Account Management & Application Integration
Making Technology Work For You!

Application Integration
77% of Global IT leaders say failure to digitally transform will impact revenue (Mulesoft Research’s 2021 Connectivity Benchmark Report).
Integration challenges, however, continue to be a roadblock for digital transformation initiatives. The average organization runs over 800 apps, each with an approximate lifespan of four years. Less than a third of apps are currently integrated, with many of them existing in silos.
This lack of integration will be unsustainable in the future as organizations strive for increased business efficiency and better-connected experiences.
How does application integration tie into account management?
All departments need to work together to achieve a 360-degree view of the customer. In order for account management to utilize data from all of these disparate systems, they all need to be integrated and available in CRM. Otherwise, account management isn’t really possible.
How do we accomplish this?
OpenAPIs › are publicly available application program interfaces and along with the latest in API technology, make it possible for developers to integrate programs with proprietary software applications or web services.
In practical terms, the account manager simply wants the required data right in front of them. When they speak to an account, they need to know, for example, how many support tickets that account has and if any are still open.


Iterate!
Do not try to integrate everything at once!
Release integrations in increments
Use the theory behind Scrum programming such as using sprints & goals
And then continuously tweak & improve
“To earn the respect (and eventually love) of your customers, you first have to respect those customers. That is why Golden Rule behavior is embraced by most of the winning companies.”

Automation and Account Management
- Account Management has many moving parts which is why application integration is important
- Automation is also critical to make the customer experience seamless
- It is imperative that the data set flows through any of the customer touchpoints automatically
If a data point changes (e.g. from a sales-related issue to a support issue) automation can make this frictionless customer experience
Bring Value
It is important that you use the data and analytics to generate insights that can help you bring value to the customer
Sharing your insights and showing them how you can be of even greater help to them is a winning formula

‘Hyperautomation’ is a Gartner-coined term that refers to an effective combination of complementary sets of tools that can integrate functional and process silos to automate and augment business processes. For sales leaders, this means automating sales process steps that were previously very analog. It also means moving more and more customer interactions and transitions into the digital channel that your customers prefer, such as digital commerce.”
Additional Resources
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