Integration & Automation

Back To The Basics: API Integration

The Limitless Applications Of API Integration To Maximize Business Potential

22/02/2021 Victoria Carter

If you’re anything like me, when you first read the words “API Integration,” your eyes glazed over and your mind ran blank. But let me give you a run-down on the basics. API stands for Application Programming Interface. API integration may be a term you have heard if you work in sales, marketing, revenue or operations, but what is API integration? How can it improve your business processes? We help fill in the blanks below.

API integration, which can also be known as systems integration, opens data silos and is the interaction between two or more independent applications that let your systems exchange data. Without compromising the applications’ individual functions, they act as if they’re talking to each other. APIs focus less on mass or big data and more on real-time scenarios. Ultimately, API integration keeps your data in sync, enhances productivity and functionality, and drives revenue.

Ultimately, using API integration to connect your systems will relieve many headaches in your day-to-day business processes. Here are our top three benefits of API integration:

  1. Efficiency & Accuracy: Integrating your systems will allow them to exchange data efficiently and accurately, saving you time and money on manual entry and reducing human errors. 
  2. Cost: Besides saving money on labour, API integrations also enable you to connect existing technologies rather than needing to convert over to a larger, more expensive system to get similar benefits. 
  3. Data Visualization: You can choose to implement a business intelligence (BI) system, which will look at the data across your various platforms and give you a more comprehensive view of your organization in a way that you understand. This can help inform your business decisions.



Web stack connectivity with customer experience, collaboration, marketing, IT, sales, and productivity.

person holding a lightbulb in front of pink sunset

If you find yourself thinking about any of the below statements or questions, it might be time to start discussing API integration in your digital strategy. 

  • I wish I didn’t need to do multiple manual data entries into numerous systems.
  • How can I cut down costs on data entry tasks? 
  • I keep finding errors in our data entry. How can I improve the data integrity in my systems? 
  • How can I get these systems to talk to each other and share data efficiently? 

The implementation of APIs is limitless.

From sensors on a highway, to shipping containers to a cargo bay, data is transmitted via APIs to communicate with stops on a supply chain. Intelligent household appliances can be controlled via applications, desktops can be woven into a communicating IT infrastructure, and external partners can be connected and integrated into your partner portal, all via APIs” (SeeBurger).

In a world vastly moving towards digitalization, APIs push boundaries and create possibilities for any industry.

Implementing and integrating APIs is just the beginning. API management is essential to the functionality and security of your APIs, especially as applications update and evolve. Proper API management will give you full access control, unified authentication and authorization methods, centralized and well-defined end-points, tailored to individual needs, and are centrally documented. This makes your APIs more secure, reusable, user-friendly and cost-effective.

Aspire Systems graphic of API Integration

Photo courtesy of Aspire Systems

API integration and management are crucial to digitizing and moving your company forward into a more efficient online environment. It is also key to a good revenue operations (RevOps) strategy, which we write about in our article Is Revenue Operations (RevOps) the Next Big Move?. Our team at Poeta Digital are integration specialists, and our SaaS provides key functionality to allow you to focus on your business.

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