If you need to integrate your marketing system with other systems you already depend on, such as a CRM or analytics system, it is important that the vendor provide an API (an application protocol interface). This allows you to connect and sync these other applications with your marketing solution. Popular integrations include Salesforce.com, Google Analytics, Omniture, WordPress and ThinkCMS. Some APIs also allow for more advanced functions, such as the ability to build bi-directional data transfers or a customized campaign creation workflow, create a unique reporting dashboard or customize the campaign management function. Ask about the vendor’s API and how you can connect to it. Also ask if the vendor will help with the integration (which would of course be for an additional fee).
