Web integration: no reason not to have it
It’s a common misconception that integration always requires a large and intensive project. It sometimes does, of course, calling on data migration and custom hardwired software interfaces, or, more cleverly, data transformation and a Service-Oriented Architecture. But, in the case of common web applications, such as websites, CRMs, CMSs, e-learning tools, WebEx signups, and email tracking software, it’s often easier to integrate the disparate systems that, after all, do make up a unified whole. Since integrating those systems is a common requirement, often times the hooks are already in place. They might not be all the same kinds of hooks, and there will be development needed to make it all work, but some of the work is already done. And chances are it’s done in languages and conduits most familiar to web developers.
Imagine the following scenario: Mr. X is sent an email by the Marketing Department. His name and information is automatically entered into the sales CRM, with a note an email was sent. The CRM is even aware of whether Mr. X has looked at the email yet or not. When he does, a note of it is made, and if he follows a link from the email, it is tracked click by click all the way to the purchase decision page. He decides not to buy that day but attends an online seminar, and his sales rep, assigned automatically per rules defined in-house, gets a notice to follow-up with him. And the whole time, anyone can look up exactly how Mr. X became a lead. Marketing can determine which sources generate the most lucrative leads, and do an exact cost analysis of every campaign they run. In the long run expensive and ineffective efforts can be weeded out and lucrative avenues can be better exploited. Reporting is easy and graphs can be automatically generated. And all of it is manageable through the CRM, centerpiece of the newly integrated sales and marketing combined systems.
The above scenario describes the Salesforce & Constant Contact integration we delivered along with new corporate websites for clients such as Cape Clear Software and Informatica On Demand. Sales & marketing tools, however, are far from the only web applications that can likewise be easily integrated, and we are experienced at finding clever solutions to fitting all the pieces together. Whenever we build a website, we always mention the option of integrating it with whatever online systems already exist. It only makes sense.