Structurely, a conversational AI platform that streamlines lead qualification for sales and marketing teams, was facing a significant challenge as it sought to shift its focus from small to medium-sized businesses towards more enterprise customers and partnerships. A key part of Structurely’s product and roadmap was CRM integrations, which allowed customers to seamlessly pass leads and qualification data between their CRM and Structurely’s AI platform. However, they discovered that enterprise companies were not using the real-estate specific CRMs that they had traditionally offered. Instead, these companies were using more well-known and generalized CRM platforms, particularly Salesforce and HubSpot. This posed a clear barrier to success in their shift towards targeting enterprise customers. Additionally, their existing integration strategy, which involved manually developing server-to-server integrations or using Zapier to ship one-off integrations, was fraught with challenges around authentication, feature limitations, customer experience, and operational costs.

AXDRAFT, an end-to-end contract management software platform, was facing a significant challenge. One of their biggest clients was on the verge of leaving due to the lack of a Slack integration feature in the AXDRAFT platform. The client needed this feature urgently for them to renew their contract. The integration was required to deliver notifications to various channels within the AXDRAFT platform, enabling different teams to receive updates seamlessly in Slack without disrupting their workflows. Furthermore, AXDRAFT realized that they were missing out on potential revenue by not having this integration, as several other clients had expressed their willingness to pay for it. The company was faced with the decision of either developing the solution in-house or seeking external solutions, with the primary requirement being that the Slack integration had to be part of the next product update.

Tactic, a company providing a no-code tool for extracting actionable insights from unstructured data, faced a significant challenge after its launch in 2020. The company's product was quickly adopted by high-growth tech companies, leading to an increased demand for integration with their customers' CRM data. This demand was particularly strong for a native CRM integration, which some customers began to complain about its absence. Tactic recognized that providing such integrations would not only address customer complaints but also accelerate their sales efforts and increase customer satisfaction. However, building these integrations in-house proved to be a daunting task due to the time, cost, and effort required, as well as the need to develop specific expertise for each CRM vendor they wanted to integrate with.

Trustpage, a company that provides B2B SaaS companies with a dynamic Trust Center, faced a significant challenge in their integration strategy. They needed to ensure that their customers' sales teams could securely request and share documents within their CRMs. Additionally, they had to ensure that all teams of their prospects could effectively leverage Trustpage with the tools they were already using. This created an urgency to turn around these integrations quickly. The team began searching for solutions to offload the engineering work for their integration strategy. They needed a solution that met their security requirements, saved substantial engineering resources on each integration, was feasible for their integration use cases, and provided reliable technical and account support.

MainStem, a B2B SaaS supply and purchasing platform for the cannabis industry, was faced with a significant challenge. The company's Chief Technology Officer, Garrett, was dealing with three crucial integration requests (Teams, Slack, and Quickbooks) simultaneously. However, his team was unable to prioritize these integrations as they were focused on developing core product features for their enterprise offering, Purchase Pro. Existing customers were frustrated due to the lack of MainStem notifications in their messaging apps, and potential enterprise clients required QuickBooks integration for decision-making. Previously, MainStem had built numerous integrations in-house, but these required significant engineering effort to build and maintain. The team would spend weeks understanding the API documentation for each third-party app, dealing with user authentication and token management, and maintaining the integrations due to changing vendor APIs. This approach had several drawbacks, including diverting engineering resources from their core product, impacting sales and customer success team's confidence in their integration roadmap, and increasing maintenance requirements.