What is Data Integration?

Data Integration is the process of combining data from different sources into a unified view. In B2B sales and marketing, this often involves merging data from various tools and platforms to create a comprehensive picture of customer interactions and business performance.

Common data integration scenarios include combining CRM data with marketing automation data, integrating sales data with financial systems, or pulling together data from multiple customer touchpoints.

The goal of data integration is to break down data silos and provide a single source of truth. This can lead to better decision-making, more accurate reporting, and improved customer experiences.

Many businesses use ETL (Extract, Transform, Load) processes for data integration. This involves extracting data from source systems, transforming it into a consistent format, and loading it into a target system or data warehouse.

Modern integration platforms often use APIs (Application Programming Interfaces) to enable real-time data sharing between systems. This allows for more up-to-date and actionable insights.

While data integration can be powerful, it also presents challenges. These include ensuring data quality, managing different data formats, and maintaining data security and compliance.