Make (formerly Integromat) is a powerful automation tool: with visual scenarios you connect hundreds of apps and move data from A to B without writing a single line of code. But as long as Make and your CRM work in isolation, you lose the thread – when does a new lead reach sales, when does a follow-up start, when does the pipeline update? In this guide we'll be honest about how to connect Make to your CRM, what's possible with AM CRM, where you take the route via Zapier or webhooks, and how to get up and running in a few steps.
Why connecting your CRM and Make pays off
Make shines when you want to build multi-step workflows across many tools. Combine that with your CRM and you get a continuous flow between marketing, sales, and back office:
- Leads land in the CRM directly. Wherever a contact comes from – a form, a spreadsheet, or another tool – Make can write it straight into the 360° contact profile.
- A pipeline that keeps up. An event in one of your tools moves the deal to the next stage automatically. No more manual updating.
- Automation across tool boundaries. Make orchestrates several steps – enrich, filter, route data – and hands off cleanly to the CRM at the end.
- One central place for history and reporting. Calls, WhatsApp, emails, and Make actions gather on a single contact instead of being scattered across tools.
In short: Make stays your workflow builder, while your sales knowledge comes together centrally in the CRM.
Honest answer: Make is not native in AM CRM
We want to be transparent here – honesty matters more to us than a nice checkmark on a feature list. AM CRM offers native connections to Gmail (two-way sync), Google Calendar, Google Meet, telephony, SMS, and WhatsApp via Twilio and SignalWire, Facebook Lead Ads, plus Zapier (with 6,000+ apps) and webhooks/HTTP.
Make, by contrast, is not natively integrated. That doesn't mean you're left out, though: you connect Make to AM CRM directly via webhooks/HTTP – or you use Zapier as a bridge. Your Make scenarios can still mesh with the CRM, just over a bridge instead of a built-in integration.
How to connect Make via webhooks
Webhooks are the most direct and flexible route, because Make supports them out of the box. Make can both receive and send webhooks – and so can AM CRM:
- Make receives data. You add a webhook module in Make as a trigger. AM CRM calls that address on an event – for example a new contact or a stage change – and Make processes the data further.
- Make sends data to the CRM. At the end of a scenario you use an HTTP module to pass data to AM CRM – for instance to create a contact or write a note.
- Combine both directions. This creates a loop: a CRM event starts a Make scenario, Make enriches the data, and the result flows back into the CRM.
Typical flows you can build this way:
- New lead from any source → create a contact in AM CRM and start a follow-up automation.
- Paid order in a shop → set the deal stage to "Won".
- A spreadsheet row changes → update a contact field in the CRM.
How to connect Make via Zapier
If you'd rather not work with HTTP modules yourself, you can use Zapier as a middleman, since AM CRM supports Zapier natively. You build Zaps following the "when this happens, do that" pattern and pass data to or from AM CRM. This makes sense when part of your logic already lives in Make but the connection to the CRM should stay especially simple.
Tips to keep the connection clean
Whether webhooks or Zapier – a few ground rules keep your CRM tidy:
- Use one field as a unique identifier (usually the email address) so contacts reliably match up – without duplicates.
- Only sync relevant fields. Not every data field needs to reach the CRM – less is often more.
- Start with a test run. Make shows you the transferred data directly before you activate the scenario.
- Build in error handling. Use Make's retry and error paths so a single hiccup doesn't stop the whole scenario.
- Keep GDPR in mind. Sync only what you truly need – AM CRM is built with a European, privacy-first focus.
And if you want it simpler?
Make can't be connected entirely without a bridge – but the webhook or Zapier route is a solid, proven solution. You keep Make as your familiar tool for scenarios and at the same time gain central contact history, automatic pipeline updates, follow-ups, and reporting in the CRM. So your team sees at a glance who is a lead – and what should happen next.
Want to finally connect your Make scenarios and your sales? Try AM CRM free for 14 days – with telephony, WhatsApp, SMS, email, automations, plus Zapier/webhooks in every plan, cancel anytime.