The Definitive Guide to Salesforce Integration

Salesforce is a powerhouse for managing customer relationships, but it might sometimes lack a few capabilities or features that cater to your unique business requirements. Therefore, you need other applications alongside Salesforce. Integrating them allows you to extend its capabilities and bring missing functionalities to your org, creating a seamless data flow and exceeding Salesforce capabilities.

This guide will help you learn everything you need to know about Salesforce third-party integrations. From understanding the challenges and benefits to exploring the tools and strategies that can help you succeed.

Let’s get started!

What is Salesforce Integration?

Salesforce integration is the process of integrating Salesforce and its data with third-party applications to extend the existing functionalities of your org.

It connects two or more applications, bringing the best capabilities of all in your business. You can experience smooth data flow, unify operations of different departments, and gain a holistic view of all the ongoing operations. This integration eliminates the risk of penetrating while transferring data across other platforms, allowing users to work uninterruptedly on a centralized Salesforce platform. It allows users to have a unified experience across different systems that increases productivity and collaboration, eliminating the need to switch between various apps.

With proper integration, businesses can make data-driven decisions, minimize risks, and optimize strategies to serve customers more effectively.

Salesforce Integration Architectures

Before integrating Salesforce with other systems or applications, it is important to map out the right architecture that helps streamline data flow while reducing your cost.

Here are some common types of integration architectures in Salesforce:

1. Point-to-Point

P2P integration, also known as one-to-one integration, connects every system directly with each other.

For instance, there are 3 different systems: A, B, and C, then: A → B, A → C B → A, B → C C → A, C → B

This type of integration facilitates quick data transfer from every touchpoint and system because every system is connected directly to each other, facilitating direct data transfer. However, it is complex and costly to implement as it requires connecting multiple pairs of systems, which creates a web-like structure that is complex to set up, increasing overhead costs. Moreover, it is difficult to scale as you would need to connect the newly added system to all existing systems, which requires extensive technical efforts.

Point-to-point integration is beneficial for those who require fast and bulky data transfers across different systems to Salesforce.

2. Hub and Spoke

This integration architecture offers a common point of contact, known as Hub, that is connected with other systems, called Spokes.

The data transfer is facilitated through this hub across all spokes, offering a single source of communication. It is easy to implement and scale this architecture, allowing the addition of a new spoke without impacting the working of other spokes. However, if the hub fails or disrupts, then the data transfer is affected for all systems, impacting business continuity.

This integration architecture is suitable for businesses that want to manage business processes over a single platform, reducing IT complexity and cost.

3. Enterprise Service Bus (ESB)

It offers a bus-based architecture where the data passes through several destinations and then reaches the targeted system.

Enterprise Service Bus offers you a distributed service architecture. It is the single source that implies various services onto data, including communication, service registry, orchestration, data transformation, intelligent routing, message traceability and management, along with error handling. After all these services are implied, the data is shared with the targeted system.

ESB is used for:

• Data communication between various applications, databases, ERP systems, and other systems.
• Registering application services in the Service Registry.
• Orchestrating the order of events
• Data transformation through message formats and protocols
• Intelligent routing of messages to their destination after analyzing their content and predefined rules.
• Allows message traceability through tracking and delivery.
• Offers error-handling mechanisms for data across apps, ensuring quick incident recovery.

ESB architecture allows reusability, as once a service is connected, it can be utilized by other applications. It is highly scalable, as it only requires adding new apps or services to the bus. On the other hand, this architecture is expensive as it requires additional hardware and software resources. Also, if the bus operations fail, it might affect the whole system.

This architecture is useful for businesses that require centralized monitoring and high-volume data exchange.

Salesforce Integration Patterns

These patterns depict how a system’s components and services interact with each other to attain the goal of integration.

It shows how integrated solutions work and depicts the calling, responding mechanism, or data exchange method between multiple applications.

Let’s understand with an example. Suppose Salesforce calls for ‘shipping details’ from FedEx. It will call for FedEx APIs, and FedEx will return relevant shipping data.

These patterns are reusable and ideal for different business need scenarios, supporting quick integration.

How are they different from Salesforce architectures? Architectures are the designs and structures of how systems are connected, whereas integration patterns are the reusable methods for data exchange.

Let’s learn key integration patterns:

1. Remote Process Invocation

These patterns are helpful when you require real-time data exchange between systems. The different types are:

• Request And Reply

Salesforce requests a third-party application for some data, and the application replies or returns the requested data. The process goes further only after the reply comes.

• Fire And Forget

Salesforce sends a request to the third-party system without waiting for a response.

For example, after the customer places an order, Salesforce will send a confirmation email automatically to the customer.

2. Batch Data Synchronization

This pattern supports large data transfers between integrated systems. It can load data from the current system to Salesforce and vice versa, using the Salesforce data loader and ETL.

3. Remote Call In

The pattern type allows external applications to make changes or transfer data in Salesforce.

For instance, if a customer reports an issue on an e-commerce website, the website creates a case in Salesforce by calling its REST APIs. Further, Salesforce processes the request and returns CASE ID.

4. Data Virtualization

You can access external data in real-time without even storing it in Salesforce using this pattern.

Salesforce Data Connect intertwines the external database with Salesforce to view inventory levels, offering a unified view.

5. Publish/Subscribe

This Salesforce integration pattern allows Salesforce to create, change, or delete an event or record, irrespective of which third-party application is receiving the request. The change request is published out and is then subscribed by any number of third-party applications.

Types of Salesforce Integration

Salesforce facilitates several integration methods. Let’s understand each method in detail to find out which one is feasible for your business.

1. Code-Based Integrations

This integration method involves writing custom codes using the Apex programming language and further hosting it for Salesforce API integration. Code-based integrations require time, development efforts, and the expertise of a Salesforce developer or integration professional. Therefore, you can leverage Salesforce API integration services for industry-specific integrations with a team of skilled Salesforce developers or integration professionals.. It is beneficial when you want to perform complex yet highly personalized integrations for your business.

2. Application-Based Integrations

This type of integration leverages a connector tool such as MuleSoft, which acts as a medium for facilitating integration between Salesforce and third-party applications. These connecting applications offer low-code or no-code integration capabilities, eliminating the hassle of complex coding. It is appropriate for companies with a shortage of technically qualified personnel and does not require a high level of technical expertise. You can connect a variety of apps to address different requirements like marketing, accounting, automation, etc.

3. User Interface Integration

This integration makes it easier to integrate user interface APIs in order to create UIs for both web and mobile applications, inheriting all or a part of Salesforce UI. It allows the adaptation of a variety of components, including layouts, picklists, banners, images, and more, seamlessly across Salesforce. It offers the convenience to users for integrating intuitive user interfaces into your applications without extensive need for coding. For example, you can integrate the UI of email marketing tools with Salesforce, enabling centralized control of email marketing campaigns without switching between different tabs or platforms.

3. Data Integration

Data integration is a process of connecting Salesforce data with other systems, databases, or cloud-based data sources. It allows a seamless flow of data across these connected applications, which helps in gaining useful insights out of it without switching between different platforms. This integration synchronizes all data types, including fields, attachments, and custom fields, across the systems to improve information accessibility, streamline operations, and fill knowledge gaps. You can perform this integration using a variety of Integration methods:

• ETL: Extract, Transfer, and Load allows you to extract data from one system and transfer or move it to the target system. This process starts by cleaning the data and organizing it to ensure data consistency between different systems.
• Using tools: You can use integration tools such as MuleSoft, Integrate.io, Salesforce Connect, and more to facilitate a seamless yet secure connection between Salesforce and third-party apps.
• Using code or data API: You can perform code-based integration using Apex or utilize APIs to facilitate the integration between multiple systems.

4. Business Process Integration (BPI)

BPI connects systems, data, and people to build streamlined connections and collaboration for easy data accessibility across Salesforce and other systems. It automates and integrates key business processes, including order-to-cash, which streamlines everything from order entry to payment and accounting. It also covers lead-to-order processes, focusing on lead generation, sales, and order entries. Additionally, it includes procure-to-pay processes that handle everything from purchasing to payments and accounting. You can leverage this integration pattern to automate business processes spanning internal and external systems or applications. Also, it eliminates manual inputs and aligns processes with business goals, promoting collaboration.

Benefits of Integrating Third-Party Apps with Salesforce

Businesses using Salesforce can increase their chances of success by integrating solutions, tools, or applications based on industry requirements. We have listed some of the common benefits of Salesforce integration that give businesses an added advantage. Let’s explore:

1. Improved Functionality:

Integrating third-party apps gives you the power to strengthen the functionality of Salesforce beyond its offered features. These third-party apps provide additional features, customization options, and services not readily available in Salesforce, allowing you to customize the platform to your business needs. For instance, Salesforce RingCentral integration allows a connection between Salesforce and the RingCentral application, facilitating seamless interactions between business peers and customers. You get customer contacts and interaction history along with calling, meeting scheduling and interaction logging on a single place without switching between interfaces.

2. Accuracy and Consistency in Data:

When you work on Salesforce, you can access data from all the important sources, like HR, sales, ERP, accounting, and native systems. This allows your teams to get real-time data synchronization and minimizes the need for manual data entry. By integrating third-party apps with Salesforce, you will always know that there is data consistency across systems, increasing accuracy and minimizing errors.

3. Optimized and Automated Processes:

Salesforce integration facilitates seamless data transmission between applications. It automates synchronization across multiple departments and their integrated systems, improving business processes and productivity among people.

4. Scalability and Flexibility

With the growth and expansion of your business, the needs keep changing constantly. You can incorporate new solutions or shift to one that brings flexibility without significant disruption. This flexibility allows you to adapt your Salesforce to evolving business requirements, ensuring access to the ideal tools and services.

5. 360-Degree Customers View

Integrating systems with Salesforce consolidates customer information from various sources into a centralized repository. This unified view empowers personalized interactions, targeted marketing campaigns, and enhanced customer service, fostering a comprehensive understanding and delivering exceptional experiences.

6. Cost Savings

Integrating third-party apps can often be a cost-effective alternative to developing custom solutions from scratch. Third-party apps are typically built to be plug-and-play, which reduces development time and costs. Instead of investing in building and maintaining complex functionalities, you can leverage pre-existing, already tested, and optimized solutions.

Step-by-Step Guide to Salesforce Integration

Integration is crucial hence required expertise, we’ve outlined the roadmap and basic understanding we can facilitate the actions and aware about the phases included:

Step 1: Start with the CRM Data Model

Begin by establishing a comprehensive data model that defines how the information will flow within your Salesforce system. This includes determining the logical entities, such as accounts, contacts, products, and cases, as well as their relationships and interactions, aligning with your business operations.

Step 2: Build A CRM Prototype

Develop a conceptual prototype of your CRM solution to visualize and present the proposed system to decision-makers. This prototype showcases the step-by-step processes involved in your business operations and how Salesforce will support and streamline those processes.

Analyze the prototype’s working and look into issues that might hinder the progress. Therefore, it serves as a medium for feedback and refinement, allowing enhancements before the final execution of the integration process.

Step 3: Import Your Data

Clean up your existing data to ensure it aligns with the Salesforce design. You must have a clearly defined data transfer plan. Map your objects, fields, and records accurately between integrated applications to match the corresponding structure in Salesforce. It helps you provide a direction with a forward-looking approach towards integration.

Once prepared, import the data into Salesforce. You might have to create a custom field to accommodate any data that Salesforce does not fetch. Also, plan for backup procedures such as creating a copy of your data priorly, in case your data transfer fails to avoid data loss and corruption.

Step 4: Time to Integrate

Now is the time to start with the integration of your CRM with other cloud platforms, ERP solutions, SaaS applications, or local systems of your choice. Establish robust API integrations, cross-platform authentication, and seamless connectivity with legacy systems.

Step 5: Customize the CRM Solution

Next, you can customize Salesforce as per your business-specific processes and requirements. Customize the platform by adding custom fields, defining layouts, and configuring settings to align with your unique needs. This ensures that Salesforce becomes a solution that enhances and supports your specific workflows.

Step 6: Test & Launch

With the initial configuration in place, thoroughly test your Salesforce CRM to ensure it functions according to your requirements. Engage a dedicated quality assurance team to validate the integrations, functionality, and user experience. Further, proceed with the launch, making incremental adjustments as needed. Alternatively, generate awareness about the new platform, providing clear support materials and information to assist users during the transitions.

Step 7: Post-launch Support

Post-launch, focus on fostering user adoption and addressing any increasing problems. You can take help from your integration partner, assign an account manager for ongoing support, and participate in meetups, conferences, and events that provide valuable information and networking opportunities.

Popular Application to Integrate with Salesforce

There applications available that can improve your productivity, scalability and beyond to enhance your Salesforce ecosystem’s efficiency for customers and your team both. You can explore native integrations on Salesforce AppExchange or develop custom integrations with the help of your team or a Salesforce integration partner.

Alternatively, leverage third-party integrations through APIs or web services, or utilize integration platforms with specialized tools for streamlined integration. Popular applications that integrate with Salesforce include:

1. QuickBooks:

QuickBooks is a popular name in accounting that helps you manage all your taxes, invoices, finances, and payroll. You can integrate QuickBooks with Salesforce to sync your customer data, invoices, payments, expenses, and reports between the two systems.

2. Twilio:

Twilio, incorporated as a customer engagement platform. It helps teams in delivering industry-grade digital experiences to customers. This cloud-based platform offers different features like SMS, voice, WhatsApp, email, video calls, and more. These offerings help your customer support team establish uninterrupted and seamless communication channels with your customers.

3. SharePoint

SharePoint helps businesses manage and share content easily. It’s like a digital workspace where teams can store files, collaborate on projects, and stay organized in one place. With its easy-to-use interface, SharePoint makes it simple to create and manage documents, share updates, and keep everything in sync. Plus, when integrated with Salesforce, SharePoint allows teams to access and manage customer data smoothly, improving workflow and communication across departments.

4. Mailchimp

Mailchimp is a well-known marketing automation platform. It offers user-friendly tools for creating email campaigns, managing subscribers, and tracking performance. From newsletters to automated messages, it makes it easy to stay in touch with your customers. When integrated with Salesforce, it ensures smooth data syncing of Salesforce customer records, enabling you to personalize your marketing efforts and drive better engagement.

5. Asana

Asana is a project management tool that helps teams stay organized, track tasks, and manage workflows efficiently. It simplifies collaboration by allowing you to assign tasks, set deadlines, and monitor progress in one place. By integrating Asana with Salesforce, you can seamlessly connect your sales and project management efforts, ensuring that customer data, project updates, and task assignments flow smoothly between the two platforms. This integration boosts team productivity and keeps everyone aligned on shared goals.

6. Slack

Slack, acquired by Salesforce, is a messaging platform that helps teams communicate and collaborate more effectively. With Slack, you can easily chat, share files, and keep everything organized in channels. By integrating Slack with Salesforce, you can streamline your workflow, get real-time updates on customer data, and collaborate directly within your CRM.

7. Zoom

Zoom, is a video conferencing tool that allows you to host online meetings, webinars, and virtual events with ease. When integrated with Salesforce, you can streamline communication by syncing meeting details, contacts, and customer interactions, making it easier to manage your sales and support efforts all in one place.

8. HubSpot

HubSpot is another prevalent CRM platform designed to streamline your marketing, sales, and customer service efforts. It helps you track leads, manage customer interactions, and automate tasks efficiently. HubSpot and Salesforce integration allow you to seamlessly sync customer data, sales activities, and marketing insights, ensuring both platforms work together for better results. These are just some examples of Salesforce third-party integrations. There are many more applications that you can integrate with Salesforce. Explore our detailed guide on top 10 most popular Salesforce integrations that enhance your business performance and customer experience.

Critical Challenges in Salesforce Integration with Third-Party Apps

Salesforce integration can be a game-changer for your business, but it also comes with a few challenges. Here are some of the common hurdles that you might face while integrating Salesforce with other systems or applications and strategies to overcome:

1. The API Overload Challenge

Challenge: 

Using APIs like SOAP or REST to connect Salesforce with other applications requires optimizing API codes and avoiding excessive API calls, slowing down performance and hitting Salesforce limits. 

Solution: 

Use Salesforce’s Bulk API to handle large amounts of data in batches, reducing the number of API calls for improved performance.  Must implement a solid error-handling mechanism to efficiently manage failed calls. 

2. Bulk Coding & App Installation

Challenge: 

Salesforce integration involves performing extensive coding and multiple application installations. However, managing and coordinating them efficiently is a challenge. 

Solution: 

• Break applications into smaller, independent modules for simplified management of updates and installations, making them less prone to errors. 
• You must implement version control systems to effectively track and manage code changes, ensuring smooth compatibility during updates and minimizing disruptions to the integration process.

3. Data Migration Process

Challenge: 

Data migration is an important part of Salesforce integration, but navigating its complexities, such as fragmented data across Salesforce editions and managing potential duplication, can be a challenge. 

Solution: 

Start by optimizing your data structures using Salesforce’s Duplication Management features to prevent duplication issues and ensure smooth data transfer.  Use external IDs to maintain data accuracy and match records correctly during migration, which helps streamline the process and safeguard data integrity.

4. Cost Conundrums

Challenge: 

Managing stakeholders’ expectations and making smart decisions while creating a detailed timeline with milestones that ensure cost control, throughout the integration process is not easy.  Accessing third-party tools, staying within the budget, and ensuring effective data sync are a few business challenges that you might face. Therefore, it’s crucial to calculate costs and manage your planned budget to get more results from Salesforce integration.

Solution: 

Start by creating a detailed project plan with clear timelines, milestones, and budget estimates that helps keep everyone on the same page and ensures costs are managed effectively.  Evaluate and choose cost-efficient third-party tools that add value without exceeding your budget.  With proper planning and smart tool selection, you can control costs while ensuring a seamless integration.

5. The Forever Data Dilemma

Challenge: 

Developing a data management strategy that handles data validation and quality issues during Salesforce integration. 

Solution: 

Develop a data management strategy that focuses on maintaining high data quality through regular audits and validation checks.  Leverage automated tools that quickly identify and fix these issues, ensuring your data remains accurate and reliable throughout the integration process.

Best Practices for Successful Salesforce Third-Party Integration

To overcome potential challenges and ensure seamless integration, here are key best practices to follow when integrating with Salesforce:

1. A Clear Understanding of Business Strategy Along with A Roadmap

Before entering the integration process, it’s extremely important to discover all the possible aspects of the projects. Start with clearly defining your business goals and what outcomes you are expecting.  You should also determine how the project fits your business needs, technology strategy, and roadmap.

This will influence the scope and deliverables of the project. The ideal suggestion is to conduct a gap analysis to differentiate between your business processes’ current and future state of existing systems. This simplifies the priorities and requirements of the integration project.

2. Collaborate with Stakeholders, Key Decision-Makers, and Your Team to Outline Business Scenarios

Another important thing is to collaborate and keep all the relevant stakeholders in the loop throughout the project. You can follow these practical steps:

• Communicate all the information to stakeholders in the planning phase and make them aware of the project purpose, problem statement, and solution.
• Illustrate the proposed solution, depicting the systems involved and necessary modifications.
• Perform a comprehensive impact analysis and devise a risk management strategy.
• Share the findings, obtain stakeholder approval, and secure the necessary budget.
• Communicate the project plan, timelines, and governance framework to ensure transparency.
• Engage stakeholders in User Acceptance Testing (UAT) and provide training opportunities for seamless adoption.
• Analyze various use case scenarios, business needs, and affected processes across departments.

You can use UML diagrams to visualize systems, their interactions, and potential risks at an early stage.  Lastly, building a well-balanced project team with the right skills, knowledge, and cultural fit is important. Define the roles and responsibilities of your team members by using the RASCI matrix. 

3. Determine and Proceed with the Suitable Integration Architecture and Approach

Salesforce integration projects encompass three different architectures, each requiring thoughtful consideration during the project’s planning stage.  After analyzing your business requirements, determine which integration architecture and type best caters to your needs. 

Evaluate different architectures and methods based on your data volume, flow requirements, complexity, scalability, and budget, and select the optimal solution that meets every criterion efficiently.  Also, you can utilize multiple architectures for different use cases and perform various types of integrations with different systems, resulting in cost-effectiveness and seamless integration.  

4. Integration Excellence: Uphold Data Integrity and Security

Achieving seamless Salesforce integration requires a steadfast commitment to data integrity and security.  To ensure data integrity, establish robust backup plans and implement error-handling mechanisms. Conduct regular audits to uphold the accuracy and reliability of your data.

Simultaneously, ensure data security by choosing third-party applications that meet rigorous security standards and comply with pertinent data protection regulations. Safeguarding your business information is crucial for a successful integration journey. Moreover, do not settle for what you already have. Continuously monitor the performance of your integration to identify downtime and bottlenecks for better efficiency. 

5. Choose the Right Salesforce Integration Partner 

Choosing the right partner is critical to the success of your integration project. A reliable partner brings expertise, experience, and a deep understanding of Salesforce’s capabilities to the table.  The right partner doesn’t just deliver an integration—they help you maximize Salesforce’s potential to achieve your business goals.

Tips For Choosing The Right Salesforce Integration Partner 

Integrating all the apps or tools with Salesforce can be a challenging task for your team. That’s why you should consider utilizing expert Salesforce integration services from a certified partner. Let’s look at some key tips to help you select the right integration partner for your project:

1. Conduct Thorough Research to Make Informed Choices

While selecting an integration partner, avoid taking a quick call, however urgent. Make sure to conduct a comprehensive background check for each shortlisted option. Take a deep understanding of their services, and oversee their completed projects to learn more about their approach towards Salesforce Integration projects. It is crucial to establish familiarity and trust with your integration partner, as it facilitates a smoother journey toward achieving your end goals.

2. Prioritize Industry Experience

While selecting a partner, it is important to consider industry experience. Pick the one possessing specific industry expertise that will assist you in charting out effective plans and strategies, ensuring alignment with your objectives.  Cyntexa, possessing expertise across various industries, offers substantial value to your project with its experience, resulting in success for everyone.  

3. Don’t Solely Rely on Cost When Making Decisions

The cost of working with an integration partner is important, particularly for small businesses or startups, try not to make it the epicenter of your decision. Instead, focus on the outcomes you’ll be receiving for your investment. If slightly higher costs convert into the best services, it is advisable to prioritize quality over cost savings. High-quality services facilitate smooth Salesforce integration, driving traction & revenue growth. Ultimately, this boosts your return on investment (ROI) rather than leading to stagnation or losses due to compromising service quality.

4. Prefer Certified Professionals: Uncompromised Expertise

Working with a team of certified integration professionals, is advantageous. Salesforce certification signifies the official validation of their expertise by Salesforce itself. In addition to considering other factors, prioritize partners with certified professionals, ensuring competence and project security. Certified professionals are more likely to deliver exceptional services, leveraging their expertise to yield the desired results for your integration project.

5. Explore Multiple Options for Comprehensive Evaluation

Regardless of their claims, do not hastily choose the first option. Take the opportunity to assess multiple service providers, narrow down the top contenders, and select the partner that best fits your needs. Thoroughly assessing your choices enables you to make a well-informed decision and discover the perfect partner to embark on your Salesforce integration journey.

Looking Forward

Salesforce integration unlocks the true potential of your business by seamlessly connecting disparate systems, streamlining processes, and enhancing data accessibility. From understanding the architecture types and exploring various methods of integration to the best practices mentioned above, with this integration guide, you can achieve successful integration that drives efficiency and delivers unmatched business value.

However, achieving a smooth Salesforce integration requires expertise, precision, and a clear roadmap tailored to your specific needs. Also, technical expertise is essential for seamless integration, so partnering with an integration experts is highly recommended.  Cyntexa, a Salesforce Summit partner, excels in offering Salesforce integration services, following the best practices of integration. Their experts take the time to clearly understand your integration needs and business objectives right from the start, ensuring they deliver tailored solutions that align with your goals and keep your systems running seamlessly.  Reach out to us to transform the way you operate with Salesforce!