System Integrator: Who They Are and How to Choose One

In modern business, companies use a wide variety of IT systems: CRM, websites, analytics platforms, marketing automation tools — and all of this must work as a single organism. But these systems don’t always “get along” with each other. To connect them and build a unified ecosystem, specialists — system integrators — are needed.

In this article, we’ll explore who system integrators are, what they do, and what types exist. We’ll focus specifically on those who work with marketing automation platforms and suggest how to choose the right partner.

Who Is a System Integrator

A system integrator is a company that connects disparate IT systems into a single, efficiently functioning environment.

An integrator doesn’t just configure a standalone tool — they design an entire IT architecture tailored to the company’s tasks: selecting the right technologies, setting up their interaction, connecting all the key elements — software, infrastructure, security systems, and other components. As a result, the client receives not a set of disjointed services, but a single system where everything is interconnected and runs smoothly.

The work usually begins with analyzing the current situation: the integrator conducts an audit, identifies the business’s goals and tasks, and analyzes which systems are already in place. Then a solution is developed — architecture, list of required products, implementation plan.

Main Types and Specializations of System Integrators

System integrators can be classified by their specialization — depending on which technologies or business areas they focus on. Here are some main types of integrators by specialization:

In practice, large integrator companies often cover multiple areas. However, when choosing a partner, it’s important to understand their core specialization and whether it aligns with your needs.

How System Integrators Work and What Problems They Solve

An integrator can not only configure software but also supply hardware, help select solutions tailored to a company's specific needs. A reliable partner typically covers the entire lifecycle—from auditing the current IT infrastructure and designing the solution to implementation and ongoing support.

How an Integrator Project Works

Collaboration with an integrator usually follows a phased approach:

1. Analysis and Planning. First, an audit is conducted, and business objectives are clarified. The integrator’s team works with the client to identify key challenges, existing systems, and how everything should function as a unified framework. This stage defines requirements and creates a technical specification.

2. Design. Next, the system architecture is developed, and suitable technologies and components are selected. The integrator determines how different systems will interconnect to ensure seamless and timely data flow.

3. Implementation. After finalizing the architecture, practical work begins—installing software and hardware, configuring systems, and developing necessary integrations and connectors. A pilot phase is often conducted first (e.g., deploying a subset of the solution in a single business unit or test environment).

4. Testing and Training. Before full deployment, the system undergoes rigorous testing: bug fixes, validation of business scenarios, and user training for administrators, marketers, and other end-users to ensure smooth adoption.

5. Support and Maintenance. After going live, the integrator remains involved—providing technical support, monitoring system health, updating software, and resolving issues. Support terms are typically formalized in an SLA (Service Level Agreement), specifying response times, responsibilities, and other critical parameters.

What Business Gains from System Integration

An integrator solves multiple challenges critical for modern businesses:

Marketing Automation System Integrators

Modern marketing operates across multiple digital channels: websites, apps, email, push notifications, social media. To manage these efficiently, companies deploy automation platforms like Altcraft CDP. These unify customer data, power omnichannel campaigns, and analyze results.

For maximum impact, such platforms must integrate with other corporate systems (websites, CRM, loyalty programs, etc.). This creates 360-degree customer profiles and enables personalized communications.

This is where an integrator helps: they assess the current infrastructure, define goals together with marketers, configure data exchange, and launch the system into operation.

Marketing platform integration typically follows several stages. First, key touchpoints are connected — website, mobile app, CRM, and communication channels (email, SMS, messengers). Customer databases and mailing history are also migrated. The integrator configures real-time data exchange through APIs and Webhooks to ensure seamless operation.

Next comes business logic configuration: segments, message templates, and automated scenarios. An experienced integrator will advise on implementing triggers and personalization features.

After platform launch, they continue providing support: assisting with configurations, training staff, and connecting new channels.

How to Choose a System Integrator

Here are the key points to consider:

1. Experience and Reputation. How long has the integrator been in the market? Do they have completed projects in your industry? Review their portfolio, case studies, reviews, and reputation — this will show if they're trustworthy.

2. Technology Expertise. The integrator must specialize in the exact solutions you need. If you're implementing a marketing platform, look for partners with CDP and CRM experience. Ideally, they should be certified in your specific platform.

3. Team Composition. Clarify who will work on your project. Ensure the team includes architects, developers, analysts, and security specialists (if required). Don't hesitate to request meetings with key project members.

4. Project Methodology. Ask about their workflow: project phases, methodology (Agile, Waterfall), and communication structure. A reliable partner will clearly explain implementation processes, timelines, and responsibilities.

5. Support and SLA. Post-launch stability is crucial. Clarify support terms: response times, working hours, and team availability. For marketing systems, 24/7 support might be essential.

6. Pricing Transparency. Request detailed estimates: what's included in costs, payment models (fixed-price or hourly), phase-based payments, or installment options. Discuss how additional work is billed to avoid hidden costs.

Pro Tip: Ask for references from the integrator's previous clients — this is the best way to get honest feedback. Reputable contractors often proactively offer reference calls or meetings where you can speak directly with their customers about project experiences. These first-hand insights are invaluable when selecting a partner.

Conclusion

A system integrator is a company or specialist that combines different IT systems into a unified whole, ensuring they work seamlessly together to support business processes. In marketing, this is particularly crucial: customer data, communication channels, CRM, and analytics must all be interconnected. Without this integration, automation efforts won't deliver results.

When choosing a partner, prioritize experience, specialization, and post-implementation support over price alone. This approach will save time and resources while delivering tangible business impact.