This article tells the story of how our main integration partner, MetaApp, successfully integrated our flagship product, the HitHorizons API, for a large, prominent electrotechnical company based in France. In this article, we will refer to this company as "the Client."
The Client was already utilizing some of the services provided by HitHorizons. For instance, by using the HitHorizons Screener, the Client's employees gained a comprehensive understanding of both local and foreign markets. The Screener is a powerful tool for market research, company searches, filtering, sorting, and much more.
As a large-scale enterprise, the Client maintains a vast network of individual suppliers. They value innovation and proactiveness, encouraging suppliers to present fresh ideas, products, and services that could enhance operational efficiency. The Client appreciates and attentively considers the advice of their suppliers and partners.
In mid-2021, the Client reached out to the integrator MetaApp for insights on implementing the HitHorizons API—a tool that enhances any software (e.g., CRM or ERP) with company data, making data entry much easier and faster.
Prior to this, the process of verifying data quality was conducted manually, with the Client comparing company information drawn from a variety of random data sources.
It’s important to note that the Client did not have any automated system to look up and integrate company data. Instead, they relied on manual research using various online sources. This method was not only tedious and time-consuming but also prone to significant errors.
Consider the vast number of sales professionals employed by the Client—literally hundreds of them. To make matters even more challenging, the Client operates with data across two systems simultaneously: MS Dynamics and SAP. Both systems store company data, but the data in SAP is more complex and may differ from that in MS Dynamics.
Fetching and importing company information using the HitHorizons API is far more efficient than relying on responsible employees—sales representatives—to manually enter data. Fortunately, the Client’s employees were well aware of this issue and open to exploring new solutions.
All communication regarding data quality on the Client's side was handled by two individuals—a CRM specialist and a data management specialist.
Their objective was to find a tool, specifically a simple browser plugin, that would automate the import of all necessary data, along with optional company data, into their software. Afterward, they would manually verify the consistency of the data, which is essential when operating in multiple countries simultaneously.
Given the complexity and value of the Client’s CRM database, it was crucial that the workflow using the HitHorizons API remained semi-automatic. This approach ensures that sales representatives maintain full control over any data modifications, helping to prevent irreversible data corruption.
HitHorizons emerged as the top choice, primarily due to its competitive price point and the high-quality data it offers.
Following this decision, the Client requested examples of past successful integrations and client testimonials specifically related to the integration of the API with MS Dynamics.
The Client, who was well-informed about MetaApp's previous creation of an MS Dynamics connector, did an excellent job of putting together a detailed list of requirements. This list drew significant inspiration from the existing functionalities of MetaApp's MS Dynamics connector.
Over several weeks, the Client simulated the data workflow and compiled a highly detailed assignment, including a comprehensive list of tasks and the necessary changes to the existing MS Dynamics connector previously created by MetaApp.
Here is the specification provided by the Client in the second half of 2021:
Objectives
- Improve the quality of CRM data: ensure account completeness and valid information (accounts consist of suppliers, purchasers, and customers).
- Standardize the utilization of CRM fields across various markets.
- Enhance campaign segmentation.
- Accurately target the right audience groups.
- Boost productivity and simplify the process of account creation.
Restrictions
- User Interface: The API should be user-friendly and straightforward to use.
- Efficiency: The API should be high-performing, delivering results promptly without reducing the speed of the CRM.
- Language Support: The API should support multiple languages, including Dutch, German, English, French, Italian, Spanish, Polish, and Swedish.
- Master System: SAP will remain the primary system for Debtor accounts, as it currently is for certain CRM account fields.
- Data Protection: There should be no data loss or other undesired effects during the implementation process.
In addition to other prerequisites, the Client required information about all company branches and their corresponding VAT numbers. These details were necessary for ERP system integration and invoicing purposes.
Once the Client provided a detailed specification, even though it was not required by default, the integrator MetaApp prepared a pricing proposal based on the Client's requirements for integrating the HitHorizons API with MS Dynamics.
The Client quickly agreed to the terms at the beginning of 2022. As per the agreement, the Client made an initial payment covering 30% of the total cost.
The initial live connection between HitHorizons' database and the Client's CRM system was established later in the first quarter of 2022. After conducting several testing sessions, the first group of employees—around a dozen—was introduced to the new API as early as April 2022.
As previously mentioned, the MS Dynamics connector was developed as an add-on, building upon MetaApp's well-tested and integrated connector from the past. Fortunately, this resulted in significantly fewer errors during the implementation process.
Adopting an API tool is not an overnight process; it is a gradual journey that unfolds as sales teams become more adept and comfortable with daily usage.
According to the Client's Power BI report, titled User Adoption, more than 90% of employees had adopted the HitHorizons API solution in less than six months (as of October 2023). Thanks to this Power BI report, previously implemented by MetaApp, the Client can easily visualize user adoption by country and calculate the return on investment.
Starting in December 2023, the API integration process has entered its second phase. This phase involves the addition of new features, including an autocomplete search function, company segmentation, and evaluation. These enhancements, along with future updates, will further improve overall functionality and user experience.
Later in the upcoming year, the next phase will include a feature to toggle company branches on and off in the search results. Since the Client operates in numerous European countries, it will soon be necessary to translate all texts and manuals into the required languages.
As mentioned earlier in the specification, the Client refers to customers, suppliers, and purchasers as Accounts. In the next phase, we plan to implement a similar data entry workflow for Lead creation within the MS Dynamics CRM. Since many Accounts are often created from Leads, it makes sense to use the HitHorizons API to fetch company data during the initial stage of Lead creation.
The third phase will also introduce various visualization tools to help the Client generate reports that track the consumption of credits utilized with each API request. Such reports will undoubtedly assist with better planning and budgeting.
