For many B2B SaaS executives, integrations feel like a necessary expense – essential for winning and retaining customers, yet rarely positioned as a lever for growth or differentiation. Sales teams promise connectivity to close deals, but those promises can lead to more trouble than they're worth.
In-house integrations usually don't generate direct revenue, but require significant engineering time, infrastructure overhead, and support resources. When third-party APIs fail, your support team is on the hook; your roadmap takes the hit when customers need bespoke integrations. As a result, integrations become a defensive necessity – something to stay competitive, but not something that helps you win or move ahead in the marketplace.
But what if treating integrations as unavoidable overhead means missing out on a huge growth lever for B2B SaaS?
The fundamental shift from viewing integrations as overhead to recognizing them as growth accelerators starts with changing how you build, deploy, and manage them. Prismatic enables your team to focus on new integration development instead of firefighting the issues created by an increasingly fragile integration tech stack.
By using Prismatic, we've been able to see a roughly 50% increase in new customer acquisition simply by that factor of reducing time on our maintenance. It's allowed us to become more scalable while also keeping our costs down for our customers because the maintenance factor is so much lower.
From burden to benefit
Integrations often start as a necessary evil – demanded by customers but hard to monetize. With Prismatic's embedded iPaaS, they become a direct source of value, turning a cost center into a competitive edge.
Faster deal velocity and higher contract values
In-house integrations often bottleneck sales cycles, with custom requests leading to lengthy negotiations and delayed closes. Prismatic opens things up by accelerating integration development and deployment. With pre-built connectors, a low-code designer, and a secure, scalable infrastructure, your team can spin up integrations in days, not months. This translates to increased deal velocity and expanded contract values, as prospects see integrations as part of the product's value, not just add-ons.
Higher contract values follow naturally. Customers are willing to pay more when integrations are premium features. The integration marketplace further empowers sales by letting prospects explore available integrations, boosting perceived value and ACV.
Greater customer retention
Integrations are not only for winning new customers, but also for keeping them. Our embedded marketplace and self-service embedded workflow builder empower customers to tailor integrations to their needs, increasing satisfaction and stickiness.
By embedding your product directly in your customers' workflows – like syncing with Salesforce, HubSpot, or niche vertical tools – you become mission-critical for your customers, reducing churn. Companies using Prismatic report higher retention rates, as clients are empowered to manage their integrations without regular support interaction. Self-service capabilities for reliable, scalable integrations strengthen customer relationships.
Get in the habit of saying "Yes"
With in-house integrations, saying "Yes" to customer requests can mean overpromising engineering resources. Prismatic changes that. Its low-code designer and pre-built components allow your team to say "Yes" to integration demands without risking the roadmap. Need a niche app connected? Build in code with your favorite IDE and our custom component SDK to make it happen quickly.
From tech debt to strategic assets
Tech debt from one-off integrations makes it challenging to move integrations forward, tying up devs with maintenance and updates. Prismatic turns integrations from tech debt into reusable, scalable assets that compound product value over time.
Faster integration development
Prismatic's platform provides a low-code designer and code native integration experience, enabling devs to build integrations 80% faster than in-house solutions. Pre-built components – like API connectors for CRM, ERP, and LLMs – handle the heavy lifting, so your team can focus on business logic. Whether a simple Slack notification or a complex AI-powered data enrichment, your team can create robust integrations in days, not months.
By supporting CI/CD processes and multi-tenant hosting, the platform ensures that integrations scale without rework, reducing the friction plaguing most in-house setups.
Prismatic has been a game-changer for our team. The platform's intuitive low-code builder, marketplace, and robust monitoring capabilities allow us to deliver complex integrations faster and more reliably than ever before. Whether quickly wiring up an integration using pre-built components or developing custom logic, Prismatic gives us the flexibility we need.
Time savings through reusability
Reusability is core to Prismatic's platform. Build once, deploy to everyone – with configurable templates that adapt to customer needs. Write custom components in your IDE and reuse them across integrations, eliminating redundant work. Handle diverse customer ecosystems without starting from scratch each time.
The embedded workflow builder takes it further, letting customers create workflows. This self-service reusability saves your team's time and builds customer loyalty, as they build their integration space without waiting on support or engineering teams.
Offload infrastructure and maintenance
Maintaining integration infrastructure – security, scaling, and compliance – is a massive project. Prismatic handles it all: enterprise-grade features like SOC 2, GDPR, and HIPAA compliance, plus built-in monitoring, alerting, and automatic retries. No more late-night patches or server management; everything runs on Prismatic's secure, scalable infrastructure. This allows your devs to write much less code overall and keep their focus on the features and functions that differentiate your product.
From one-off chaos to sustainable growth
In-house integrations lead to support chaos because teams and customers don't communicate well, each integration has a different UX, and the number of support tickets keeps growing. Prismatic allows your team to build productized integrations that scale across customers, turning one-off requests into a repeatable growth motion.
Customer-facing teams gain visibility
Prismatic empowers non-devs with configuration and deployment UI. Customer success and support teams can activate, configure, and troubleshoot integrations without engineering involvement. Detailed logs and alerts provide visibility, reducing escalation and improving response times.
Sales can benefit too, by using the marketplace to demo integrations and align them with customer pain points for more effective pitches.
Customer self-service reduces support load
Self-service is a game-changer. Prismatic's integration marketplace lets customers discover, activate, and manage integrations themselves. They can also build their own workflows via a straightforward process, complete with self-serve logs for troubleshooting. This reduces support tickets significantly, and your integrations evolve from support burdens to self-sustaining features.
From resource drain to innovation engine
When integrations consume substantial dev resources, innovation suffers. Prismatic allows you to minimize dev time for integrations, enabling them to innovate for your core product.
Engineering focus returns to core product
Prismatic frees your devs to innovate on your core SaaS product by offloading integration deployment and maintenance (and even the integration development itself) – no more re-assigning devs to an endless succession of custom integration requests.
Integrations join the roadmap as product features
Integrations are no longer add-ons; they're features. They add specific, quantifiable value to your product. And with an end-to-end integration lifecycle supported by the Prismatic platform, everyone knows what they need to do to build, deploy, and manage these integrations without neglecting the rest of your product.
Strategic transformation
The shift from cost center to growth driver isn't just operational – it's strategic. Companies embracing integration-led growth through Prismatic see their average deal sizes increase while their retention rates climb because integrations have become a core part of their value proposition rather than a defensive necessity.
Everyone gets it; everyone understands that we can integrate wherever we need to, and that's quite a powerful thing.
This organizational confidence in integration capabilities fundamentally changes how companies approach market opportunities, customer requests, and competitive positioning.
With the proper integration platform, you can get ahead, stay ahead, and succeed in building integration capabilities that scale with your product and customers.
See how Yoti used Prismatic to turn its integration strategy upside down for the best possible outcome.
