How to integrate Salesforce with third-party applications?

August 29, 2022by rashmita satpathy


There’s no doubt that Salesforce is the most popular CRM software in the world. However, just like any other CRM platform, integration is also an essential part of Salesforce.

Businesses can integrate their Salesforce CRM platform with various CRM platforms to streamline their operations, add an extra layer of effectiveness or put things to good use. Third-party apps and software such as Google Cloud, MailChimp, QuickBooks, WhatsApp, LinkedIn and Dropbox, to name some.

So, how can your business integrate third-party applications into your Salesforce CRM? Moreover, what are the challenges that you might face while doing so? Let us find out the answers to all these questions.

What is Salesforce Integration?

Salesforce Integration is the solutions and processes generated for efficiently and effectively integrating two software, i.e. Salesforce and a third-party application.

A proper Salesforce Integration uses APIs to communicate between Salesforce CRM and other third-party systems. It provides a more holistic and full-fledged view of the different departments functioning within an organization.

It further brings consistency by collaborating the data from various departments, such as HR, finance, marketing etc., so it can be monitored effectively. This further brings consistency and eases the scope of work across all fronts.

Benefits of Salesforce Integration For Your Business

Since we’re aware of what Salesforce Integration is, let us understand the benefits and advantages that it brings along. Here’s a list of benefits for your business that Salesforce Integration has.

  • An enhanced information accuracy across all platforms by collaborating data and eliminating duplicate data.
  • Effective communication which keeps your customers engaged and active
  • Automation of business workflows, without any requirement for complex coding and configuration structures
  • Innovative methods to ensure an increased team productivity
  • Better collaboration and integration across various organization functions provide seamless communication, reducing the delays and time it takes to track a prospect. Hence, securing you more revenue.

Tools You Can Use For Implementing a Successful Salesforce Integration

Now that we’re aware of what Salesforce integration is, let’s figure out the right tools you might need to execute your Salesforce Integration flawlessly. We’ve divided these tools into three categories for a better understanding.

1. Salesforce Native Tools: These tools ensure seamless integration between the Salesforce CRM and any other application developed and designed by Salesforce. One of the significant examples of this kind of tool can be AppExchange and the MuleSoft Anypoint platform.

While the former is like a store for searching for the perfect third-party app, and then Salesforce recommends installing it in your CRM, MuleSoft is different. MuleSoft Anypoint facilitates a seamless integration of third-party apps, which is incompatible with Salesforce.

2. App-native Tools: App-native tools are one of the significant reasons behind Salesforce’s popularity amongst independent developers and organizations. Salesforce’s push towards developers and organizations who want to develop integration capability within their tools has worked well.

Tools like Google Cloud, and Outlook, among others, can allow easy integration with Salesforce without coding or complicated configuration methods.

3. Third-Party Tools: Third-party tools act as the last resort for Salesforce integrations. The third-party tools are challenging to implement and require expert know-how. Most people prefer these tools when neither App-native nor Salesforce native can work.

Best Practices to be followed for Salesforce Integration

While businesses bring in the requirement for their good, certain things should be kept in mind. However, when it comes to integrating a third-party application for your needs, it isn’t easy to assess which apps will be able to check all the right boxes. Therefore, there are certain best practices that every business should follow before integrating third-party applications with Salesforce.

1. Figure out what your business requires

Before going out to shop for a third-party application to be integrated with your Salesforce CRM, it is essential to figure out your requirement. Determine the problems that your business is currently facing and what tools are available for the same.

2. Let your team know

When it comes to using the third-party applications that you’ll be integrating with your Salesforce, your team will use it. Hence, keeping your team in the loop at each step is essential.

Moreover, informing them about the process, the changes, and how the process will unfold is essential. Inform them of the same, and consider any critical feedback that might work.

3. Scan your competitors

Staying a step ahead of your competitors is never the wrong place to be at. When integrating a third-party application into your Salesforce CRM, try figuring out your competitors’ applications.

This might help you make a more informed decision considering the mistakes they made and the shortcomings which their applications might have.

4. Scrutinize The Product

Before finalizing a product, as you’re narrowing down, this is the time to scrutinize every option inside out. Integration of a third-party application can be a long-term investment. Examine the terms & conditions involved, the after-sales support and whether there is an inclusion around training your team for the software.

At last, ensure the product you finalize follows your organization’s ethical codes and corporate policies.

Conclusion: Should You Go For Salesforce Integration?

Salesforce is a compelling platform with many tools that any business can use. However, bringing in the capabilities and functionalities of many third-party applications can further enhance its effectiveness. So, the answer to that question is- YES. You definitely should go for a Salesforce third-party integration.

Although, Salesforce third-party integrations should be conducted through a certified Salesforce partner only to avoid ambiguities and future complications. Furthermore, before finalizing a product, ensure that you follow all the best practices mentioned above for seamless integration.