As the role of technology continues to grow in the world of business, integrating different systems have emerged as critical component in increasing efficiency and effectiveness. Previously, departments operated in isolation, each having their own non-connected tools that satisfied their specific requirement. This involved a lot of manual work and maintenance for proper data synchronisation.

However, with the increase in digitalization, number of applications used by the organization have increased and the requirement for a quicker, and more integrated communication between departments has increased, in turn fuelling the requirement for integrated systems. For instance, a marketing tool that is integrated with a sales system enables the sales department to access important customer data in real-time increasing the likelihood of converting a lead into a customer.