Integrating SugarCRM

Integrating SugarCRM

A case study for the Technical Team

This week we’re looking at an article by Niegel Leoncio, the CRM Manager at Bishop-Wisecarver Corp. In it he discusses how he leveraged Sugar’s ability to be easily customised, resulting in major efficiencies for his business. 

When Niegel joined the company, he discovered that although Sugar CRM was in place, in order to leverage the true power of their CRM, he and the team needed to tune the system to better align with Bishop-Wisecarver Corp’s business processes.

As he writes,
“At some point, you have to stop dealing with the here-and-now, and start building a long-term, holistic approach.”

After successfully improving the automation from Marketo to Sugar, Niegel and his team went on to build processes that removed duplicate leads, then as a next step, syncronise detailed activity logs from Marketo to Sugar.

And the result?
“Our reps can now see whether their lead visited our website, downloaded a white paper or a CAD file, or even if they attended a trade show—all in near-real time.”

The speed and flexibility that Sugar offered when building out these integrations was aided greatly by the fact that Sugar’s architecture is designed to support customisations.

At the end of the day, it’s all about change and having the right tool to support that change. As Neigel writes,
“…you can’t put a price on progress. More importantly, can you afford stagnation?”

You can read Neigel’s complete article here.

With over 25 years’ experience in CRM systems and integrations, at CRM Strategy, we understand how to make complex integrations simple. If you’d like to discuss integrations or any other aspect of business improvement, please call us on 1300 276 669 or email us at

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