The most common regret I hear from SMB leaders about software: “It doesn’t connect to anything.”

They chose based on features. They ignored integration. Now they’re stuck with silos.

Here’s how to avoid that mistake.

The Hidden Cost of Poor Integration

Every disconnected tool creates work:

• Manual data entry between systems
• Reporting that requires combining exports
• Inconsistencies between systems
• Time spent reconciling differences

A tool with great features but poor integration often costs more in labor than a simpler tool that connects well.

What “Good Integration” Means

Native Integrations

Direct connections between common tools. CRM connects to email marketing. Accounting connects to banking.

Native integrations are:

• Built and maintained by vendors
• Usually reliable
• Often included in pricing
• Limited to supported pairs

Check the integration directory before buying anything.

API Availability

Application Programming Interface. The way systems talk to each other programmatically.

Good API means:

• You can build custom connections
• Integration platforms (Zapier, Make) can connect it
• Future flexibility exists

No API means you’re limited to native integrations or manual work.

Integration Platform Compatibility

Zapier, Make, Microsoft Power Automate, Workato—these platforms connect tools without custom development.

Check whether your tools are supported on these platforms. How many triggers? How many actions?

Some tools have nominal Zapier integrations with limited functionality. Others have deep support with dozens of options.

Webhook Support

Webhooks push data when events happen. They’re more efficient than constant polling.

Tools with webhook support integrate more responsively.

Data Export/Import

When all else fails, can you get your data out? Can you put data in?

Tools that trap your data are integration nightmares.

The Integration Evaluation Checklist

Before buying any tool:

1. List Your Existing Tools

What do you already use that the new tool might need to connect with?

Common pairs:

• CRM ↔ Email marketing
• CRM ↔ Support desk
• Accounting ↔ CRM
• E-commerce ↔ Accounting
• HR ↔ Payroll
• All tools ↔ Reporting

2. Check Native Integrations

Does the new tool directly integrate with your existing tools?

If yes: great. Verify the integration does what you need (not all integrations are equal).

If no: move to API and platform options.

3. Verify API/Platform Support

Is there a public API? Is the tool on Zapier/Make?

Check specifically:

• What data can you access?
• What actions can you trigger?
• What are the rate limits?
• Is API access included in your tier?

4. Test Before Committing

During trial, actually test integrations:

• Set up a Zapier connection
• Move real data between systems
• Verify data arrives correctly
• Check sync timing

Vendors’ claims don’t always match reality.

5. Document Integration Requirements

Write down:

• What needs to connect
• What data needs to flow
• In which direction
• How often
• What triggers sync

This becomes your integration specification.

Common Integration Patterns

One-Way Push

Data flows from source to destination. No sync back.

Example: New CRM contact pushes to email marketing list.

Best for: Simple automation where destination doesn’t update source.

Watch for: Data getting out of sync if changes happen in destination.

Two-Way Sync

Data flows both directions. Changes anywhere update everywhere.

Example: Contact updates in CRM sync to support desk and vice versa.

Best for: Shared data that’s updated in multiple places.

Watch for: Conflicts when both systems change simultaneously. Need conflict resolution rules.

Event-Triggered Automation

Specific events trigger actions in other systems.

Example: Deal closed in CRM triggers invoice creation in accounting.

Best for: Process automation across systems.

Watch for: Error handling. What happens when the trigger fires but the action fails?

Scheduled Batch Processing

Data syncs on schedule rather than real-time.

Example: Every night, accounting exports to data warehouse.

Best for: Large data volumes, non-time-sensitive sync.

Watch for: Data staleness between syncs.

Integration Red Flags

”Contact Us for API Access”

Often means API access costs extra or requires higher tiers. Budget accordingly.

Sparse Zapier Integration

Only 2-3 triggers and actions? That’s a nominal integration, not a real one.

No Webhook Support

You’ll be polling constantly or relying on scheduled syncs. Less responsive.

Proprietary Format Data Export

If exports are in strange formats rather than standard CSV/JSON, future migration is harder.

”Coming Soon” Integrations

Vendors promise integrations that never materialize. Only count what exists now.

Building Integration Architecture

For SMBs, keep integration architecture simple:

Hub-and-Spoke

Pick one central system (often CRM). Everything connects through it.

Advantage: Clear data ownership. Simpler to understand.

Disadvantage: Central system becomes critical. Outage affects everything.

Point-to-Point

Systems connect directly as needed.

Advantage: Simpler for a few connections.

Disadvantage: Gets complex quickly. Hard to track all connections.

Integration Platform as Hub

Zapier/Make becomes the integration hub. All connections flow through it.

Advantage: Visibility into all integrations. Easier management.

Disadvantage: Additional cost. Another dependency.

For most SMBs, integration platform as hub is the right approach. The visibility and management benefits are worth the cost.

When to Get Expert Help

Integration architecture can get complex. Consider outside help when:

• Multiple systems need complex connections
• Real-time sync is required
• Data volumes are high
• Custom development is needed
• Regulatory requirements affect data flow

AI consultants Melbourne and similar specialists can design integration architectures that scale properly. They’ve seen what works and what becomes maintenance nightmares.

The upfront investment often prevents expensive rework later.

Integration and AI

AI tools need data. Integration determines what data AI can access.

AI that can’t access your data is AI that can’t help your business.

When evaluating AI tools:

• Can they connect to your data sources?
• Can they write back to your systems?
• What integrations exist?
• What API access is available?

Isolated AI has limited value. Integrated AI can transform operations.

The Integration-First Mindset

When evaluating any tool:

1. What does this need to connect to?
2. Do native integrations exist?
3. Is API/platform support adequate?
4. Have I tested actual integration?
5. What’s the integration maintenance burden?

Only after answering these should you compare features.

A fully-featured tool that doesn’t integrate is often worse than a simpler tool that connects well.

Migration Planning

Every tool will eventually be replaced. Integration matters for exit too:

• Can you export all data?
• In what formats?
• How complete is the export?
• What metadata survives?

Tools that trap your data make migration expensive. Factor this into selection.

Documentation Requirements

Integration needs documentation:

• What connects to what
• What data flows
• What triggers sync
• Who owns each integration
• How to troubleshoot issues

Without documentation, integrations become mysterious. When they break, nobody knows how to fix them.

Building Internal Capability

Long-term, develop internal integration capability:

• Zapier/Make fluency
• Understanding of APIs
• Data mapping skills
• Basic troubleshooting

Team400 and similar specialists can help build this capability through training alongside implementation.

The Bottom Line

Integration matters more than features for most SMB software decisions.

A CRM that doesn’t connect to your email marketing doesn’t work, regardless of its features.

An accounting system that doesn’t sync with your bank creates manual work forever.

Evaluate integration first. Then compare features among tools that integrate well.

That’s how you avoid the silos that kill productivity.