Integrating your website with CRM or ERP is critical for efficiency, measurement and business intelligence. To make good marketing decisions, we must have a clear picture of what is happening on your website, as well as all channels. We should attempt to measure the value of everything so that we can avoid the old marketing adage of “I know half of my marketing spend is wasted. I just don’t know which half.” We want to know precisely what’s performing and what isn’t, so the budget can be adjusted accordingly.
What is CRM and why integrate it with your website?
Customer relationship management (CRM) is usually delivered through software, with a subscription to applications like Microsoft Dynamics, Salesforce, Zoho or HubSpot, to name a few. It’s used to efficiently manage the sales pipeline, taking enquiries right through to closing the deal.
Integrating CRM with your website has many benefits. Firstly, once data flows straight into CRM, there’s no need to store it on the website database, which reduces your GDPR risk. Having leads flow directly into CRM is more efficient too. Not only is it automated and less likely to go missing like an email, but once it hits CRM, you can delegate leads to your team.
From a marketing point of view, the most important benefit from the integration between CRM and the website is that we learn more about the lead, notably which channel drove the lead. This becomes very important when trying to establish the true ROI of your marketing spend. This helps to manage channels better, as well as better understand the overall value being driven from marketing.
What is ERP and why integrate it with your website?
Enterprise resource planning (ERP) refers to a type of software for management of all business processes. This is not just accounting, CRM or stock management – it is one product that handles everything across the business. As a result, ERP software tends to be quite expensive. Examples of ERP are Oracle’s NetSuite and SAP.
ERP website integration is more likely to occur on ecommerce platforms, with orders, as well as product and customer, information updating bi-directionally. In essence, the business system is aware of everything that the website is doing and vice versa. The benefits of ERP integration tend to be more about efficiency, automation and synchronisation of data. But similarly to CRM, it has a GDPR benefit in addition to more clarity on which marketing channels are driving profitable ROI.
Our experience and specialisms
Our integrations are sometimes off-the-shelf solutions, with the base code and functionality provided by a plugin that we install, configure and support, on your behalf. This has the advantage of being quicker and cheaper to implement and is typically possible for WordPress CRM integrations, assuming the CRM is one of the most widely used.
There are less off-the-shelf integrations available with ERPs, as they tend to be a little more niche and in some cases the requirements are bespoke. We have integrated WooCommerce to NetSuite and SAP, as well as Magento to SAP. We have the capability to provide bespoke integrations, whether that’s through the more basic CSV/cron job approach, or a more sophisticated API-driven connection.
Common CRM and ERP integrations.
CRM and ERP integrations.
Zoho is our in-house CRM so we intricately understand how this platform works. We’ve integrated many websites with Zoho, in addition to creating email automation once a lead has hit the system.
Talk to us about integrating Zoho.
We’ve connected WordPress to Dynamics several times and can cost effectively integrate these platforms. Using a tried-and-tested plugin, once fields are mapped, you should be up and running.
This is one of the more popular CRM platforms available, although not the most intuitive to use. We’ve worked with WordPress and Salesforce integrations for years and are well placed to assist you with this.
There are different kinds of ERP provided by SAP. Some are cloud-based and some are physically installed on site. We have connected WooCommerce to SAP and Magento 2 to the cloud-based version of SAP.
We’ve integrated NetSuite with WooCommerce various times for clients. In some cases, this has been relatively straightforward, but in others completely bespoke.
We can help build custom and bespoke integrations for platforms not listed here. We build connections through API or more traditional CSV file sharing.