What data is synchronised between the CRM and the ERP
Four main data groups flow between the CRM and ERP: master data (customers, items, prices), stocks and availability, commercial documents (orders, delivery notes, invoices), and payments. The best practice is to assign a single system as the owner for each data type, while the other consumes it.
Most integration projects fail not because of the technology, but because two systems both believe they hold the truth for the same field. Before any API is built, you must decide which system writes and which system reads.
In the Smart Operations Layer model, the CRM owns the commercial relationship and sales documents, while the ERP remains the system for accounting and final records. Synchronisation is bidirectional only where it makes sense; otherwise, it is unidirectional.
Typical data flows and data ownership
| Data Type | Direction | Owner |
|---|---|---|
| Customers and delivery addresses | CRM to ERP | CRM |
| Items and units of measure | ERP to CRM | ERP |
| Price lists and discounts | Bidirectional | CRM commercial contract |
| Available stock and reservations | ERP to CRM | ERP for value, CRM for reservations |
| Sales orders | CRM to ERP | CRM |
| Invoices and delivery notes | CRM to ERP | CRM issues, ERP records |
| Payments and balances | ERP to CRM | ERP |
Frequently asked questions
Is the synchronisation in real time?
For orders and stock, the systems work in near real-time; for master data, scheduled synchronisation is sufficient.
What do we do with ERPs that lack an API?
We use file exchange or an intermediate database, maintaining the same data ownership model.
How many ERPs are supported?
There are documented integrations for 18 ERPs, including SAP Business One, Microsoft Dynamics 365 Business Central, and Sage.
Next
Ultima actualizare: 2026-09-05