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How to integrate multiple CRMs into your software

  • Radek Novotný
    Radek Novotný
    Co-Founder, CEO
    Social media profiles

Integrating multiple Customer Relationship Management platforms (CRM) into your software can be an overwhelming process. In this blog post, we will explore the possibilities for integrating multiple CRMs into your software and discuss the different options available to you.

You really have quite a bit of options, each with different pros and cons.

1. Using a Unified API Client

One option for integrating multiple CRMs into your software is to use a unified API client. This approach provides a single API endpoint for all supported CRMs and simplifies the integration process. It also provides a consistent interface and data format across all CRMs, which can improve the quality and accuracy of your data.

Pros? Simplicity and agility. It’s easy to integrate a lot of the providers in scale.

Cons? It’s not flexible, private and cost-efficient as you scale.

  • Costs scale as your traffic grows.
  • Privacy. Your customers’ data is flowing through another server/service, which results in changing privacy policy etc.
  • Your use-case has to meet their solution.

2. Building Custom Integrations

Another option is to build custom integrations for each CRM platform. This approach can provide more flexibility and customization options, but it can also be more time-consuming and costly. It also requires more technical expertise and maintenance.

Pros? Robustness and flexibility. You can do whatever the provider allows you.

Cons? Resources needed to build and maintain each integration.

3. Using Integration Platforms

There are also integration platforms available that can help you integrate multiple CRMs into your software. These platforms provide pre-built integrations for popular CRMs and can also provide custom integration options. They can save time and effort and reduce the technical expertise required for integration.

Pros? Additional features such as building logic and workflows and user management.

Cons? Same as with unified API clients: Scaling costs, privacy changes and challenges, and (even more) inflexibility of the solution.

4. Using Superface

Our technology combines the benefits of all the approaches while eliminating most of the disadvantages. Sounds too good to be true? Let us explain.

Superface is a solution you can integrate within your app via an SDK or deploy it into your infrastructure as a standalone server solution accessible via unified API (GraphQL).

How does it work? All you need is to know what you want to do with the API of the CRM, for example, “sync all customers”. Once you launch this use case, our solution will download integration instructions in milliseconds from our cloud and perform the integration directly. Yes, directly, that means your app will connect to the provider API, no middleman etc. That’s it. Magic? Not for us, but it works like that for you!


Integrating multiple CRMs into your software can be a complex process, but there are many possibilities and options available to you. Whether you choose to use a unified API client, build custom integrations, use integration platforms, or use Superface (in that case, get in touch!), it's important to carefully plan your integration strategy and choose the best approach for your needs. If you’ll have any questions, don’t hesitate to contact us.

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