How integrating your systems and e-commerce platform transforms sales

An integrated B2B website puts customers first and can create internal organizational efficiencies that benefit the business.

In brief

• Most organization have multiple systems and databases which contain information that could be relevant to other departments or systems.
• Connecting systems can help create efficiencies and support the marketing and sales functions in establishing more effective and relevant communications.

If you’re like most organizations, you have multiple databases and systems containing information related to inventory, product details, pricing, customers and marketing insights. Whether you are just starting an e-commerce channel, looking to update your current processes or seeking to find every advantage for an established operation, connecting your sales, marketing and other enterprise systems could bring greater back-office efficiencies and help inform your customers’ buying experience.

Four e-commerce systems to integrate

1. Enterprise resource planning (ERP) 

ERP software tracks core business processes. By connecting your ecommerce platform with the applications contained within your ERP system, you can streamline operations in human resources, inventory, finance, supply chains or other critical enterprises. For example, integrating ERP can help with assigning sales commissions for online sales to the appropriate salesperson. Integrating can also help keep track of inventory on the e-commerce platform, automatically deducting items from inventory as an online purchase is made.

2. Customer resource management (CRM) 

CRM software keeps track of all customer information and interaction. Products the customer has purchased, purchase dates, updates to the customer account – anything that would be helpful in creating or maintaining a relationship with your customer can be housed there. Connecting your e-commerce platform to your CRM allows all customer interactions with your platform to automatically be reflected within your CRM, giving your sales team accurate customer purchase information.

3. Marketing technology 

This fuels your marketing function by automating the communications that guide the customer journey and experience. Connecting e-commerce and marketing technology lets you follow up with customers based on behaviors, at specific times or other triggers. As the customer interacts with your site, you can use their buying habits to market to them, making your interactions more targeted and meaningful. An email blast to a specific segment of customers can be used for a product promotion, or individual messages can be tailored to clients. Regular relevant interaction with your customers keeps your company top of mind.

4. Product information management (PIM)

PIM houses product data. As new products are added or specs change, you can update the information in the PIM, and it will be reflected on the ecommerce site and all connected systems. 

Customers who make purchasing decisions as part of their jobs appreciate timesaving, logically organized sites that are easy to use and allow advanced search filters that can help them find the products they need quickly. By integrating existing programs, you not only make their work easier, but you can modernize your operations as well.