CRM Systems and Web Integration

The days of” brochureware” websites are coming to end.  For most industries, at any rate.  Most clients we advise are using customer relationship management (CRM) systems for contact and pipeline management. Some have fully integrated their marketing and are employing campaign management -- a great way to make marketing activities measureable. Others are using the systems for support applications. This is a fantastic way for growth-stage B2B companies to bat above their weight and appeal to international clients with a 24x7 help desk.

To enable these workflow improvements through a client’s website, the CRM system has to be integrated.  It has been my experience that the possibilities are truly endless for these integrations.  All of the CRM systems have published APIs, and once workflows and requirements are established, most client requests are achievable. That’s not to say that all the integrations are easy. This depends on what the CRM developer has exposed through its APIs. It’s often worth considering what functionality is offered through third-party applications. These applications can provide a cost-effective shortcut to the features required with a built-in roadmap of enhanced functionality.

We’ve been involved with a number of websites that have integrated CRM systems, and I see the trend expanding.  We’re big fans because the CRM systems, and related report capabilities, allow for easier marketing measurement, pipeline management and enable a host of other workflow improvements through the company’s website.  If you haven’t tied your website to your CRM system, what are you waiting for?