Pulling data into a CRM, or pushing data out into external systems can be more time-consuming and complex than anticipated. There always needs to be a strong commercial reason to go down this road. "More visibility" isn't usually a strong enough driver on its own. Data needs to be used for a commercially beneficial reason to justify the investment. Common integration use cases include:
There are three broad types of integrations:
APIs open up parts of a system to be accessed by other API-enabled systems.
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Many systems have APIs |
Not all APIs are created equal and some may not give you the functionality you need to achieve the commercial outcome you’re seeking |
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Many developers have experience working with APIs |
API connections can break when one system updates or changes. This can lead to unexpected additional expenses to “get the systems talking” again |
An external system creates a CSV file on a schedule and places it in a location with File Transfer Protocol (FTP) access. This is then "picked up," formatted and imported into your CRM, leveraging a tool such as Skyvia.
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The CRM development work is minimal |
Your internal IT team or system integration provider will need to get the existing system producing CSV files on a schedule |
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Using a data loading tool is scalable - connections aren't likely to break |
The integration isn’t real time. Data is typically updated overnight |
Middleware sits between your CRM and other business systems, syncing and formatting data in real time. Middleware examples include Jitterbit and Mulesoft
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Middleware is real time and robust - connections are stable |
Middleware can be an expensive investment, both in terms of ongoing software licenses and development. |
Many CRMs have an Apps Marketplace, for example the Salesforce AppExchange, which have pre-built connectors between popular software platforms and the CRM.
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They’re either free, or relatively inexpensive |
They often require software license edition upgrades to unlock the API feature |
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Connectors are fast to install and configure |
They “work how they work” and may not have all the functionality you need |
In summary, integrations can be incredibly powerful, however if you're using anything other than an pre-built connector, you need to be confident the business case stacks up and make your peace with the associated investment.
Continue to the next post in this series: How to navigate a CRM evaluation
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