CRM & Integrations

CRM services · Integrations

CRM services and integrations, engineered as one system

We implement, build, customize and migrate CRMs, and connect them to ERP, billing, support, marketing and messaging. Every project starts by deciding which system owns which data, so records stay consistent after go-live.

Start a brief See where to start
CRM · system of recordCustomers, deals, activityOwns account and pipeline data

Connections in this example:

  • CRMERPCustomers, deals, activity · Orders, stock, pricingevent-drivenAccount · Order
  • CRMBillingCustomers, deals, activity · Invoices, paymentsscheduledInvoice · Payment
  • SupportCRMTickets, SLAs · Customers, deals, activityevent-drivenTicket
  • MarketingCRMCampaigns, consent · Customers, deals, activityevent-drivenLead · Consent
  • MessagingCRMWhatsApp, email, SMS · Customers, deals, activityevent-drivenMessage
  • PortalCRMCustomer self-service · Customers, deals, activityevent-drivenCase
  • CRMWarehouseCustomers, deals, activity · Reporting and BIscheduledNightly delta
  • Lead sourcesCRMWeb forms, ads, portals · Customers, deals, activityevent-drivenLead
Fig. 01A CRM at the centre of a business. Each connection has a direction, a timing and a payload.
  • Event-driven
  • Scheduled

What CRM services cover

CRM services are the work that makes a customer relationship management system hold accurate records and move work forward: choosing and implementing a CRM, customizing or building one when the process demands it, migrating data from an old system, and integrating the CRM with the applications around it. Done well, people stop re-typing data between systems and every record has one owner.

Where are you starting from?

Six situations, six different kinds of work. Pick the one closest to yours.

From customer event to business outcome

The path a single enquiry takes through a connected CRM. Every service on this page improves one or more of these stages.

  1. Customer event

    Something happens

    A quote is accepted, a form is sent, a WhatsApp message arrives, a ticket is opened.

    quote.accepted

  2. CRM

    The record changes

    The deal moves to Closed Won, the contact is matched to an account, an owner is set.

    Deal #318 -> Closed Won

  3. Automation

    Rules act on it

    Validation runs, an approval is requested if the discount is high, tasks are created for onboarding.

    IF discount > 15% -> approval

  4. Connected systems

    Other systems follow

    The ERP gets a sales order, billing raises the invoice, support sees the new customer.

    SalesOrder SO-2291 · INV-1042

  5. Outcome

    The business moves

    The order ships, the invoice is paid, and payment status is visible on the CRM record.

    Invoice paid -> Deal.paid = true

CRM services

Work on the CRM itself: choosing it, shaping it, building it, or moving to it.

  • CRM implementation & consulting

    For teams adopting a CRM or restarting a rollout that didn’t stick. CRM consulting is the discovery part of this work.

    • Process mapping and platform choice
    • Pipeline, permissions and data model configuration
    • Data import, training and a go-live checklist

  • Custom CRM development

    For processes that make the money but don’t fit a packaged pipeline: engineered quotes, equipment on site, service contracts, deals with several parties.

    • Build-vs-buy assessment first
    • Your data model, rules and integrations
    • Code and infrastructure you own

  • CRM customization

    For CRMs that work but fight the team: required data in notes fields, manual assignment, reports rebuilt in spreadsheets.

    • Objects, fields, layouts and validation
    • Automation and approval rules
    • Audit and clean-up of past customizations

  • CRM migration

    For moving between CRMs without losing history, relationships or a week of selling.

    • Written field-mapping spec
    • Deduplication and trial loads
    • Reconciliation report and cutover with rollback

  • Real estate CRM development

    An industry example of custom CRM: listings, showings, offers and commission splits as real records.

    • Portal lead intake and assignment
    • Showing and offer workflows
    • Listing data, calendar and WhatsApp integrations

Integration services

Work between systems: keeping records consistent and processes moving across applications.

  • CRM integration

    When the CRM must exchange data with ERP, billing, support, marketing or e-commerce, and records keep disagreeing.

    • Source-of-truth decisions per field
    • Event-driven and scheduled sync with conflict rules
    • Monitoring, retries and a review queue

  • API integration

    When an off-the-shelf connector can’t handle your data model, volume or edge cases.

    • Interface contract and mapping
    • Auth, rate limits, idempotent retries
    • Contract tests, runbook and alerts

  • Systems integration

    When several applications each hold part of one process and handoffs are manual.

    • Data ownership map across systems
    • Integration pattern: direct, middleware or events
    • Orchestrated workflows with failure handling

  • WhatsApp & CRM

    When customer conversations happen on WhatsApp and never reach the CRM.

    • WhatsApp Business Platform setup and templates
    • Contact matching and routing to owners
    • Conversation logging on CRM records

The six layers we work on

“Connecting apps” is one layer. Problems usually start in the others.

  • Layer 1

    Business process

    What actually happens between first contact and renewal, including the exceptions people handle by hand.

    If skippedIgnored, the CRM mirrors an ideal process and the team works around it.

  • Layer 2

    Data model

    Objects, fields and relationships, and which system owns each field. This is where most integration problems are decided.

    If skippedIgnored, two systems both think they own the customer address.

  • Layer 3

    CRM

    Where people work: records, pipeline stages, views, tasks and permissions.

    If skippedIgnored, adoption drops and data quality follows.

  • Layer 4

    Connected systems

    ERP, billing, support, marketing, messaging, portals and the warehouse, each with its own API and limits.

    If skippedIgnored, people re-type orders and invoices.

  • Layer 5

    Automation

    Rules that route, validate, request approval, notify and create tasks, inside the CRM and across systems.

    If skippedIgnored, follow-ups depend on memory.

  • Layer 6

    Operational reliability

    Monitoring, retries, alerts, reconciliation and a runbook, so a failure is noticed and fixed rather than discovered at month-end.

    If skippedIgnored, integrations fail silently.

What you receive

Every engagement ends with artifacts you can check, keep and hand to the next team.

  • Decisions

    Data model and ownership map

    Objects, fields and relationships, with the source of truth named for each data domain.

  • Interfaces

    Interface contracts

    For every integration: endpoints, fields, authentication, limits, error codes and retry behavior.

  • Build

    Code and configuration you own

    Repositories, CRM configuration and cloud resources in your accounts. Credentials in your secret store.

  • Data

    Reconciliation reports

    For imports and migrations: counts per object, relationship checks and sampled field comparisons.

  • Operations

    Runbook and alerts

    What each alert means, how to replay a failed sync, who to contact at each vendor.

  • People

    Admin and user documentation

    How the CRM is configured and why, written for the person who maintains it next.

How engagements run

The same four phases at every size. Small projects pass through them in days, large ones in months.

  1. Assess

    Map the process and the systems, collect sample data, and name the problem in measurable terms (for example, “orders are re-keyed into the ERP, about 40 a day”).

    DeliverableCurrent-state map and a scoped proposal

  2. Design

    Decide the data model, ownership, sync modes and automation rules. Write them down before building.

    DeliverableData model, ownership map, interface contracts

  3. Build and load

    Configure or develop in a sandbox, import or migrate data in trial runs, test against real cases.

    DeliverableWorking system in sandbox, trial reconciliation

  4. Launch and operate

    Go live against agreed acceptance criteria, then watch the first weeks closely and adjust.

    DeliverableGo-live checklist, runbook, handover

Operating after go-live

Integrations run every minute of every day. This is what you should be able to see.

crm-sync · last 15 minutesillustrative
  1. 09:14:02okcrm -> erp · orderDeal #318 -> SalesOrder SO-2291 created
  2. 09:14:05okerp -> crm · statusSO-2291 status confirmed written to Deal #318
  3. 09:16:41retrycrm -> billing · invoiceHTTP 429 from billing API, retry 1 of 5 in 30s
  4. 09:17:12okcrm -> billing · invoiceINV-1042 created on retry 2, idempotency key reused
  5. 09:21:30failedcrm -> erp · accountMissing Account.tax_id for EU customer, moved to review queue
  6. 09:28:00queuedcrm -> warehouseDelta export queued: 214 changed records
  • Every failure has a place to go. A record that can’t be written is held for review, with the reason attached, instead of disappearing into a log nobody reads.
  • Retries are safe. Idempotency keys mean a retried request can’t create a second invoice.
  • Platforms change. CRM releases and API version deprecations are checked before they break a sync.
  • You choose the support level. Hand over to your team with a runbook, or keep us on for monitoring and changes.

Questions about CRM services

What are CRM services?

CRM services are the professional work around a customer relationship management system: choosing and implementing a CRM, customizing it, building a custom one, migrating data between CRMs, and integrating the CRM with the other systems a business runs on, such as ERP, accounting, support and messaging. The goal is a CRM that holds accurate customer records and moves work forward without re-typing.

What do CRM companies do?

Some CRM companies sell CRM software. Others, like Comtau, are service providers: they plan, configure, build, migrate and connect CRM systems. A service provider should be able to explain your data model, which system owns which records, how data moves between systems, and what happens when a sync fails.

Which service do I need?

It depends on where you start. With no CRM, start with CRM implementation. With a CRM that no longer fits, consider CRM customization first and custom CRM development only if the platform can’t model your process. Moving platforms is a CRM migration. Connecting the CRM to other systems is CRM integration. If you’re unsure, describe the problem in a brief and we’ll tell you which it is. Budgeting a custom build? Start with the custom CRM development cost guide.

Do you work with Salesforce, HubSpot, Microsoft Dynamics 365, Zoho CRM or Pipedrive?

Yes. We implement, customize, migrate and integrate CRMs through their documented configuration tools and APIs, including these platforms. We are not a reseller and hold no vendor partnership status, so our platform advice isn’t tied to a licence sale.

Who owns the code, configuration and data?

You do. Code lives in your repositories, configuration in your CRM and cloud accounts, credentials in your secret store, and documentation is handed over as part of each project.

How does a project start?

With a short brief: the systems involved, rough record volumes, and the process that hurts most. We reply with questions or a proposal for a scoping session. Larger projects begin with a fixed-scope assessment that produces a data ownership map and a plan.

Next step

Describe the problem, not the solution

Tell us which systems are involved and what goes wrong today. We’ll come back with questions, or with the kind of work it needs and a way to scope it.

Start a brief

Useful to have ready

  1. The systems involved (CRM, ERP, billing, support, messaging, spreadsheets)
  2. Rough record volumes: contacts, deals, orders per month
  3. The process that hurts most, and what it costs you today
  4. Any deadline: a contract renewal, a platform switch, a launch

Not everything is needed. A rough answer is enough to start.