// RevOps
CRM Integration
Also known as Integration
A connection between the CRM and another tool (email, calendar, marketing automation, billing) that syncs data both ways.
In depth
Integrations are what turn a CRM from an isolated database into the hub of the revenue stack. Native integrations are maintained by the vendor; third-party connectors (Zapier, Make, native APIs) fill the gaps. Poorly maintained integrations are a common source of silent data drift between systems.
Related terms
CRM API
The programmatic interface that lets external software read from and write to a CRM.
Reverse ETL
Moving modelled data from the warehouse back into operational tools (CRM, marketing, product) for activation.
Custom Field
A CRM field added beyond the default schema to capture data specific to a business's process.