10 Reasons Sales Teams Should Be Using an API

APIs: everyone’s talking about them, and you know you should be using them. 

There’s just one problem. You’re not really sure why you should be using an API, or, dare we say it, what one actually is…don’t worry. We won’t tell anyone. 

Here’s a quick intro: API stands for Application Programming Interface (you don’t need to remember that, though). Basically, an API enables different tools and systems to talk to each other behind the scenes. Use one, and your platforms will be able to share data, automate processes, and save you time. And we’re sure we don’t need to explain why saving time = a good thing in the world of B2B sales. 

Basically, if you’re using an API, you’ll be doing less of the boring stuff – data entry, updates, lead routing – and more of the fun stuff, like actually selling. Want to learn more? Here’s what’s coming up: 

• Why Sales Teams Should Care About APIs
• 10 Reasons You Should Be Using an API (Right Now)

Ready? Us too — but one quick thing before we dive in. If you’re thinking about using an API to work faster, cleaner, and with way less hassle, Surfe has you covered. From Company Search to Contact Enrichment, Person Search to Lookalikes, we’ve got a full suite built to help you scale smarter. Coincidence? Absolutely not.

Let’s get started. 

Why Sales Teams Should Care About APIs

We get it. “Using an API” doesn’t exactly scream “revenue-driving strategy”…on the surface.

But here’s the thing: if you’re in B2B sales, you’re probably already using an API – even if you didn’t realize it. That Slack alert you got when a demo was booked? API. That lead who popped into your CRM magically complete with email, job title, and company size? Definitely an API.

APIs are the invisible MVPs of your tech stack. They connect the dots between your CRM, prospecting tools, enrichment platforms (like Surfe), and messaging apps. Instead of juggling tabs, wrangling spreadsheets, or begging ops to fix your pipeline, using an API makes everything…work.

This is especially true of enrichment APIs – the kind that pump high-quality, verified contact and company data straight into your workflows, and stop you from falling down a research rabbit hole. 

So if you’re serious about:

• Keeping your CRM from turning into a data dumpster fire
• Responding to leads while they’re still warm
• Making your sales ops team love you (or at least stop cursing your name)

…then yes, using an API should be on your radar.

And with that, let’s get into the juicy part: 10 reasons you should be using an API.

10 Reasons You Should Be Using an API (Right Now)

1. Because Copy-Pasting Isn’t A Strategy

Dragging leads from LinkedIn into your CRM via 12 tabs and a spreadsheet? That’s not a workflow – it’s a cry for help.

Using an API lets you skip the manual faff. Enrichment APIs pull in verified contact and company data. Pair that with a CRM API, and the info lands exactly where it needs to – no copying, no pasting, no mistakes, and your clicking finger lives to save another day. 

2. Because “I’ll Update The CRM Later” Never Means Later

We all know how that story ends: rep swears they’ll log the lead, and two weeks later you’re staring at an empty record wondering if it was all a dream.

Using an API fixes that. When your tools are connected, data gets where it needs to go automatically – no need to chase reps or rely on memory (spoiler: it will fail you, particularly when you’re busy selling).

With enrichment and CRM APIs working together, missing info fills itself in, and updates sync across platforms like magic. 

3. Because Your CRM Shouldn’t Be a Graveyard of Bad Data

Duplicate records. Stale contacts. Job titles from five years ago. If your CRM is giving haunted rather than helpful, using an API can bring it back to life.

Enrichment APIs validate and complete contact data before it ever hits your CRM – so you’re not stuck cleaning up the mess later. No more guessing if “Sam” is still at “Company X” or if they’ve moved on (spoiler: they have).

Cleaner data, fewer headaches, and a CRM your team actually trusts. Wild, right?

4. Because Your Sales Team Is Secretly Hoarding Spreadsheets

When reps don’t trust the system, they build their own. Usually in the form of rogue spreadsheets that live somewhere between “personal project” and “data nightmare.”

Reps create spreadsheets when:

• The CRM is out of date
• Data is missing or unreliable
• They can’t track things easily across platforms
• There’s no easy way to pull clean lists

Use an API, and there’s no need for all that. Instead, it gives your team a consistent, reliable data source across every tool – so makeshift workarounds become a thing of the past. 

An enrichment API helps eliminate the need for those workarounds by:

• Keeping CRM data accurate and trustworthy
• Automatically populating key fields (if it’s paired and set up to do so)
• Syncing with other platforms via CRM or integration APIs (ditto)
• Letting reps build, enrich, and action lists without leaving the workflow

5. Because Your ICP Shouldn’t Be a Guess

You can’t go after the best sales leads if you don’t know what “best” actually looks like.

Using an API – specifically an enrichment API – helps you define and refine your ICP by pulling in the data that matters: job titles, seniority, industry, company size, tech stack… the good stuff.

Once you’ve nailed down what your best-fit customer looks like, APIs help you:

• Build lookalike lists
• Filter faster
• Segment smarter

So your targeting isn’t based on gut feel or vibes (great as those are). Instead, it’s based on actual data. Oh, and did we mention Surfe has an API for exactly that? Just putting it out there. 

6. Because Speed-To-Lead Actually Matters

The faster you reach out, the better your chances of closing – simple as that. After all, 50% of sales go to the vendor who responds first. But if you’re waiting on enrichment, CSV uploads, or manual lead handoffs, you’re already too late.

Using an API means leads can be enriched, scored, and routed in real-time – without bottlenecks or lag. 

Without an enrichment API, you’re often stuck waiting on:

• Manual lead uploads
• CSV imports/exports
• Reps to fill in missing info
• Ops to enrich and assign leads manually

With the right APIs in place, all of that happens instantly – so your reps can follow up while the lead is still warm (and interested).

7. Because Bouncing Emails Aren’t a Vibe

Nothing tanks your sales outreach (or your sender score) faster than a string of dead email addresses. Fake, outdated, or just plain wrong – they waste time and kill momentum. No thanks! 

Using an API gives you access to verified, real-time contact data, so your emails actually reach real people. Yes, really! 

Enrichment APIs can verify and update:

• Email addresses
• Job titles
• Company info
• LinkedIn URLs

More replies + fewer bounces = happier inbox. Simple. 

8. Because Scale Shouldn’t Break Your Systems

Small team? Big team? Doesn’t matter. Without the right foundations in place, you’ll start scaling and cracks will appear before you know it. Manual updates, broken fields, throttled tools… chaos.

Using an API means your workflows don’t collapse under pressure. Whether you’re enriching 10 leads or 10,000, APIs handle it without breaking a sweat.

This isn’t just about enrichment, either. CRM APIs can:

• Bulk update fields
• Trigger workflows
• Sync thousands of records instantly

So go ahead – scale away. We dare you: your systems can keep up now.

9. Because Manual Lead Routing Is Still a Thing (And It Shouldn’t Be)

Somewhere out there, a sales ops team is still dragging deals around the pipeline like it’s 2012. If that’s you… no judgment. But also: there’s a better way.

Using an API means routing doesn’t have to be a weekly admin chore. With the right setup, leads can be assigned automatically based on territory, score, segment – whatever rules your team lives by.

APIs can trigger:

• Lead scoring
• Ownership assignment
• Segmentation
• Territory-based routing

Clean handoffs, in real-time, every time. Boom.

10. Because…Surfe has some pretty great APIs 😉

Look, we weren’t planning to pitch. But here you are, reading a blog about using an API, and here we are – a company with APIs that do exactly what we’ve been talking about. What’s a company like us to do? 

Need to enrich contacts in real-time? Build lookalike audiences? Pull new company data into your CRM? We’ve got you.

Surfe’s enrichment API suite includes:

• Company Search
• Contact Enrichment
• Person Search
• Lookalike

It’s almost as if you don’t need to go anywhere else. 

Let’s Wrap It Up!

TLDR: if you’re still not using APIs in your sales workflow, you’re working harder than you need to. 

Now you understand what they are and have 10 whole reasons why you should use them, it’s time to get going. Here’s where to start: 

• Company Search
• Person Search
• Contact Enrichment
• Lookalike

See you on the other side! 

FAQs About Using an API

What is an API and how does it work?

An API (Application Programming Interface) allows different software tools to communicate with each other. In sales, APIs are used to connect your CRM, enrichment tools, and messaging platforms – automating data flow and reducing manual work.

Why should sales teams use APIs?

APIs help sales teams automate manual tasks like contact enrichment, lead routing, and CRM updates. This means cleaner data, faster outreach, and more time focused on selling.

How do I start using an API in sales?

To use an API, you’ll typically work with your ops or dev team to integrate it into your workflow. Many tools like Surfe offer simple documentation and support to get started without needing heavy technical skills.

Do I need a developer to use an API?

Not always. Some APIs are easy to connect using no-code tools like Zapier, Make, or native integrations inside CRMs. But for more advanced use cases, a developer or sales ops specialist might be needed.

What can an API do for my CRM?

An API can sync data between tools, enrich contacts, update lead records, trigger alerts, and support personalized outreach – all without manual input.

What’s the difference between an API and an integration?

An API is the technology that allows tools to talk to each other. An integration is the practical connection built on that API – like enriching leads in your CRM or syncing contact updates from LinkedIn.

Are APIs only for developers?

Nope! While developers may set them up, many APIs are built for sales teams, RevOps, and non-technical users – especially with tools that provide plug-and-play options or prebuilt workflows.

How much does it cost to use an API?

API costs vary. Some platforms offer free API access with usage limits, while others charge based on volume or data type. Surfe’s API suite, for example, is priced based on usage and tailored to team size and needs.

Can APIs help with lead enrichment?

Yes. Enrichment APIs are one of the most useful types for sales teams. They help fill in missing contact info (like job titles, emails, company details), improve targeting, and reduce manual research.

What are the best APIs for sales teams?

Some of the most valuable APIs for sales include enrichment APIs, CRM APIs (like HubSpot or Salesforce), lead scoring APIs, and messaging APIs that trigger alerts or updates in Slack or email.