When connecting 2+ systems, it’s about much more than moving data from one system to another.

Data records are continuously changing – and your systems integration needs to enable a continuous back-and-forth communications to ensure your teams are working with the right data – without duplicated, mismatched records.


  • When connecting marketing automation and CRM systems, data will be continuously updated on a specific lead or contact – as a prospect registers for additional content or views additional web pages, as sales reps gather new information, and as leads convert to opportunities with further data. A one-way, one-time data pass won’t cut it. 
  • When connecting event or webinar systems, the same prospect or customer will attend multiple events. You’ll want to update a single record in your marketing automation/CRM with their history of activities, and not create duplicates.
  • You need to account for salespeople entering leads and contacts directly into their CRM. That data needs to sync to marketing systems without creating duplicates in that direction either. Most one-way sync processes and native connectors can't de-duplicate from the CRM back into the marketing automation system, which leads to many duplicate records.

This need for a multi-directional database sync with updates to existing data records is where one-way native connectors and tools like Zapier fall short, as they inevitably plague your systems with duplicate data.

And duplicate data leads to a range of issues such as miscommunicating to customers -- because that customer is incorrectly tagged as a prospect, or because their preferences have been mismanaged due to multiple, mismatched records.