Not all CRM-to-PRM integrations are created equal
When marketing asked what makes Magentrix’s CRM integration different, it sparked a great conversation about the how - not just the what. Most PRMs use static field mapping integration, which create data silos. We took the harder path with data & schema mirroring because it gives you deeper access.
Nowadays, integrating enterprise software applications with CRM systems is the norm. But have you ever stopped to think about the different ways an application can integrate into a CRM?
When our marketing team asked why Magentrix’s integration is different from other PRM vendors, I had to walk through the various integration models to give them a complete picture.
Here are three common approaches:
1. Least Popular Method: Real-time Querying
In this method, your application the PRM queries data directly from the CRM in real-time.
This is the least popular approach today. Why?
- Most CRM platforms impose API usage limits.
- The performance of your app becomes dependent on the speed and availability of the CRM.
- If the CRM is down or slow, your app suffers.
2. Most Common Method: Field Mapping (Static Schema)
This is where your PRM has a fixed schema, and you pull data from the CRM into predefined fields.
- Pros: The PRM seamlessly integrates across different CRM systems - no re-architecture is required.
- Cons: You often deal with data sync issues, data silos, and the CRM is no longer your system of record (SoR). You might need to log into two systems just to get the full context, and the depth of CRM integration is limited.
3. Rare Method: Data & Schema Mirroring
This is where your application adapts to the CRM’s schema and mirrors its data structure.
- Cons: When building a software, choosing a data mirroring option for integration is a challenging task. Every CRM has its own unique structure, and the PRM has to be flexible enough to handle it all.
- Pros: You get a deep, reliable integration with fewer sync issues. Your CRM remains the system of record, and your PRM becomes much more powerful because it can access any data point from the CRM. Maintaining data relationships such as Account with Opportunities are easily managed. Handling complex field types such as dependent picklist (i.e. State / Province field changes depending on your Country) becomes easy.
At Magentrix, we don’t take shortcuts, we choose what’s best for our customers. That’s why we’ve built our Salesforce and Microsoft Dynamics CRM integrations using the data mirroring approach. It’s a more complex route, but it’s also what makes our platform more capable and flexible compared to others in the PRM space. That’s why Magentrix is The Data Foundation for Channel Sales™
