SALESFORCE INTEGRATION SERVICES


How to connect and optimize your CRM to Salesforce API

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Modern businesses exist and compete in an interconnected digital landscape. To meet customer demands, growing firms must do more than find their place in this digital marketplace. They must develop and integrate a growth ecosystem which maximizes employee impact and supports revenue growth.  

Salesforce integration is a core element of this growth ecosystem. Salesforce is primarily a Customer Relationship Management (CRM) platform specializing in CRM software, sales automation, customer service enhancement and marketing automations. It comprises a host of Cloud-based solutions including Salesforce Sales Cloud, Service Cloud and Marketing Cloud atop the core Salesforce platform.  

Salesforce sits at the heart of many firms’ business operations. It improves collaboration and gives insights into customer data, sales performance and marketing effectiveness to improve lead handling. As powerful as Salesforce is, however, its impact is vastly diminished when it operates in a silo – on a digital island of its own.  

Without proper integration, inefficiencies, data silos and limited scalability will hinder business growth. A poorly connected CRM will rely on manual tasks, exacerbate fragmented workflows, and miss opportunities to support personalized marketing. More than an inconvenience, it represents a threat to growth.  

In this article you’ll learn how Salesforce integration drives revenue growth, discover which business systems are priority integrations, and explore how to overcome common integration challenges to create scalable solutions for growth.  


Why Salesforce integration matters

The role of Salesforce in modern business

Salesforce centralizes customer data, improves collaboration and empowers decision-making. It is one of your most valuable data sources and a vital driver for revenue-enhancing automation and personalization. But, business users can only harness these benefits through Salesforce integration – because the CRM itself is not usually the activation point for such campaigns.  

Salesforce is a rich data hub for internal stakeholders across marketing, sales and more. Integration with your preferred systems and cross-functional teams is what puts this data to work. An integration with Adobe Marketo Engage, for example, gives the marketing team new segmentation and automation opportunities to improve marketing performance. Integration with an event management system equips on-the-ground sales staff with essential information about leads in attendance; empowering them to pick up on recent activity or customer history.  

So far, we’ve talked about outward Salesforce integrations. The importance of customer data pulled from Salesforce for application across your marketing ecosystem. But two-way integrations are equally important for marketing performance. Integration with your content management system (CMS) – like Adobe Experience Manager Sites or WordPress – embeds more data into your CRM by feeding back online touchpoints, downloads and goal completions. See whether individual leads responded to emails and marketing outreach by integrating your Marketing Automation Platform (MAP) to better inform business development teams.  

Your integration requirements will depend on the makeup of your growth ecosystem. You may operate a Salesforce Cloud ecosystem, where inbuilt integrations ensure seamless connection. Alternatively, you may be an Adobe business – or work with a bespoke selection of digital solutions. Either way, Salesforce Connect is your ally for external integrations. Before we move on to technical considerations, this article will consider the key challenges and opportunities of Salesforce integration.  

Challenges of disconnected systems 

Failing to integrate Salesforce to external systems will result in unoptimized performance and ultimately, lost revenue. There will be multiple systems in your business that could pose challenges if not connected effectively. Three common challenges of disconnected systems include: 

  • Fragmented processes – Without integration, workflows and processes may rely on excessive manual input. Data and insights from Salesforce can automatically trigger onward events, such as leads reaching MQL status for handover into a new stage of the pipeline. Without integration, this may require manual lead assessments and emails outside of the CRM platform. Integrating Salesforce creates opportunities for automated workflows that accelerate time to revenue.  
  • Data silos – Data and insights are the lifeblood of marketing performance. The movement of data from one source (such as event activity) into the CRM may require manual input which is a low-impact use of time, may incur human error, and is not primed for scalability. Integrating remote systems means that data or lead handover can be automated to improve marketing productivity and support revenue growth.   
  • Poor visibility – All teams in a business require up-to-date insights to perform optimally – but sales and customer-facing roles especially. If Salesforce is not correctly integrated, promotional personnel may be facing customers without knowing their latest challenges, interests and opportunities. And it’s not just about customer visibility. Integration ensures that performance metrics are available throughout the business to inform data-driven decision making and more efficient operations.  

Building these integration concepts into your digital ecosystem will help you to avoid common challenges and build a unified growth strategy.  

 


Mamimizing growth potential

How system integration drives business growth

Intelligent use of Salesforce Connect or bespoke integration solutions enables you to maximize the value of your Salesforce license. But doing more with Salesforce isn’t the key outcome – it’s what this means for driving tangible business growth. Consider these three ways integration delivers revenue growth: 


Data driven insights

Real-time data improves agility

When your data flows seamlessly through your business, delivering accurate and timely insights across platforms, your team are better equipped to make high-impact decisions at pace. Salesforce adds a layer of CRM data integrity to performance insights to maximize employee impact, giving talented teams the confidence to meet market opportunities. 

UTOMATE AND ACCELERATE YOUR CAMPAIGN WORKFLOWS icon

Automation reduces costs and manual errors

Manual input can only take you so far. Automated processes and personalized marketing put time back in your team while maintaining – or enhancing – your outputs. It increases your campaign velocity, putting more decision-driving content into the market where it can start influencing your audience. 

Scalability and future-proofing

Scalability supports future-readiness

Your integration architecture is tied to your ability to scale, and your CRM is a core element. As your business grows and handles more customers simultaneously, integration and automation becomes more than a ‘nice to have’. It is essential for managing large volumes of data without requiring a massive expansion in time or personnel. Effective integration streamlines your growth journey, reducing process hiccups as your business adapts to greater revenue streams.

Manage interactions with customers and prospects through streamlined CRM processes
Deliver marketing, sales and customer success
Bluprintx CRM expertise

Advantages of integrating Salesforce with your business systems


Improved lead management

Improved customer experiences

Equipping your business with cross-functional customer data will improve user experiences. Up-to-date insights empower teams to deliver personalized, consistent and real-time experiences that customers not only appreciate, but expect. Salesforce integration is the digital driver of such experiences, linking out to relevant apps and platforms to make insights available everywhere.  

Customer journeys can be enhanced by Salesforce when correct integrations are in place. For example, personalized marketing can utilize Salesforce data integration to commence an automated campaign for leads approaching a purchasing decision. Salesforce can connect to your Commerce platform to recognize when a decision is made, then link to an order management system which provides automatic delivery updates to the customer.  

Ultimately the customer receives a bespoke journey which speaks to their needs and keeps them connected to the brand; improving experiences to encourage repeat business.  

Better customer experiences

Employee impact and satisfaction

Salesforce integration doesn’t just benefit customers. It also improves employee experiences by automating repetitive tasks and simplifying workflows. Salesforce automation gives teams the opportunity for better time management and resource allocation; focusing on high-value activities that achieve greater productivity. Remember – talented teams want to make an impact, and better alignment between skills and tasks will improve employee satisfaction.  

These benefits run even deeper as your business grows. Salesforce integration and automation helps you build scalable systems that are resilient to expansion. While business growth is the goal, it can put added pressure on employees. Teams that were handling thousands of leads might rapidly need to serve ten times that.  

Pipeline activities like lead scoring, qualification, and handover can be handled in greater volume without additional resources when your integrations are robust. This goes right to the front-line of your business – your customer service teams can benefit from automatic ticket assignment from queries, which are immediately matched to the customer’s Salesforce history for smooth management.  

Salesforce offers app integrations that make your employees lives easier. Make the most of them for a high-impact, motivated team.  

OPTIMIZE MARKETING IMPACT AND ROI

Workflow customization for operational efficiency

As your business grows, your workflows will begin to cross platforms and require triggers that suit multiple teams. You will look beyond individual action automations, and consider tools that can support wider workflow automations according to your overarching business needs. You will need apps across your digital ecosystem to connect, integrate, share insights and trigger onward actions cross functionally.  

As your CRM, Salesforce is a central platform which will require robust integration to support marketing efficiency. When you correctly link Salesforce into wider platforms, its ability to support teams with repeat and routine workflows increases. Customer service teams, for example, may use the Salesforce Service Cloud case management functionality to assign a Case Manager automatically, and equip them with the insights they need for a fast resolution.  

Status updates can carry across into wider platforms to alert key stakeholders. Case completion could be integrated into performance dashboards so that strategic teams can assess success rates and proactively suggest new strategies if there are risks in the data.  

Change management and employee training

Enhanced collaboration

Workflows are just one way that Salesforce integration breaks down silos between departments. Salesforce is often seen as belonging to the sales team, but when correctly integrated is a valuable resource that improves wider collaboration.  

Marketing, sales, customer support and operations can share real-time data leading to aligned goals and improved outcomes. As businesses scale, a common challenge is misalignment between teams leading to poor customer experiences. With a strong Salesforce hub, you can avoid situations where a customer feels that the business isn’t aware of their situation or ready to speak to their specific needs.  

Conversion rates can be an important KPI in this regard. A Salesforce integration with your Marketing Automation Platforms ensures that sales teams can quickly follow up qualified leads without losing timeliness, improving deal success.  

Optimized to your requirements

Salesforce API integration opportunities by Bluprintx

Custom integration solutions 

Salesforce Connect is a powerful out-of-box solution to support integrations with your digital ecosystem – but each specific org will have unique needs. When considering the many parts of your integration architecture, you may face complex integrations which are not served by immediate solutions. Fortunately, there are options available to ensure your integration success.  

Bluprintx brings bespoke integration expertise capable of connecting even the most disparate systems. Custom integration services ensure your Salesforce CRM is connected to the platforms you need to achieve your growth goals. Our integrations are tailored to your objectives; whether it’s holistic data visibility or workflow automation.  

Middleware and API expertise 

Middleware is a software solution that acts as a bridge for seamless communication between Salesforce and external apps. It’s an important part of a custom solution for connecting your tools. Common middleware tools include Boomi (Dell) and Jitterbit. Bluprintx is also capable of developing bespoke middleware solutions to meet specific requirements.  

An API is a lighter solution which supports Salesforce integration. An API (Application Programming Interface) is a set of protocols or rules – essentially a language – by which two applications can communicate data. They enable separate platforms to share information, often in real time, without a full middleware solution.  

Salesforce integration offers a series of APIs to suit different kinds of data transfer. Bluprintx works with you to identify the needs and objectives of your Salesforce integration, make recommendations on which integration concepts are most appropriate, improve user interface, and accelerates an implementation using middleware or API options.  

Real-time data integration 

Bluprintx brings the expertise of a comprehensive Data & Analytics practice to inform your Salesforce integration. Salesforce is a valuable repository of customer data and an important connection to remote systems. Bluprintx will enable outcome-focused two-way integrations, factoring in access requirements and real-time functionality for all that need it.  

A core tenet of our approach, led by Global Director of Data & Analytics, Robert Mol, is that “data without insight is just numbers”. We’ll assess the quality and efficacy of your data, suggest routes to impact, and accelerate your time to insight. The key outcomes are informed by your priorities, but you can expect better dashboards and empowered teams for marketing productivity, employee impact and revenue growth.  


How we achieve your seamless integration with Salesforce


Maintain data quality and integration

Understanding your business requirements and stakeholders

Our discovery process involves a holistic assessment of your people, platforms and processes. Our expert team will discover your integration requirements by speaking to all relevant stakeholders via on-site or remote interviews. We assess your existing platforms, legacy solutions, and consider the new tools you plan to implement – including where your Salesforce integration sits in the wider ecosystem. We take a forensic look at whether your workflows and processes meet your business requirements.  

This extensive methodology paints an accurate picture of your current situation, and informs the first steps we’ll take to create a bespoke Salesforce integration strategy. Your growth action plan is built in light of your objectives, compliance considerations, and the resources you have access to. It’s a multifaceted approach which maximizes Salesforce success by simultaneously streamlining your integration architecture, identifying automation opportunities and building where you have strong foundations.

Scalability and future-proofing

Designing a scalable integration architecture

A Bluprintx partnership means more than putting your business on a radical growth trajectory. It is a collaborative approach that prepares your business to manage that change and scale as you grow. We engineer your integration architecture to make an immediate impact, hit your growth goals, and be ready to scale.  

Designing scalable systems involves building app automations that empower your people to do more with less. Manage more leads with the same resources. Create greater outputs without adding workload. To achieve this goal, we ensure adoption of scalable processes throughout your business. We secure executive buy-in from every level of your business by showing how Salesforce integration and automation will improve employees’ experiences of their roles, and reducing the fear factor. Because we believe that scalability doesn’t just lie in architecture design, but in culture. 

Partner with Bluprintx for a Salesforce integration that suits the short, medium and long-term trajectory of your business.

Digital Transformation

Implementing and testing across systems

A phased approach to your Salesforce integration enables secure implementation and testing across systems – even if you’re on an aggressive deployment schedule. A tried and tested ‘Deliver’ methodology reduces downtime and ensures compatibility between the many parts of your integration. Our rigorous approach touches all elements of your remote system, while remaining friendly to teams working in live apps.  

Integration concepts such as system mapping and data validation are applied to ensure that information flows correctly across systems, preventing errors and data mismatches. Each stage of the implementation is carefully monitored, from initial sandbox testing to live system rollouts for seamless operation. We identify potential issues early, reducing the risk of new deployments.  

For example, integrating Salesforce with a remote inventory management system might involve testing API callouts to confirm real-time data synchronization. Our systematic approach ensures that all parts of the integration perform as intended and are optimized for marketing efficiency.   

Data entry and data security

Ongoing support and optimization

Integration is not a one-time task. It is a dynamic process that evolves alongside your business. Bluprintx provides continuous monitoring and proactive optimization to ensure your Salesforce integration delivers consistent value and matches your business objectives in every moment. By analyzing system performance and managing changes in data volume, we ensure your integration remains robust and scalable as you grow.  

This service includes regular health checks, updates to accommodate new applications, and fine-tuning workflows to align with evolving business goals. Not just this, but we’re committed to working in lockstep with your people as the team expands. We ensure that adoption remains paramount as staff rise through the business, or new teams develop. Our ongoing support keeps your people, platforms and processes all in perfect shape.  

Experience & Expertise

Why choose Bluprintx for Salesforce integration

Choosing Bluprintx as your proven partner ensures access to a series of growth-enhancing strategies, demonstrated through our extensive experience.  

Proven expertise and industry recognition 

In total, we have over 1750 successful implementations under our belt – meaning we have the muscle memory and experience to deliver at pace. Moving into 2025, Bluprintx has over 300 active customers across more than 10 countries, delivering according to the unique market requirements of each firm.  

We understand that not every organization has a single-vendor ecosystem. Even the most committed Salesforce users may not live solely in the Salesforce Marketing Cloud. Trusted by 22 vendors, and as an Adobe Gold Solutions Partner, we have the versatility to integrate and optimize architectures of any size or scope. Your platforms, your choice.  

Sharp focus on business outcomes 

Bluprintx aligns people, workflow, technology and data for growth-focused organizations. Growth is the key – your Bluprintx action plan builds around the business outcomes that drive growth. It is a methodology which targets marketing productivity, employee impact and revenue growth.  

We understand that each business has a different route to growth. Your Salesforce integration may focus around scaling your ability to handle leads. Or it might be targeted towards enabling automated and personalized marketing. You may have recognized a gap in your reporting capabilities, and seek a Salesforce integration that plugs customer data and demographics into your live dashboards.  

Your priorities are our prerogative. 

Tailored, scalable solutions for every firm 

Bluprintx supports businesses across the globe at every level of maturity. From startups to international enterprises, we understand the growth drivers that bring tangible revenue rewards. Our bespoke approach seeks to build your specific org into the company you want it to be. This involves customization by understanding your integration requirements and deploying scalable systems that suit your culture.  

In Bluprintx, you will find an uncompromising ally capable of delivering on your terms.  

Our ability to ensure your success is clearly documented. Bluprintx has delivered: 


350+

Salesforce integrations across Eloqua, Hubspot and Adobe Marketo Engage

500+

Marketing Automation Platform implementations 

50+

Microsoft Dynamics integrations

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