Sales POP - Purveyors of Propserity
Pipeliner CRM Integration
Blog / Pipeliner CRM / Dec 17, 2023 / Posted by Nikolaus Kimla / 32

Pipeliner CRM Integration


Since we often get questions about how Pipeliner integrates with other applications in a company, we will answer the most frequently asked questions about CRM and integration in this series of articles.

Seamless data flow

What is it that every company undergoing digital transformation is looking for? Seamless integration of data from A to Z across the enterprise.

Core systems that don’t talk to each other can be compared to a lack of coordination in a restaurant, where the chef and the server don’t communicate and the customer sits waiting for their order. The chef has baked an amazing cake that will be the dessert of the customer’s life, but the server does not bring it over. The customer wanted a perfectly prepared hot chocolate cake, but the server doesn’t know it’s ready. The cake finally arrives at the customer’s table, but it is late, cold, and the customer is not satisfied.

For a company to be customer-centric, all of its applications must work together seamlessly, just as the chef and the server at a restaurant must coordinate precisely to please the customer.

Today’s businesses operate with multiple applications. At Pipeliner, for example, we run 58 different SaaS applications. Larger organizations run even more. Today, a company typically sticks with “best of breed” applications. With so many robust applications available today, it is easy to see that any “all-in-one” application that tries to do everything for everyone is an illusion.

A brief history of integration

When it first became necessary to connect applications, programmers wrote connectors.

  • Connectors solved a problem similar to today’s travelers going to different countries and having electrical plugs with different configurations and voltages. These connectors would allow two different applications to communicate with each other.
  • Next came APIs – application program interfaces – that allowed more and different applications to connect.
  • Then came middleware-what are now known as iPaaS (integration platform as a solution) solutions, such as Zapier,, and There are several of these different platform providers today.

Creating the Data Flow

As mentioned earlier, the lifeblood of any organization is data flows. In the past, different departments and their applications existed in silos, separate from each other, and data flows were difficult to achieve at best. Today, silos are easily overcome with drag-and-drop workflow creation.

But it’s not just about creating workflows, it’s about the flow of data throughout the enterprise, the workflow creation but also with the data flowing throughout the company.

Integration with Pipeliner CRM

Today, when it comes to integration with Pipeliner CRM, no coding is required by the customer—“out of the box” integration is available in two different ways.

The first way is through core integration built directly into Pipeliner, which we have done for several different applications such as Outlook, ZenDesk and PandaDoc. We currently have core integrations for over 20 of your favorite applications and are building more all the time.

For those we haven’t built core integrations for, iPaaS solutions can connect them. However, middleware only connects basic functionality and sometimes does not take into account complexities such as custom fields or custom entities. Therefore, if a company wants to connect Pipeliner CRM to a complex solution, an iPaaS solution may only be able to meet some of their needs. In this case, a custom integration would be required.

Custom integrations

There are two types of custom integrations with Pipeliner.

  • The first is strictly for data migration. Often, when a company first gets Pipeliner CRM up and running, data needs to be migrated from a legacy or other CRM application to Pipeliner. This is a one-time data migration.
  • The second type is data synchronization, which is ongoing. This is an ongoing data synchronization between two applications.

However, there are actually several options for data synchronization. First, an organization may want to synchronize data in one direction only. For example, the company may want data to flow from its ERP to its CRM, but it doesn’t want it to flow back from the CRM to the ERP. This is to prevent data errors in the ERP. A CRM user may see 1,500 of a product in the company’s warehouse. If the user mistakenly enters 1,500 but only needs 15, and that data can be written back to ERP, it could cause havoc for other salespeople and customers. So the data is prevented from being written back. This is called unidirectional data synchronization.

Suppose a company wants bidirectional data synchronization between an ERP and a Pipeliner CRM. In this case there is another complexity: should there be an approval process for data written back to the ERP?

An example of complex data synchronization would be in the airline industry. When a customer books a flight, they want to know with 100% certainty that their seat is actually reserved and available. Similarly, when a product is removed from ERP inventory, that inventory needs to be reliable.

Another consideration for integration is focused on data access rights. Part of defining the integration that you are looking for is to also define who on your team has the need/rights to view that integrated data. For example, you may have customer banking/credit card data stored in your ERP. It may be important for certain team members to be able to view that data in the CRM, but you may not want to grant access to all of your users. Pipeliner CRM accommodates these concerns easily.

Fortunately, custom integration of this type is not rocket science today—it’s just a matter of knowing the logic behind it.

Now the question is, how often does this synchronization occur? Is it instantaneous, as in the airline industry? Companies may only need to synchronize overnight or once a week.

In summary, a custom integration needs to be qualified by:

  • Uni-directional
  • Bidirectional
  • Approval process or not
  • How often—immediately, daily, weekly, or other timescale.

Once a Pipeliner CRM prospect has this information, they will want to know the cost. We completely understand—a company wants to have all the information for evaluation. But without fine-tuning what a prospective company really needs, it’s hard to predict an accurate cost. Therefore, without having all this information, we will quote the prospect a reasonable hourly cost for Pipeliner’s programmers to build custom integrations.

We will quote an exact total cost if possible, but again, this isn’t always possible without all the information.


When a prospect defines what they need, I always advise them to take the route they should take with anything in life: identify a first iteration. Trying to define absolutely everything at once will lead to an endless implementation project. When you try to do everything at once, it almost always happens that the planning gets so far and then someone says, “Oh, wait, we forgot we need to do this, too!” The project never really gets started.

Start with the core aspect that the business needs. Maybe they need data from ERP for account management or all past customer revenue streams. Just define that first big step.

This is why I recommend planning CRM implementation and integration in iterations. This approach comes from the Scrum programming methodology that we use when programming Pipeliner CRM. It means that you continuously improve the system through successive iterations.

These are the basics of how Pipeliner CRM implementations are done!

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

Sales Process Automation
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.