Understanding When You Need a Custom Vs. Native Integration

Marketing operations have become increasingly complex, with data flowing from numerous touchpoints and channels, which can lead to a need for a robust native or custom integration. While Customer Relationship Management (CRM) systems help streamline these operations, the question often arises: should you stick with pre-built integrations or invest in a custom solution? Use this guide to determine when a custom integration project is right for your business.  

The Integration Landscape: Native vs. Custom 

Before diving deep, it's worth noting that modern CRM platforms, like HubSpot or Salesforce, offer extensive native integrations with popular business tools. For example, HubSpot's App Marketplace features over 1,000 pre-built integrations, from social media management tools to advanced analytics platforms. However, there are scenarios where these out-of-the-box solutions might not suffice. This is where a custom integration comes into play.  

When to Consider a Custom Integration 

Not all businesses fit into a standard mold. Your organization might require specific customer data transformations that pre-built integrations can't accommodate. For instance, if you're working with industry-specific metrics or unique data formats, a custom integration might be necessary to ensure customer data seamlessly flows between systems. 

While native integrations can cover many common business scenarios, your organization might have unique workflows or processes that require special handling. Custom integrations can be tailored to match business needs, ensuring your CRM works for you.  

Additionally, many organizations still rely on legacy systems that don't play well with modern CRM platforms. If you're running specialized or older software that lacks modern API support, a custom integration might be your only option when transferring your precious customer data to your CRM. If any of these scenarios apply to your organization, you may be better off with a custom integration.  

Getting Started with Custom Integration 

Embarking on a custom integration project can feel like navigating uncharted waters, but with the right approach, it becomes a manageable journey toward enhanced operational efficiency. Follow these critical steps that will set your integration project up for success. 

1. Conducting a Needs Assessment
   The first step in any custom integration project is a thorough evaluation of your requirements. This process begins with documenting your current workflows and identifying the specific pain points that must be addressed. Take time to map out the exact data points that need to be synchronized between systems and define clear, measurable outcomes that will indicate success. At GROWL, we do a deep dive with the client to understand all existing data and how we can correctly map this information to HubSpot.
2. Selecting the Right Development Partner 
   Finding the right development partner is crucial for the success of your custom integration project. Your ideal partner should have demonstrated experience with your specific CRM platform and a proven track record of completing similar integration projects successfully. For instance, as a HubSpot partner, GROWL's in-depth process outlines everything from configuration and API setup to scheduling and automation. Look for a team that understands the technical aspects and grasps your industry's unique challenges and business requirements.  
3. Planning and Design 
   A well-planned custom integration starts with a comprehensive design phase. Your development team should create a detailed integration architecture that outlines how different systems will communicate and how data will flow between them. This should be accompanied by thorough documentation that will serve as a reference point throughout the project and beyond. The planning phase should include a testing strategy to ensure the integration meets all requirements before going live. 

With these foundational elements in place, your custom integration project has a robust framework for success. However, the journey doesn't end with implementation. As you move forward, remember the integration is not a “set it and forget it” as integrations require continual monitoring and maintenance.  

Important Considerations 

While the technical aspects of custom integration are crucial, the long-term success of your project depends on a couple of essential considerations. Understanding these factors before beginning your integration project will help you avoid common pitfalls and ensure sustainable success.  

1. Ongoing Maintenance 
   Maintaining a custom integration requires ongoing attention and resources. Your team or development partner must regularly update the integration to maintain compatibility as connected systems evolve. This includes addressing any bugs that arise, optimizing performance as your data volume grows, and implementing security patches to protect your data. As your business needs change, you may need to modify the integration to support new requirements or functionalities. 
2. Scalability 
   Future-proofing your integration is essential for long-term success. Your custom solution should be designed to handle increased data volumes as your business grows and adapts to new business requirements as they emerge. Knowing your API call limits will also help your organization understand the maximum amount of data that can be passed within a specific period. This forward-thinking approach helps protect your investment and ensures your integration continues to deliver value as your organization evolves. 
3. Data Cleansing 
   A custom integration won't automatically fix poor-quality data. While an API can efficiently transfer information between systems, it won't magically correct outdated emails, resolve duplicates, or standardize inconsistent formats. Before investing, ensure you have a data cleansing and maintenance plan. Consider both an initial data purge and ongoing data governance to maximize the value of your integration investment.

These considerations ensure your custom integration delivers lasting value. Following these steps can help you make a more informed choice about where custom integration fits into your overall customer data strategy. 

While there are native integrations that can handle most common business scenarios, custom integrations remain valuable for organizations with unique requirements. The key is to carefully evaluate your needs, consider immediate and long-term implications, and choose a solution that provides the best return on investment for your situation. 

Are you considering a custom integration to enhance your HubSpot Ecosystem? Schedule a consultation with GROWL today!