Integrating disparate business systems, such as a marketing automation system and CRM, or two CRMs, could be a multi-month IT project. But it doesn’t have to be.
At Bedrock, we’ve found the key to a win-win relationship between the business users who require the integration, and the IT or Admins managing those systems, is taking a standardized integration approach. We've also found that while there’s a temptation to custom build the perfect integration, one that accounts for every possible scenario, our advice is: don’t.
First, custom integrations demand coding. Second, they require lots of configuration in your CRM. And third, custom integrations lack the standard object mappings between two systems which make an integration more seamless. Instead, custom projects steal IT resources and compel businesses to transform their data so the two systems can talk.
Unlike custom integrations, standardized integrations are a win for everyone involved—operations, business users, and admins alike—in that they give business what they need now, without a maintenance burden for IT or Admins.
We've also seen standardized integrations work. Time and time again, companies integrate systems far faster—usually around 30 days—with a standardized approach. From a reporting standpoint, such speed is invaluable for business users, who can get reporting, visibility, and campaign targeting in each system faster than a typical IT project, all while evolving their integrations without code.
But just what do we mean by a standardized integration?
In addition to "no code", a standardized approach must let you configure field mappings, system of record, workflows, sync rules, and more—all via a central web interface. There, you can map a standard set of objects—leads, contacts, companies—between systems. For example:
- HubSpot Contact to Dynamics Lead & Dynamics Contact
- HubSpot Company to Dynamics Account
- HubSpot Deal to Dynamics Opportunity
With a standardized approach, admins and IT can avoid complex projects and focus on the million other things on their plate. Because the last thing admins and IT want is to code a complex integration, then troubleshoot it month after month.
Who manages a standardized integration?
That's easy. As the ones who know the structures of their data, marketing and sales operations can manage standardized integrations. Via a web interface, they can easily adjust field mappings, workflows, and system of record. They can build a list of records in the given system, edit which records to sync, and trigger these records, so long as they pass a workflow, to sync with another system.
So if you're a business user or admin interested in a standardized integration, contact us to learn more.