CRM Integration is about connecting one or more systems to CRM system to create seamless data flow between them. The goal of CRM integration is to automate workflows, make better and smarter decisions, create faster and more accurate reports, and increase productivity.

When companies do not integrate their CRM systems and use multiple systems instead - there can be issues integrating the data sources. 

Key issues faced by companies with their CRM:

• 15% of companies feel like they have a complete view of customers. (McKinsey)
• 43% report having a fragmented approach with inconsistent integration between marketing & customer experience tech. (Adynamics)
• 52% of companies say their CRM isn’t doing enough. (GetBase)
• 57% of executives said they struggle to provide a good customer experience because they lack a completely integrated CRM. (Forrester)

Companies that seek to evaluate new CRM solutions do so for 3 key reasons - too many data silos, lack of integration and their existing systems are outdated. With proper CRM integration - companies can greatly increase productivity, reduce human errors, and get a full picture of the business and customers.

Improved data accessibility offered by an integrated CRM can reduce the sales cycle by 8–14% (Nucleus Research)

According to MarTech, 40% of companies replaced their CRM software after less than two years due to other platforms having:

• Better features
• Better/easier integrations
• Cost saving versus homegrown platforms that are too expensive to maintain
• Cost saving on commercial platforms 
  

As CRM features and integrations improve - companies will look to employ artificial intelligence (AI) and machine language (ML) to their processes. Ninety two percent of B2B sales leaders will invest in AI solutions, implement automation services, add reporting through analytics tools, and tracking market trends through sales intelligence, which will allow them to engage more effectively with customers. (Forrester)