Sales POP - Purveyors of Propserity
Importance of Integrating CRM with Other Systems
Blog / All About CRM / Dec 26, 2023 / Posted by Nikolaus Kimla / 48

Importance of Integrating CRM with Other Systems


Today and into the future, it is vitally important that CRM should not be isolated from other systems, but as fully integrated with them as possible.

Why is this? Today, data must flow seamlessly from one end of the company to the other. It should be like a river that never runs in separate steps but flows freely.

What’s In That Data Flow?

The data included in that flow is the most crucial for your company: core data about every customer—what they’re buying, what they’ve purchased in the past, core data about every interaction, request, and perhaps support tickets.

The “Total Suite”

It is evident then that a 360-degree view is necessary for the future. That is why some vendors become tempted to offer a “total suite” for nearly everything. There are open-source tools available in the CRM space for every function, with a module for each. Some larger vendors have a suite approach for a company’s main functions—something we do not do because we know our product is not an ERP, marketing automation, or a ticketing system.

One vendor, Zoho, offers a complete suite such as this. When you subscribe to, you have a CRM, bookings, forms, financing, human resources, legal, security and much more. It seems that you could run the whole company on Zoho, but no one actually does that.

No vendor can be everything to everyone. It should set out and succeed at dealing with a single major issue, and do so extremely well.

Applications in Total Communication

On the other hand, though, all of a company’s systems must be in communication with each other. In our last article, we discussed the fact that there are many tools to enable such communication, from connectors to APIs and middleware.

But let’s put aside the technical issues for the moment and focus on how important it is to the business that all systems are in communication. Each of these systems should be integrated, step by step, into your CRM system. If this is not the case, you can never obtain reports on the data flow throughout your company, and you have no real overview. All the various systems, then, act as silos.

Nearly all medium to large companies have an ERP system, which should always be integrated into CRM. As we discussed in our last article, at least enable ERP data to flow into and be viewed from, CRM, if you are not ready to share data bidirectionally.

For example, you should know which products and services a customer has bought. What have they paid for? Which invoices are still open? Are there products and services that could be offered based on their previous purchases?

CRM must be integrated so the ship can be steered in the right direction.

Some companies import data from all their systems into a BI tool and make decisions from that. This is also an inefficient way to go and is costly in terms of time and money. It is much more efficient to integrate CRM.

A Complex Undertaking?

In the old days, integration could be very complex. This is no longer the case.

You don’t need to begin by defining every single system relationship. Start simply and proceed in iterations based on requests from your team. By building system relationships with CRM, you can then easily report on all the main functions of your company.

Often, the primary stalling point for CRM integration is making it a management priority. Management must make that decision and guide the company through it.

Start from the top and the beginning. And make it happen!

…But Just Do It

As long as you’re not moving in the direction of integrating with CRM, the use, the benefit, and the beauty of CRM will never exist for you. The CRM should be your company’s core, its operating system, much like an operating system is the core of a computer system. It should be the hub that connects all of your departments and systems.

In the case of Pipeliner CRM, we have provided a good amount of integration right up front, out of the box. We have built-in integrations with Office 365 and G Suite for efficient and effective communication with your customers. We integrate with ZenDesk, giving you a “best-of-breed” ticketing system. We have built-in integrations for many more.

You then need to integrate CRM with your legacy and ERP systems so you have the full view of your customers.

Why is this integration so vital? Without a total relationship with your customers—customer relationship management—you have no company. The customer pays for everything: your rent or property tax, electricity, product or service product, and storage.

This integration provides you with the 360-degree view that you need. It offers sharp focus, bringing efficiency, productivity, and profitability.

Today, it’s easy, and for Pipeliner CRM, we’re here to help you take the proper first steps, your first iteration.

It’s all a matter of willingness to make CRM the core system of your company. You’ll understand and begin executing in the right direction at that moment.

About Author

CEO and partner of and the uptime ITechnologies, which I founded in 1994 and has since played a significant role in the development of the IT-environment. pipeliner is the most innovative sales CRM management solution on the market. Pipeliner was designed by sales professionals for sales professionals and helps close the gap between the requirements of C-level executives for transparency and the day-to-day operational needs of field and inside sales. I am also the founder and Initiator of the independent economic platform GO-AHEAD!, which orientates itself on the principles of a free marketplace in terms of liberal and social responsibility. Connecting people, the trust of business leadership in terms of values such as freedom, self-responsibility, and entrepreneurial spirit, and strengthening their awareness in order to create a dynamic boost within the economy triggered through spontaneity, all stand for the initial ideas surrounding GO-AHEAD! I studied in Los Angeles and Vienna and received my Masters's Degree in 1994. I am married and have 3 children My Specialties are in: Sales Management, Sales CRM Software, CRM Cloud Solutions, SAAS, Business Strategy, Software Development, "Pipeline Management", Social responsibility, outbound sales, b2b sales, inside sales, sales strategy, lead generation, sales process, entrepreneurship, coaching, mentoring, speaker, opportunity management, lead management, Austrian School of Economics

Author's Publications on Amazon

This is a practical manual covering the vital subject of Sales Management. I firmly believe that sales are the most important profession for dealing with today’s turbulent world and Econo my, for salespeople create wealth and produce peace. But salespeople need a competent, stable leader—and…
Buy on Amazon
Inside this eBook, you’ll discover a series of chapters dedicated to some of the most important areas facing sales today. From the sales process definition to measurement, lead generation, and proven sales techniques, this comprehensive eBook will provide you with the information you need to…
Buy on Amazon
A common term in sales today is EQ, which stands for “emotional I.Q.” It means the skill a salesperson has in reading emotions and utilizing them in sales. It means empathy and a number of other abilities. The short version is, it’s an I.Q. when…
Buy on Amazon
People are smart to question the future of automation, for it has become part of everything we do. With the quantity of applications and technology around us, we yet still crave more. We become convinced of its power when our package is delivered from Amazon…
Buy on Amazon
Sales management isn’t a simple subject by any means. But at the same time, it does have some basic and somewhat simple fundamentals—and that is what we are bringing to you with this book. First come pain points of sales management, and how to overcome…
Buy on Amazon
Today the Internet has transformed a seller's market into a buyer's market and author Nikolaus Kimla states that the role of sales has never been more crucial. It is now time to give salespeople the role they factually can play: entrepreneurs within the enterprise. They…
Buy on Amazon
This is our public declaration of the intentions behind Pipeliner, and our objectives and motives for the product and for our company. Behind the development of that CRM application and, in fact, behind everything we do, we have a real cause. The story begins with…
Buy on Amazon
For the future, there must be a perfect balance of humans and technology. You have to have the perfect technology, andthen the perfect human being in application, performance and presentation. Today and into the future, it’s a 50-50 balance. In the past it was perhaps…
Buy on Amazon
The salespreneur is based on the concept of the entrepreneur. Before we can explain the salespreneur, you have to have some understanding of the entrepreneur. The entrepreneur plays a crucial role in any economic system. The entrepreneur seeks out information that can be utilized for…
Buy on Amazon
A seasoned captain would never leave port without a competent navigator. In a similar way, a sales manager might be a total ace at "commanding the ship" – at inspiring and coaching sales reps, pointing out and getting agreement on making quotas, and keeping everyone's…
Buy on Amazon

This website uses cookies. By continuing to use this website you are giving consent to cookies being used. For information on cookies and how you can disable them, visit our privacy and cookie policy.