Customer relationship management (CRM) is one of the most commonly used enterprise application apart from the core back office system. However, truly extending the Customer Relationship Management (CRM application) to benefit your customers, requires thorough investment of time and money. This is so because, it requires thorough process mapping and application integration.

The sales representatives can have meaningful access to information within the CRM solution only with a tight integration. One of the most important assessment before deciding on a CRM platform is to understand and decide whether you would want to invest in open-source CRM applications like SuiteCRM, or you would want to go ahead with popular commercial applications like SugarCRM or Salesforce.

If you are evaluating between the options, we have a great resource below.

Banner - Custom Application versus Open Source alternative

If you are thinking whether to execute custom development or use a open-source solution you may want to read the comparison between the approaches out here. If you are a small or mid-size business owner, you may want to read our guide on top 5 small business CRM and their comparisons.

You may also want to explore the below info-graphics on the popularity of open-source solution like SuiteCRM.

How does an integrated CRM provides value

Giving a meaningful access to CRM can be mutually beneficial to both the organizations and customers. Let us understand the benefits in both these dimensions.

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Benefits to the Customers

Listed below are the benefits on how the application helps the end customers in a positive manner.

saving time by automationLess Wait Time for Quotes – When you have master data flow into CRM from the back office application, salesperson get complete information to be able to provide the Quotation in an accurate and up to date manner. For example they could capture the customer comments and ensure that the same is passed on to the factory.

Read this article to discover how customer sync between SAP and Salesforce ensures better data visibility.

ability to track informationTracking of Orders and Deliveries – By integrating the applications, you have up to date information within the CRM, this helps sales representatives give immediate answers to questions like expected delivery date or the current order status.


Collections and moneyPayment Confirmation – With the up to date information on the payment history and account receivables, the customers will never be unnecessarily chased for pending payments.


Discover how a Florida based medical device manufacturer, gained agility and efficiency by integrating SAP with Salesforce. You can read the case study here.

Benefits to the Organization

Listed below are the benefits that the organization can expect. Most of them are related to better productivity of sales representatives and higher revenue growth.

Less manual entryReduced Manual Ordering – Due to information synced with the back-office, the order information need not be manually keyed in within the back office application. It can directly flow from Quotations that are converted.


Less Customer SupportReduced Customer Support – With better visibility of information, the intensity of the customer support will reduce. It will help free up the sales representatives time and ensure they are more productive.


Increase in pipelineHigher Conversion –  Due to enriched history of information captured within CRM as well as higher level of automation, the application shortens the sales cycle and ensures that the organization experiences higher conversion rate without sacrificing the margins.

System demonstration of SugarCRM integration with SAP

The demonstration video is specific to SAP SugarCRM Integration. The solutions helps synchronize the organizational entities and master data. It forms the base of further transaction. Following are the demonstration points in this video.

#1 Dashboard with Order, Delivery and Invoice information 

The actionable information is shown in the dashboards for the sales representatives. It contains crisp information on the same.

# 2 Customer placing an inquiry using the product catalog

The sales person places an inquiry in the system. He can select the products from the catalog made available from SAP.

# 3 Capturing of customer notes

The sales person captures a note or feedback to the inquiry.


What we do and our other solution

If you are looking to integrate your CRM application with back office systems, we can help. We integrate applications like SugarCRM, SuiteCRM and Salesforce to complex ERP systems like SAP. We support integrations with both SAP Business One as well as SAP All in One (ECC) versions.

Reach out to us for a free assessment of your CRM implementation or integration needs.

Contact us for a free assessment