“The business of business is improving the state of the world. And that starts with making our own operations smarter, faster, and more connected.”
In 2025, businesses are more connected than ever, and so are the tools they use. Salesforce is a popular CRM tool used by many companies. Statista says that the CRM software market worldwide is expected to be worth $96.5 billion by 2025, and Salesforce is a big part of that market.
Salesforce, the world’s leading CRM with over 150,000 customers-including giants like Walmart and AWS-sits at the heart of many organizations. However, even the top CRM systems require additional support to be fully effective.
That’s where integrating third-party applications comes in. It’s not just a technical upgrade; it’s a business necessity.
As of 2025, Salesforce commands a 23% share of the global CRM market-bigger than its top four competitors combined. And here’s a stat that caught my eye: companies report a 26% jump in employee productivity after integrating Salesforce with other tools.
That’s not just a small improvement; it’s a game-changer for day-to-day work.
What Is Salesforce CRM?
Salesforce CRM is an online system that assists companies in handling their connections with customers. It provides features for managing sales, marketing, customer support, and other tasks.
However, businesses often use additional applications to meet specific needs. Integrating these third-party applications with Salesforce allows for seamless data flow and improved efficiency.
Common Third-Party Applications Integrated with Salesforce
1. Marketing Automation Tools (Like Mailchimp and HubSpot)
Most companies send out regular emails, newsletters, or run online campaigns to reach their audience. Tools like Mailchimp and HubSpot make that process easier. They help businesses create email templates, schedule campaigns, track opens and clicks, and even segment audiences.
Now imagine this: You run a marketing campaign from Mailchimp, and someone clicks your email and fills out a form. If Mailchimp is connected to Salesforce, all that info instantly shows up in Salesforce. So your sales team can follow up without asking, “Where did this lead come from?”
Why integrate it?
- Saves time by avoiding manual data entry
- Keeps all marketing data and leads in one place
- It keeps sales and marketing working well together.
2. Customer Support Platforms (Like Zendesk and Freshdesk)
Customers often reach out for help—maybe their product didn’t arrive, or they have a billing issue. That’s where Zendesk or Freshdesk comes in. These tools help support teams track tickets, reply quickly, and solve problems efficiently.
Now, if Zendesk is integrated with Salesforce, your support agents can see all customer details right inside Salesforce. They’ll know what the customer bought, when, and if there have been any past issues.
Why integrate it?
- Gives support teams a full customer view
- Speeds up response times
- Helps offer more personalized support
3. Analytics and Reporting Tools (Like Google Analytics and Tableau)
Making smart business decisions means understanding data. That’s what Google Analytics and Tableau are for. Google Analytics lets you see what people do on your site.
Tableau helps you make easy-to-read charts and dashboards from complex data.
When you connect these tools to Salesforce, it’s easier to track what happens from a visitor’s first website visit all the way to a final sale. You can build reports that show, for example, which marketing channels are actually leading to closed deals.
Why integrate it?
- Helps you understand customer behavior
- Lets you build better reports
- Supports smarter decision-making
4. Communication Tools (Like Slack and Microsoft Teams)
Communication is key—whether it’s between sales reps, support agents, or marketing teams. Apps like Slack and Microsoft Teams are often used for chatting, sharing files, or making quick decisions.
When integrated with Salesforce, these tools can automatically post updates into channels. For example, if a big deal closes, a message can pop up in Slack to notify the whole team. Also, when a help request is assigned, the correct person is notified.
Why integrate it?
- Keeps everyone in the loop
- Speeds up teamwork
- Reduces the need to switch between apps
5. E-commerce Platforms (Like Shopify and WooCommerce)
Businesses that sell products online use platforms like Shopify and WooCommerce to manage their stores. These platforms handle everything from product listings and inventory to order processing and payments.
When these platforms are connected to Salesforce, your sales and support teams can instantly see customer orders, past purchases, and shipping details. You don’t have to log in to Shopify to get the info—it’s right there in Salesforce.
Why integrate it?
- Keeps customer and order data in one place
- Helps with upselling and personalized marketing
- Makes customer service more efficient
Challenges in Integration
While integration offers numerous benefits, it also comes with challenges:
- Data Compatibility: Ensuring that data formats match across systems can be complex.
- Security Concerns: Protecting sensitive customer data during integration is crucial.
- Cost and Time: Integration projects may require a lot of resources, including money and time.
Getting help from a Salesforce development firm can make dealing with these problems easier.
1. Figure Out What You Need
Before you jump into integration tools or coding, ask yourself a simple question:
“What apps do I really need to connect with Salesforce—and why?”
You don’t need to integrate every tool you use. Focus on the ones that:
- You use daily
- Store important customer data
- Causes extra work when switching between systems
Think about questions like:
- Do you want Salesforce to pull in new leads from your email marketing platform?
- Should your support team see past orders from your eCommerce system?
- Do sales reps need to know when a customer opens an email?
Be specific about the kind of data you want to share—contacts, orders, campaign responses, support tickets, etc. That clarity makes everything easier later.
2. Pick the Right Way to Integrate
Now that you know what you need, the next question is how to do it. There are a few ways you can connect other apps with Salesforce, and each one depends on your needs, budget, and how tech-savvy your team is.
Here are the common options:
- Pre-built Connectors:
Some tools come with ready-made Salesforce integrations. You can usually set these up with just a few clicks (especially for tools like Mailchimp, Slack, or Shopify). It’s quick, easy, and usually doesn’t need a developer. - APIs (Application Programming Interfaces):
This is the more custom route. APIs allow two systems to “talk” to each other by sending and receiving data. You’d need a developer or a Salesforce development company to help set this up if you want something more tailored. - Middleware Platforms:
Tools like Zapier, MuleSoft (owned by Salesforce), or Dell Boomi sit in between two apps and help them exchange data. These are great if you’re integrating several tools or need more flexibility without starting from scratch.
Pro tip: Start with a pre-built connector if it’s available. It saves time and money.
3. Plan It Out Like You Would a Project
Don’t wing it.
Treat the integration like a mini project. That means sitting down and making a plan with the people involved—whether it’s marketing, sales, IT, or your Salesforce admin.
Things to include in your plan:
- Which tools are being connected
- What data is being shared (and how often)
- Who’s in charge of setup, testing, and fixing issues
- How long the setup is expected to take
Even a simple one-page plan can save a lot of stress down the line.
I’ve seen teams jump into integration without planning, and halfway through, they realize they’re missing key data or forgot to involve the right people. Don’t let that be you.
4. Get It Set Up—Then Test Everything
Once you have your plan and your method picked, it’s time to actually connect the systems.
Here’s what this stage often looks like:
- Set up the connector or API
- Configure settings (like which fields go where)
- Run a few test syncs using sample data
- Fix any errors or mismatches
Testing is huge.
Don’t skip it. Make sure:
- Data is syncing correctly
- There are no duplicates or missing fields
- Users are seeing the right info in Salesforce
Test every feature that matters—reporting, updates, notifications, etc.
And don’t just test once. Run through it a few times with real user scenarios.
5. Keep an Eye on It and Maintain It
Integration isn’t something you set once and forget.
Things change:
- Salesforce might update its API
- Your marketing tool might change its data format
- More fields or users might be added later.
That’s why it’s smart to schedule regular checks—maybe once a month or quarter—just to make sure everything is working as expected.
What to look for:
- Are all the records syncing?
- Any error messages popping up?
- Has anything slowed down or stopped syncing?
Also, gather feedback from your team. Sometimes, they’ll catch issues that automated systems won’t. If people are saying, “Hey, this contact info seems off,” that’s your cue to investigate.
Conclusion
Integrating third-party applications with Salesforce CRM can enhance efficiency, provide better customer insights, and streamline business processes. While challenges exist, careful planning and collaboration with a Salesforce development company can lead to successful integration and improved business outcomes.
