CRM integration services
We connect your CRM to ERP, billing, support, marketing and messaging. Before any code, we decide which system owns each record, how and when changes move, and what happens when an update fails, so a won deal becomes an order and an invoice without anyone re-typing it.
eventDeal and line items sent to the integrationDeal
eventFields mappedDeal -> SalesOrder
eventValidated before writing
eventOrder createdSalesOrder
eventInvoice raisedInvoice
CRM integration connects your CRM with the systems around it so customer, order, invoice and ticket data is exchanged automatically and stays consistent. An integrated CRM is one where each field has a single owner, changes move on a defined trigger or schedule, records are matched by stable IDs, and failed updates are visible and recoverable.
Most CRM integrations fail in the same few ways. Each has a mechanism that prevents it.
The integration creates a new contact or account whenever it can’t find a match, so the ERP ends up with three versions of the same customer.
MechanismMatch on stable keys (external IDs stored on both sides, then normalized email and domain), and create only when the match rules say so.
A sync stops because a token expired or a field became mandatory, and nobody notices until month-end reporting is wrong.
MechanismEvery failed record goes to a review queue with the reason, and an alert fires when failures or queue age cross a threshold.
Two systems both update the same address, and the last sync silently undoes a correction someone just made.
MechanismField-level ownership. Fields editable in both systems get an explicit conflict rule and an audit log of overwrites.
An admin renames a picklist value or adds a required field, and the integration starts rejecting records.
MechanismMappings are versioned in code, picklists are mapped value by value, and schema changes are tested in a sandbox before release.
A bulk update in the CRM triggers thousands of calls and the integration hits the platform’s rate or daily limit.
MechanismBatch and bulk endpoints for large changes, a rate-aware queue with backoff, and a budget per integration.
Orders reference the wrong account, or amounts land in the ERP in the wrong currency or tax treatment.
MechanismA cross-reference of IDs per object, currency and tax rules written into the mapping spec, and validation before writing.
What typically moves between a CRM and each kind of system. Your direction and timing may differ; this is where the conversation starts.
| System | What moves | Direction | Typical mode |
|---|---|---|---|
| ERP | Accounts, products and prices, sales orders, order and delivery status | Two-way, split by field | Event-driven for orders; scheduled for price lists |
| Accounting and billing | Customers, invoices, payments, credit status | CRM to billing for invoices; billing to CRM for payment status | Event-driven out, scheduled back |
| Support desk | Contacts, organizations, tickets, satisfaction scores | Two-way for contacts; tickets read in the CRM | Event-driven |
| Marketing automation | Leads, lifecycle stage, consent, campaign membership | Two-way with consent owned by one side | Event-driven |
| E-commerce | Customers, orders, returns | Store to CRM | Event-driven (order webhooks) |
| Telephony and messaging | Calls, messages, recordings links, conversation owner | Channel to CRM; CRM triggers outbound | Event-driven. For WhatsApp, see WhatsApp CRM integration. |
| E-signature | Contract documents, signature status | CRM sends; status returns | Event-driven |
| Customer portal | Profile, cases, documents, order history | Two-way | Event-driven or on-demand API reads |
| Data warehouse | All CRM objects for reporting | CRM to warehouse | Scheduled delta (hourly or nightly) |
How data moves is a choice per flow. Each mode has a trigger, a typical delay and a rule for what wins when values disagree.
The CRM is the only place the data is created; the other system just needs it. Example: won deals become sales orders.
Another system owns the data and the CRM shows it to sales. Example: payment status and outstanding balance.
Both systems edit the same record, but not the same fields. Example: the CRM owns contacts and addresses, the ERP owns credit limit and account number.
A few fields really are edited in both places. Example: a contact’s phone number updated by sales or support.
Large volumes where minutes or hours of delay are fine. Example: nightly export of changed records for reporting.
The mapping spec is the contract between systems. This is what a few rows of it look like for a CRM-to-ERP sync.
| CRM field | ERP field | Owner | Transform | Rule |
|---|---|---|---|---|
| Account.erp_customer_id | Customer.id | ERP | Written back after create | Match key. Never edited by people. |
| Account.name | Customer.legal_name | CRM | Trim, max 100 chars | Required |
| Account.billing_country | Customer.country_code | CRM | Country name -> ISO 3166 code | Must map to a valid code |
| Account.tax_id | Customer.vat_number | CRM | Strip spaces | Required for EU customers |
| Account.credit_limit | Customer.credit_limit | ERP | Currency of the ERP company | Read-only in the CRM |
| Account.industry | Customer.segment | CRM | Picklist mapped value by value | Unmapped value goes to review |
Four decisions sit behind every mapping spec. External IDs: each system stores the other’s identifier, so records are matched exactly rather than by name. Picklists: values are mapped one by one, with a rule for anything unmapped. Currency and units: conversions and rounding happen in one place. Deduplication keys: the fields used to find an existing record before creating a new one, such as normalized email plus company domain.
What each common CRM offers for integration, and what to plan for. We don’t sell licences for any of them.
API names and limits change between releases and editions. We check the current documentation and your account’s limits during scoping. For a CRM you built yourself, we work against its own API, or help design one through API integration.
Three ways to build the same connection. The right one depends on volume, complexity and how much a failure costs.
| Option | What it is | Fits when | Watch for |
|---|---|---|---|
| Native app or connector | A marketplace app built by the CRM or the other vendor. | The standard objects and directions match your process. | Fixed mappings, limited error visibility, hard to extend. |
| No-code automation | Tools such as Zapier or Make running trigger-action flows. | Low volume, one direction, a missed run is easy to spot. | Duplicates on retries, weak two-way sync, scattered logic across many zaps. |
| iPaaS | An integration platform such as Workato, MuleSoft or Boomi. | Many systems, an existing platform licence, an internal team to own it. | Licence cost; quality still depends on mapping and error design. |
| Custom integration service | Code you own, deployed in your cloud, using each system’s API. | Two-way sync, complex matching, high volume, audit needs, or a custom CRM. | Needs monitoring and an owner, which we set up and can provide. |
A custom CRM integration isn’t always more work than configuring a connector: a small, well-tested service with a clear mapping spec is often simpler to own than dozens of no-code flows. We start with what you already pay for and replace only the parts that fail.
Each step ends with something you can review before the next one starts.
List every place data is re-typed or exported today, with volumes and how fast it needs to arrive.
DeliverableFlow inventory with volume and latency per flow
Name the system of record for each object and field, and agree conflict rules where both sides edit.
DeliverableOwnership map
Field mappings, match keys, picklists, validation rules, authentication, limits and error handling.
DeliverableMapping spec and interface contract
Implement against sandbox accounts, then test with copies of real records, including the ugly ones.
DeliverableTest report with edge cases
Link existing records by ID, load history where needed, then enable live sync flow by flow.
DeliverableBackfill reconciliation, go-live checklist
Dashboards and alerts in place, a runbook for every alert, then handover to your team or ongoing support.
DeliverableRunbook, alert rules, admin documentation
After go-live, the integration should tell you what it did, what it retried and what it couldn’t do.
Account.credit_limitPublic sector has no ERP segment, held in reviewCRM integration is one of four related services. If your project centres on something else, these pages go deeper.
CRM integration connects a customer relationship management system with the other applications a business runs, such as ERP, accounting, support desk, marketing automation and messaging, so records are created and updated automatically instead of being re-typed. A complete integration defines which system owns each field, when data moves, how records are matched, and what happens when an update fails.
A CRM API is the programmatic interface a CRM exposes so other software can read and write its records: create a contact, update a deal stage, attach a note, or subscribe to changes. Most modern CRMs offer a REST API with OAuth 2.0 authentication, plus some way to push change notifications (webhooks or event streams) so integrations don’t have to poll.
There isn’t one answer. Salesforce has the broadest set of APIs and event options; HubSpot’s v3 APIs are consistent and well documented; Dynamics 365 exposes a standard OData API through Dataverse; Zoho CRM and Pipedrive cover common objects well with simpler models. What matters is whether the API covers your objects, emits the change events you need, and has rate limits that fit your volume. We check those three things for your specific case.
By deciding ownership per field before building. If the CRM owns the billing contact and the ERP owns the credit limit, each system only writes its own fields and conflicts can’t occur on them. For the rare fields both systems may edit, we agree a rule in writing (for example, the most recent change wins, or changes from one system go to review) and log every overwrite.
Use a no-code tool such as Zapier or Make when the flow is simple, low volume and a missed run is easy to notice and redo. Use an iPaaS or a custom service when you need two-way sync, deduplication, retries with idempotency, high volume, or an audit trail. We build and maintain all three, and often combine them.
A single one-way flow between two well-documented APIs can run in production within a few weeks. A two-way sync of accounts, orders and invoices with an ERP, including mapping, backfill and monitoring, usually takes longer because most of the time goes into data decisions and testing against real records. We give a range after reviewing the systems and sample data.
Yes. An integration often needs a one-time backfill before ongoing sync starts, and switching CRMs is a project of its own. See CRM migration services for how we map, load and reconcile historical data.
Next step
List the systems and the records that move between them today, even if they move by hand. We’ll reply with the questions that decide the design, or with a proposal to scope it.
Scope a CRM integrationUseful to have ready
Not everything is needed. A rough answer is enough to start.