Allbound CRM Integrations Improve Performance
Industry: Channel Sales Platform
Challenge: In order to continually improve the delivery of sales and marketing content, a third-party solution to handle externalized integrations was needed
Solution: Cloud Elements CRM Hub to connect and sync Salesforce custom and standard objects
“In 20 hours we sat down and wrote the entire integration between Allbound and Salesforce, via the Cloud Elements Platform. That’s for standard and custom objects. And now we don’t have to maintain the infrastructure going forward."
Kyle Burnett, CTO & Co-Founder, Allbound
Allbound is mobile-friendly software that helps businesses track and improve the performance of their indirect sales channels by automating the delivery of marketing content, sales tools and training at each stage of the pipeline. With Allbound, businesses can arm their resellers, distributors, VARs, agents, dealers, franchisees, brokers, reps and retailers with the sales and marketing content, training and campaigns they need to close more deals faster. Ideal customers for Allbound are suppliers and franchise owner, those at the edge of innovation and are that the B2B customer has changed.
The “training and education sales teams” piece of the market is very traditional and slow moving, all too often are companies still doing business in an old-school way. Allbound focuses on getting sales and marketing teams up to speed with modern strategy, arming organizations who are prime to scale and grow.
Modernizing the sales and marketing training strategies means significant improvements in how applications currently work with each other via integrations. Enter Cloud Elements. Within 20 hours, the Allbound integrations team had connected Salesforce to their application via the Cloud Elements CRM Hub, disrupting the way they could help their customers solve their business challenges.
A Focus on Integration From the Start
Allbound began focusing on the integration problem from the start. As a young startup, they were concurrently designing their product strategy and tackling an integration strategy at the same time, through Cloud Elements. Kyle Burnett, CTO & Co-Founder of Allbound, explains, “We’ve done a lot of system build integrations and API builders. We know how to do it, but we would rather spend our time with our customers solving their challenges.” Burnett and team were introduced to Cloud Elements when recognizing that the company could help manage the massive amounts of data being push from Allbound to external apps.
In the early stages of research, Burnett shares “We needed to figure out what we wanted to with integrations, what we needed to be core to our business. Having already developed in the API-to-API space, middleware was a clear answer to simplified integration, getting us the rapid-time-to-market our customers needed.”
“We’ve done a lot of system build integrations and API builders. We know how to do it, but we would rather spend our time with our customers solving their challenges.”
Kyle Burnett, CTO & Co-Founder, Allbound
Why Cloud Elements?
Allbound knew they had the knowledge to build these integrations on their own but they wanted to focus their developer time on solving their customer challenges. By finding Cloud Elements, Allbound was able to focus on their customers rather than getting systems to talk to each other. Jen Spencer, Director of Sales and Marketing at Allbound shares, “The upside to this was that we didn’t need to know all of the integrations and their unique attributes at once. Cloud Elements had already built out the integrations and could get us to the finish line quickly.”
Spencer continues, “Part of our integration strategy is driven by market demand. Knowing that we have successfully built integrations on the Cloud Elements platform, we can confidently market any endpoints, so long as they are reflected in Cloud Elements’ Elements Catalog.” Allbound displays their integrations through what Cloud Elements already offers in the Elements catalog. They use customer demand to drive their integration roadmap within their application.
“Knowing that we have successfully built integrations on the Cloud Elements platform, we can confidently market any endpoints, so long as they are reflected in Cloud Elements’ Elements Catalog.”
Jen Spencer, Director of Sales & Marketing, Allbound
Building out the product strategy and integration strategy in tandem allowed the marketing and sales teams to leverage Cloud Elements endpoints as part of the story. Conversations with prospects and clients about integration needs are easier when you have options to build them out quickly with customer demand.
“In 20 hours we sat down and wrote the entire integration between Allbound and Salesforce, via the Cloud Elements Platform. That’s for standard and custom objects. And now we don’t have to maintain the infrastructure going forward. As of today, Cloud Elements is handling over 40,000 API calls a day, keeping our integration live and up-to-date. Without Cloud Elements we would have had to own a lot of that code base ourselves,” Burnett estimates. Allbound believes they would have had to add many zeros to those numbers if they did it all themselves.
Allbound is currently building out more Elements within their app such as HubSpot and Netsuite. Burnett shares, “If there is an Element for it, it is something we can do. If it’s available, I know it’s possible.” Allbound has also leveraged Cloud Elements in a secondary way with Formula Builder. Formula Builder is an API and UI interface to design custom workflow templates to synchronize apps and data. Using Formula Builder, Allbound has the flexibility they need with their integrations. One off adds and changes to their integrations are flexible with Formula Builder.
Through Cloud Elements, Allbound has been able to build out their integrations and create collaboration among customers and the channels that they use. Technology that can interact well with each other is what collaboration is all about. Burnett closes with, “Looking back on our partnership with Cloud Elements thus far, I’m most proud of our ability to deliver on our promise to the channel and bringing collaboration to the channel.”