San Francisco - Sugarcrm has introduced embedded cloud connectors for Zoominfo and Crunchbase business information search engines. 

The integrated feature allows Sugarcrm to automatically connect to third-party data services, thereby providing users with real-time account and lead information. The connector also offers an advanced merge option that facilitates the seamless importation of data from multiple providers directly into the CRM.

"We are excited to be working with Sugarcrm to enable Sugar customers to seamlessly access Zoominfo's rich database of people and company profiles to help them find, qualify and close more business," Zoominfo CEO Bryan Burdick told IT Examiner. "Sugarcrm's cloud connectors make it possible for services such as Zoominfo to quickly and easily integrate with a customer's CRM system, minimising risk while providing immediate value."

Martin Schneider, director of product marketing at Sugarcrm, described cloud connectors as "a set of developer-friendly APIs for accessing third-party systems via web services". According to Schneider, users could opt for a dynamic "real time hover or snapshot" of external sources, or choose a static import of relevant data.

Schneider emphasised that "typical customer use of cloud connectors did not stress the CRM system in any significant or noticeable way". The director addressed possible security concerns surrounding foreign data importation by noting that "adequate security safeguards were (typically) baked into third party primary systems".

Sugar cloud connectors were first introduced in December 2008, with initial support offered for Hoover's, Jigsaw, Linkedin and Crunchbase services. X

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