5 benefits that business integration can bring to your organization

Each department at your organization likely uses its own suite of SaaS apps and on-premise systems. 

Your marketers might rely on a marketing automation platform like Marketo to capture and nurture leads; your sales reps might rely on Salesforce to manage their everyday activities with prospects; your customer support reps might rely on ServiceNow to view and work on client issues—and so on.

Even though each team has its own set of responsibilities, the data they collect and use within their tools can be equally valuable across other functions. 

This begs the question: How can you ensure that a team has access to data that could benefit them? By building integrations across your apps and systems and moving the data freely between them.

In case you need more convincing, here are 5 ways that business integration can benefit your business.

Related: 3 reasons why trigger-based automations can be invaluable 

1. You can avoid manually re-entering data 

To illustrate how valuable this is, let’s walk through a specific use case:

Imagine you receive new information on a client that you’d like to add to your CRM, marketing automation platform, IT service management system, among other places. Manually entering the data might be OK for one or two clients, but it can quickly become an issue when you need to update dozens, hundreds, and even thousands of clients’ accounts.

Using business integration, you can connect the apps that collect customer data and build workflows that share client information across them instantly. This allows you to avoid adding information manually in more than one place, and you’ll be able to find the data you need in the platforms you’re already using.

Related: 4 approaches to data integration

2. You can utilize data to its fullest extent

As mentioned earlier, data can often benefit multiple functions in different ways. 

Take product usage data as an example. You can integrate your data warehouse platform with several systems and distribute the product usage data across each. This includes:

  • A CRM platform so that customer success managers can identify upsell/cross-sell opportunities
  • An ITSM platform so that customer support reps can pinpoint customers that need support and where they need it
  • A marketing automation platform so that marketers can put clients into the appropriate nurture sequences and better plan their events

3. You can align with your colleagues

There are numerous examples you can point to: 

  • A customer success manager can see that an invoice has been delivered in the CRM platform while a colleague in finance can see the same in an ERP system like NetSuite
  • An HR manager can find an employee’s contact information in an HRIS, while an employee in IT can find the info in their ITSM platform.
  • A marketer can see a prospect’s lead score in their marketing automation platform while the sales rep can see the score in their CRM

By accessing the same set of information, everyone can have a consistent, up-to-date view on their customer and employee-related data. This can go a long way in preventing miscommunication, and in helping employees collaborate in a way that’s more productive.

4. You can keep some of your legacy systems

Moving on from a legacy system isn’t always ideal. Replacing it can be costly, time consuming (as it might require training colleagues on how to use it), and, in some cases, the legacy system might still be uniquely valuable to your organization.

By integrating your legacy systems with your modern, cloud-native ones, you might be able to hold on to the benefits of the former while using their data in more ways via the latter.

Related: An overview on SaaS integration

5. You can build integrations easily and securely

It’s never been easier to build integrations at scale. 

That’s because your less technically-savvy employees can now use a low-code/no-code platform that can connect your on-premise and cloud-based systems quickly, reliably, and in a way that’s governed and monitored by IT.

If you’re looking for a low-code/no-code tool that offers this functionality, then look no further than Workato. 

Workato, a leader in integration-led automation, offers connectivity to 1000s of SaaS apps, databases, legacy systems, and more, without requiring a single line of code. In addition, the platform allows your team to build robust and durable automations across your core processes—from employee onboarding to procure-to-pay to lead routing.

To learn more about Workato, you can schedule a demo with one of our automation pros!