What are the additional benefits of CRM in your business

The full potential of a piece of software is realized when it is fully connected to the existing IT infrastructure. This is the only way to ensure that all the data available to the company is also available at all points.

Since data is also referred to as the oil of the 21st century, a connection of related applications to the in-house CRM software is essential. This is the only way to exploit the full potential of existing data. Which connections are of particular importance is examined in more detail below.

What are add-ons?

However, let's first start with the terminology. Data exchange between two or more software systems can be done in different ways. An add-on is just one possibility. But first, let's start with the basics.

Application Programming Interfaces (APIs)

An advanced programming interface (API) is a program part that is provided by a software application in order to connect other systems to it. An API refers to a connection exclusively on source code level and stands thus opposite a binary interface. APIs thus lay the "foundation" for the connection of (external) programs.


On basis of programming interfaces the offerers of other systems and/or third can then for example Plug in provide. Plug-ins serve to extend the program for which the API was created. Many people will be familiar with browser plug-ins, such as ad blockers, for example.

Plug-ins are independent applications

They are therefore optional software components that can be used to extend the functionality of the original system. However, the plug-in itself can also act as an independent application and uses its own library.


The term "Plug-In" is often also used as a synonym for Add-Ons. Basically, both are extensions of a software. Add-ons are however put on on the software and use their library.

Difference lies in the relation to the basic software

Thus Add-Ons do not function in contrast to Plug-Ins without the basis software (see myspartester.de, 12.04.2023).

Integration or interface?

Also the difference between an integration and an interface is to be considered. With an integration it concerns an application, which is embedded directly into the basis software and can thus also access its data basis.

Interface is interposed

This is not the case with an interface. Interfaces are usually used when the systems to be connected are not from the same manufacturer or are based on the same technology. Direct integration is therefore not possible.

Instead, an interface is interposed via which the two systems can then communicate with each other. The task of the interface is to process the information in such a way that it can be used by the other software (see top-flow.de, 24.04.2023).

Which connection is the right one?

Whoever is looking for add-ons is thus often basically looking for connections first, and not necessarily just for add-ons. Depending on the circumstances, these connections can also take the form of a plug-in. How this connection can be technically implemented, however, is not necessarily the responsibility of the company that wants to use it.

Specify requirements

It is important that the requirements in terms of connections are communicated to potential software providers before the project begins. How these can then be implemented in detail at the technical level is at the discretion of the provider.

3 important CRM connections

At this point, let's take a look at some important connections to CRM software. These connections expand the functional scope of the CRM and ensure that the full potential of existing (customer) data can be exploited.

E-mail marketing

By linking CRM and e-mail software, e-mail marketing can be made more efficient. Campaigns can be controlled, implemented and tracked directly from the CRM software.

Website integration

Today, the website is the digital flagship of the company. A lot of data can be collected in the online area, which can be used for the company through targeted analysis. In this way, valuable insights into customers, target groups and the market can be gained.

A website connection ensures that all data collected there is fed directly into the CRM system. If a form is filled out, a corresponding contact is directly created in the system. A connection is also of particular relevance if a web store is operated.

Telephone connection (CTI)

Finally, a connection between CRM and telephone system is often advantageous. The term Computer Telephony Integration (CTI) is often used here as a collective term. This is a collective term for technologies that enable the coordination and integration of interactions via computer and telephone.

CTIs are particularly relevant when a company operates its own call center. However, they also bring numerous advantages for the sales department and make it possible for every contact made to be documented automatically in the system.