Case Study · B2B Sales & Marketing Integration

MauticMarketing Automation

SuiteCRMSales CRM

Marketing's Hottest Leads Now Walk Straight Into Sales.

Quixtec ran marketing automation in Mautic and sales in SuiteCRM, two systems with no way to talk to each other. Vertekx built a full two-way sync between them, anchored by a lead-scoring rule refined until it matched how the sales team actually works.

SuiteCRMMauticTwo-Way Webhook SyncCustom Lead ScoringOAuth2 API Integration

50 ptsThreshold that tags every synced Lead Warm or Cold

0 DeletionsDo Not Contact propagates both ways, nothing is removed

2 Systems, 1 RecordEngagement data now lives where sales already works

The Challenge

Two systems, each holding half the picture

A contact's engagement in Mautic, the pages they viewed, the forms they filled out, the score they'd built up over time, had no way to reach the sales team working in SuiteCRM. Nothing sales did came back the other way either.

What Mautic Knew

Engagement score built up over time

Pages viewed and forms filled out

Email opens, clicks, and campaign history

Which contacts are actually warming up

What SuiteCRM Knew

Deal stage and sales activity

Call notes and quote history

Account owner and relationship history

Who's already been marked do-not-contact

A score alone shouldn't reclassify a sales recordThe first version had a Mautic score crossing 50 points convert a contact directly into a full SuiteCRM Contact, letting a marketing number make a call that should belong to sales.

Mirrored deletions could undo a deliberate suppressionTreating deletion like any other update meant a contact who'd already asked not to be contacted could reappear the next time a list was resynced or a new batch came in.

The Solution

A sync built on rules, not just field mapping

The client's own scoring idea became a formal two-way sync spec, then the qualification rule went through real iteration before it shipped.

SpecifyA formal two-way sync specCompanies↔Accounts and Contacts↔Leads, with every core field, name, email, phone, address, industry, and the points score, mapped cleanly in both directions.

ConnectA Points field wired both waysAdded directly to SuiteCRM's Lead and Contact records. A Mautic webhook pushes score changes in immediately; SuiteCRM logic hooks push local changes back out through the API.

ProtectDo Not Contact instead of deleteA record marked Do Not Contact in either system gets marked the same way in the other. Nothing is ever actually deleted, so a suppressed contact stays suppressed.

The Signature MoveThe Qualification Rule

Lead first. Warm or Cold by points. Contact only by choice.

The first draft let a score silently convert a Lead into a Contact. The shipped rule keeps that call with sales, every time.

Contact score changes in Mautic

Synced into SuiteCRM as a Lead

points >= 50 ?

YES

Tagged Warm

Tagged Cold

Waits for a sales rep to decide

Converted to Contact (manual, by sales)

HardenBuilt for real production volumeBatch processing for large data sets, a clear line between real-time and scheduled fields, and both systems' API rate limits accounted for up front.

Secure & LaunchA rollout backed by testingOAuth2 and API token authentication, HTTPS in transit, a defined test plan, UAT, staged deployment with backups, and training for Quixtec's own team.

The Results

What changed on both sides of the sync

BeforeAfter

Sales had no visibility into a contact's marketing engagement

Engagement score shows up automatically on the record sales already works from

Every Lead needed manual review before anyone knew if it was worth calling

Every Lead arrives already tagged Warm or Cold from real engagement data

A marketing score could silently convert a Lead into a Contact

Converting a Lead to a Contact stays a sales decision, always

A do-not-contact record could quietly reappear after a resync

Do Not Contact stays permanent in both systems

The plan worked at demo scale, not proven at real volume

Batching, rate-limit awareness, and a real-time/scheduled split are already worked out

From the Vertekx Team

Running marketing automation and sales CRM as two systems that don't talk to each other? Let's talk about a sync that gets the rules right, not just the data.

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