Practice Management Small Business

The Value of Integrated CRM

Written by Sam Saab

Integrated CRM (Customer Relations Management) is the way the profession is moving—offering a convenient information hub for centralizing operations across an organization.

Results CRMNext-generation integrated CRM solutions are not designed to replace existing systems and cause businesses to “start over from square one”. Instead, today’s solutions come ready to integrate with core applications that are used every day—empowering organizations to continue business as usual and leverage current, familiar tools, training, and staff to elevate productivity to new heights. Best-of-breed CRM solutions easily integrate with widely used applications, such as QuickBooks, Outlook, Constant Contact, SmartVault, ShareFile, XpandedReports, SharePoint and more—providing bi-directional data sharing for ultimate efficiency. This means that a user can view the same information no matter the application in which it originated. So simple; so convenient…just what every business needs.

Most small business owners would agree that their customer, prospect, and vendor relationships are a vital component of ongoing success. Heightened client expectations and economic demands are causing organizations of all sizes to re-evaluate how technology can help strengthen these relationships and grow the business. The key is identifying the right technology—solutions that offer the ability to connect disparate applications, data, and staff to elevate operational efficiency and effectively manage all relationships across the board. This is where integrated CRM comes in…

Customer Relationship Management (CRM) solutions were once thought of as systems only appropriate for enterprise-level organizations. Today, integrated CRM systems are changing the way companies of all sizes do business—enabling users to create a data hub for centralized information management across all departments. Only a true integrated CRM allows applications to “talk” to one another and share data in real time so everyone has immediate access to current, accurate data. The end result for businesses: significant time and cost savings, increased cash flow, and enhanced business relationships. And this all adds up to long-term success!

Integrated CRM offers firms and their business clients the ability to view and manage data for meaningful insight into the core areas of business, including sales and marketing, operations and service delivery, customer service and support, and billing and collections. Acting as the information hub, integrated CRM software seamlessly interacts with other existing apps.

For example, an integrated CRM enhances online document management through products like SmartVault and improves marketing campaigns through two-way communication with services such as Constant Contact. This is highly relevant considering the results of the 2011 AICPA survey, which indicated that bringing in leads and retaining clients were two of the top three priorities for accounting firms of all sizes. Integrated CRM also connects with Microsoft Outlook and popular client accounting solutions like QuickBooks. All of this supports a central business hub and significantly increases an organization’s ability to work efficiently, capture opportunities, and effectively communicate across departments and with clients and vendors.

Every organization faces competing priorities. However, automating the way you do business should not be underestimated. An integrated CRM solution provides firms and their clients with a competitive advantage and the power to significantly improve client care—key elements in growing a successful business. The value offered through such a powerful solution is immense. And, consultants with the tools and know-how to help their clients leverage this power are in high demand.  Isn’t it time you consider what an integrated CRM solution can do for you and your clients?

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About the author

Sam Saab

Sam Saab is President & Founder of DPS Consulting, LLC and Results Software, LLC. Offering more than 25 years of experience in Information Technology consulting and software development, Sam is a recognized pioneer in the Customer Relationship Management (CRM) industry as well as a thought leader in Business Information Management technologies. Sam is a national speaker and published author on CRM and Business Information Management topics including: Business Growth Strategies, Effective Business Development & Sales Force Automation, Leveraging Virtual Offices, Streamlining Business Processes & Workflow, and Gaining a Competitive Advantage. Reach him at


  • Hi Sam,

    Great post. As you know, I’ve always been a proponent of CRM and the incredible benefits it brings to businesses. Although much of my time is focused on accounting processes, it’s the CRM “chunk” that often determines the success of a company because it’s so critical in marketing, selling, and supporting customers.

    • Thanks Doug. I appreciate your comment and agree that while Accounting software keeps the business running, it’s the integrated CRM that can do most to ensure a customer-centric approach for growth and success in the enterprise. Isn’t it ironic that the “CRM chunk” is so often misunderstood and overlooked? I’m always pleased to see that the Sleeter Conference includes at least one main presentation on CRM every year and appreciate your ongoing efforts in getting the word out.

  • Great article. We also concur that an integrated CRM is critical to bringing all the data together in an enterprise. Business today is far too complex and competitive for us to have to compete with stand-alone, disconnected products today.

    To this end, we recently built an integration application between Quickbooks and SugarCRM, the fastest growing CRM software in the world. We’re excited to bring to the market a full featured, easy to use integration solution between Quickbooks and a powerful, cloud based, open source CRM solution like Sugar.

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