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Love them or hate them, customer relationship management (CRM) platforms have matured into incredibly complex systems. Countless features and options help companies and salespeople track and optimize their entire sales process, making CRM systems today the backbone of any sales organization.

However, while CRM software is powerful on its own, integrating your CRM with other tools across your sales stack will unlock its full potential. Only when you connect to other tools, you’ll achieve a seamless workflow without having to go back and forth between multiple systems.

In this article, we’ll explain why you expand your system’s functionality with CRM integrations. As an example, we’ll go through the three steps you need to take to integrate your CRM platform with a sales intelligence tool.

You’ve worked hard to craft a beautiful website, you’ve created thoughtful content pieces for your target audience to interact with, and you finally start seeing a steady stream of inbound leads coming in.

Information has become our most valuable commodity. Skimming the top five results of a Google search makes us feel like an expert in any field, with enough knowledge to make an informed decision about our purchases, our health, the books we need to read, our whole life, or simply, our next dinner menu. Similarly, informed decisions drive the already long and sophisticated B2B sales process.