Systems integration for sales: CRM, ERP, WhatsApp and ad platforms

Integration isn't about connecting. It's about never typing the same thing twice

The question that matters in an integration isn't whether two systems can talk — almost all of them can. It's whether the data is born right without someone having to remember to enter it. Records that depend on human memory produce metrics nobody trusts, and metrics nobody trusts don't change a single decision.

That's why integration is a sales issue, not just an IT issue: it decides whether your revenue forecast has something behind it or is just a guess in a spreadsheet.

What Nexo integrates

The work starts from how the sale flows, not from a list of tools. These are the integration points that show up in almost every sales operation:

• CRM and WhatsApp: conversations feed the funnel on their own, with history and lead source, and sales reps never copy anything into the system
• CRM and ERP: a single customer record, orders that are never re-keyed, and invoicing visible right next to the deal that generated it
• Ad platforms and CRM: Google Ads and Meta Ads get back what actually turned into a sale, so campaigns are optimized for revenue, not for leads
• Website, forms and landing pages: leads land in the CRM at the right stage, with the source of the visit preserved
• CRM and dashboards: funnel, conversion and forecast calculated from recorded data, not from a side spreadsheet
• Automations between systems: APIs and webhooks triggering tasks, alerts and updates when an event happens in another system

How Nexo does it

First, we define which system is the source of truth for each piece of information — customer, order, deal stage, source. Then we design the flow and the data format before connecting anything: phone numbers, dates and amounts are where most errors live.

The build uses the APIs and webhooks each system offers. Every integration ships with its failure behavior already decided — a queue, a retry or an alert to a person — because an integration that fails silently is worse than no integration at all: the data stops arriving and nobody notices until the report doesn't add up.

Nexo builds its own software (CRPRO and SmartOrders), and it applies that experience of building and running systems in production to its clients' integrations.

What to check before you integrate

A poorly designed integration costs more than no integration, because it creates false confidence in the data. Before you connect anything:

• Define which system is the source of truth for each piece of information — two owners for the same data is where every mismatch begins
• Decide what happens when the integration goes down: a queue, an alert or silent data loss
• Agree on formats before you connect: phone numbers, dates and amounts are where most errors live
• Make sure conversations are still recorded when a sales rep replies from their phone

Systems integration from Porto Alegre, for Brazil and Latin America

Nexo is based in Porto Alegre, Brazil, and integrates systems for companies in Brazil and Latin America. The work is remote — discovery, build and follow-up happen in online meetings and inside the tools themselves — with in-person meetings when the project calls for it.

Can Nexo integrate any CRM or ERP?

We integrate systems that offer an API or webhooks, which covers most CRMs and ERPs on the market. When a system has no integration option at all, the alternatives — scheduled exports, an intermediate database or switching tools — are evaluated in the assessment, with the cost of each path.

How long does an integration take?

It depends on how many systems are involved, how each one exposes its data and how much historical data needs to be reconciled. What stretches the timeline most isn't the coding — it's deciding which system owns each piece of information, which is why that decision comes before any code.

How much does systems integration cost?

The price goes up with the number of systems, with any of them lacking an API and with the volume of data to migrate or reconcile. A free assessment comes before the proposal.

What happens when an integration stops working?

That's decided before it goes live: data that couldn't be delivered stays in a queue for a retry, and the failure triggers an alert to a person. The worst case is an integration that stops silently and data that stops arriving without anyone noticing.

Do I need an IT team to maintain the integrations?

Not necessarily. Integrations are delivered documented and monitored; what the company needs is someone who knows who to call when a third-party system changes. If there's an in-house IT team, they're part of the design from the start.