Force24 integrations have evolved from a useful product feature into a core part of the company’s value proposition.

Company
Force24

Focus
Help customers unify data across multiple systems, create a single customer view, and support increasingly complex enterprise environments.

Sector
Marketing

For marketing automation platform Force24, integrations have evolved from a useful product feature into a core part of the company’s value proposition.

Over the past three years, Force24 has transformed its integration strategy to help customers unify data across multiple systems, create a single customer view, and support increasingly complex enterprise environments. At the centre of that transformation is Cyclr.

Today, Force24 supports almost 500 customers through Cyclr, manages around 70 different integration types, and processes millions of transactions every month, all while reducing engineering overhead and accelerating implementation times.

The Challenge

Three years ago, Force24’s primary integration challenge was straightforward: eliminate manual data entry between CRM systems and its marketing automation platform.

As its customer base grew, so did the complexity of those requirements.
Customers were no longer operating from a single CRM. They were managing data across legacy platforms, modern cloud applications, data warehouses, specialist industry software and an increasing number of AI tools. Enterprise prospects also expected integrations to work with bespoke systems that many vendors simply couldn’t support.

At the same time, Force24 recognised that customers didn’t just need data moved between systems, they needed it connected in a meaningful way.

The company shifted its focus towards helping organisations establish a trusted, unified customer record that could bring together sales, marketing, customer success, finance and operational data.

That meant integrations needed to become far more than point-to-point connections.

Building a single customer view

Using Cyclr’s embedded integration platform, Force24 developed an integration strategy centred on creating a single source of truth for every customer.

Rather than simply synchronising records between two systems, Force24 now brings together information from multiple platforms, including CRM systems, event platforms, websites, support systems and other specialist applications to provide a complete customer picture.

This enables businesses to understand not only who their customers are, but how they’ve interacted across every touchpoint.

Whether someone has attended an event, opened support tickets, engaged with marketing campaigns or visited specific pages on a website, those interactions can be surfaced together inside Force24.

“We’re pulling all of this information together, support tickets, events, website activity, social engagement and CRM data to provide that single customer view,” explains Luke. “We’re no longer just moving data from A to B. We’re helping customers build a complete view of every customer across every system they use.”

 

Scaling without scaling engineering

As demand for integrations increased, Force24 faced a challenge common to growing SaaS companies: how to support more customers without dramatically increasing engineering resources.

Cyclr enabled the team to scale far beyond what would have been practical through custom-built integrations.

 

 

• Supports approximately 450–500 customer accounts through Cyclr
• Manages around 70 different connection types
• Processes between 90 and 100 million transactions every month
• Has increased Cyclr usage by approximately 400% over the past three years

Rather than building and maintaining dozens of custom connectors internally, Force24 relies on Cyclr’s platform to provide the flexibility customers expect while allowing its own engineering teams to focus on higher-value work.

 

Delivering integrations faster

Experience, reusable templates and a growing library of proven integration patterns have significantly improved Force24’s delivery process.

The company estimates it can now deploy new integrations 30–40% faster than it could three years ago while sti even though customer environments have become considerably more complex.

Just as importantly, Force24 has changed how those conversations begin.

Instead of starting with field mappings and technical specifications, the team begins with business outcomes.

• What is the customer trying to achieve?
• Who are they trying to reach?
• What decisions do they need better data to support?

Only after those questions are answered does the technical integration design begin.

This consultative approach removes much of the complexity customers associate with integrations and allows Force24 to design solutions around real business objectives rather than technical constraints.

 

Opening doors to enterprise customers

As Force24 has moved further into the mid-market and enterprise space, integrations have become a major differentiator during the sales process.

Many prospects rely on industry-specific or internally developed systems that competitors struggle to support.

Instead of seeing those requests as obstacles, Force24 uses Cyclr to turn them into opportunities.

“Our answer is always yes,” says Luke. “Where competitors might say they can’t support a niche system, we know we can work with Cyclr to make it happen.”

• Enter new industry verticals including finance and real estate
• Win larger enterprise customers
• Support increasingly complex security and governance requirements
• Remove integration concerns from sales conversations

Rather than asking customers to adapt their technology stack, Force24 can adapt to theirs.

Improving reliability at scale

Rapid growth inevitably brings operational challenges. As transaction volumes approached 100 million per month, Force24 worked closely with the Cyclr team to migrate onto a second platform stack, improving both performance and resilience.

The collaboration extended beyond technical support. Cyclr’s team provided proactive infrastructure advice, helped optimise workflows and worked alongside Force24 as new requirements emerged.

According to Luke, that relationship has become one of Cyclr’s greatest strengths.

“There are plenty of platforms that can build connectors. What keeps us with Cyclr is the partnership. It’s a genuinely human relationship with people who understand our business and are always there when we need them.”

 

Reducing operational overhead

As Force24’s integration capability matured, responsibility expanded beyond engineering.

Project managers, business analysts, technical project managers and customer support teams now work directly with Cyclr to troubleshoot integrations and answer customer questions.

The result is a significant reduction in engineering maintenance.

Routine field updates, workflow validation and customer troubleshooting can now be handled without developer involvement, allowing engineering teams to spend more time delivering innovation instead of maintenance.

“We’ve gone back and optimised many of our older integrations. We’re processing the same outcomes using fewer transactions and much smarter workflows.”

 

Looking ahead

Force24 sees the next phase of its integration strategy being driven by intelligent automation.

The company is already exploring how AI agents and Model Context Protocol (MCP) can automate infrastructure management, surface meaningful customer insights and reduce manual administration across thousands of workflows.

However, Luke believes the goal isn’t simply to collect more data. Instead, it’s about making better use of the right data.

One of the biggest lessons Force24 has learned is that more information isn’t always more valuable.

Instead, success comes from identifying the data that matters for each business use case and helping customers act on it.

“Our job isn’t to replace people,” Luke explains. “It’s to remove the heavy lifting so they can focus on making better decisions.”

 

A true technology partnership

For Force24, Cyclr has become much more than an embedded integration platform.

It has become a strategic partner that enables the business to scale, innovate and compete in increasingly complex enterprise environments.

As customer expectations continue to evolve, and AI reshapes how businesses use data Force24 is confident that integrations will remain central to its product strategy.

With Cyclr providing the integration foundation, the company is well positioned to continue helping customers connect systems, unlock insights and deliver richer customer experiences at scale.