API

What it means

An API is a defined way for one system to ask another for data or to trigger an action. When your website form creates a contact in your CRM, or your CRM sends a WhatsApp message, an API is usually doing the work.

Why it matters for your business

APIs are what make a connected system possible. When choosing software, check that it has a documented API or native integrations, otherwise your data gets stuck in one tool and someone ends up copying it by hand.