Almost every time we implement a CRM system, clients frequently ask: “Hey, can we integrate our CRM system with our accounting system?” The answer is usually yes. But at what price? Today’s good CRM systems, like Insightly and others, enable integrations to popular accounting applications like QuickBooks Online and Xero. And there’s no question that integrating your CRM application with an accounting application is much easier than it ever was. But it’s not a piece of cake. In fact, there are some myths about integrating these systems that you should know.
Myth #1: I need to integrate my CRM with my accounting system. I hate to break it to you, but it’s not as important as you think. In fact, no less than 80% of our CRM implementation never integrate with their accounting system. They talk a big game at the beginning, but in the end they hold off. Why? Most discover it’s not that necessary. Sure, it would be nice to see invoices in their CRM system but it’s just as easy to view those invoices in a separate Window or through a simple report. Sure, it’s helpful to make sure that customer information is synchronized but unless you’re making hundreds of changes a day, simply updating the information in both systems, while duplicating work, is still faster and more affordable than worrying about the challenges of integrating. In the end, it’s about cost and value of the work and many of my clients don’t see the ROI.
Myth #2: Integration to my accounting system is costly. Not really, as long as it’s already built. Insightly’s QuickBooks Online integration allows customers with paid subscriptions to view records from QuickBooks Online and copy data between the two systems. Other good CRM systems also have integrations already built with accounting systems. When this is the case, configuring these integrations is relatively simple and inexpensive. That said, if pre-built integration is not available then your integration options do become more costly. See below.
Myth #3: Integration to my accounting system is easy. If something is pre-built, like the example I gave above, then yes it’s pretty easy to set up. But if you’re using an accounting application that’s less popular or doesn’t have integration already pre-built then it’s not easy at all. You’ll need to use import/export tools or a programmer. And once integration is completed it doesn’t end there. Going forward it will need to be supported because software, databases and the environment will change. Which brings me to the next myth.
Myth #4: I can’t integrate if I’m not a programmer. Not true. If you want to integrate Insightly, for example, with your non-QuickBooks Online accounting system there are tools to help you do this. For example, there’s Zapier, an Insightly partner that will not only move data from/to Insightly to other accounting applications like QuickBooks, FreshBooks and Xero but also trigger workflows to send emails or schedule reminders. Most good CRM applications like Insightly have date integration tools that a non-programmer can work with.
Myth #5: Having the API solves your accounting system integration challenges. It’s good but it won’t solve everything. Application Programming Interfaces are great tools for developers but know that this is not source code. It’s just a tool. You may hit barriers with what you can integrate if your needs are complex so make sure you do your due diligence. Accounting vendors are picky about what data can be manipulated with and for obvious reasons. Also, if you’re going to need an API that means you’ll need a developer to work with it. Someone familiar with the API, with good communication skills and affordable to work with. Judging on my long experiences working with developers, this is no easy task either! That said, a good developer and a good API can do wonders.
The bottom line: think long and hard if you really need to integrate your CRM system with your accounting system. Sure, it’s often possible. But is it really worth it? That’s a business decision you’ll have to consider.
At Insightly, we offer a CRM used by small and mid-sized businesses from a huge variety of verticals. Learn about all of Insightly’s features and plans on our pricing page or sign up for a free trial.
About the Author: Gene Marks is a small business owner, technology expert, author and columnist. He writes regularly for leading US media outlets such as The New York Times, Forbes, Inc. Magazine and Entrepreneur. He has authored five books on business management and appears regularly on Fox News, Fox Business, MSNBC and CNBC. Gene runs a ten-person CRM and technology consulting firm outside of Philadelphia. Learn more at genemarks.com
