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Integrations
What a B2B sales team connects to its CRM, and how each connection works here: mail and calendar, marketing automation, CPQ and billing, e-signature, support and product usage, data enrichment.
These are the connections to scope when configuring B2B CRM. Each selected connection needs an agreed mapping, a separate identity and acceptance checks against the configured application’s API.
- Mail and calendar
- Mailbox syncContacts · in and out
- Calendar syncin and out
- Marketing
- Marketing automationCampaigns, Leads · back
- Web forms and eventsTerritoryRules, Leads · in and out
- Data enrichmentTerritoryRules · in and out
- Pricing, contracts and money
- CPQProducts, QuoteLines · in and out
- E-signatureContracts · in and out
- Billing and ERPContracts · in and out
- Orders and sales historyAccounts · in and out
- Exchange ratesExchangeRates · in
- CommissionsOpportunities · back
- Customers after the sale
- Supportin and out
- Product usageContracts · in and out
- Communications
- Telephonyin and out
- Chatback
- Agents
- Your agentWorks within the permissions you assign
Mail and calendar
- Mailbox sync. Match messages to known contacts and retain EmailMessageId for duplicate detection. Configure private-thread exclusion before importing messages. Confirmed delivery failures can flag an address; possible departures require owner review before changing contact status.
- Calendar sync. Events with a known contact as attendee become meetings with start and end time on the contact, account and deal.
Marketing
- Marketing automation. Campaigns are mirrored into the campaign table with the platform’s own id, leads arrive with their source and campaign, and consent changes flow both ways with a source and a date. Opportunity outcomes flow back against the campaign, so campaign attribution is by won revenue.
- Web forms and events. Form submissions and event registrations create leads and run the territory rules on arrival.
- Data enrichment. Company size, industry and address are filled from an enrichment provider on lead and account creation, which is what makes the employee-count and industry territory rules usable.
Pricing, contracts and money
- CPQ. Where products are configured from options, the configurator produces the quote lines and this system runs the approval, versions and sending.
- E-signature. Send the approved quote for signature and return AcceptedDate and AcceptanceDocument to that quote version. Deal Desk checks them at bookings validation before creating Contracts and copying the signed agreement.
- Billing and ERP. Send validated contracts and lines to billing with the account and dates. Showing invoice balances or overdue amounts on the account requires an agreed read-only extension; those fields are outside the authored CRM schema.
- Orders and sales history. Populate Accounts.LastOrderDate from the connected order system. Product-level sales history and trailing spend require a separate read-only mapping and presentation agreed during rollout.
- Exchange rates. Corporate and period rates are loaded from the finance system into the exchange rate table, so the CRM converts at the same rates the books use.
- Commissions. Validated won opportunities and locked forecasts are read by the commission system; nothing is written back.
Customers after the sale
- Support. Link to the account’s source support records or configure a read-only summary so Customer Success Manager can review renewal risk.
- Product usage. Agree which usage measures to expose and their reporting dates. Detailed usage fields require an extension; Customer Success Manager records the resulting RenewalRisk decision on Contracts.
Communications
- Telephony. Click to call from a contact, with the call logged as an activity and the recording link attached.
- Chat. Deal and approval notifications to the team’s chat tool, with approve and reject actions that call back into the approval step.
How connections are governed
service accounts, audit, pausingGive each integration a scoped service identity and audit trail. Agree retries, duplicate detection and the owner of failed messages before enabling writes. Rehearse a failed delivery and replay, and verify that the operator can inspect the error and pause the connection. Chat approval actions must still verify the acting person’s authority and document conflicts.
The API is one more client of the same interface. Agent and API →
# Example work after configuration
› Read My Open Opportunities and their next steps
› Draft Activities from reviewed meeting notes
› Prepare Quotes for the configured approval workflow
› Wait for the assigned human decision
› Read pending bookings and their accepted quote evidence
› Prepare the Forecast vs Quota review