// RevOps

CRM API

The programmatic interface that lets external software read from and write to a CRM.

In depth

Every modern CRM exposes a REST or GraphQL API for creating records, updating fields and triggering automations from outside the CRM's own UI. API rate limits and field-level permissions both apply to programmatic access the same as to human users, which is a common surprise for teams building custom integrations.

Related terms

CRM Integration

A connection between the CRM and another tool (email, calendar, marketing automation, billing) that syncs data both ways.

Reverse ETL

Moving modelled data from the warehouse back into operational tools (CRM, marketing, product) for activation.

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