Siro is a sales enablement platform that helps field reps record, analyze, and automate their in-person customer conversations.

Siro needed CRM integrations to deliver on two key product pillars: sales coaching and workflow automation. More specifically, field reps needed a seamless way to log and extract insights from conversations, while leaders needed clean CRM data to tie coaching moments to business outcomes.

Building and maintaining the long-tail of CRM integrations, however, would prevent their team from spending as much time on their core product. 

Amos Shinkle, Siro’s Director of Product, adds more context:

"We needed to integrate with CRMs that extend beyond heavyweights like Salesforce and HubSpot, but this would move our team off key projects for developing our AI analysis and mobile recording features.”

As they began evaluating 3rd-party integration solutions, they ended up deciding between Merge and more niche CRM integration vendors.

According to Amos, Merge was clearly the best fit:

“We compared Merge with smaller unified API solutions, and we found that Merge offered more robust security features, deeper data syncs, and better day-to-day support.”

Using Merge, Siro went on to launch integrations with not just Salesforce and HubSpot but also Microsoft Dynamics, Zoho CRM, Pipedrive, and SugarCRM in a matter of weeks. 

Here's how the CRM integrations works:

1. A logged in user would click on a particular integration, which triggers Merge Link, a UI component, to appear.

2. Using Merge Link’s guided steps, the user can authenticate to the application.

3. Once an integration is authenticated successfully, a wide range of opportunity data flows into Siro. This includes details like the contacts associated with opportunities, activities, future appointments, and more. 

The CRM integrations are also bidirectional and can be re-synced every 5 minutes, ensuring that Siro and the customer’s CRM always mirror each other.

Here are just a few of the use cases these integrations power:

• After each field appointment, Siro’s AI extracts key details from the conversation (decision maker, objections, next steps, etc.) and automatically updates the relevant fields on the associated CRM opportunity
  

• Appointments created in the CRM are synced to Siro’s mobile app, where reps receive geo-fence-based reminders to start a recording

• Sales managers can correlate rep behaviors captured during field conversations with closed-won and closed-lost outcomes in the CRM, allowing them to identify and double down on the tactics that drive results

Thanks to the partnership with Merge, CRM integrations have become a competitive advantage for Siro. 

"In mid-market and enterprise deals, CRM integrations are incredibly important. In 2025 alone, the CRM integrations we added through Merge have helped us increase our close rate by 25% with companies using long-tail CRMs,” explains Amos.

The Siro team also appreciates the ease of getting their customers onboarded to an integration via Magic Link (a customer-specific URL that lets them authenticate to a CRM integration). 

“Our customer success team can simply share a link with customers who want to connect their CRM. And because the link comprehensively handles authentication and setup, there’s virtually no onboarding work required on our end,” says Amos.

So what’s next in Siro’s integration journey with Merge?

“We’re working on AI-generated talk tracks and follow-up suggestions for field reps. The integrated CRM data will ensure these features are personalized, comprehensive, and accurate for every rep.”

We can’t wait to help Siro get even more from their CRM integrations!