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Native, Integrated & Stand Alone: What do they mean?

January 15, 2020

Technology

With so many buzzwords in the technology industry, it’s common to nod our heads in agreement without fully understanding what the terms mean. When discussing CRM platforms, you may hear the terms native, integrated, and stand-alone. So what do they actually refer to in the context of the CRM landscape? 

Native 

“Our platform is native to Salesforce”

‘Native’ means that all of your data is held within the Salesforce platform itself. This means that your data is secure and in line with GDPR regulations. With Salesforce, you can use the security and auditing tools while complying with the specified data retention rules. With all of your data in one place, the platform provides you with user-friendly reports and visual dashboards in real-time to show whether you are meeting targets. This could lead you to invest in tools such as Mobile Publisher in the future. Understandably, data-backed strategy and organizational decision-making is key to maintaining ongoing success.

Integrated 

“Our platform integrates with Salesforce

Integration refers to combining two things to create a whole. While many companies state that their platform integrates with Salesforce, it’s important to confirm that they aren’t uncertified integrations. This means that they haven’t been approved to work with the solution. All official certified integrations are approved by Salesforce, stating that the platform meets set security regulations. Annual reviews are then conducted to ensure that it maintains these standards. An easy way to know if a platform is truly certified by Salesforce is to check AppExchange. Integrations can vary, and some apps refer to themselves as integrated but may actually keep data separate to Salesforce. For instance, some events platforms have some data saved on the events tool and other data on Salesforce. Keeping data in more than one place makes it increasingly difficult to produce accurate data analysis and can often result in duplications or data breaches.

Stand-Alone 

“We provide a stand-alone solution”

A stand-alone solution doesn’t require implementation, as it does not rely on any other system or process. The main issue with this solution is that you will typically need to import and export CSV (comma-separated values) files, which is tabular information typically displayed in a spreadsheet or database. As a result, you may spend a lot of time in Excel reorganizing data. The crossover between the data systems means it is harder to maintain GDPR compliance in both places.

Which term is most important to you? 

The best solution is native to Salesforce. There are many benefits to having all of your key data in one location, including: 

  • GDPR compliance 
  • Safe and secure data
  • Easy to access data, both past and present
  • Easily switch between relating data
  • Pull reports to analyse your success
  • Easy to read dashboards to see your metrics

A native solution allows you to see the full picture of how your organization is performing overall. You’re no longer switching between systems to access data, which puts accuracy and security at risk. Eliminate the stand-alone solution, ditch the integrations, and go native. 

Check out a demo of Fonteva Membership & Fonteva Events, both 100% native to Salesforce.