What goes wrong without an integration
Most companies already have a system of record: Salesforce, HubSpot or Zoho for sales, Microsoft Dynamics 365 or ERPNext for operations and finance. When conversational AI is added without an integration, sales staff copy details by hand, managers stop trusting reports, and the AI never learns whether a lead actually bought.
What to sync
| Event | Direction | Typical action in the CRM or ERP |
|---|---|---|
| Lead created (any channel) | Envoy → CRM | Create or match a contact and lead, record the source and campaign |
| Fields captured (budget, service, branch) | Envoy → CRM | Update lead fields |
| Stage changed | Envoy → CRM | Move the deal or opportunity stage |
| Appointment booked or changed | Envoy → CRM/ERP | Create or update the calendar event or service order |
| Call summary | Envoy → CRM | Log an activity with transcript link |
| Order or account status | CRM/ERP → Envoy | Let the concierge answer 'where is my order' through a data-lookup tool |
Three ways to integrate
1. Webhooks (fastest)
Envoy's event subscriptions send lead, conversation and stage events to any URL, with delivery logs and replay if your endpoint was down. Point them at your CRM's API, your own service, or an automation tool such as Zapier or Make.
2. Tool calling (two-way, in the conversation)
The AI concierge can call your APIs mid-conversation: look up an order in the ERP, check stock, check appointment availability or create a record, then reply with the result. Up to 10 tools can be attached to each chatbot.
3. Implemented integration (for complex systems)
When the CRM or ERP has custom objects, approvals or multiple entities, the Revaik team builds and maintains the integration. We have implemented AI on top of Microsoft Dynamics 365, ERPNext, Salesforce and HubSpot through revOS, our AI layer for business systems, where every write can wait for a named person to approve it.
Design rules that prevent a mess
- Pick one owner per field. For example, Envoy owns the conversation stage until the lead is qualified, then the CRM owns the deal stage.
- Match on phone number in E.164 format (+971…, +966…, +91…, +1…). WhatsApp identifies people by number, so normalising numbers avoids duplicates.
- Record the source. Keep the campaign, ad set and channel on the lead so ROI reports work.
- Make writes idempotent. Webhooks can be replayed; your handler should not create duplicates.
- Log everything. When something goes wrong, delivery logs show what was sent and when.
Evaluating platforms? Integration depth is one of the clearest differences between tools. See how Envoy compares with PROXe on lead limits, automation control and CRM sync.