Why it’s time to add integration to your product You’ve come to the right place. Modern software customers now expect the applications they buy to work together—fast, efficiently, and ideally out of the box. For providers, adding an embedded integration platform is the most practical way for their product and services teams to deliver on growing market demands. Customers want the software they buy to include packaged integrations that enable them to connect to their stack in minutes, not months, ideally in just a few clicks. And they’ll choose vendors that provide speed and ease of use over those that don’t—because they can achieve results faster. “By 2023, use of packaged integration processes will grow from less than 30% in 2020 to above 65% of new integration projects” — Accelerate Your Integration Delivery by Using Packaged Integration Processes, Gartner, 17 November 2020 Application stacks in your customers’ marketing, sales, service, finance, or operations departments are more fragmented than ever. The average department runs more than 40 apps—and they’re growing in number by more than 10% per year. So software and services providers experience a massive headache with several critical challenges: First, how to meet the growing out-of-the-box packaged integration demands of prospects and customers; second, how to avoid crushing engineering and services with connectivity and endpoint maintenance; and third, how to avoid compromising the user experience. As a result, software and services organizations are looking to embedded integration platforms to deliver integrations efficiently and fast. But while there is a vast range of integration technologies, some new, others that have been on the market for decades, the majority are designed for IT or end business users, rather than for software companies to embed into their own products. As a result, most solutions don’t meet the unique needs of product teams to embed integrations into their commercial products or services teams to speed delivery. This guide is based on proven implementations by product leaders who have embedded integrations into their products to successfully accelerate their customer integration roadmap, including Eventbrite, Typeform, HackerOne, and hundreds more. It provides a complete drill down into all the criteria so you can deliver the best integration experience for your customers, product, and services team. 3