Integration

What is an integration?

An integration is a connection that lets two software systems share data or trigger actions in each other, usually through an API. IBM describes an application programming interface as a contract that enables software to access data or invoke functionality. Integrations can sync records in one direction or both, run in real time or on a schedule, and be built in-house or bought ready-made.

Why it matters to a revenue leader

Many data problems in a revenue team are integration problems. When the CRM does not talk to the ERP, field service or billing system, sellers cannot see open invoices, renewals depend on someone exporting a spreadsheet and reports disagree. Integrations also need an owner: they break when a field changes or a vendor updates its API, often without anyone noticing until a number looks wrong. Before buying any tool, ask what it connects to and who maintains the connection.

A mechanical services company syncs completed jobs from its field service system into the CRM every night. A renamed field breaks the sync, and for three weeks no completed jobs arrive, so 40 follow-up repair quotes never get created. The company names an owner for the sync and sets an alert for failed runs so the next break shows up the same day.