Is your marketing software communicating?
A custom integration refers to an IT development project where data in a software platform is enriched with information from separate areas within the business to make it more useful and up to date. For example, sharing data between customer records, e-commerce sales, and inventory.
We at KBK are often called upon to help clients connect their customer relationship management platform (CRM) with their ERP (enterprise resource platform) to give sales and marketing teams access to a wealth of customer and inventory data. This sharing of information in real-time enables a cohesive and customer-centric alignment between marketing and sales efforts and creates opportunities for automation.
This visibility and tracking of marketing, sales, and customer engagement activities means:
- Improved productivity and control of critical business processes
- Less time spent trying to locate and capture information, with fewer errors
- Less reporting effort and real-time dashboards
- Improved cross-selling and up-selling opportunities, with shorter sales cycles
- Enhanced customer service
- Precisely tailored marketing activities based on past purchase behavior and current inventory and pricing
- Powerful insights into customer behavior
The result – a centralized, user-friendly interface that gives all staff a 360º view of the customer.
But integration projects require more than a software developer to write some code. Successful integrations require a detailed understanding of the CRM platform, data architecture, the application of ERP data into marketing and an understanding of the reporting requirements.
With years of experience, KBK’s highly-skilled team can scrutinize, plan, test, and manage every aspect of a custom integration project so that the result is a user-friendly and robust solution. The team will interpret the technical requirements of the integration and analyze the existing infrastructure to create a detailed data model, considering the bi-directional information requirements of your business. The scope includes defining use cases, implementing methodical test plans, and creating a roadmap of how these new data points can give your business a measurable uplift in productivity and sales.