What CRM integration actually connects
Most CRM pain is data entered in one place and missing in another — a lead fills out your site but never reaches Salesforce, or a deal closes in HubSpot but billing never hears about it. Integration closes those gaps so your CRM reflects reality.
- Website and landing-page forms creating or updating contacts automatically
- Your app or product pushing signups, usage, and activity into the CRM
- Two-way sync between the CRM and email, calendar, or support tools
- Billing and payment status flowing back onto the deal or account
- Deduplication so the same person doesn't become three records
Common CRMs and how they differ
We work with HubSpot, Salesforce, Pipedrive, Zoho, and others. Each has its own API quirks — Salesforce's object model and governor limits, HubSpot's associations, Pipedrive's simpler REST. The integration is shaped by the CRM you actually use, not a generic template.
- HubSpot: contacts, companies, deals, and custom properties via its CRM API
- Salesforce: standard and custom objects, respecting API and governor limits
- Pipedrive, Zoho, and others mapped field-by-field to your pipeline
- Custom field mapping so your data lands in the right place, not a notes blob
- Webhooks for real-time updates instead of slow, wasteful polling
Getting the sync right
The hard part isn't the connection — it's deciding what wins when two systems disagree, and making sure a sync error doesn't quietly drop a lead. We define which system is the source of truth for each field and add logging so nothing vanishes silently.
- A clear source of truth per field to resolve conflicts
- Real-time vs. batched sync based on how fresh the data needs to be
- Dedupe and matching rules by email, domain, or external ID
- Error logging and alerts so a failed sync gets noticed, not lost
- Backfill of existing records so history is consistent from day one
More on apis & integrations
Frequently asked questions
Can you sync data both ways?
Yes, but two-way sync needs rules for conflicts — if the same contact is edited in both systems, which change wins? We define that per field during scoping so the sync is predictable instead of overwriting good data with stale data.
Will this create duplicate contacts?
Not if we set up matching correctly. We deduplicate on a stable key like email or an external ID, and decide whether to update-or-create so the same person maps to one record. Cleaning up existing duplicates can be part of the project too.
Our CRM has a lot of custom fields — is that a problem?
No, custom fields are normal and fully supported. We map each source field to the right CRM property so data lands where your team expects it, not dumped into a generic notes field.