May 17, 2022

CRM integration refers to the process of integrating third-party apps and tools with your customer relationship management (CRM) software to consolidate their functions into a single platform. Consider CRM to be your business’s smartphone. CRM solutions such as Salesforce or HubSpot serve as phones, storing and categorizing customer data. However, older phones and more straightforward CRM solutions can handle a contact list; smartphones and newer CRM alternatives have programs that enable more dynamic CRM use.

Businesses use various software tools, including email clients, accounting software, and social media dashboards. Separating these technologies results in data silos, pockets of isolated data inaccessible to specific teams, fragmenting customer profiles, and limiting your CRM’s ability to effectively follow the customer journey. When a CRM is used as the integrated hub for all of these systems, it retains its adaptability. You can add or remove any of the thousands of accessible applications from your CRM system at any time to meet your specific requirements.

Due to the multitude of accessible integrations, decision-makers may be tempted to install anything that appears to provide even the tiniest benefit. Numerous vendors offer enticing features that promise sophisticated analytics or enhancements to basic operations. However, this can be a trap.

Here are the benefits of having CRM integration in your small business.

1. Platform for email and calendar
Most task management apps, such as Gmail and Microsoft Outlook, utilize an internal calendar to manage appointments and communications within their own network. Over 70% of individuals use a digital calendar as their primary scheduler, but because many services have their own programmed schedule and reminder system, time management may quickly become a time drain as users attempt to remember which meetings are updated across each platform—integrating your task management application with your CRM platform results in the creation of a single unified calendar.

2. Internal communication
Instant messaging platforms for corporations have risen in popularity and have established themselves as the dominant mode of internal communication. As with email and calendar invitations, instant messaging should be consistent across all key systems in terms of timetable and contact base. By connecting them, the corporate directory is consolidated, and communication between team members is improved.

3. Bookkeeping and billing
Accounting software that is not integrated with your CRM requires manual entry of all transactions. Integrating your accounting software with your customer relationship management system (CRM) helps streamline this procedure. Any transaction made via an integrated platform instantly updates the linked accounts. Balances remain current, especially while closing many deals concurrently, you may not have time to reconcile various financial records if one is out of date.

4. Telecommunications and video
Sales teams spend most of their time on the phone, and any time spent collecting call statistics or performing other administrative tasks detracts from their ability to close transactions or follow up on promising leads. An integrated phone network automatically records every call. A salesperson can pick up, dial, take notes, and swiftly go on to the next contact because the CRM has already saved the information. This data is stored alongside the client ID and is constantly accessible.

5. Proposals and other written materials
When you have a consumer who is ready to make a purchase, the last thing you want to do is waste time looking for the required papers. Connect document and file-sharing services such as Dropbox to your CRM and save relevant files in the client profiles connected with them.

6. Assistance desk or Help desk
Customers place a high premium on the speed with which customer service can fix their difficulties. While help desk solutions have a high success rate, they can result in lengthy wait times if your agents often hop between platforms to resolve web issues. By consolidating all tickets and communications on a single platform, integrated help desk solutions expedite the process. Tickets issued are immediately available and linked to the original website, and that ticket will also link to the issuer’s customer profile, which will list any previous web tickets or purchases.

7. Real-time conversation
Customers’ preferred and fastest-growing communication medium is live chat. A combined live chat can assist consumers more effectively by utilizing the information currently saved in the CRM platform, and it captures new interactions immediately. Sales teams can then more effectively target these prospects based on the information gleaned from the chat service.

8. Campaigns using outbound email
By failing to correctly translate audience segments between email generation tools and your CRM platform, disconnected data might derail a marketing campaign. Integrating your email marketing software with your CRM enables you to add target segments directly from the email generation tools, saving substantial time and energy.

9. Social networking sites
The social media dashboard is another calendar that must be synced with your company’s primary schedule. Separate social integrations for each network can be deployed, or complete social management solutions can be used. These enhance your customer data by watching how customers interact with your channels, and they can save you time by automating boring activities like determining which members of your email list are most receptive to a deal shared via social media. That information is already stored in their profile.




In summary, a fully established CRM integration suite streamlines company organization and communication while minimizing the danger of data loss or duplication due to manual and time-consuming data transfer procedures. It centralizes a number of your business procedures into a single platform that increases revenue and sales. Users can work within that network without switching between programs or transferring data sets between incompatible programs.