Integrations enable sales and marketing systems to work together seamlessly. And most of the time, they do just that. But nothing is static. Laws may change, requiring you to update your marketing automation system. Your platform might expand to hold a bigger list of contacts. Your data cleaning efforts might miss something in one platform, allowing the mistake to pass to the other platform and frustrate your marketing efforts. Whatever the case, letting an integration problem go unchecked can lead to significant problems later on as the issue snowballs.

This is why regularly auditing your software integrations is so important. Today, we’ll be looking at what you can expect during a systems integration audit and why it should be a priority.

Why Do You Need Regular Integration Audits?

Among other benefits, frequent integration audits help with:

• Ensuring functionality: Regular audits help identify and fix any problems that may arise from software updates, system modifications, or external factors.
• Maintaining compliance: As regulations evolve, audits are critical to ensuring that integrations comply with current legal standards.
• Minimizing risk exposure: Regular audits will help identify vulnerabilities before they become a threat.
• Adapting to growth and changes: As a business grows and its marketing strategies evolve, audits ensure that integrations remain aligned with the company’s objectives and market dynamics.

It’s easy to assume your integrations are working fine. We tend to think of our software systems as “set it and forget it” setups. But failing to conduct audits regularly can result in formidable issues, including but not limited to:

• Poor system performance
• Lower lead flow or incorrect qualifications
• Outdated legal compliance standards
• Outdated information from failed cross-platform communication
• Missed opportunities for improvement

Any of the above could hinder your marketing efforts now or in the near future. Don’t let that happen. Running regular integration audits could make a huge difference.

What to Expect During an Integration Audit

Before officially kicking off an integration audit, decide exactly who is responsible for handling it. Placing an expert at the helm allows them to focus exclusively on the process, ensure thorough checks, keep things efficient, and monitor system performance at all times. You could also consider bringing in a qualified third party for independent review.

Following that, an integration audit involves several key steps:

• Planning and information gathering: This initial phase involves understanding the scope of the proposed audit, defining objectives, and collecting necessary information.
• Compliance and substantive testing: Auditors assess the integrations for compliance with legal standards and run tests to be sure.
• Performance evaluation and gap identification: Auditors see if both integrated platforms are performing as expected and note any gaps in functionality.
• Data integrity and user needs assessment: Data transfer is a big part of integration. Auditors take the time to improve the transfer process between platforms and prioritize secure handling of data.

The Strategic Value of Regular Audits

We all want our marketing system integrations to work flawlessly. And when they work properly, your sales and marketing efforts can flourish. But if errors start creeping in over time, it can restrict the flow of leads or reduce data quality, impactive your revenue. Periodic integration audits are a great way to ensure your systems are working correctly.

For expert help testing your integrations right away, contact the experts at 4Thought Marketing.