies are inundated with data that now comes from and lives everywhere: on-premises systems, multiple clouds, edge environments, and partner and industry ecosystems. Workloads shift daily.

Use the Fivetran Connector SDK to focus on integrating data instead of infrastructure management.

Data teams spend 45% of their time on data preparation, which stifles business growth and delays critical insights. With the ETL market projected to grow from $533 million to $1.28 billion by 2034, businesses face an overwhelming array of choices. Yet traditional ETL tools require specialized coding expertise that non-technical teams simply don't have, creating dangerous dependencies on overburdened IT departments.

Organizations waste an average of $12.9 million annually due to poor data quality. Traditional ETL processes built on hard-coded rules break with schema changes, batch processing misses real-time insights, and manual mapping creates bottlenecks that delay critical business decisions by days or weeks.