iPaaS vs Native integrations vs Custom code

Comparing native integrations, custom code, and iPaaS: Which is best for your business?

Businesses typically face three main choices when integrating their tech stacks:

1. Native integrations – Pre-built, vendor-provided connections.
2. Custom-coded integrations – Hand-built solutions developed in-house.
3. Integration Platform as a Service (iPaaS) – A flexible, scalable cloud-based solution.

In order to determine which solution is best, we need to consider several factors such as flexibility, scalability, cost, and long-term efficiency. Each option offers distinct advantages and drawbacks, depending on the complexity of your business processes and the level of customization required. Below, we explore how these three approaches compare across these key areas.

Flexibility: How adaptable are these integration methods?

Native integrations: Simplicity at a cost
Native integrations offer a plug-and-play solution, syncing basic data fields between platforms. However, they come with notable limitations:

• Lack of customization – They often struggle to support complex workflows or unique data fields.
• Limited scalability – Many native integrations work only within a vendor’s ecosystem, making it difficult to connect multiple tools across different platforms.

Third-party integrations are sometimes added to compensate for missing functionalities in native integrations, but they often come with their own limitations and add another layer of complexity to manage:

I’ve worked with many businesses that start off using native integrations provided by CRM and marketing tools like HubSpot and Salesforce. They seem like an easy solution at first, but the reality is that these integrations are often limited to predefined data syncs, which don’t allow for the deep automation businesses actually need. For instance, while HubSpot’s native integration with Salesforce helps sync contacts, it lacks the flexibility for customized workflows. This means teams end up manually patching gaps or looking for workarounds, defeating the purpose of automation in the first place."

Thomas Sonneveld

Custom-coded integrations: Maximum flexibility, but at a price
For businesses requiring highly tailored solutions, custom-coded integrations allow for full control over data flows. However, this flexibility comes with significant drawbacks:

• High maintenance costs – Constant updates and developer involvement are required.
• Scalability challenges – Managing multiple custom integrations across an expanding tech stack becomes overwhelming.
• Risk of failure – Without proper monitoring, errors in custom code can disrupt critical operations.

iPaaS: The best of both worlds
iPaaS bridges the gap between native integrations and custom code, providing:

• Custom workflow design – Automate processes without requiring extensive coding expertise.
• Adaptability – Connect multiple tools seamlessly and adjust to evolving business needs.
• Reliability – Reduces dependency on developers while ensuring stable, well-monitored integrations.

For sales and marketing teams, an iPaaS offers a distinct advantage by enabling seamless collaboration between CRM, marketing automation, customer support, and analytics tools. This ensures that leads are nurtured effectively, campaigns are personalized based on real-time data, and sales representatives have full visibility into the customer journey.

Cost: What’s the most budget-friendly solution?

Native integrations: Hidden expenses add up
On the surface, native integrations appear to be the most cost-effective choice. However, additional licensing fees often apply, sometimes reaching €5,000–€6,000 per year for a single connection. As businesses expand their tech stacks, these costs compound, making scalability expensive.

Custom-coded integrations: The most expensive long-term solution
While custom coding offers full control, it is also the most resource-intensive option:

• High maintenance expenses – Developers are needed for bug fixes, updates, and compatibility adjustments.
• Ongoing system upkeep – Research from Gartner indicates that 70% of IT budgets are spent on maintaining existing systems, making custom-coded integrations a major contributor to rising IT expenses.

iPaaS: A scalable and cost-efficient alternative
iPaaS offers flexible pricing, typically based on data volume or workflows, allowing businesses to connect multiple platforms under a single subscription. The cost per integration decreases as more tools are added, making it the most financially sustainable option.

For sales and marketing teams, this means a predictable cost structure without the added burden of development expenses. Marketing campaigns can be executed more efficiently by leveraging automated workflows, while sales teams benefit from real-time insights that drive more personalized engagement with prospects and customers. As Thomas Sonneveld puts it:

Many businesses initially consider native integrations but quickly run into limitations, realizing they lack the flexibility needed to align data flows with their strategy. On the other hand, custom-coded integrations, while flexible, often come with high costs, complexity, and maintenance burdens that outweigh their flexibility. Unless a highly specialized solution is required that cannot be supported by an iPaaS—which is rare—an iPaaS offers the best balance of customization, scalability, and efficiency.”

Long-term efficiency: Future-proofing your business integrations

Native integrations: Quick fixes that become bottlenecks
Sales and marketing tools are constantly evolving. Unfortunately, native integrations do not always keep up. As new platforms are introduced, businesses often find themselves dealing with:

• Fragmented systems – Each tool requires a separate connection, leading to inefficiencies.
• Scalability roadblocks – Expanding tech stacks result in spiraling costs and compatibility issues.

Custom-coded integrations: A long-term burden
While initially appealing, custom integrations become increasingly challenging over time:

• High maintenance burden – Constant development work is required for every new tool.
• Poor documentation risks – If the original developer leaves, understanding and maintaining custom code becomes difficult.
• Lack of real-time monitoring – Custom solutions rarely offer built-in error detection, leading to missed leads and inaccurate reporting.

iPaaS: Built for scale and efficiency
Unlike the other options, an iPaaS is designed to evolve alongside a business:

• Seamless adaptability – Acts as a central hub, connecting new platforms without requiring a complete workflow overhaul.
• Consistent data management – Maintains accuracy and efficiency across all integrated tools.
• Automated monitoring and proactive issue resolution – Detects and flags errors in real time, preventing disruptions.

For sales and marketing teams, an iPaaS ensures a single source of truth by synchronizing data across all platforms. This means that marketing teams can track customer interactions across multiple touchpoints, while sales teams can tailor their outreach based on the most recent engagement data. As Thomas Sonneveld advises:

For companies looking to align their sales and marketing teams, having a seamless data flow between platforms is crucial. Misaligned integrations lead to lost leads, inconsistent messaging, and inefficiencies. An iPaaS ensures that every department has access to the same real-time data, fostering better collaboration and decision-making. The key to scaling successfully isn’t just adding more tools—it’s making sure they work together effortlessly.”

Why an iPaaS is the best integration solution for sales and marketing teams

While native integrations can work for basic setups and custom code may serve niche needs, iPaaS consistently proves to be the superior long-term choice for growing sales and marketing teams. It delivers the best of both worlds by offering flexibility through custom workflows without coding risks, cost efficiency by lowering long-term expenses as the tech stack expands, and scalability that adapts effortlessly to new platforms and business needs. Additionally, its reliability is ensured through built-in monitoring and vendor-managed maintenance, reducing IT strain. For sales and marketing teams aiming to automate processes, scale efficiently, and future-proof their operations, iPaaS is the clear winner.