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5 Tips to Understand CRM and CMS Integration

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As laymen interested in gaining some understanding of what exactly the CRM and CMS integration mean, I would like to first highlight the meanings of these two terms to get into action.

So to start with, most of us know that CRM is the short form of Customer Relationship Management, which is simply the approach that companies use to manage their interaction with existing and future customers with the help of tools and technologies.

On the other hand, CMS or Content Management System, is a software application used to manage content so as to manage the workflow in a collaborative setting.

CMS and CRM Integration

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Now in terms of CRM, CMS can connote different things in varied situations. So for CRM users the need is to define the approach in terms of the business needs to get into the preferred CRM and CMS connection.

People find it easy to conceptualize the integration of CRM to ERP, Enterprise Resource Planning, which is a system of integrated applications that allows companies to manage the business and mechanize many back office functions. This is because both CRM and ERP exchange some specific records and field-level data in some way.

However it’s difficult when it comes to integrating CRM, which is a database application with CMS, which is an assemblage of website pages because these two are altogether two different species of applications.

Nevertheless, there are ways to interconnect CRM and CMS and we are dealing with five such ways or tips below. But one needs to loosen the meaning of the term “Integration” to begin with.

CMS and CRM Integration

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1. Embed CRM-generated forms within website

The first and the easiest level of integration of CRM to CMS is to embed CRM web form code within a website. However, the website should be built on common individual platforms of CMS like Joomla, WordPress and so on. Though there are some CRM systems, which allow the use of web form code generated locally in CMS with the help of HTML plus JavaScript etc., there are other such systems that depends on third party solutions for form code.

2. Embed dynamically rendered CRM data on a CMS’s website page

Another level of CRM to CMS integration is to embed dynamic CRM Data within website pages or CMS. When it is required to display real time statistics or content using data to website visitors, CRM data can be dynamically used on a CMS’s page. The easy way to do this is by coordinating CRM data with the CMS database. Another way is to embed CRM platform’s content from a page within a CMS page.

CMS and CRM Integration

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3. Host a segment of a CMS page on CRM platform

A third level of integration of CRM to CMS comes when the main page of a company is actually hosted on a CRM vendor’s servers with the help of a mix of host mapping and styling tools. For instance, InsideView’s knowledge base is hosted on CRM vendor Zendesk’s servers.

4. Host complete website on CRM platform

There are many CRM vendors who can host an entire website on their platform. For instance, Salesforce presents a site creator that is local to its platform.

5. Use Database of CMS as Database of CRM

Here CRM’s functionality is built over a CMS system. For instance, Drupal has many open source CRM systems built over it.
The above are some of the many levels in which integration of CRM to CMS can take place.

If you are looking to integrate your web platform with a CRM tool, then the services of a professional company is a must. PixelCrayons helps with customised end-to-end solutions for design and development of websites and web apps. The company follows Agile methodology helping businesses achieve their desired objectives.

Varun Bhagat is a technology geek and works in PixelCrayons as a Sr. Technology Consultant. He possesses in-depth knowledge of different web development technology and helps our clients to choose the best technology as per their needs.

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