Solution

One customer record across sales, finance and delivery

When sales, finance and support each hold a version of the customer, every conversation starts with reconciliation. Integration decides which system owns which field, and enforces it.

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Outcomes

One address, one contact, one history
Sales seeing payment and delivery status
Marketing working from real segments
Less time spent reconciling reports

Solution

Where it is used

CRM and ERP

Accounts, orders and invoices synchronised both ways.

CRM and support

Tickets and satisfaction visible to account managers.

CRM and marketing

Consent-aware segments built from real behaviour.

What we deliver

Field ownership mapping
Deduplication and matching rules
Bidirectional sync with conflict rules
Consent and GDPR handling
Monitoring and alerting

Problems this solves

Sales and delivery see different customers

Account, contact and order data synchronised with one owning system per field removes the contradiction.

Manual handover after the deal

A won opportunity creates the project, order or onboarding record automatically, with the data the delivery team actually needs.

Reporting needs exports

A shared reporting model joins pipeline and delivered revenue without a monthly spreadsheet exercise.

How delivery runs

01
Object mapping
Accounts, contacts, opportunities and products mapped with direction and conflict rules.
02
Trigger design
Which CRM events start which downstream process, including what must not be automated.
03
Build and backfill
Sync implemented, then historic records backfilled and matched with a duplicate strategy.
04
Adoption
Short training with the sales team, since integration value depends on CRM data discipline.

Realistic timeline

Weeks 1–2

Mapping and trigger design.

Weeks 3–6

Core synchronisation and backfill.

Weeks 7–9

Reporting, monitoring and handover.

What moves the price

CRM platform and licence tier

API limits and available objects differ sharply between tiers and vendors.

Duplicate data volume

Matching and de-duplicating existing records is often larger than building the sync itself.

Custom objects and fields

Heavily customised CRMs need mapping work per field.

Where projects go wrong

Poor CRM hygiene

Sync amplifies bad data. A de-duplication pass and required-field rules come before go-live.

API rate limits

Batching and backoff are designed in from the start rather than discovered in production.

FAQ

Questions buyers ask

Which system should own the customer?+

Usually finance owns the legal entity and CRM owns the relationship. We map field ownership explicitly during discovery.

How are duplicates handled?+

With matching rules and a review queue rather than silent merging.

API Integration Services UK CRM and ERP Integration

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