10+ CRM Integrations and Why You Need Them for Your Business

Modern CRM solutions provide useful insights about the customer in the form of lead scoring and how they engage with your company. Along with this, a CRM also provides emailing, marketing capabilities and automations which make it the one-stop solution to serve customers from end-to-end. While in some situations this might be enough, it is not in most situations. Many companies already have a software architecture in place and they need these sets of applications to smoothly connect to the CRM for coherence and ease of use. This where a CRM integration steps in.

On a daily basis, you’d be using a lot of applications along with the CRM solution such as customer support software, invoicing tools, marketing automation software and more. It helps to have data from these applications sync with the CRM solution to fit into your current ecosystem.

Here’s an interesting analogy: If your CRM is a tire, the integrations you make with it are the spokes that support it that makes it more functional. 

Here are the 10+ essential CRM integrations for your business and why you need them.

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Essential CRM integrations for your business



1. Helpdesk

Imagine your reps want to quickly access information about the tickets raised by the lead or a customer. Conventionally, they’d have to sift through multiple tabs and find the help desk software and switch back. An easier way would be to have a native integration that syncs this data with the CRM.

Many CRM solutions integrate with helpdesk solutions. This helps you view tickets specifically assigned to each customer or lead and increase your sales response time and productivity.

Some popular helpdesk solutions that CRM solutions integrate with are:

– Freshdesk

– Zendesk

– Zoho Desk

– Hubspot Service Hub

While B2C and B2B businesses need to have excellent customer support, it is more critical in the former. The reason is simple — the number of queries raised in the case of B2C is more than that of B2B businesses, and the complexity of the queries is more in the case of the latter. 

This is why a lot of times the first response time of B2B support is slow, while it is crucial to be fast with responses in the B2C side of things. To sum up, it makes sense for both types of sales to have customer support integrated into the CRM solution, but it is more important for B2C businesses to do so than B2B.

2. Google and Outlook

Customer communication happens through email and you need to be responsive enough to gain their trust and increase their satisfaction. When the CRM solution is the go-to for salespeople, alternating between browser tabs to access email will hamper their workflow.

Since email applications also contain schedules in the form of calendars, contacts, and more, it cannot be sacrificed to spend more time on the CRM solution.

This is why many CRM solutions integrate with the Google suite of applications and Outlook to provide seamless sync of inbox, emailing capabilities, calendar, and access to contacts.

Some of the best CRM solutions integrate with the following:

– Google suite of applications

– Gmail

– Outlook

– Google Calendar

– Google Contacts

What’s interesting is that Gmail and Outlook are offered as native integrations by many CRM solutions and can be accessed right out of the box.

Since both B2B and B2C businesses focus on increasing sales as much as possible and customer communication happens via email most of the time, this integration is a necessity for both. 

3. Invoicing applications

Your CRM is a single source of information for all your lead and customer data, and this includes deals and account information. Having invoicing capabilities integrated into the CRM helps salespeople manage payments and invoices for leads and contacts from within the CRM without having to juggle multiple tools. 

Some of the best invoice tools that integrate with CRM solutions are:

– Quickbooks

– Chargify

– Zuora

– Zoho Books

Invoicing is a universal requirement for both B2C and B2B types of businesses. And being able to do this straight from the CRM can save a lot of time and reduce errors since deal and account information is in the CRM solution. This makes cross-referencing easy and can help you craft an invoice with no mistakes.

4. Caller application

Say you have a demo scheduled with one of your clients. On one hand, you have insights and information about them on the CRM solution, and on the other, you use a phone application separately. 

One way to overcome this issue of switching tabs would be to place the call on your phone or cloud-PBX and head back to the CRM to check information continuously, right?

But doing this does not increase your salespeople’s productivity. Having a solution that integrates directly with the CRM not only helps your reps place calls directly from the CRM — it keeps them from having to switch multiple tabs.  

Besides this, these applications automatically log calls with crucial details such as reports, call metrics, and even functionalities to take notes on the call. This helps reps save time on every call by getting rid of manual data entry.

Some caller applications that integrate with a CRM solution are:



– Aircall

– Justcall

Prospecting is crucial for both B2B and B2C, and hence integrating a cloud-PBX solution like Freshcaller can help. A caller application helps you place calls directly from the CRM without having to use a device or a separate tab and keep switching.

5. Configure Price Quote

You need to quickly and efficiently generate quotes for orders placed by your customers, because as it is widely known in sales that time is money, right? 

Doing this and handling the CRM separately, however, can hinder productivity.

CPQ or Configure, Price, Quote applications work in sync with CRM solutions, and salespeople can automate the entire process from end-to-end.

Integrating CPQ with your CRM solution allows your sales team to deliver quotes quickly and reliably. With a CPQ integration, every configuration, price, discount, and scenario can be explicitly specified.

Some CPQ tools that integrate with CRM solutions are:

– DealHub

– SelectHub

– Vendavo

– iQuoteExpress

CPQ is an integral part of both B2B and B2C sales when they are required to come up with a quote that is error-free in a time-crunch and a CRM that can perform this function is paramount.

6. Customer success tools

Customer success tools provide analytics, intelligence, and workflows in a single platform, and a CRM integration helps capture this data and provide valuable insights. 

This approach to customer success through a CRM solution helps you become proactive and increase your customer success. 

Some of the best customer success tools that integrate with CRM solutions are:

– Natero

– Akita

– Zendesk

– Accelo

Customer success tools are more useful for B2C businesses. 

Why is this? 

Since B2C-based businesses deal with many customers daily (at a high frequency), tracking customer success is essential and crucial for them. Having a CRM that integrates with these tools is a huge plus. 

7. Marketing automation tools

A lot of CRM solutions have marketing capabilities. Sometimes you might need a slightly more powerful tool for marketing. 

The advantage with modern CRM solutions is that they integrate with a wide range of marketing tools — this means you get context about leads, their position on the buyers’ journey, automate emails with visuals, sync contacts and take control of all your data from within the CRM solution.

Some universally popular marketing automation tools that CRM solutions integrate with are:


– Autopilot

– Hubspot

– Activedemand

– Blendr 

B2C businesses are on top of their game with marketing and need to stay this way. It is, hence, a lot more important for them to integrate their CRM with a marketing automation tool than say, a B2B business. Scheduling and sending out offers, discounts, and sending them occasional emails regarding their satisfaction with purchases is very important from a B2C perspective.. 

8. Document Management Tools

Say you’re in the real estate business, and you’d like to sign a contract and send it over to a client. If you’re in a hurry, printing out the document, signing it, scanning it, and sending it can take a lot of time and hinder your productivity. 

In this situation, you can save a lot of time if you integrate your CRM to a document management tool that allows you to sign and send documents right from the CRM. 

Some document management tools that integrate with a CRM solution are:

– DocuSign

– Pandadoc

– GetAccept

– Proposify

– ClientPoint

You can sign agreements, contracts, and letters, upload it to the CRM solution and share them directly with your clients, and this is essential for both B2B and B2C businesses.

lead management cta

9. Project management tools

Even though many CRM solutions have basic activity management functionalities, you might want it to emulate a tool you use daily perfectly. If you are in a real estate business, you’d want to plan, set clear objectives, and ensure everyone is on the same page in a deal from start to finish. 

By integrating project management tools with your CRM solution, you can configure it to create and track projects or deals from start to finish.

Here are a few project management tools that integrate with CRM solutions:

– Trello

– Asana

– Flow

– CircleLoop

– Zoho Projects

Project management tools integrated with the CRM solution helps both B2B and B2C businesses by increasing employee productivity and helping them stay on track of their tasks and activities.

10. Chat tools

Deploying chat tools on your website helps you converse with your visitors. But when insights are curated in the CRM solution, it’d be a lot easier tailoring your conversations on chat directly in the CRM — because merely switching between the chat application and the CRM solution hinders your productivity.

With chat integrations, you can engage with visitors, add them as leads or contacts in your CRM, know if they are online on your page, and plan your future conversations. 

Some chat tools that integrate with CRM solutions are:


– KOOKOO CloudAgent

– BotSupply

– PureChat

– Smith AI

Having an integration like this helps both B2C and B2B businesses. 

In the case of the former, it helps customers get in touch with a representative from the company. These applications help B2B businesses by providing them with the requirements of the customer and provide solutions accordingly.

11. Survey tools

Surveys are integral for a business to understand how they are perceived in the eyes of the customer. Many applications allow you to create surveys and send to customers to effectively track this — but it is a significant boost to have an option built-in to the CRM solution. 

Integration-friendly CRM solutions work seamlessly with survey tools, and this helps companies track and improve the quality of their customer service. 

Some great surveying applications that integrate with a CRM are:

– SurveyMonkey

– SurveyKiwi

– Survicate

– Nicereply

Take the case of a B2C scenario. With many companies entering the segment, like food and product delivery, it helps for them to track how effectively they deliver and how satisfied customers are. With these integrations, B2C companies can measure CSAT (customer satisfaction score) based on the survey they create and send out. 

Why do you need CRM integrations?

Regardless of which sector your business is in, your CRM is the central hub that contains crucial lead and customer information along with insights. So, it makes sense to always keep the CRM in use. 

An integration you make with the CRM helps you out by collecting information from various sources and placing it in one central location. This can give you additional insights and help you better tailor email campaigns and engage in contextual conversations. 

Now, let’s go back to that ‘tire’ example from before — the more spokes you have in the tire, the more it is structurally stable.

Here are five reasons why you need to have CRM integrations:

1. A single source of all information

Each integration you make with the CRM enriches it with data from different platforms. This helps your CRM become a one-stop place for all your essential business information.

2. CRM integration helps reduce internal silos

In some situations, there might be internal silo that exists between the different departments in a company. With CRM integrations, all your data is in one place, giving no room for silos.

3. You can notice a considerable increase in the sales reps’ productivity

Integrating sales tools with your CRM solution gives a considerable boost to your sales reps. This union makes conversations with customers and leads, sending out emails, getting insights, and other sales tasks automated. A significant advantage with this is that any task performed through the integrated tool is automatically logged into the CRM, thus helping you eliminate duplicates.

4. Your CRM stays organized

Since your integrations are electronic and seamlessly tied with CRM, you can have a clean and straightforward sales process that can be easily organized and tracked. Any changes made in one of the integrated applications are automatically synced to the CRM solution.

5. CRM integrations help your reps stay updated

Through integrations, all essential company information is always on the CRM. This helps reps in your company stay up to date with information such as changes made to lead data, conversation history, and tickets raised. 


CRM integration boosts your CRM functionality significantly. With integrations, you can enhance a powerful tool with other applications and tools you use daily. That means never having to leave your CRM to access crucial information.

Integrations support the strong foundation that is the CRM. The CRM solution you choose has to blend in perfectly with your business ecosystem by seamlessly syncing with the applications you use every day. With an integration-friendly CRM, you can streamline your sales process by incorporating multiple useful integrations that help you move forward. 

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