Complete CRM Integration Handbook

Why CRM Integration is Essential

A field service platform without CRM integration forces your team to work in silos. Sales has one view of the customer, service has another, and billing has a third. CRM integration creates a single source of truth — every customer interaction, past job, and open opportunity in one place.

Common Integration Patterns

There are several standard approaches to connecting your CRM with your field service platform:

• Bi-directional Sync: Changes in either system automatically reflect in the other. Best for teams where both sales and service frequently update customer records.
• One-way Push: CRM pushes new customers and opportunities to the field service platform. Simpler to maintain, works well when CRM is the system of record.
• Event-based Webhooks: Specific events (job completed, invoice paid) trigger updates in the CRM. Most efficient for high-volume operations.
• API-first Integration: Custom integration built on top of both platforms' APIs. Most flexible but requires development resources.

Key Data Points to Sync

Not all data needs to flow between systems. Focus on the fields that create the most value: customer contact information, job history, equipment installed, warranties, open opportunities, and payment status. Syncing too much data creates noise and slows both systems.

Integration Best Practices

Always start with a data audit. Understand what data lives where, who owns it, and how often it changes. Map out the business processes that span both systems before writing a single line of integration code.

Plan for conflict resolution from the start. When both systems have different values for the same field, which one wins? Establish clear rules and communicate them to your team before go-live.

Common Pitfalls to Avoid

Duplicate records are the most common integration headache. Use a unique identifier — like email address or phone number — as the matching key, and validate data on both sides before syncing. Also build in error handling and alerting so your team knows immediately when sync failures occur.