According to SMB Group’s Top 10 Technology Market Predictions, integration is going to be a top priority. It’s also the number 1 technology challenge in their 2012 Routes to Market Study. Integration has always been a challenge for the Enterprise, but the widespread adoption of cloud has now brought it firmly on to radar of smaller businesses. You can download the full study here. Is it just about cloud or are we across the board expecting systems and processes to be better integrated in the business we engage?

You only need to look at the Salesforce ecosystem to see how important integration has become and how accessible integrated products are. If you’re a software vendor working in the business application space and you haven’t built a connector between your application and Salesforce then you probably need to fire your CTO or product manager. That of course assumes you haven’t got a product that competes with Salesforce in which you need to be encouraging vendors to come and integrate with you.

The quality of your API for integration is absolutely key. Salesforce have understood that for a long time. Not everyone will agree, but I see a well structured robust SOAP API that beats most other APIs I’ve engaged as an integration consultant. There is a reality in the market about where Salesforce sits and how many businesses are aligning themselves to Salesforce. I work extensively with Jitterbit and understand how important a market Salesforce is and how critical it is for Hubstone (and Jitterbit) to be the best at Salesforce integration. UK expertise in the Salesforce integration space is pretty thin. There are a lot of solutions out their tacked together around the APEX data loader. The uptake of Jitterbit’s free data loader is astonishing and the reviews are great. The full server product is gaining lots of ground at well globally.

Integration has historically been a very expensive endeavour, but the barriers are lowering. You only need to look at Jitterbit’s pricing to see how accessible it is now. It’s so fast to learn compared to some of the other players and the price tag is compelling. It’s not just about integration being a top priority for the smaller guys it remains a top priority for the big guys too. I’m definitely seeing major brands now getting inquisitive about Jitterbit. The price tag is relevant these days and everyone wants value for money. It’s something they’ve not been getting historically. It’s been a complacent market, customers are expecting better from their software vendor and we’re here to deliver it.

If you want to understand more about integration, then please reach out to us.