Integrator for your CRM
Sales sees usage, product sees the pipeline
We wire HubSpot, Salesforce or Pipedrive into your SaaS: signup, usage, churn and billing update the CRM. Sales and support see the same record, with no double entry.
- CRM connectors in production
- object ownership decided
- quotas respected
What is a CRM integrator and what can be connected to a CRM?
A CRM integrator wires your CRM into your product platform: SaaS, billing, support, ops. The point is not a siloed CRM that sales updates by hand, but product events (signup, usage, churn, payment) that write contact, deal and ticket. Every vendor has its own model: deal here, opportunity there, custom fields everywhere. The work is fitting your business reality into that model, in the right direction, without duplicates, so sales and support share the same truth.
The CRMs we integrate
What makes the pipeline unusable
The CRM is not the problem. It is everything that never reaches it, or reaches it twice, that makes the forecast unreadable.
My sales reps retype everything by hand
We connect your application to the CRM: a signature creates the contact, the company and the deal, with nobody retyping a thing.
My pipeline does not mean anything
Amounts and stages come from the source, your product or your invoicing, not from an approximate manual entry. Your forecast becomes readable again.
I have two records for the same client
We define a stable matching key, your internal identifier exposed to the CRM rather than the email address, and we update the existing record instead of creating a second one.
Nobody knows what the client does with the product
Real usage lands on the record: plan, volume consumed, last sign-in, open tickets. A follow-up starts from a signal, no longer from an arbitrary date.
What each CRM actually involves
HubSpot
Most requestedThe most requested CRM, and the best documented. Standard objects, custom properties, associations, webhooks and workflows are all reachable through the API. Truly custom objects require an Enterprise plan, which changes how the data model is designed: that gets settled before the quote.
- Objects, associations and workflows via API
- Signed webhooks to react in real time
- Batch writes of 100 records
Pipedrive
Lean teamsA simple data model and a readable API: this is the CRM that connects fastest when the sales team is lean and the need is a clean pipeline, not an automation factory.
- Fast to get live
- Custom fields that are simple to map
- Webhooks on deal changes
Salesforce
Large accountsThe reference for complex organisations and high volumes. A very rich data model and fine-grained governance per profile, but with languages and platform limits of its own. The integration is designed with your Salesforce administrators, not alongside them.
- High volumes and custom objects
- Permissions and governance per profile
- Dedicated test environments
Sellsy
French optionThe French option, when invoicing and CRM live in the same place. Useful to avoid a third tool between the sale and the quote, and to keep documentation and support in French.
- Sales and invoicing in one tool
- Documentation and support in French
- REST API for quotes and invoices
What the CRM changes in your platform
Signup opens contact and deal
Signup, trial or demo request creates the record and the opportunity in the CRM. No more form retyped by a rep.
Usage moves the pipeline stage
Activation, quota, plan: the stage follows the product. Sales follows up on a real signal, not a calendar date.
Churn risk opens the support ticket
Inactivity, incidents, usage drop: the product pushes a ticket or a signal on the record. Sales and CS see the same climate.
Won deal triggers billing and access
Moving to won provisions the account, opens access and starts billing. The wait between signature and go-live disappears.
AE, sales ops, CS, finance: one shared truth
We do not “plug HubSpot in”. We make the CRM live inside your product: objects, flow directions, anti-dupe.
The AE sells instead of typing
The record fills from the product. Typing time goes back to the conversation.
Sales ops finally trusts the pipeline
Amounts and stages come from the SaaS or billing. The forecast stops being a style exercise.
CS is no longer invisible to sales
The open ticket sits on the record. The commercial follow-up accounts for the product climate.
Finance no longer keeps a parallel CRM
Failed payment and renewal write back. Forecast and collections talk about the same deal.
What we have shipped, and why it transfers here
What a CRM inside the platform forces as a method
Object ownership
Product touchpoints, creator, update. Decided before mapping.
Deliverable: ownership matrixCustom fields
Standard and custom dictionary, types, value lists.
Deliverable: field dictionaryAnti-duplicate rule
Internal key, update rather than create, exception queue.
Deliverable: dedupe ruleAPI quotas
Call budget, queue, backoff. UAT on real volume.
Deliverable: call budgetWhat nobody tells you before you sign
Every CRM has its call quotas
They all cap the number of requests per interval, and the thresholds depend on your plan. An initial sync of several tens of thousands of contacts is designed as batches spread over time, not as an overnight job.
Custom fields are the real trap
A CRM in use for three years always contains fields created by hand, badly named, sometimes duplicated. The mapping calls for a cleanup beforehand, which we quote separately.
Two-way sync forces decisions
If both systems can edit the same field, you have to decide which one wins, field by field. Without that rule, the two overwrite each other in a loop.
Duplicates are not solved in code alone
A reliable matching key is essential, and email is not enough. We define that key during scoping, together with your sales team.
What we measure on a CRM project
CRM integration: your questions
We wire it into your product touchpoints: signup, usage, churn, payment, onboarding. First the mapping between your entities and CRM objects, custom fields included. Then a connector that respects quotas and retries on error. Finally the vendor webhooks (or equivalent) to react without polling. The real difficulty is not the HTTP call: it is the mapping, object ownership and the anti-duplicate rule, so sales and support share the same record.
It depends on the CRM, the touchpoints to wire and the direction of the flows. Pushing usage onto the record costs far less than a full chain signup → deal → provisioning → billing. How clean your CRM is weighs as much as the engineering. We scope the perimeter up front and give a firm estimate.
Almost never because of the API. They fail when nobody decided object ownership: the product creates a contact, the rep creates another, email is the key and breaks on the first alias. They fail when custom fields are mapped in a rush, when bidirectionality is set “everywhere” without a priority rule, and when call quotas are discovered in production. We scope those four points before writing a line. A connector that creates duplicates costs more than no connector.
Pipedrive and Sellsy, whose data models are simple. HubSpot is very well documented, but its custom objects and quotas need attention. Salesforce is the most powerful and the heaviest, with languages of its own and governor limits. Tell us your CRM and we will tell you what it implies.
Yes, and it is often the right choice for commercial data: account, contact, opportunity. Product usage and invoicing, on the other hand, are better off staying masters in their own systems, with the CRM receiving only a copy. That split is decided during scoping, not along the way.
Where does the CRM enter your platform?
30 minutes to set the product touchpoints (signup, usage, churn, billing), object ownership and the direction of each flow.
Discuss my CRM project