The Importance of Integration in CRM

Almost everything is integrated or integratable now. I think anybody who would cross the line, not even a robust CRM user, but an average CRM user is pushing most of the sales and marketing data to their CRM. It's less of an issue when CRM was a standalone thing; some CRM applications would play nice with some marketing automation systems. But that's no longer the case. We have Zapier and other tools and then just APIs everywhere. So integration is fairly standard, I think.