Connecting Your Data with Integrations

Our Integration Approach

Salesforce rarely operates alone. Most organisations run dozens of platforms across marketing, finance, operations, and customer support, and the value of a CRM is only as strong as the data flowing through it. GravityLab treats integrations as a first-class workstream, not an afterthought bolted on at the end of a project.

We start by mapping the full system landscape: what talks to what, how often, in which direction, and what happens when something breaks. That picture drives the architecture. Some integrations are straightforward, like a form tool pushing leads into Salesforce. Others are complex, real-time, bi-directional data flows between an ERP, a payment gateway, and a marketing platform, all needing to stay in sync without duplicating records or losing audit trails.

Native first

If Salesforce has a supported connector or AppExchange package, we use it. Data Cloud alone ships with 350+ connectors out of the box. Less custom code means less maintenance and fewer upgrade surprises.

Middleware preferred

Tools like MuleSoft or platform-native middleware make sense for high-volume, multi-system orchestration. Centralising integration logic gives you one place to monitor, version, and troubleshoot. We size the tool to the problem, not the other way around.

API-direct where needed

Custom REST/SOAP integrations built on Apex, Heroku, JavaScript, or AWS when no off-the-shelf option fits. We also leverage Platform Events and pub/sub patterns for event-driven architectures. We write them to be observable, retry-safe, and easy for internal teams to support.

Data integrity by design

Deduplication, external ID mapping, error handling, and monitoring are built in from day one. We hand over runbooks, not just code.

Integration design principles

Before building anything, we work with you to define a set of integration design principles tailored to your organisation. These principles guide every decision from tool selection to error handling, and they make sure the work stays aligned to your priorities, not ours. Every client's principles are different, but they often include things like:

Principle	Why
Decouple systems and design for composability	CRM is not the finance system. CRM is not the data warehouse. Keep systems loosely coupled with clearly defined responsibilities and modular integration components that can be replaced, extended, or evolved without breaking the wider ecosystem.
Avoid unnecessary data movement	Prefer zero-copy, virtualisation, or query-based access patterns where possible rather than replicating data across systems.
Prefer standard connectors first, then middleware	Use proven, vendor-supported connectors where available to reduce delivery risk and long-term maintenance cost. Where native capability is insufficient, prefer middleware over direct point-to-point integrations unless specific limitations, scale, or security requirements justify tighter coupling.
Validate complexity early	Prove critical end-to-end integration paths within the first 2 to 3 weeks, then scale iteratively once core patterns are validated.
Follow shared integration patterns	Align to existing and future state API, middleware, authentication, logging, and orchestration standards wherever possible to reduce fragmentation and improve long-term consistency.
Separation of concerns	Keep API interaction, orchestration, transformation, and business logic separated to reduce coupling, avoid race conditions, and allow business rules to evolve without breaking the underlying integration architecture.
Design for scalability	Support high transaction volumes, bulk operations, retries, and asynchronous processing patterns from the outset.
Optimise for cost efficiency	Minimise unnecessary API calls, polling, transformations, and upserts. Design integrations to be operationally and commercially efficient at scale.
Design for maintainability	Keep integration patterns simple, transparent, and supportable by administrators and operational teams where practical.
Ensure monitorability	Implement robust monitoring, logging, alerting, and reporting for success, failure, retry, and no-run scenarios.
Secure by design	Use secure authentication patterns, properly manage secrets and credentials, and never expose API keys or sensitive configuration within client-side or unsecured environments.
Privacy and data governance first	Ensure integrations align with organisational data governance, privacy, and retention requirements.

Platform landscape

We have delivered integrations across 67+ platforms spanning every category in a modern tech stack. The types of platforms we regularly connect to Salesforce include:

Marketing automation

Email delivery

Analytics & BI

Communication & collaboration

Productivity & workspace

Document management & storage

E-signatures & contracts

Accounting & finance

Payment gateways

E-commerce

Customer support & ticketing

Project management

Cloud infrastructure

Databases

Identity & access management

Communication APIs

Fundraising & donor management

AI & intelligence

Forms & surveys

Website & CMS

Learning management

ERP & inventory

Shipping & logistics

Industry-specific platforms

The list keeps growing because our clients' tech stacks keep growing. If it has an API, we can connect it.

Data Cloud: your 360-degree view

Integrations move data. Data 360 makes that data useful. Salesforce Data 360 gives you a unified, real-time view of every customer interaction, from every system, without forcing you to migrate everything into Salesforce. It is the layer that turns 67 integrations into one coherent picture.

Zero-copy partner network

Access data from a range of systems. For example: Snowflake, Databricks, BigQuery, and Redshift without duplicating it. Your data is utilised without data movement.

350+ standard connectors

Out-of-the-box connections to major platforms across marketing, commerce, service, and analytics. Plug in and start harmonising data on day one.

Identity resolution

Match and merge records across systems to build a single unified profile per person or account, even when names, emails, and IDs do not match perfectly.

Data enrichment

Layer third-party and first-party data onto existing profiles. Firmographics, engagement scores, transaction history, and more, all attached to the right record.

See external data in your CRM

Allow end users to see warehouse tables, data lake records, and external system data directly from a Salesforce record page. No exports, no tab switching.

Trigger automations & actions

Use unified data to fire Flows, Agentforce actions, Marketing Cloud journeys, or custom triggers. When a signal arrives from any system, Salesforce can act on it immediately.

Data Cloud is not always a replacement for integrations. It is the reason integrations deliver compounding value. The more systems you connect, the richer the unified profile becomes, and the smarter your automations, analytics, and AI become as a result.

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