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I couldn’t be more thrilled about the launch of functions— a product literally 7 years in the making. This marks a significant phase change for us @segment.
https://segment.com/blog/introducing-functions/ …
Let’s share some history!
*thread* :)
Functions open up Segment so you can integrate with virtually any service or system. You can write a function to convert any source webhook into a format for your data pipeline, and write another function to send your data to any destination API, trigger campaigns and actions etc
As @segment has grown as an organization, the people who make up Segment have earnestly adopted the spirit of “sharing our legos” (s/o @molly_g).
“Scaling yourself” is a key tenet of our culture.https://firstround.com/review/give-away-your-legos-and-other-commandments-for-scaling-startups/ …
As a company, we’ve long wondered what it would look like to share the infrastructure and tooling legos we’ve built for building integrations with our ecosystem of customers and partners.* What would that unlock?
Our roots are firmly planted in open source. In fact, I discovered — and fell in love with — Segment 6.5 years years ago as a burgeoning self-taught programmer through their early public GitHub repos.https://segment.com/blog/building-building-blocks/ …
Back then, it wasn’t just the volume of OSS code legos that segment was sharing; it was the elegance of them that drew me in. These tools were *so empowering* to someone who was just getting started.
Simply initialize, assemble and configure plugins, and boom
: value!
When I got the chance to join the team
, I realized the tooling and runtimes we used to build integrations were no different. The team had built amazing building blocks to support the explosion of integrations we were building.
These allowed us to build idiotmatic integrations quickly, and to maintain and support them seamlessly. I used to frequently ship fixes and updates the same day a ticket would come in :)https://twitter.com/kevinakwok/status/1169325251563376640?s=20 …
And we were taking on the work of connecting to tools who didn’t even realize they had a partner in Segment. And customers loved us for it. Admittedly, what we optimized for reflected that 
pic.twitter.com/5TmpItZagd
In the early years, it paid off. In those first 2 years, we shipped ~100 integrations. And customers flocked to “the right way to collect and route customer data.” But as we scaled up, the growth of the catalog of destinations actually slowed. Why?pic.twitter.com/0hXhKz3FqT
Well, for good reason! With each new customer using our existing integrations, the priority shifted to maintaining the existing integrations they were actually using to a high quality bar. This often outweighed the pull to build new.
We had partners banging down our door to join the platform, and we couldn’t keep up. So we shipped a compromise: “okay partner, we’ll webhook you raw data. you build, maintain, and support the integration, and we’ll list it in our catalog.”
This initially worked well, and sustained the growth of the catalog for a few years. But as we reflected, and as we supported these partner-built integrations, we realized we’d traded partner autonomy and a new logo in the catalog for the things our customers cared most about.pic.twitter.com/PZDkkAKE4Q
Customers were looking for reliable delivery and to see into the black box. We listened and responded. We replaced on the foundation https://segment.com/blog/introducing-centrifuge/ … and built incredible tooling for customers to introspect, observe, and monitor their integrations:https://segment.com/blog/new-data-visibility-features/ …
This fundamentally shifted the balance on our scorecard back towards the dimensions customers cared most about. We’re building our business on trust, and our product investments reflect that.pic.twitter.com/0PSgXeCKJq
MEANWHILE — customers of all types were rabidly adopting a new class of tools, that allowed them to build systems, integrations, and automation directly adjacent to Segment. Raw Data has been our consistently fastest-growing category for years.pic.twitter.com/eQyIhWgIUg
And as we looked at the APIs and function signatures that customers we’re using on the other side, we were struck by how similar they looked to our own internal building blocks. 
(apex/lambda on the left, segment on the right)pic.twitter.com/wfbQKRA3nj
So we spent a year hardening our infrastructure to accept these functions from partners and customers, and preparing to share with them the tooling, SDKs, and legos that makes writing integrations not just simple but *actually fun* for Segment engineers (and wily PMs like me!).
Functions is the apotheosis of our Connections product; aligning incentives and superpowers with our customers and partners. We bring the runtime, domain-optimized DX, rock solid delivery and observability guarantees, data validation, and flexible and dynamic privacy controls.
Customers and partners only need to bring a few lines of code, and they get an idiomatic integration that runs reliably and transparently and with which they can extend and augment their data pipelines — and the campaigns, analyses, and products they power — at the speed of 
pic.twitter.com/0tV0iKBf1h
With Functions, it’s day 1 all over again here at Segment! I can’t wait to see what our customers and partners build with it. /fin
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