Product teams across industries yearn for seamless data flow between their platforms and the treasure trove of information found in mailboxes (email, calendar, contacts, tasks). Integrating data like customer interactions, meeting schedules, and contact details promises streamlined workflows and empowered decision-making. Yet, reality often delivers a frustrating disconnect.
Sync or Swindle?
The culprit? API platforms and integration providers who misuse the term “sync”, peddling one-way transfers or delta syncing (being able to receive changes from a mailbox API) instead of true bi-directional synchronization between two or more systems (like CRM<>Email or PM<>Calendar). This leaves product teams stranded, forced to build their own custom sync logic from scratch for CRMs, project management tools, ATS systems, and more.
Reality Check
A prominent player in the Unified API space claims:
“Our Calendar API enables secure calendar sync with every major calendar provider, allowing you to implement fully customizable scheduling that’s unique to your brand.”
Translation: Our Calendar API provides delta methods and webhooks to receive calendar changes; You build the sync logic yourself.
“Investing in pre-built productivity tools like email sync frees up resources, so your team can focus on building unique features your customers love.”
Translation: we provide delta methods and webhooks to receive new emails; You build the sync logic yourself.
“Start syncing contacts in minutes. With just a few lines of code, implement full CRUD capabilities and bi-directional sync. “They even show sample code for receiving contacts from a mailbox account.
Translation: Here is a connector; Do it yourself.
Come on! Is this syncing?
Sure, Unified APIs simplify integrations, the connectivity aspect of it, and it’s not insignificant, but they provide next to nothing in terms of the sync logic into CRM, or project management, or ATS, or other business plaforms.
This is what product teams are really looking for:
I am CRM platform looking to provide a real contacts sync to my users:
- Get changed contacts from a mailbox; migrate the changes to my CRM.
- Get CRM changed contacts; migrate them to the mailbox.
- Run similarity analysis; prevent duplicates; auto-link similar contacts.
- Resolve all conflicts when changes happened in both accounts
- Handle errors that may arise in the process (i.e. custom validation rules in the CRM).
or a real email logging:
- Get new and relabeled emails
- Detect the same threads for multiple syncing users; Migrate a thread once!
- Detect related contacts and leads; Possibly related opportunities and even custom objects;
- Auto create new leads or contacts; maybe even convert leads to contacts.
- Handle errors that may arise in the process (i.e. custom validation rules in the CRM).
I am a PM platform looking to provide a real calendar sync to my users:
- Get changed events from a mailbox; migrate the changes to my project management platform.
- Get PM changed events; migrate them to the mailbox.
- Run similarity analysis; prevent duplicates.
- Understand the same meetings for multiple syncing users; Migrate a meeting once!
- Understand series and exceptions to map those to the PM platform’s model.
- Resolve all conflicts when changes happened in both accounts.
- Handle errors that may arise in the process (i.e. custom validation rules in the CRM).
Here’s why this “sync” mirage exists
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Playing the Buzzword Game: “Sync” sells. It conjures images of effortless data harmony, attracting customers eager to break down data silos. Unfortunately, many API platforms exploit this appeal, using the term loosely to describe limited integrations that fall short of true syncing capabilities.
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Technical Complexity Obfuscation: True bi-directional sync requires intricate handling of real-time data flow, conflict resolution, and error management. By obscuring these complexities behind marketing lingo, API platforms avoid highlighting the development effort involved, creating unrealistic expectations.
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One-Size-Fits-All Mentality: Many API platforms offer generic solutions built for various use cases. What works for one client might fall short for another, especially when integrating complex mailbox data with specific platform needs. Tailoring integrations requires effort, and not all providers are willing to invest.
Wasted Time & Resources
The confusion surrounding mailbox data integration isn’t just a technical hiccup; it’s a drain on precious resources and a source of major frustration for developers and product teams. Product teams struggle with custom development, diverting valuable resources from core product development.
When promised “sync” solutions turn into one-way data streams, leaving crucial information behind, frustration sets in. Instead of experiencing the joy of seamless data flow, teams face a daily struggle, dreading the next integration headache.
The misused term “sync” isn’t just a matter of semantics; it has a real and tangible impact on developers, product teams, and the overall success of your organization.
The Way Forward
Demand better! Ask pointed questions about data flow direction, multi-system support, frequency, and conflict resolution mechanisms. Don’t settle for vague promises of “sync.” Look for providers who:
- Clearly define and offer true bi-directional sync.
- Provide pre-built connectors tailored to your specific platform needs.
- Offer customization options and open APIs for advanced use cases.
- Prioritize transparency and clear communication throughout the integration process.
By holding API platforms accountable and understanding the nuances of data synchronization, product teams can unlock the true potential of mailbox data integration, bringing their platforms and business operations to the next level. Remember, the power to achieve true “sync” lies not in accepting misleading marketing, but in demanding solutions that live up to the promise.