But there are other considerations too. For example, your customers will often heavily customize apps such as Salesforce, Marketo, and NetSuite, so you’ll need to deliver integrations that handle non-standard custom data fields (or standard fields that they might, dare we say, “misuse”). So, if your team develops a productized integration, it’ll have to easily connect to each customer’s unique customizations during activation. Not only do your integrations have to be flexible enough to handle customization, they must be user-friendly enough for your end customers to do some self-service mapping themselves to their specific customizations at setup—ideally using a wizard. That way, you (and your services and support teams) won’t be on the hook for every customer activation and mapping exercise. And sometimes, even the most extensive connector libraries are missing connectors, or connectors are missing endpoints—and that can’t be a delivery deal-breaker. So it’s important for an embedded integration solution to provide you with other options. For example, you’ll want to have access to a connector SDK. Alternatively, you’ll want to ensure your vendor can connect to any REST, SOAP, or GraphQL endpoint outside of standard connectors. And ideally, your integration platform provider should be able knock out a new connector in a few weeks (not months), on-demand. “Our embedded integration platform has allowed us to quickly deliver high-quality, self-maintained integrations for our customers.” — Dan Peterson, Sr. Director of Product, Eventbrite Learn more 13