ERP-CRM Integration: All You Need to Know

Most growing businesses would struggle to progress without using good-quality ERP and CRM software. Your ERP handles vital financial data, order histories and supply chain information. Your CRM helps you manage all your customer interactions, including sales calls and marketing campaigns. Together, they underpin pretty much everything you do (and plan to do) as a business.

The problem is, your ERP and CRM don’t always work together as well as they could. They’re two distinct pieces of software, often managed in different teams. But they both hold information that’s needed across your business. Sales people, for example, might find it really useful to be able to access billing information from the ERP.

This is where an ERP-CRM integration comes in. When systems are kept separate, it’s pretty much inevitable that you’ll end up copying information manually or informally between them. It’s equally inevitable that this leads to errors. Setting up an integration means avoiding those errors.

An ERP-CRM integration means that information is shared in real-time between your two systems.

Benefits of ERP-CRM Integration

1) Integration saves resources

With an integration, you cut out all the time you might have spent copying information between systems and dealing with the inevitable mistakes that result. Many businesses find that an integration frees up a significant amount of time, meaning that they can either cut staff costs or use staff time for business development rather than admin.

Depending on how your business is set up, you might save in other ways too. For example, rather than having to train staff to use two systems, you’ll only need to train them to use one.

2) Integration helps you gain new business

An integration means it’s much easier for you to respond quickly to customer questions, be proactive with sales and deal with complaints. Imagine that someone calls a member of your sales team wanting an update on an order. Does that staff member have to search through different systems to find the answer, one of which they don’t usually use? Or do they have to ask a colleague for help? This takes time, leading to irritated customers who aren’t likely to come back.

With integration, not only can staff respond more effectively, they can work proactively. They can identify the best prospects to target, for example, because they have all the information they need about them in one place. So, a member of the sales team will be able to take a look at billing and credit information held in the ERP to qualify leads.

3) Integration helps you strategise

It’s impossible to use data strategically if you can’t trust it. Data integration makes the process of developing a data-driven business strategy far simpler and more effective.

How do you go about setting up an integration?

Setting up an ERP-CRM integration couldn’t be easier. There are numerous off-the-peg and custom options, which can usually be put in place in days. If you’re daunted by the idea of integration, don’t be. It’s nearly always far simpler (and cheaper) than you’ve imagined.


Contributor: Sarah Lawson

This article is published under GUEST POST policy of TECH COUNSELLOR

This post is published under Guest Post Policy of the Tech Counsellor. Contributor: Sarah Lawson; Contact the author at Email