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CRM INTEGRATION

Many people believe that integrating the data in their CRM application with other applications is pretty straightforward…just make the systems work seamlessly, with the same data. The challenge is that companies implement multiple applications for a reason; each is designed to support the needs of a particular user group in performing their specific tasks. The different applications may have their data mapped using different terminologies, processes and sometimes custom coding. Utilizing Scribe’s CRM integration solutions with Scribe Insight - the core technology product that allows for data mapping and data management, the Scribe Adapters – which enable Scribe Insight to communicate natively with specific business applications, and pre-made Scribe Templates - which represent complete or partial data integration or migration processes, customers are able to implement data integrations and process integrations with virtually all applications, configuring their integrations without having to write custom code.

CRM Data Integration

Data synchronization and data replication are a couple of basic requirements for successful CRM integration. Below is a list of data components your CRM integration may include:

Source	Data	Description	Value
Web site, marketing lists	Leads	Load leads on real-time or ad-hoc basis into CRM	Increase lead conversion rate and reduce administrative costs
ERP	Orders/Invoices Product line items	Copy and update invoice data along with product details into CRM	Increase revenue through product-based sales targeting & improve customer service
Call Center	Support incidents	Provide real-time support call history and status to CRM	Improve customer service
Field Service	Service tickets	Provide real-time service ticket history and status to CRM	Improve customer service
Call Center, ERP	Support contracts	Copy and update customer support agreements in CRM	Increase contract renewal rates
ERP, Data Providers	Credit history	Provide company credit history in CRM	Increase revenue by targeting credit-worthy customers and reduce collection costs

CRM Process Integration

Many companies realize once data synchronization and data replication is handled, their third requirement is process integration. Process integration is when data is shared from one system to the next based on each systems role in an integrated customer process. For example, a common process integration outline below describes the steps required to support quote to order activities between a CRM system and a back office system:

Step	From	To	Data	Description
1	ERP	CRM	Product Catalog	Provide CRM with latest available products and pricing
2	CRM	ERP	Quote	Provide ERP with quote for demand planning and calculate “available to promise”
3	ERP	CRM	Quote	Provide CRM with product availability for quote
4	CRM	ERP	Order	Place order with ERP
5	ERP	CRM	Order	Provide order confirmation
6	ERP	CRM	Invoice	Provide ongoing order deliver status and final calculated invoice including shipping and taxes

Utilizing Scribe’s customizable CRM integration solutions with Scribe Insight, Scribe Adapters, and pre-made Scribe Templates, customers have the tools they need to create a successful CRM integration rather than writing time-consuming, and costly code for a custom integration. For a more in-depth look at how you can create successful CRM integrations, read our white paper, "A Success Model for CRM Implementation".

CRM Integration with Scribe Adapters

Scribe Adapters are components created to enable Scribe Insight to communicate natively with specific business applications like Salesforce or Microsoft Dynamics CRM as well as standard technologies like Open Database Connectivity (ODBC) and Web Services. Learn more about Scribe Adapters, or learn about the specific CRM Adapters Scribe offers:

The Scribe Adapter for Microsoft Dynamics CRM is certified by Microsoft and simplifies data loading into Microsoft Dynamics CRM by utilizing the Web services API.

The Scribe Adapter for Salesforce utilizes the Apex Web Services application programming interface (API). This API provides access to Salesforce that is simple, powerful and secure.

The Scribe Adapter for SalesLogix simplifies data loading into SalesLogix by using its OLE DB provider, and encapsulating the business rules of SalesLogix so data integrity is assured.