What Integrations Are Critical for RevOps Success?
Prioritize CRM↔MAP, data warehouse, enrichment/identity, CPQ & billing, attribution/BI, CS platforms, and product-usage feeds—governed by SLAs, owners, and KPIs.
Direct Answer
The critical RevOps integrations are: CRM↔Marketing Automation; Data Warehouse/ETL (and reverse ETL); Enrichment/Verification & Identity resolution; CPQ↔CRM and Billing/ERP; Product usage→CRM/CS; Support/CS platform↔CRM; Web analytics and Ad platforms↔CRM/BI; e-signature and Meeting/Calendar; and Attribution/BI. Make them reliable with documented owners, SLAs (freshness, success rate), validation rules, and incident response.
Must-Have Integration Categories
Integration Runbook (Who Owns What)
| Integration | Purpose | Source → Target | Owner | SLA (freshness) |
|---|---|---|---|---|
| CRM ↔ MAP | Lifecycle, scoring, consent, campaigns | Bi-directional | MOps + RevOps | ≤ 5 min |
| Warehouse / ETL / Reverse ETL | Unify data; activate segments & metrics | Apps → DWH → Apps | Data Eng + RevOps | Hourly / daily |
| Enrichment & Identity | Firmo/demographic fill; account mapping | Vendors → CRM/DWH | Data Steward | Daily |
| CPQ ↔ CRM; Billing/ERP | Quotes→orders; ARR accuracy; revenue sync | CPQ/ERP ↔ CRM | Sales Ops + Finance | Real-time / daily |
| Product Usage → CRM/CS | PQL, health, expansion signals | App → DWH/CRM/CS | Prod Ops + RevOps | Hourly |
| Support/CS ↔ CRM | Cases, renewals, NPS/CSAT | CS ↔ CRM/BI | CS Ops | ≤ 30 min |
| Attribution / BI | Revenue reporting & model alignment | Apps → DWH/BI | RevOps + Finance | Daily |
Integration Health KPIs
| Metric | Formula | Target/Range | Stage | Notes |
|---|---|---|---|---|
| Sync success rate | Successful jobs ÷ total jobs | ≥ 99% | Run | Alert on drops |
| Data freshness | Now − last successful sync | Within SLA | Run | Per integration |
| Field coverage | Non-null required fields ÷ total | > 95% | Foundation | Critical for routing |
| Match rate | Matched records ÷ incoming records | > 90% | Run | Monitor identity rules |
| MTTR (integration) | Time to resolve incidents | Trending down | Improve | Have rollback paths |
How to Roll Out Integrations That Stick
Start with value levers—win rate, sales velocity, forecast accuracy, CAC payback—and connect each integration to a measurable outcome. Standardize identity (people, accounts, hierarchies) and publish a data dictionary and source-of-truth precedence. Use least-privilege credentials, versioned mappings, and validation at write time to prevent schema drift. Build replayable tests and change control so releases are auditable.
Sequence delivery: (1) CRM↔MAP and consent, (2) enrichment & routing, (3) warehouse + reverse ETL and BI alignment, (4) CPQ/billing and product usage to support PQL and expansion, then (5) CS/support flows. Review KPIs weekly; log incidents and remediation steps.
TPG POV: We implement governed integrations with clear owners, SLAs, and scorecards—so RevOps can reconcile metrics and ship outcomes fast.
Explore Related Resources
Frequently Asked Questions
CRM↔MAP for lifecycle and consent; then enrichment and routing. These unlock speed-to-lead and reporting accuracy.
If you have multiple systems to reconcile or plan advanced attribution/activation, yes—use reverse ETL to push segments back.
Assign owners, set freshness and success SLAs, alert on failures, keep versioned mappings, and test changes in a sandbox.
Integrate CPQ↔CRM and billing/ERP when quote-to-cash accuracy is a blocker for forecasts or ARR reporting.
Use a shared KPI glossary, a warehouse as system of reconciliation, and BI that sources from the same modeled tables.