Software-as-a-service (SaaS) is becoming the deployment model of choice for organizations in search of accessibility, functionality, and versatility in a fast-moving, digital-first business environment.

As a result, the adoption of Software-as-a-Service delivered from public and private cloud services is increasing exponentially. Gartner predicts that spending on public cloud services will surpass $6Bn this year (2023) making it the de facto operating environment for businesses seeking the economic and competitive advantages it can deliver. A huge proportion of this growth is being driven by the increasing usage of ‘off the shelf’ software applications that address either generic needs like workplace productivity or specific vertical market needs like a GP surgery or clothing retailer.

These are also developing and changing at an accelerating rate as artificial Intelligence, advanced ML capabilities, low or no-coding capabilities, big data analytics and the new business models they enable make an impact.

These transformations promise a future of robust, flexible, and highly valuable software solutions that deliver far reaching improvements in business productivity, resilience and collaboration.

But how do you map your path to that future? Where do you start and where are the points of greatest interest and value on your journey?

Here at FuseGenie® we have been working with our partners and customers to analyse the software integration landscape and its features – good and bad – to visualise an ‘atlas’ of modern business applications and how to navigate it for the greatest advantage from an integration perspective.

Our experience has shown that software application integration provides significant benefits to a variety of functional areas and roles within a modern business.

You may feel you know instinctively where the greatest need for improved integration and automation exists in your business today. If so great – we need to talk! If you are not so sure it might be helpful to take a closer look at a location in the software integration ‘atlas’ which is close to our hearts here at FuseGenie® – Sales and Marketing.

 Software integration can be immensely beneficial for the Sales and Marketing team in today’s fast-paced, technology-driven marketplace. We found 9 good reasons why:

  1. Streamlining Business Processes: These days the definition of ‘Sales’ is getting quite inclusive and a little blurred at the edges. From Top of Funnel to closing and ongoing customer success it’s a more diverse team than ever before and it needs to co-operate across multiple systems for CRM, sales tracking, email marketing, communication, and more. All too often on our travels we have seen such teams, resorting to spreadsheets for these needs. When this team are properly integrated, they can manage all their critical tasks within a single virtual platform, increasing productivity and enhancing everyone’s experience.
  2. Enhanced Customer Understanding: Integration also provides a fully unified view of customer information, such as interaction history, purchase habits, preferences, and issues. The whole team can use this information to provide personalized solutions and improve customer relationships. The ability to record and analyse digital interactions that has evolved in platforms like MS Teams has only added to this capability and brought additional integration needs.
  3. Effective Time Management: Automating tasks with software integration reduces the time spent on repetitive activities like customer behaviour tracking, data entry and meeting notes. This allows salespeople to focus more on prospecting, building relationships and closing deals.
  4. Accurate Sales Forecasting: Integrated software systems provide real-time data and analytics, which salespeople can use not just for accurate sales forecasting but for daily activity planning that is targeted on the right prospects at the right time. This information can help them identify trends, make informed decisions, and plan effective strategies to address gaps and build effective account plans.
  5. Improved Communication: Integration enables better internal communication and collaboration, which is vital for sales teams. For instance, with integrated software, a salesperson can easily share customer information with the support team to ensure seamless service. These integrations can do a lot to break down siloes and bring the insights and value that the Finance and Project Implementation teams can bring to the process. Sales today is a multi-dimensional discipline and need to act that way.
  6. Enhanced Mobility: The average person checks their phone 58 times a day, according to a study by RescueTime. For people whose work involves a lot of on-the-go communication, including salespeople, this number could potentially be higher. Most integrated software solutions offer dedicated mobile access and functionality on smartphones and tablets. This is extremely beneficial for salespeople who are often on the go, allowing them to access crucial data anytime, anywhere.
  7. Better Reporting: With data from different sources combined in one place, salespeople can generate reports that give a more holistic view of their performance, market conditions, or customer behaviour. Today’s business intelligence tools use a combination of machine learning and data visualisation to greatly simplify the analysis and presentation of complex data and a comprehensive approach to the integration of data-generating apps in the business is crucial.
  8. Data Integrity: As we already mentioned, todays sales function is multi-disciplinary and diverse,  meaning a lot more people have an interest in and a touchpoint on the data. Software integration reduces the chance of data duplication or inconsistency, ensuring the data used by the extended team is accurate, consistent, and up-to-date.
  9. Cost-effectiveness: Using properly integrated sales and marketing systems proves to be cost-effective in the long run as it can reduce the highly likely probability of multiple, unplanned and unexpected software subscriptions in each area of activity and the associated maintenance, upgrade and training costs that go with them.

These are the sorts of impacts and benefits we see time and time again when we engage with our customers, regardless of where they first focus our attention in their business.

Remember, however, that effective integration and its long term benefits require careful planning, implementation, and training to ensure that your teams can effectively use the resulting expanded system and that your whole business – its people, customers and partners – can reap the potential benefits.

How does FuseGenie® help?

Wherever you are starting in your software integration journey,  FuseGenie® believes that successful navigation to your destination is measured by your ability to deliver greater value to your people, your customers and your partners.

Our proven integration and automation platform, combined with our trademark magic, enables us to deliver integrated solutions to technology partner-led businesses that are greater than the sum of their parts, helping to drive broader growth and new market opportunities.