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August 23, 2023

IoT integration with CRM, ERP and corporate systems

In this 4th industrial revolution that we are experiencing, the Internet of Things (IoT) is one of the key technologies. The trend is to provide connectivity to all devices, thus turning them into IoT devices.

Many companies start the IoT journey by turning their products into connected devices, but without being clear about the next steps on this journey. The obligatory step is to exploit device connectivity, with obvious benefits such as knowing the real-time status of the entire fleet of devices and performing remote operations on them. But beyond this, how to continue the journey? What are the next steps to maximise the benefits (and ROI) of an IoT system?

How to maximise the ROI on IoT?

The advantages and disadvantages of IoT have already been discussed in this article. Beyond the benefits that a connected product can generate in terms of customer satisfaction, which is no small thing, the IoT opens up a world of possibilities when it is integrated with corporate business processes, exploiting the vast amount of information that the IoT system generates by linking and enriching it with other data sources.

These advantages translate into greater process efficiency as more detailed information is available in real time, enabling data-driven decision-making and in turn allowing process automation to improve process productivity. Not to mention the new possibilities that IoT systems confer, such as the generation of new services, new business models and optimisation of operations in terms of improved performance and process improvement. In this article we will discuss this latter point, trying to ground and describe practical examples of how to achieve operational efficiency by integrating IoT with corporate processes and systems.

How can I achieve operational effectiveness of IoT processes?

The integration of an IoT system with the company's business processes is the foundation on which all operational improvements are based. The integration of IoT systems can be realised at all levels of corporate, operational, management and control processes: CRM (Customer Relationship Management), ERP (Enterprise Resource Planning), WMS (Warehouse Management Systems), DMS (Document Management Systems), BPM (Business Process Management), and of course B.I. (Business Intelligence).


We often find that companies implementing IoT systems find it difficult to start improving corporate processes and even difficult to identify the processes that can be improved. The following are some common examples of operational improvements:

  • The integration of IoT with a CRM allows the information generated by IoT devices to be linked to user information via the CRM. This information allows for the improvement of different aspects such as:
    • Marketing campaigns with greater personalisation. By providing access to a large amount of data on user behaviour, companies can offer greater personalisation of marketing campaigns and deliver more relevant messages to each user and automate part of the marketing process.
    • More information on devices and users' usage also allows for better audience segmentation.
    • Improving customer support through CRM. Automating part of the customer support process can help in terms of quality and to make service more efficient and faster. By having access to real-time data on customers' use of products and services, support agents and maintenance staff can detect problems more quickly and provide more effective solutions.

All of this leads to higher customer satisfaction, loyalty, retention and consequently a higher return on investment (ROI).

An integration between IoT and ERP can optimise the planning and use of resources.

  • By collecting data on customer behaviour, the ERP system can predict demand and optimise resource planning accordingly.
    • ERP can provide greater visibility into the status of business processes and detect problems more quickly.
    • IoT technology provides real-time information about high-value assets, materials and equipment. By having access to a wealth of data, the ERP system can perform analyses to identify patterns and trends that can help optimise planning and use of resources. This allows for proactive strategies and not reactive ones, as has been customary up to now.
    • The sales department can also enrich sales processes with information obtained from IoT. Whether by increasing sales of consumables/spare parts for devices that need or will need them in the near future or by optimising sales with cycle forecasting.
    • There will be processes and orders that, in many cases, can be carried out without human intervention, automating workflows such as requests for materials or supplies that are based on forecasts.


All these are examples of corporate processes that could be optimised by improving operational efficiency, leading to higher productivity, better use of resources, reduced costs and improved quality of products and services offered. At SEIDOR we can help your company make the leap in IoT adoption and seek a quick ROI.