On-demand software provider NetSuite today launched new integration functionality in an attempt to persuade customers of rival Salesforce.com to combine NetSuite's ERP and e-commerce functionality with their existing Salesforce.com salesforce automation and CRM software.

CloudConnect for Salesforce.com enables bi-directional data integration which could eliminate manual data re-entry for sales staff from front-office to back-office systems.

Raghu Gnanasekaran, senior director of business development for the NetSuite developer programme, claimed that this would reduce errors and streamline processes.

"We are trying to remove the obstacles for customers so that they can implement not just point-to-point, but end-to-end business process integration in the cloud," he said.

"If you're a salesperson in Salesforce.com you want to see all the information on products, account data and order data from one place, and if you're the chief financial officer, you want strong customer visibility to understand the sales cycle."

Account information and product and pricing data between the two will also be synchronised with the new offering, ensuring that all staff have the most accurate and up-to-date information available, according to NetSuite.

The company's integration efforts could also provide more options for organisations looking to migrate from on-premise software, explained Gnanasekaran.

"Many customers have one big software-as-a-service implementation and on-premise software, but now they have the opportunity if they're running Oracle or SAP to take that into the cloud too," he said.

CloudConnect for Salesforce.com comprises integration apps built by several NetSuite independent software vendors that are members of the SuiteCloud Developer Network, including Boomi, Celigo and Pervasive Software.