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API & CRM INTEGRATIONS
Your website generates leads. Your CRM, marketing automation platform, and data warehouse are where those leads become pipeline and revenue. When these systems are not properly connected, attribution breaks, data quality degrades, and your revenue operations team spends cycles on manual process rather than on strategy. Ignited Nepal builds the integrations that close these gaps.
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/ This is for you if
Your website forms submit to an email address. Someone reads the email and manually creates a record in Salesforce or HubSpot. By the time the record exists in the CRM, the UTM data is gone, the timestamp is wrong, and the lead has already moved on. Speed to lead is a measurable factor in conversion rates. A manual process between form and CRM costs you on both data quality and response time.
Your store is processing transactions. Your CRM has no record of those transactions. Your data warehouse is pulling from a manual export. When a customer support issue arises, the rep has to check three platforms to get a complete picture. When your finance team runs a revenue report, the numbers do not match your store dashboard. A connected stack solves this.
You are running paid acquisition across Google, Meta, and LinkedIn. Prospects click ads, land on your marketing site, sign up for a trial or request a demo, and some become paying customers. But your CRM shows no source for most contacts because UTM parameters were dropped at the form submission. Your attribution model is built on incomplete data, which means your channel budget decisions are based on a partial picture.
/ What's broken
When a lead fills in your website form and the result is an email notification rather than a Salesforce or HubSpot record, the lead has no structured entry point to your pipeline. There is no ownership assignment, no automation trigger, and no timestamp. The lead exists in a thread until someone manually creates the record.
A prospect clicks a LinkedIn ad, arrives on your site, fills in a demo request form, and the UTM source, medium, campaign, and term are dropped. Your CRM or marketing automation platform shows the lead with no source. Your marketing operations team cannot attribute that demo request to the campaign that generated it. Revenue attribution from paid channels is broken.
Your form captures name, email, and company. Your CRM and marketing automation platform expect job title, company size, industry vertical, product interest, and lead score inputs. Because form fields do not map to the CRM schema, those fields are blank. Reps spend discovery calls gathering information that the form could have captured and passed through. Lead scoring models produce inaccurate scores because input fields are empty.
A contact has filled in a form, attended a webinar, responded to a sales sequence, and spoken to support. They exist as separate records in HubSpot, Salesforce, and your data warehouse, each with slightly different company names, email formats, or phone numbers. Merge and deduplication logic is infrastructure work. Without it, every downstream system that pulls from the CRM is working from corrupted data.
/ What we engineer
Each workstream is built by the team that audits it, and wired into the rest of your growth system.
We map your existing website, forms, CRM, marketing automation platform, payment systems, and data warehouse connections. We document what is connected, what is not, and where data quality is degrading in transit. For US businesses, this typically involves Salesforce or HubSpot as the CRM, Marketo or ActiveCampaign as the marketing automation platform, and Stripe or Braintree for payments.
We map every form field on your website to the corresponding fields in your CRM and marketing automation platform. We create custom properties where they do not exist. We configure lead scoring inputs, lifecycle stage triggers, and any dependent fields your automation logic requires.
We connect your website to your CRM, marketing automation platform, payment gateway, and data warehouse using the appropriate method: native API, webhook, or middleware. For complex multi-system stacks, we assess whether middleware such as Make or Segment is appropriate or whether a custom API layer is required.
We build the end-to-end flow from form submission to CRM and MAP record creation, including hidden field injection for all UTM parameters, referring domain, landing page URL, and IP-based enrichment where applicable. Every lead record in your CRM carries its complete acquisition context.
We configure the automation sequences that fire on lead creation: rep assignment in Salesforce, enrollment in a Marketo or HubSpot nurture sequence, Slack notification to the relevant team, pipeline stage creation, and task assignment. Routing logic is built to your sales process specification, not a generic default.
We implement deduplication rules to prevent duplicate records at creation and set up merge logic for existing duplicates. We configure field validation and, where the data stack supports it, connect enrichment services to populate missing fields on new records automatically.
We test every integration end to end before handover, using both real and simulated submissions. We produce architecture documentation, field mapping reference, automation logic overview, and maintenance guidelines. Your rev ops team receives documentation to the standard they need to own the system.
/ What changes
/ How it works
We review your website, forms, CRM instance, marketing automation platform, payment systems, and data warehouse. We document every connection gap and data quality issue. You receive a written audit report with findings prioritised by impact.
We produce a specification document covering CRM and MAP field mapping, trigger conditions, automation logic, deduplication rules, multi-system data flows, and testing criteria. Your rev ops and marketing operations teams review and approve this document before any build work begins.
We build each integration per specification. For complex US stacks, this phase includes CRM configuration, MAP field mapping, UTM hidden field injection, Stripe or Braintree webhook setup, Salesforce or HubSpot automation logic, and data warehouse connection configuration.
We run end-to-end testing across every integration using real and simulated data. We produce full architecture documentation and hand over to your team with a structured walkthrough. Your rev ops team leaves with a working system and the documentation to maintain it.
/ Common questions
Straight answers on scope, timelines and cost. Anything else, ask us directly.
Ask us directlyYes, Salesforce and Marketo can both receive data from website form submissions, and the two systems can be kept in sync with each other. The standard architecture pushes form data to Marketo first, which then syncs to Salesforce based on lead score or qualification criteria. We build to this architecture or to your existing rev ops specification.
HubSpot and Salesforce have a native bidirectional sync that we configure and validate. We define which fields sync in which direction, which system is the system of record for each data type, and how conflicts are resolved. We also configure the field mapping between HubSpot forms and Salesforce object fields so data is consistent across both platforms.
Stripe sends webhook events for payment intent creation, payment confirmation, subscription changes, and churn. We connect those webhooks to your CRM so that payment status is reflected on the contact or account record in real time. This removes the need for manual payment reconciliation and gives your sales and customer success teams visibility of revenue events without leaving the CRM.
Multi-system integrations are in scope. The integration audit phase maps the full stack and identifies which connections require native API work, middleware, or a custom integration layer. We produce a specification that covers each system before building, so the complexity is planned rather than discovered during the build.
A standard project covering one CRM, one marketing automation platform, two to three forms, UTM attribution, and basic automation takes four to six weeks from audit to handover. Projects involving Salesforce plus Marketo plus a data warehouse connection, or custom API development, typically take six to ten weeks. The integration specification produced at the start of the engagement defines the scope and confirms the timeline before build work begins.
Start here
Every week your business runs without proper integrations, leads are entering your pipeline without attribution, your marketing automation is working from incomplete data, and your revenue reporting is built on a partial record. An integration audit identifies exactly where the gaps are, what they are costing in data quality and manual process, and what a properly connected stack requires to build.
Ignited Nepal
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