CRM Integration & Automation

Keep work moving
between your systems.

We connect your website, CRM and the business tools around them, so information reaches the right record, the right person knows it needs their attention, and somebody finds out when it didn’t arrive. The work is practical: enquiry capture, record updates, ownership rules and the routine steps worth automating.
Talk about connecting your systems
See the handovers we can improve

What is your team doing between the systems?

Look for the small jobs nobody designed.

Jobs nobody designed

  • Copying an enquiry from an inbox into the CRM.
  • Checking whether a record arrived.
  • Looking up a status in one tool because the other is out of date.
  • Asking across the office who’s following this one up.
  • Exporting two reports and reconciling them by hand.
  • An automation only one person understands.
Not all of that should be automated. A rule can assign a record. Deciding whether an unusual enquiry is a fit still takes a person. The aim isn’t fewer people in the process. It’s a process that’s clearer and more dependable, with judgement kept where judgement is needed.
And an integration isn’t always the first fix. Sometimes the team needs to agree the process, simplify a form or use a feature it already pays for. Automating inconsistent rules just spreads the inconsistency faster.

An enquiry needs a record, an owner and an exception path.

Made up to show what a working handover has to cover. Not a client system, and not a claim about any platform.
One enquiry, logged

01  ✓  Valid enquiry accepted from the website form.

02  ✓  Matched to an existing contact by the agreed rule. Not created twice.

03  ✓  New enquiry added to that contact’s history, with service interest and source.

04  ✓  Owner assigned by the service and location rule. No match would have gone to the fallback owner.

05  ✓  Arrival confirmed at the CRM. A “sent” message from the website isn’t proof.

06  ✗  Next enquiry: the CRM is unavailable. The details are kept, the named owner is alerted, and the transfer is retried without creating a duplicate.

Most people picture the first five lines. The sixth is the one that matters on a bad day.

Connecting a form to an app is the easy part. The data, the responsibility and the failure behaviour are the work. And arriving in the CRM doesn’t make an enquiry qualified, or put anyone into a marketing sequence. Those are separate rules, and they’re yours to set.

Agree what each system is responsible for.

Before anything is connected, we map the one process in scope: the platforms involved and the information each one needs. Then six things get decided.
01

Which system holds the true version of each field and status.

02

Which changes travel to another system, and in which direction.

03

How an existing contact, a new enquiry and a duplicate event are told apart.

04

What stays where it is, because not everything should be copied everywhere.

05

Which actions follow a rule, and which need someone to review them.

06

Who can approve changes once it’s running.

We won’t promise a single source of truth for the whole organisation. Different systems can rightly own different things. What you get is an explicit agreement about the records and fields in scope, and a plan to build from. The mapping is as big as the job needs. It isn’t a separate product you have to buy first.

Use the connection that fits the job.

We check your actual accounts before confirming an approach: the tools, how they can connect, the permissions and the limits. The answer might be a native integration, a workflow inside a platform you already have, an intermediary service or a custom connection. We don’t promise any of them until we know it’s feasible.

A platform’s name tells you very little.

The edition, the access and the specific action required decide what’s possible. So there’s no compatibility list on this page.
The work can be small:
  • One website-to-CRM connection
  • One status kept in step
  • One task-assignment rule
  • One reporting feed
A bigger flowchart isn’t a better solution. Platform subscriptions, connection-service charges and usage costs are identified upfront, not discovered later.
If the requirement really needs a new interface or portal, that’s a custom platform. If the problem is what people are being sent and when, that’s email and nurture.
Custom Digital Platforms
WordPress Development

Know when it worked, and who acts when it didn’t.

We test the behaviour you care about. The record arrives correctly. An existing record is treated properly. The right person is assigned. A failure is visible to someone responsible for it. We check at the destination, not just the success message at the source.

We test the agreed exceptions too

  • A missing field
  • A duplicate event
  • A destination that’s down
  • A status that turns up late
That list is set in the scope. Nobody can rule out every failure, and we don’t claim to.

If a connection runs on a schedule, we say so. We don’t call it real-time.

Building it and looking after it are two agreements.

Agreement one

Building it

Handover covers how the workflow operates, where to check it, who responds to alerts and how to ask for a change.
Agreement two

Looking after it

It still needs an owner after launch, because business rules, staff access and third-party tools all change. Monitoring, maintenance and incident response are only included where your contract says so, and they’re kept distinct from ordinary website support so nothing falls between the two.

Show what changed in the working process.

Name the handover that costs your team the most.

Does it matter which CRM we use?

It can. We look at its capabilities, your access level and the workflow you need before confirming the scope.

Not necessarily. We first establish what your current tools can support and where the real limitation sits. Sometimes that is the platform, and we’ll tell you.

We can look at how it behaves, who owns it and what access exists, then advise whether to repair or replace it.

Only where it’s scoped, with agreed matching and review rules.

That’s agreed before handover: who owns it, who monitors it and what support applies.

Some, yes. We make clear which steps stay manual and how those updates affect the connected process.

Tell us which tools are involved, what people do between them now and what should happen instead. You don’t need a technical specification. That’s our job.

One defined integration is a complete project. A wider review of your systems helps when ownership or dependencies are unclear, and it isn’t a required first purchase. Where several priorities need delivering together, a Growth Partnership can coordinate them.

Growth Partnership
Talk about connecting your systems