Connect the CRM to what happens after the sale.
Wire the customer record to delivery, billing and support so the commercial view and the operational reality stop being two different stories.
Why the CRM stops being trusted
A CRM records what sales expects to happen. The ERP, the service desk and the delivery system record what actually happened. When those are not connected, the customer record becomes a sales artefact rather than a company one — and the people who deal with the customer daily stop looking at it.
- Sales, finance and support each hold a different version of the same account.
- Nobody can see the delivery or support history from the customer record.
- Renewal conversations happen without knowing what the account actually consumed.
- CRM data quality is poor because the people who could correct it get no value from it.
What we build
Bidirectional integration between the CRM and the systems that hold post-sale reality, so the customer record reflects the relationship rather than the pipeline.
- Account and contact synchronisation with defined ownership per field
- Order, invoice and payment status surfaced against the customer record
- Delivery and support history visible where the commercial team works
- Consistent customer identity across systems that spell names differently
- Deduplication with a merge policy people have agreed
- Change-driven updates rather than an overnight batch
How it runs
Identity first. Without a reliable way to say two records are the same customer, nothing else holds.
- 01Resolve identity
An identity strategy across systems — key, matching rules and a merge policy the business signs off.
- 02Agree field ownership
Which system owns the billing address, the account name, the status. One each, decided rather than assumed.
- 03Connect the flows
Accounts outward, transactional and support history inward, event-driven where the systems support it.
- 04Surface it usefully
Post-sale reality shown against the customer record in a form the commercial team will actually read.
- 05Keep it clean
Duplicate detection and reconciliation continue after go-live, because entropy does.
What changes once it is running
What connecting the commercial and operational views produces.
One customer, one story
Sales, finance and support work from a record that agrees with itself.
Renewals get context
Conversations happen with the consumption and support history visible rather than recalled.
Data quality improves itself
When the record carries useful information, the people using it start maintaining it.
Handover stops leaking
The gap between sold and delivered becomes a system transition rather than a conversation.
How an engagement is shaped
Identity resolution usually takes longer than the integration itself. Plan for that.
Identity and ownership
Two to three weeks resolving customer identity across systems and agreeing field ownership. Expect to find more duplicates than anyone predicted.
Integrate
Flows built per entity, with deduplication run before go-live rather than after.
Operate
Ongoing reconciliation and duplicate management as new records are created.
Common questions
The things buyers ask before they commit. If yours is not here, it is a good first question for the assessment.
- Our CRM data is a mess. Do we clean it first?
- Partly. Enough to establish identity, no more. Cleaning everything before integrating is how these projects stall — much of the mess resolves once the record becomes useful and the people using it start correcting it.
- Which CRM platforms?
- We work through supported APIs rather than specialising. The integration pattern matters more than the vendor, and the pattern transfers.
- Can this be one-way?
- Yes, and one-way is often the right first step. Bringing operational reality into the CRM delivers most of the value with a fraction of the conflict-handling complexity.
Ask three teams to describe your biggest account.
If the answers differ, the gap between them is what this work closes.