HiQ

Why CRM integrations are important in modern IT-landscape?

CRM and marketing automation systems and their capabilities are expanding. At the same time, there is a growing need for information, which means integrations.

2019

Why are CRM integrations so important?

In recent years, cloud-based services have grown in popularity. The same has happened with marketing automation systems, which are often part of a larger CRM system. For example, HubSpot and SalesForce have both features. However, Hubspot is sometimes used only in the marketing automation role. Increased usage naturally adds to the need for integrations - CRMs and marketing automation need information from each other and basic systems. Equally, CRM can serve as the master for the data object "client" and must be distributed from there to other systems.

CRM integrations are becoming more important in the time of cloud CRMs and marketing automation services.
CRM integrations are becoming more important in the time of cloud CRMs and marketing automation services.
CRM integrations are becoming more important in the time of cloud CRMs and marketing automation services.
CRM integrations are becoming more important in the time of cloud CRMs and marketing automation services.

Samples of CRM integrations

Listed below are some of the CRM integrations we have implemented.

  • Exporting basic information - such as contact and customer relationship - to the cloud CRM when selected as a master system other than CRM itself.

  • Exporting customer accounts to the billing system when the CRM is the master for Customer data.

  • Export orders and sales for invoicing from CRM.

  • Exporting the above directly to a CRM or Marketing Automation System (MAS)

  • Exporting device data to CRM - for example, converting ski pass usage data for lift tickets and exporting to HubSpot and data warehouse for future use. Larger real estate status services (apis) also often update CRM with identified customer usage information.

  • Conversion information about those prospect customers that have been converted - that is, for example, those who have visited the website and who have completed the form - and transported it to a separate marketing automation system.

What is the role of CRM integrations in contrast to all integrations?

In general, CRM integrations are only a part of what integrative process integration aims for. Other common areas of integration by target include ERP integrations, which are the largest source and target of integrations, as well as HR integrations and numerous other industry-specific systems such as publishing systems, hospital systems, POS systems, and product management systems. The list could be extended almost indefinitely, as integration platforms are not industry-specific even though industry-specific processes and connectors are available.

Interested? - contact us using the form at the end of the page.

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Antti Toivanen
Director, Integration Services & RPAOver 23 years of experience in system integration, process automation and enterprise architecture
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About this project

Antti Toivanen
Director, Integration Services & RPAantti.toivanen@hiq.fi+358 40 715 1935