How you build integrations and tech partnerships now is likely to guide the future of your company for years to come.
Most tech companies know that integrations are useful, but do you know how valuable they really are? (Hint: more than you think.)
Check out these statistics on how integrations have driven success throughout companies – sales, marketing, and partnership teams.
Integration statistics for marketers
Integrations are the #1 and #2 most important reasons companies decide on a martech vendor. External integrations are the highest priority with internal integrations coming second. – CDP Institute’s State of Customer Data
Integrations are the #1 most commonly cited factor for marketers replacing a martech software. – MarTech.org’s Martech Replacement Survey 2022
52% of marketers described their martech stack as an integrated, multi–system architecture. – CDP Institute’s State of Customer Data
Marketers named system integrations as the #2 most important feature when implementing a martech stack. – Ascend2’s Martech Stack Optimization Strategies, Tactics, and Trends
71% of consumers are ready for integrated, ecosystem offerings. - McKinsey & Company analysis, IHS World Industry Service
The integrated network economy is estimated to reach 25% of the total economy by 2030. That equates to global revenues of $70 trillion. - McKinsey & Company analysis, IHS World Industry Service
According to Scott Brinker and Jason Baldwin, the five trends in marketing technology leading up to 2030 are:
- “No Code” Citizen Creators
- Platforms, Networks & Marketplaces
- App Explosion
- From Big Data to Big Ops
- and Harmonizing Human + Machine
Integration statistics for B2B software
Globally, integrations are the #3 most important factor for buyers. Trust is the #1 factor and sales flexibility is #2. – Gartner 2023 Global Software Buying Trends
Businesses with 5 integrations are willing to pay 20% more for the same core product. This applies across business types, from SMBs to enterprises. – Profitwell Report
Inadequate technology integration is the #1 main barrier to investment in tech. – LXA’s Martech Report
25% of VPs and Executives cite missing or inadequate integrations as the biggest complaint about their current CRM solution. – Insightly’s report, Choosing the right CRM to align teams
Integration statistics for partner software
Integration is the #1 most important factor for buyers purchasing partner technology. – HubSpot’s 2022 State of Partner Ops and Programs Report
74.2% of buyers report that a system's ability to integrate is either a very or extremely important consideration when buying partner technology. – HubSpot’s 2022 State of Partner Ops and Programs Report
Integrations statistics that show reduced churn
Integration users are 58% less likely to churn on average. – Crossbeam’s 2023 State of the Partner Ecosystem Report
Small companies (10–99 employees) reported that integrations prevented churn by 50–59%. Mid–sized companies (100–499 employees) reported the impact to be 70–79%.
Integration statistics for sales
Tech partners helped sales reps drive 50% better conversions, from early stage to close/won. – Okta report on the benefits of tech partners
Tech partners drove 40% faster deal cycles, from early stage to close/won. – Okta report on the benefits of tech partners
Leads who came from tech partners resulted in 20%–50% larger deal size. – Okta report on the benefits of tech partners
Deals from tech partners were 60% less likely to churn. – Okta report on the benefit of tech partners part 2
Integration statistics – Company case studies
RollWorks customers with integrations are 30% more likely to renew their contracts. With 4+ integrations they’re 135% more likely to renew. – Crossbeam Case Study
HubSpot customers who use the RollWorks integration retain at 90%. – Hubspot Case study
Freshworks customers are 30% less likely to churn with at least one integration and 60–80% less likely to churn with 5+ integrations. – Crossbeam Case Study
Typeform customers with at least one integration rate have a 14% higher retention rate and 36% higher with 5+ integrations. – Tray Case Study
Typeform users with a Zapier integration are 40% less likely to churn. – Price Intelligently Case Study
Promote your integrations ecosystem
Integration partnerships are powerful. They can drive and scale revenue, assist in sales, and reduce churn.
Make your integrations work for you with an app marketplace.