Fuel Growth by Syncing ConnectWise with Marketing Automation & CRM Systems

Written by Formstack on April 24, 2018

Posted in IT + Security, Workflow Automation

ConnectWise Manage is a powerful software helping thousands of MSP and IT companies manage all aspects of their business. We’ve seen from our customers that pairing ConnectWise with powerful marketing automation and CRM software is a recipe for fueling growth.

Read on to learn more about synching ConnectWise with your marketing automation and CRM. Learn why it’s a smart idea, the benefits of creating this bi-directional sync, and how to do it.

Why integrate ConnectWise and marketing automation systems?

There are many marketing automation systems out there that companies are leveraging to help them scale their marketing and get more out of their database as they’re looking to grow.

Those systems include HubSpot, Marketo, Act-on, Pardot, Eloqua, and Infusionsoft. There’s a range of options out there, but the common theme is that ConnectWise, when coupled with those marketing automation systems, can be a killer pairing (in a good way) to help companies drive growth.

What we’re seeing from these customers is ConnectWise offers a number of strengths, but the marketing automation systems help those companies take that to the next level.

Grow Your Database

It starts with leveraging and growing your database of both customers and prospects. Take full advantage of your customer and prospect data to maximize the opportunities you can create.

Repeatable Opportunity Growth

A big part of marketing automation today is repeatable opportunity growth. This includes finding marketing practices that can scale, leveraging your marketing database, and improving your website to create more predictable growth for your business.

Closed Loop Marketing

Another key piece of this is all the marketing automation systems, when well-integrated with ConnectWise, can give you an element of closed loop reporting. You can have visibility into what marketing investments you’re making, what kind of marketing activities you’re driving, and how those are leading to growth.

The top use cases for integrating ConnectWise and marketing automation systems.

If you are a ConnectWise partner and agree that there’s potential for your business to grow by leveraging marketing automation, what are some of the advantages of connecting those systems?

We boil it down to the four key use cases that we see from partners.

1. Automated Lead Delivery

The first is automated lead management and delivery. As I’m running marketing programs and generating marketing activity, an integration gets those leads into ConnectWise as quickly as possible so they can be followed up by sales teams or BDRs.

2. Sales Visibility

Here we have the ConnectWise interface.

One of the use cases we see for connecting ConnectWise to a marketing automation system is providing salespeople and account managers the data they need from marketing automation in ConnectWise. We don’t want to train them on an new interface. We want to leverage that ConnectWise system they use every single day.

One of the best practices we recommend is leveraging custom fields in ConnectWise to map to key marketing data, whether it’s HubSpot, Pardot, or Marketo. All these systems have some key marketing interactions, some key marketing data, like a lead source.

What was the most recent piece of content that they engaged with?

These are things that can map to custom fields to give your sales team and account managers the right contacts. They’re able to easily see any of these fields directly in the ConnectWise interface.This provides your sales reps the context needed to have effective conversations with prospects.

3. Targeting Your Database

The third use case is leveraging your ConnectWise database back into your marketing programs. This allows you to automated marketed targeting of your customer and prospect database. You won’t have to manually pull lists or dive deep into the delves of CRM administration in order to run marketing campaigns to your database.

4. Closed Loop Reporting

The fourth key reason is connecting your marketing activities through to sales results to give you that closed loop marketing reporting and visibility.

How a ConnectWise and marketing automation integration works.

There’s a set of objects that Formstack Sync connects to in both systems. It starts with leads and contacts.

We recommend a bi-directional sync that keeps a cohesive and connected sales and marketing database between your systems. The marketing automation system typically houses your entire marketing database. It’s everybody that you’re reaching out to. It includes your organically grown marketing database. It includes lists that you’ve acquired. You are targeting this database with different types of nurturing and prospecting campaigns.

Once those leads become marketing qualified, you’re going to push them over to ConnectWise as your CRM system. That’s a trigger that you can control through the Formstack Sync interface.

What we also find is that there’s many reasons for leads to be created directly in ConnectWise. It could be a list that’s uploaded by the sales organization, it could be an inbound phone call. It could be a new contact on an account.

Those are leads that you also want to keep connected to your marketing automation system. Formstack Sync is a bi-directional sync whereby regardless of where leads come from, they will de-duplicate and connect to existing records in the corresponding system, if they already exist, or create new records if they don’t exist. This gives you a de-duplicated, single view of your customer and prospect database between your marketing automation system and ConnectWise. Very powerful.


Opportunities sync back from ConnectWise to the marketing automation system. This opportunity data is what powers closed loop reporting in your marketing automation system, allowing you to analyze the impact of marketing investments through to opportunities, pipeline, and revenue.

Contacts and Accounts

Your contact and account data will sync back to your marketing systems. Each of these marketing systems have some concept of smart list or dynamic list and by syncing the contact and account data over to the marketing system and leveraging that dynamic list or smart list capability, it is empowering to marketing teams, whereby they can now build automated segmentation.

Let’s say you want to target all your customers of a certain company size or a certain industry. You can build that smart list once and as that data continuously updates back from ConnectWise, you’ll always have a fresh list, right there in the marketing automation system. No extra work, no spreadsheets, no uploads. Everything is right there for you to run your automated or one-time marketing campaigns.

Integration tip 1: Sales reps enter leads too!
Some integrations are limited in one direction, which can create friction between marketing and sales. We don’t see that as the best practice. We recommend embracing that sales should be using the CRM to upload leads or enter leads, and it’s important that any synchronization between marketing systems and ConnectWise takes that into account.

Integration tip 2: Get key lead intel to sales.
Use custom fields in ConnectWise to get your sales reps key visibility to marketing data in the system they’re using every single day. Not too much, though. We see a best practice of three to five fields giving that right level of insight. More than that, it’s going to overwhelm and confuse.

Integration tip 3: Score customers to identify upsell opportunities.
Don’t forget about your customers. We see many ConnectWise partners have a solid and strong customer base and that often can be low hanging fruit for incremental revenue.

One of our great customers leveraging ConnectWise is taking their different offerings and, through the marketing automation system, scoring customers based on how they engage in content around each of those topics that align to those upsell offerings. They then provide that intelligence back to the account managers through their ConnectWise marketing automation integration.

Why integrate ConnectWise with CRM systems?

The most common CRM that we see paired with ConnectWise is SalesForce, although there are others like Microsoft Dynamics, NetSuite, and Pipedrive. These are all CRMs that can be connected to ConnectWise. Let’s dig into why you would integrate your CRM to ConnectWise.

Different Departmental Needs

A best of breed approach to software means that different departments have different softwares that are going to help them maximize their performance. The sales team may have identified Salesforce or another CRM as their preference for how they want to manage pipeline and opportunity development, while your service team, support organization, and business operations team is probably leveraging ConnectWise.

Sales Visibility Into Key Support Activities

This is all about letting your sales team have their cake and eat it too, so to speak. Sales can leverage the CRM they need, and the rest of your business can leverage ConnectWise. Connecting those systems will provide you a consistent view across both systems.

This data visibility is especially important for sales. They can now get visibility into key support activities that are taking place in ConnectWise, such as the status of an account. For instance, support status is important for sales as they look to engage with customers for any number of reasons, whether it’s a regularly scheduled check-in, or an upsell. It’s important to keep support and sales well-aligned and connected with consistent data.

Consistent View Across Two Systems

When you integrate ConnectWise with your CRM using Formstack Sync, each system will always have accurate, up-to-date, and consistent data. Our software creates a bi-directional sync between accounts and contacts in both systems. This allows contacts to be added in either system and de-duplicated by email address to ensure that you have a de-duplicated view of your customer base.

The other piece of this is pushing tickets, which are typically managed by your support team in ConnectWise, over to your CRM, so that as cases are completed, your sales team get visibility to that full support history.

Integration tip 1: Embrace the best of breed.
The first tip we see for connecting ConnectWise and your CRM: embrace best of breed, don’t push back on it. Best of breed is a good thing. If your marketing, sales, and support teams can all be satisfied, that is a good thing. A pre-built integration can allow you to achieve best of breed without a lot of friction, custom work, custom development, or maintenance in order to connect the systems.

Integration tip 2: Use support and service data to inform sales and marketing campaigns.
There’s a lot of power in connecting your support system with your CRM. You can easily leverage support and service data to inform sales and marketing campaigns, as well as conversations. This belongs below tip 3, next section data is very powerful for identifying customer advocates remove, new sentence who are my customers that have the most positive support experiences?

Integration tip 3: Use support data to identify customer advocates.
Maybe you’re doing NPS surveys after your support cases. That’s a further use case for connecting support and marketing. You can identify which customers have the most positive support experiences and get them involved in marketing endeavors, like customer testimonials.

Why connect multiple systems?

Last up is true best of breed – combining a marketing automation system, a CRM system, and ConnectWise. The equation is one plus one plus one equals ten, meaning, you get more out of these systems with a best of breed strategy and connected data.

Marketing Automation + CRM + ConnectWise

One of the recent use cases we’ve seen amongst Formstack Sync customers is leveraging Pardot for a marketing automation system. Could be Pardot, could be Eloqua, could be HubSpot, could be Marketo.

In this case, it’s Pardot.

Leveraging Salesforce for the BDR team and could be SalesForce, could be Pipedrive, could be any number of these modern CRMs that can be well-aligned to your marketing programs, marketing campaigns, marketing departments. Then leveraging ConnectWise for sales and support.

What does that look like?

We’ve got a three way diagram here to show how the process works.

Marketing programs emanate from Pardot. Once leads are qualified by marketing, they’re pushed into Salesforce, along with a task for the BDR team.

The BDR team is using Salesforce and they’re engaging these marketing qualified leads with conversations, they’re leveraging marketing activity and key marketing data to have context for how those leads have engaged and what kind of topics and issues should the be discussing.

Once those leads are qualified by the BDR team, then they’re pushed into ConnectWise for the sales team.

As those leads progress to closed opportunities, that opportunity data is synced back to Pardot for closed loop reporting, populating accurate data into Pardot’s prospect lifecycle reporting. Once those leads become customers, that customer data syncs over to Pardot to become part of customer marketing campaigns. There’s a multi-directional sync of contacts and accounts. What this kind of structure allows for specialization across these systems. The whole marketing database is in Pardot. It’s not cluttering up your ConnectWise, that’s kept separate.

Only at the point at which leads are qualified do they move into ConnectWise. It keeps your ConnectWise instance very clean.

It allows for the BDR team to use a specialized CRM that’s well-connected to the marketing system. Maximize the effectiveness of the BDRs by giving them visibility into key marketing data so that BDRs and marketing are working in lock step.

Lastly, it ensures that your customer data can be fully capitalized in your marketing automation system.

We have another customer who has both a subscription offering, as well as a set of service offerings. For them, when someone signs up for a subscription in their CRM system, that becomes a key trigger for them to be part of marketing upsell campaigns to customers.

Recap of Multi-system Integrations

A big advantage of this is you can keep your systems very clean and the way that we recommend thinking about it: what are the triggers? What’s going to move somebody from one team to another? What are the specific actions? What are the specific stages that you’re tracking?

That allows you to keep your systems very clean. You accumulate great data with a process like this. It allows you to manage by the numbers, look at your conversion rates, understand what’s working what’s not working.

Tasks can be a nice way to drive a process. In this example that we gave, finding tasks from Pardot into SalesForce, or whatever the CRM may be, is a powerful way for them to manage the process between marketing and a BDR team.

Key Takeaway

ConnectWise is a powerful system, and even more powerful when paired with best-of-breed marketing automation and CRM systems.

Want to get those most out of your ConnectWise account? Learn more about how to integrate ConnectWise with your marketing automation and CRM system to unlock the full potential of this powerful product.