How to consistently ship integrations fast

Integrations can be a significant revenue driver when executed effectively, yet many product and engineering teams face challenges in delivering them quickly and at high quality. To address this, teams should implement a continuous discovery process to capture integration requests aligned with customer needs, prioritize them based on potential value, and integrate them into the product roadmap as a priority rather than as afterthoughts. Allocating specific capacity for integration work and setting business outcome-oriented goals can prevent them from being deprioritized. Engineering efficiency can be achieved by creating reusable components, standardizing interfaces, and leveraging AI for API integrations, which allows engineers to focus on the aspects that add the most customer value. Additionally, planning for maintenance by building robust infrastructure, implementing observability systems, and considering data schema migrations is essential to maintaining integration velocity. By strategically managing these areas, integrations can shift from being a bottleneck to a catalyst for product adoption and revenue growth.