Maya is the product manager at a software development company. Her team uses Salesforce for marketing automation, app development, and analytics. But she needs to get data from the support and sales teams, who are using ServiceNow and MailChimp, respectively.
So how can Maya integrate data from ServiceNow and MailChimp with Salesforce?
If you’re reading this, you probably have a similar question. This article will help you and Maya understand how Salesforce handles native and third-party integrations. You’ll learn about the top Salesforce integration tools, what features matter most when choosing one, and which solution fits your specific scenario.
Key Takeaways
- Salesforce integration connects external applications, databases, and work management systems with your CRM to enable bidirectional data exchange and workflow automation.
- Native Salesforce tools (MuleSoft, Heroku Connect, Salesforce Connect) work well for simple scenarios, while third-party solutions offer more flexibility for complex cross-platform integrations.
- Common integration types include batch synchronization, real-time data exchange, and API-based custom integrations, each suited to different business requirements.
- Third-party tools like Exalate provide advanced features including AI-assisted configuration, Groovy scripting for custom logic, and enterprise-grade security with encryption at rest and in transit.
- Integration tools dramatically improve productivity by eliminating manual data entry, reducing errors, and giving teams a unified view of customer and operational data.
What is Salesforce Integration?
Salesforce integration is the process of linking other applications, databases, cloud services, or work management systems with Salesforce. This process enables you to share data across your Salesforce platform, improving productivity and enabling bidirectional data exchange.
You can set up a Salesforce integration using APIs, middleware, webhooks, enterprise service bus (ESB), third-party integrations, or native Salesforce tools.
To pick the right Salesforce integration tool for your use case, let’s first go over different types of integrations in Salesforce.
What Are the Types of Integration in Salesforce?
Salesforce integration falls under these categories:
- Batch Integration: This involves integrating data in batches instead of individually. The system takes a “snapshot” of the data and integrates it later. This process of taking snapshots and merging changes is called Change Data Capture.
- Single-Platform Integration: Salesforce often provides native methods for integrating individual platforms through AppExchange apps. Unlike batch integration, single-platform integration involves moving the data individually.
- Custom Code Integration: Your developers build your connector from scratch using APIs and webhooks. The drawback is that this type of integration consumes time and requires advanced expertise.
- Real-Time and Near Real-Time Integration: This involves the real-time movement of data between Salesforce and an external system (say, ServiceNow).
How Does Salesforce Handle Integrations?
As a system that syncs data with multiple internal and external applications, Salesforce handles integrations using the following methods:
- Fire and Forget: This integration pattern involves initiating a request to the remote system, which updates Salesforce with the new order number and status in a separate transaction. The Salesforce system then decides to wait for the order to reach completion or “forget” it and move to a different request.
- Request and Reply: This is a variation of the request process invocation in which the remote system waits for the process to end before tracking the current state based on the response.
- Batch Data Synchronization: This approach involves data exchange between Salesforce and a remote system in batches rather than singly. This integration approach follows a predefined schedule controlled by a set of triggers.
- Remote Call-In: This pattern involves Salesforce retaining the data while the remote system handles how to create, update, or delete the data in storage. The remote system can “call in” default Salesforce APIs or API composite resources to perform certain operations.
- Data Virtualization: This involves Salesforce accessing external data in real time using AJAX calls and GET requests, responding through JSON objects. This integration pattern ensures your data does not persist in the system storage. It also allows you to access external data from on-premise and cloud services.
Why Use Integration Tools in Salesforce?
Let’s discuss the benefits of Salesforce integration tools.
Improves Productivity
Salesforce integration makes it possible to automate the integration of data. This increases the speed and quality of information synchronization and removes redundant tasks in the workflow.
Improves Customer Experience
Salesforce integration solutions improve the customer experience by giving your teams better information about customers and clients.
In Maya’s case, integrating ServiceNow with Salesforce brings all customer information and tickets from the support team to Salesforce. With tools like Experience Cloud and Customer 360, her company can improve the roadmap to better satisfy customers’ needs.
Improves the Quality of Decisions
Integrating your applications, services, and systems with Salesforce gives you access to tools for making better business decisions. These tools also make it easier to gather and synthesize business intelligence.
Salesforce products that can help you make informed decisions include Tableau, Data Cloud, Net Zero, and Einstein GPT.
Boosts Revenue
Sales teams can integrate data from external systems with Salesforce to take advantage of the platform’s advanced revenue intelligence and management products.
Salesforce Tableau allows organizations to monitor and predict market trends when generating pricing plans for products and services. This helps minimize expenditures and boost profits.
Improves Communication and Reporting
When you integrate your system with Salesforce, you get access to advanced analytics and reporting tools. Marketers, developers, managers, and people who need pinpoint accurate analytics can use the tools to visualize and report data.
You can also integrate your Slack with Salesforce to establish fast, smooth communication channels for intra-company and cross-company communication.
Use Cases for Salesforce Integration
Understanding specific scenarios helps clarify when and why you need Salesforce integration. Here are practical use cases broken down by challenge, solution, and real-world application.
Use Case 1: Unifying Sales and Support Data
Challenge: Your sales team works in Salesforce while your support team uses ServiceNow. When a customer calls with a complaint, support agents can’t see the customer’s purchase history, and sales reps don’t know about ongoing support tickets.
Solution: Integrate Salesforce with ServiceNow to sync customer records, opportunities, and support tickets bidirectionally. When a ticket is created in ServiceNow, the relevant Salesforce account owner gets notified automatically.
Real-World Application: A SaaS company reduced customer response time by 40% after integrating Salesforce and ServiceNow. Sales reps now see support ticket history directly in the Salesforce account view, enabling them to proactively address issues during renewal conversations.
Use Case 2: Marketing Automation Alignment
Challenge: Marketing campaigns run through Mailchimp, but campaign performance data stays siloed. Sales can’t see which leads engaged with specific campaigns, and marketing can’t track which leads converted to closed deals.
Solution: Connect Mailchimp with Salesforce to sync email engagement data, campaign responses, and lead scoring. Create automated workflows that update Salesforce lead records based on email opens, clicks, and conversions.
Real-World Application: A B2B services company integrated Mailchimp with Salesforce and discovered that leads who opened 3+ emails had a 60% higher close rate. They restructured their nurture campaigns based on this insight, increasing qualified pipeline by 25%.
Use Case 3: Cross-Company Partner Collaboration
Challenge: You work with external partners who use their own Jira or Azure DevOps instances. Sharing project status requires manual email updates, spreadsheet exports, and weekly status calls.
Solution: Use a third-party integration tool that enables bidirectional sync between your Salesforce and your partner’s work management system. Each organization maintains control over their own data while sharing relevant project information.
Real-World Application: A managed services provider integrated their Salesforce with client Jira instances using Exalate. Project milestones and deliverable status now sync automatically, eliminating 8+ hours of manual status reporting per week per client.
Use Case 4: ITSM and DevOps Alignment
Challenge: Your IT service desk operates in Freshservice while development teams work in Azure DevOps. Bug reports get lost in email chains, and developers don’t have visibility into customer-reported issues.
Solution: Integrate Freshservice and Salesforce to create a unified view of customer issues, then extend that integration to Azure DevOps for development tracking. When a customer reports a bug through Salesforce Service Cloud, it automatically creates a ticket in Freshservice and a work item in Azure DevOps.
Real-World Application: A fintech company implemented this integration chain and reduced their mean time to resolution by 35%. Customer-facing teams now have real-time visibility into development progress without leaving Salesforce.
Use Case 5: Multi-Instance Salesforce Consolidation
Challenge: After acquiring another company, you have two separate Salesforce instances with overlapping customer data. Manual data reconciliation is time-consuming and error-prone.
Solution: Use a Salesforce-to-Salesforce integration tool to sync customer records, opportunities, and account hierarchies between instances while maintaining data integrity and avoiding duplicates.
Real-World Application: A healthcare technology company used Exalate to integrate Salesforce instances from two acquired companies. They maintained separate workflows for each business unit while creating a unified customer view for executives—all without migrating data into a single instance.
Use Case 6: External Contractor Coordination
Challenge: You outsource specific development work to contractors who use GitHub. Tracking their progress requires contractors to update their internal systems manually, which rarely happens consistently.
Solution: Integrate GitHub with Salesforce to sync repository activity, pull requests, and commit history to relevant project records. Contractors continue working in their preferred tool while stakeholders get automatic updates in Salesforce.
Real-World Application: A digital agency integrated their client Salesforce instances with contractor GitHub repositories. Project managers now see real-time development progress in Salesforce, reducing status update meetings by 60% and improving delivery predictability.
Features to Consider When Choosing Salesforce Integration Tools
Before choosing any integration solution for Salesforce, here are some questions to ask yourself and your teams.
What Does My Business Need?
When considering tools for Salesforce data integration, find out what your business needs first.
Maya’s company wants to sync data between marketers (from Mailchimp) and customer service representatives (from ServiceNow). With a better understanding of integration goals, they can choose whether to use a native solution like Mulesoft or a third-party solution like Zapier or Exalate.
Choose a Salesforce integration solution that your teams can actually use. This flattens the learning curve, reduces errors, and improves productivity.
How Secure Is the Solution?
Businesses need to choose secure solutions to protect sensitive information in transit or at rest.
Native Salesforce integration tools give you the security blanket of the Salesforce infrastructure. If you’re choosing a third-party solution, check for these security features:
- ISO 27001 certification – Demonstrates adherence to international information security standards
- SOC 2 Type II compliance – Validates security controls and data protection practices
- Encryption at rest and in transit – Protects data during synchronization and storage
- Role-based access control (RBAC) – Ensures only authorized users can configure integrations
- No shared credentials – Each organization authenticates independently without exchanging API keys
For enterprise integrations involving sensitive customer data, verify that your chosen tool provides comprehensive security documentation. Exalate, for example, maintains ISO 27001:2022 certification and provides detailed security information through the Trust Center.
Is the Integration Solution Worth the Price?
Pricing factors into your business needs. If the solution is within your budget and meets all requirements, consider paying for it. You also need to choose a suitable payment model: pay-as-you-go, pay-per-user, or pay-per-flow.
Calculate time and money savings from automated bidirectional sync.
Does It Support Custom Integrations?
Salesforce integration can be no-code, low-code, script-based, or a combination of all three.
When choosing your integration service provider, focus on the one that allows you to customize the integration for any use case. If you have experienced developers, script-based options give you maximum flexibility. Otherwise, no-code solutions make things easier.
The sweet middle ground is choosing an AI-powered integration solution that can generate, refactor, and optimize scripts. Experienced developers use it to explore advanced customization scenarios, while less technical users generate scripts faster without deep coding knowledge.
Does the Integration Meet Compliance Requirements?
Depending on the data you want to integrate between systems, you have to meet certain compliance requirements. Common compliance regulations include HIPAA, GDPR, CCPA, and PCI DSS.
What Are the Limitations?
Some Salesforce integration tools enforce API limits, while others only allow a specified number of concurrent users. Confirm if the stipulated API limits will be convenient for your business to avoid service interruptions.
Does It Offer Real-Time Synchronization?
For time-sensitive operations, real-time or near-real-time sync capabilities matter. Some tools only support batch processing on schedules, while others can sync changes within seconds of occurrence.
What Platforms Does It Connect With?
Beyond Salesforce, consider what other systems you need to integrate. Look for tools that support your entire tech stack:
- ITSM platforms: ServiceNow, Zendesk, Freshservice, Freshdesk
- Development tools: Jira, Azure DevOps, Azure DevOps Server, GitHub
- Business applications: Salesforce, Asana
- Custom systems: REST API-based custom connectors for proprietary platforms
Salesforce Integration Tools: Native and Third-Party Options
Now that you know what constitutes a reliable Salesforce integration tool, let’s review the best-in-class solutions.
Native Salesforce Integration Tools
MuleSoft
MuleSoft is Salesforce’s native integration powerhouse, acquired for $6.5 billion in 2018. The Anypoint Platform takes an API-led approach to integration that treats every connection as a reusable asset rather than a one-off project.
Best for: Large enterprises with complex integration requirements and dedicated integration teams.
Key capabilities:
- API-first architecture for reusable integration assets
- Deep Salesforce connectivity with pre-built accelerators
- Real-time orchestration and event processing
- Hybrid deployment options (cloud and on-premises)
- Advanced API governance and security controls
Considerations: Requires significant technical expertise and comes with enterprise-level pricing.
Salesforce Connect
Salesforce Connect allows you to access external data in real time without copying it into Salesforce. This is useful when you need to view external data alongside Salesforce records without data migration.
Best for: Organizations that need to display external data in Salesforce without duplicating storage.
Heroku Connect
Heroku Connect provides bidirectional synchronization between Salesforce and Heroku Postgres databases. It’s designed for developers building custom applications that need Salesforce data.
Best for: Development teams building custom applications on Heroku that require Salesforce data access.
MuleSoft Composer
A lighter, no-code version of MuleSoft designed for business users who need simple integrations without developer involvement.
Best for: Business users creating straightforward data flows between Salesforce and common SaaS applications.
Third-Party Integration Tools
Dell Boomi
Dell Boomi is an iPaaS that connects applications and systems to automate business processes.
Industries in finance, marketing, manufacturing, healthcare, and the public sector use Dell Boomi to improve user experience and increase transparency. Organizations use Dell Boomi to integrate Salesforce with legacy systems and modern applications like FTP Server, NetSuite, and Workday.
Best for: Mid-to-large enterprises needing cloud-native, real-time integrations with flexible licensing.
Key capabilities:
- Low-code visual interface for building integrations
- Extensive pre-built connector library
- Master data management (MDM) capabilities
- Both cloud and on-premises deployment options
Jitterbit
Jitterbit is a workflow automation platform that allows you to integrate applications and cloud services with Salesforce.
If you want to integrate tickets from Zendesk with Salesforce cases, you can use Jitterbit to transfer data between fields. Users with limited technical experience can use Jitterbit’s low-code integration platform Harmony, to automate workflows and build applications.
Best for: Mid-size organizations balancing powerful features with practical usability.
Key capabilities:
- AI-infused Harmony platform
- Project templates for common Salesforce patterns
- Smart field mapping suggestions
- Built-in data transformation tools
Workato
Teams working in IT, marketing, and finance rely on Workato for automated ticket escalation, employee onboarding, compliance governance, and threat detection.
This iPaaS solution provides a secure pathway for connecting Salesforce with cloud services and work management systems.
You can use the Workato connector to sync a Jira work item with a matching case in Salesforce. Similarly, you can sync attachments and customer profiles from Dropbox and NetSuite with the corresponding Salesforce case.
Best for: Teams looking to combine Salesforce integration with broader workflow automation.
Key capabilities:
- Recipe-based integration design
- AI-powered workflow suggestions
- Built-in RPA capabilities
- SOC 2 Type II and HIPAA compliance
SnapLogic
SnapLogic is a no-code integration platform that uses pre-built Salesforce connectors—called Snaps—to sync data between applications, databases, and cloud services.
When using SnapLogic, you also gain access to SnapGPT, their generative AI solution for natural language integration and automation. You can extract data faster while decreasing error potential with AI-powered troubleshooting assistance.
Best for: Organizations wanting AI-assisted pipeline development with self-service capabilities.
Key capabilities:
- AI-powered integration suggestions
- Pre-built Salesforce Snaps
- Real-time streaming data flows
- Built-in data quality tools
Zapier
Zapier connects Salesforce with thousands of applications through simple trigger-action workflows. Non-technical users can set up integrations in minutes.
Best for: Small to mid-sized businesses needing quick automation wins without technical complexity.
Key capabilities:
- 7,000+ app connections
- No-code interface
- Multi-step workflows (Zaps)
- Built-in filters and formatters
Considerations: Limited for complex transformation requirements or high-volume enterprise workloads.
Informatica
Informatica is built for complex enterprise scenarios with a strength in data quality management.
Best for: Large enterprises dealing with compliance requirements, massive data volumes, or sophisticated transformation needs.
Key capabilities:
- Advanced data quality and profiling
- Metadata-driven integration
- Machine learning for data mapping
- Comprehensive security and compliance controls
Celigo
Celigo offers an iPaaS platform that balances sophistication with usability through their integrator.io platform.
Best for: Growing companies that need more than basic integration but aren’t ready for enterprise-scale platforms.
Key capabilities:
- Pre-built integration flows
- AI-powered field mapping
- Automated error resolution options
- Built-in FTP and EDI support
Exalate
Exalate is an integration solution that connects Salesforce with other work management systems and repositories. This solution stands out because it supports low-code, no-code, and code-based integrations using a Groovy scripting engine.
Suppose Maya’s team wants to sync SLA records bidirectionally between Salesforce and ServiceNow. They can set up a connection using Exalate’s AI-assisted configuration to generate the initial sync rules, then customize with Groovy scripts for advanced scenarios.
Exalate also provides Aida, an AI-assisted configuration tool that converts natural language descriptions into working sync configurations. Instead of writing scripts from scratch, describe what you want to sync, and Aida generates the configuration. This dramatically reduces setup time while maintaining full customization capabilities for technical users.
Best for: Organizations needing flexible, customizable integrations with full control over sync logic.
Key capabilities:
- Groovy scripting for unlimited customization
- AI-assisted configuration (Aida) for quick setup
- Bidirectional sync with conflict resolution
- ISO 27001 certification with encryption at rest and in transit
- Role-based access control
- Full script and operational control over your sync side
Apart from ServiceNow, Exalate also supports integrations between platforms like Azure DevOps, Azure DevOps Server, GitHub, Zendesk, Jira, Freshservice, Freshdesk, and Asana. You can set up a Jira ServiceNow or an Azure DevOps ServiceNow integration with the same flexibility.
Final Thoughts
Salesforce integration allows you to connect external systems with tools native to the Salesforce ecosystem as well as third-party solutions. Whichever option you choose, consider security, reliability, pricing, and business fit.
Now that Maya understands Salesforce integration better, she can choose the best tool for connecting her work management platform, repositories, databases, and cloud services with Salesforce.
Exalate is an integration solution that helps businesses integrate Salesforce with multiple managed services, CRMs, and ERPs. This solution allows you to share data bidirectionally using custom scripts and event-specific triggers for every Salesforce case.
Calculate time and money savings from automated bidirectional sync.
Frequently Asked Questions
What is Salesforce integration?
Salesforce integration connects your CRM with external applications, databases, and services to enable data sharing and workflow automation. Integrations can be native (built into Salesforce), third-party (external tools connecting systems), or custom-built using APIs.
How do I choose between native and third-party Salesforce integration tools?
Native tools like MuleSoft offer deep Salesforce integration but require significant technical expertise and budget. Third-party tools like Exalate provide more flexibility, easier setup, and better value for cross-platform integrations. If you’re primarily connecting Salesforce to non-Salesforce systems, third-party tools typically offer better cost-effectiveness.
What security features should I look for in Salesforce integration tools?
Look for ISO 27001 certification, SOC 2 Type II compliance, encryption of data both in transit and at rest, and role-based access control. For cross-company integrations, ensure the tool doesn’t require sharing admin credentials or API keys between organizations. Always verify security documentation through the vendor’s trust center.
Can I integrate Salesforce with Jira or Azure DevOps?
Yes. Tools like Exalate specialize in connecting Salesforce with development platforms including Jira, Azure DevOps, and Azure DevOps Server. These integrations typically sync cases with work items, enabling support and development teams to collaborate without switching platforms.
What platforms can integrate with Salesforce through third-party tools?
Most integration tools support connections between Salesforce and ITSM platforms (ServiceNow, Zendesk, Freshservice, Freshdesk), development tools (Jira, Azure DevOps, GitHub), business applications (Asana, Slack, Mailchimp), and custom systems via REST API connectors.
What is AI-assisted integration?
AI-assisted integration uses artificial intelligence to simplify the setup and configuration process. Exalate’s Aida let you describe sync requirements in plain language, then automatically generate the necessary configuration. This reduces setup time and makes integration accessible to users without deep technical expertise.
What happens if an integration sync fails?
Quality integration tools include automatic retry logic, transactional queues, and error notifications. When connectivity issues occur, the system queues changes and applies them in sequence once the connection is restored. Look for tools with detailed logging and alerting to quickly identify and resolve issues.
Can I integrate multiple Salesforce instances together?
Yes. Salesforce-to-Salesforce integration is a common requirement, especially after mergers and acquisitions. Tools like Exalate support multi-instance connections, allowing you to sync customer records and opportunities while maintaining separate workflows for each business unit.
Does Exalate work with Freshservice and Freshdesk?
Yes. Exalate supports integrations with both Freshservice (ITSM) and Freshdesk (customer support), enabling bidirectional sync with Salesforce, Jira, Azure DevOps, and other platforms. This is particularly useful for organizations that need to connect IT service management or customer support workflows with their CRM data.
Recommended Reads:
- Salesforce Integrations: Integrate Salesforce and other Tools
- Jira Salesforce Integration: How to Set up a Two-Way Sync between Different Teams
- Salesforce Data Integration: How to Get Started
- Salesforce Third-Party Integration: Set up a Bidirectional Sync between Salesforce and Other Tools
- Salesforce to Salesforce Integration: Sync Multiple Salesforce Instances Bidirectionally
- GitHub Salesforce Integration: How to Set up a Sync in 6 Steps
- How to Update Salesforce Account from Jira Custom Field
