Integration Capabilities - Connecting
Tools With Website Builders
For most B2B SaaS product teams, integration is a table stakes—it’s something they
must deliver in order to make their platform stickier and more central in the
customer technology stack. That’s why it’s important to view integration as a
capability, not just a feature. But thinking of it this way requires a radical shift in how
you approach building out connectivity.
The vast majority of product leaders start their careers by treating integrations as
features—they build them as needed, based on customer or stakeholder requests.
This works well enough at first, but eventually leads to technical debt, manual
processes that must be executed, and an increase in the unit cost of ownership.
It’s also an approach that ignores the fact that integration is fundamentally different
than a typical feature—it’s an interconnected network of products that are designed
to interact and create a cross-product experience for the customer.
That’s why it’s so crucial to evolve from reactivity toward a more mature integration
capability—a journey that takes time and effort to fully achieve, but which is
possible at all stages of your evolution. This article describes how to do just that,
describing the steps you should take along the way from a crawl-walk-run approach
to a mature integration capability.
This capability relates to the ability of project participants to manage and resolve
conflict in a collaborative manner. It’s a critical competency that allows teams to
assimilate differences and enrich more creatively solutions or alternatives in
projects. It’s also an essential component of leadership, as it helps foster work
environments with more trust and involvement. People with a high integration
capacity can support team members to develop their own identities and goals in the
context of the project and its operating environment.
Another common integration capability is the ability to integrate CRM tools with AI
website builders to enable businesses to automate lead generation, email
marketing, and customer service activities. This can help them nurture leads, retain
existing customers, and close more deals. This can reduce the amount of manual
labor required for these processes, allowing employees to focus on higher-value
tasks.
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