CRM API

The Unified CRM API enables developers and product managers to access customer relationship management data from multiple CRM platforms through a single, standardized interface. Retrieve contacts, companies, deals, pipelines, leads, and events from Salesforce, HubSpot, Pipedrive, and other major CRM platforms - all with one API.

What is the Unified CRM API?

Customer Relationship Management (CRM) platforms like Salesforce, HubSpot, and Pipedrive each have unique APIs with different authentication methods, data models, and endpoints. The Unified CRM API normalizes these differences, allowing you to build once and support all major CRM platforms without maintaining separate integrations for each provider.

A CRM solution is typically used by salespeople to manage their sales prospects. It is also used by marketing and customer support/success teams as well.

Key Benefits for Developers

• Single Integration: Write code once to support Salesforce, HubSpot, Pipedrive, and more - no need to learn multiple CRM APIs
• Normalized Data Models: Work with consistent contact, company, deal, and pipeline structures across all platforms
• Real-Time Data Access: Every request hits the source API live with no caching, ensuring you always have up-to-date CRM data
• Zero Maintenance: No need to track API version changes or deprecations across multiple CRM platforms
• Faster Development: Ship CRM integration features in days instead of months of integration work

Benefits for Product Managers

• Multi-Platform Support: Offer customers the ability to connect their preferred CRM platform without custom development
• Competitive Advantage: Launch with support for all major CRM platforms while competitors build integrations one at a time
• Customer Flexibility: Allow customers to access their sales data from Salesforce, HubSpot, or any supported CRM through your product
• Reduced Time-to-Market: Get CRM features to market quickly without waiting for engineering to build multiple integrations
• Scalable Product Strategy: Easily add new CRM platforms as they emerge without significant engineering resources

CRM Data Objects

The CRM API provides access to the following standardized objects:

• Companies: Organizations, accounts, and business entities
• Contacts: People, leads, and customer contact information
• Deals: Opportunities, sales deals, and revenue pipeline
• Events: Activities, meetings, calls, and customer interactions
• Leads: Prospective customers and lead information
• Pipelines: Sales pipelines, stages, and deal progression

Common Use Cases

Sales Enablement Tools

Build sales productivity tools that sync with customers' CRM systems. Access contact and deal data to provide sales intelligence, automate follow-ups, and track sales performance across Salesforce, HubSpot, or any supported CRM.

Customer Data Platforms

Create unified customer profiles by aggregating data from CRM platforms and other sources. Combine contact information, deal history, and interaction data from multiple CRMs into a single customer view.

Marketing Automation Integration

Sync marketing campaign data with CRM contacts and leads. Track how marketing activities influence sales pipeline and revenue by connecting marketing platforms with customers' CRM data.

AI-Powered Sales Assistants

Build AI agents that analyze CRM data, identify sales opportunities, predict deal outcomes, and provide recommendations by accessing contact, company, and deal information across multiple CRM platforms.

Analytics & Reporting Dashboards

Pull CRM data into analytics platforms to create custom sales reports, pipeline visualizations, and revenue forecasts. Combine CRM data with other business metrics for comprehensive business intelligence.

Lead Routing & Assignment

Automate lead distribution by accessing lead and contact data from CRM platforms. Build intelligent lead routing systems that assign leads based on territory, product, or sales rep capacity.

Supported CRM Platforms

The Unified CRM API supports integration with major CRM platforms including Salesforce, HubSpot, Pipedrive, Zoho CRM, Microsoft Dynamics, Close, Copper, and many others. Each integration provides access to the standardized data objects listed above.

Why Use a Unified CRM API?

Traditional Approach:

• Build separate integrations for Salesforce, HubSpot, Pipedrive, etc.
• Learn 5+ different authentication systems and API specifications
• Maintain code for 5+ different API endpoints, data formats, and error handling patterns
• Monitor and update integrations when any platform deprecates or changes their API
• Handle platform-specific field mappings, custom objects, and data structures

With Unified CRM API:

• Integrate once with a single API that works across all CRM platforms
• Use one authentication flow for all platforms
• Work with normalized contact, company, deal, and pipeline objects
• Automatic handling of API changes, rate limits, and platform-specific differences
• Built-in webhook support for real-time CRM data updates

Integration Scenarios

For SaaS Applications

Enable your end-users to add an integration to their CRM account from your Integrations Page in your software application. Support any major CRM platform without building separate integrations for each one.

For AI & Automation Tools

Create AI-powered CRM assistants that can read contact data, analyze sales patterns, generate insights, and provide sales recommendations across multiple platforms using a single API.

For Analytics & BI Platforms

Pull CRM data from all major platforms into your data warehouse or analytics tool. Create unified sales reports, pipeline dashboards, and revenue forecasts without building multiple data pipelines.

For Communication Tools

Enhance communication platforms with CRM context. Display contact information, deal status, and interaction history from customers' CRM systems directly in your chat, email, or phone tools.

For Project Management

Connect project management with CRM data. Automatically create projects from won deals, assign tasks to account owners, and track client deliverables linked to CRM accounts.

Real-Time, Live Data

Unlike other integration platforms that cache data or run periodic sync jobs, the Unified CRM API provides real-time access to CRM data. Every API request hits the source platform directly, ensuring you always have the most current contact, company, and deal information.

This real-time architecture is ideal for:

• Sales dashboards displaying live pipeline and deal data
• Real-time lead routing and assignment workflows
• Up-to-the-minute contact and company information
• Automated sales workflows that react to CRM changes instantly

Privacy & Security

Unified.to never stores your customers' CRM data. All requests are stateless and pass through to the CRM platforms directly. Traffic is regionalized (US/EU/AU) to comply with data residency requirements.