ApproveThis manages your Parma Integration approvals.

Why These Two Platforms Belong Together

Parma CRM helps teams build relationships. ApproveThis ensures decisions get made. Together, they solve a critical business problem: moving deals, partnerships, and client interactions forward without bottlenecks. While Parma excels at organizing contact details and interaction histories, it wasn't built to handle the approval chains that often gatekeep progress. That's where ApproveThis steps in – not just as a tool, but as a process accelerator.

Consider this: 43% of employees report delays due to approval bottlenecks (McKinsey). By connecting Parma's relationship insights with ApproveThis' structured decision-making, teams reduce guesswork in two key areas: who needs to approve what, and what context they need to decide faster. This integration isn't about replacing either platform – it's about creating a closed-loop system where CRM data triggers approvals, and approval outcomes enrich CRM records.

Three Workflows That Change How Teams Operate

1. Auto-Escalate New Relationships for Compliance Review

Scenario: A healthcare recruiter adds a new physician to Parma. Legal must approve the contract terms before outreach begins.

Old Way: Email threads with attachments, missed SLAs, manual CRM updates.

Integrated Solution: New Parma contacts trigger ApproveThis workflows with:

• Role-based routing (Legal → Compliance → Hiring Manager)
• Contract PDFs attached automatically via Zapier
• Approval thresholds that auto-approve standard NDAs under $5K

Outcome: A medical staffing firm reduced contract review cycles from 14 days to 48 hours, with full audit trails in both systems.

2. Document Every Approval as a CRM Action Item

Scenario: A marketing agency needs CMO sign-off on a client's campaign budget increase.

Hidden Benefit: ApproveThis' Zapier integration can push not just approvals, but denials with reasons into Parma as notes. This creates a searchable history of stakeholder objections – crucial for account managers during renewal talks.

Real Impact: One SaaS company traced 12% of lost deals to repeated approval roadblocks. By analyzing denial reasons logged in Parma, they restructured their pricing approval matrix.

3. Turn Approved Deals into Instant CRM Actions

Scenario: A manufacturing supplier approves a distributor partnership.

Automation Win: Approved requests in ApproveThis can:

• Auto-create Parma relationships with custom fields (e.g., "Credit Limit: $50K")
• Trigger follow-up tasks in other tools via Zapier
• Set reminder dates for contract reviews

Bottom Line: Teams using both platforms report 22% faster onboarding for approved partners (based on internal client data).

Setup Essentials: No Coding, Just Strategy

Connecting ApproveThis and Parma via Zapier takes under 15 minutes. The real work happens upfront:

Pre-Launch Checklist

Do: Map Parma fields to ApproveThis templates. For example:

Parma Contact Type → ApproveThis Workflow Type (e.g., "Vendor" triggers procurement approvals)

Don't: Assume all approvals need human input. Use ApproveThis' calculated fields to auto-approve routine requests, like:

If [Deal Size] ≤ [Sales Rep's Authority Limit] → Auto-Approve

Zapier Configuration Tips

1. Use Parma's "New Relationship" trigger to start ApproveThis requests.
2. Pass custom fields like contract_value or risk_level for conditional routing.
3. Set up two-way sync: Approved requests update Parma, denials log reasons as notes.

Department-Specific Wins

Sales Teams: Close Faster with Embedded Approvals

Example: When a Parma deal reaches "Proposal Sent" status, ApproveThis:

- Checks if discount exceeds 20% (requires VP approval)
- Routes contract to legal if custom clauses exist
- Updates Parma's "Next Steps" once fully signed

Legal Teams: Audit Without the Paper Chase

ApproveThis provides version-controlled records of:

- Who approved which clause (with timestamps)
- Delegated approvals during vacations
- Threshold-based auto-approvals (e.g., standard NDAs)

Client-Facing Teams: Involve Customers Securely

Key Feature: External approvers (clients, partners) can review requests via email without needing a Parma login. Approval status still logs in Parma with details like:

- Client's decision timestamp
- Any comments added during review
- PDF attachments (e.g., signed SOWs)

Beyond the Basics: Advanced Tactics

Use Parma Data to Smart-Route Approvals

ApproveThis can reference Parma fields to:

- Escalate approvals if contact's "Lifetime Value" exceeds $100K
- Require CFO sign-off for clients marked "High Risk"
- Bypass middle managers for renewals with "Champion" status

Turn Denials into Relationship Insights

When ApproveThis sends a denial to Parma:

- Tag the contact with "Needs Legal Review"
- Create a follow-up task in 30 days
- Trigger a win-back email sequence

Forecast Cash Flow with Approval Data

Since ApproveThis tracks approval dates and amounts, teams can:

- Sync approved contract values to accounting tools
- Calculate sales cycle stages (e.g., "Avg. 2 days in Legal Review")
- Flag deals stuck in approval limbo

Getting Started: Your Move

This integration isn't about adding more software – it's about making existing tools work harder. To test the waters:

1. Start an ApproveThis trial (no credit card needed)
2. Connect your Parma account via Zapier
3. Build one workflow around a known bottleneck (e.g., contract reviews)

Pro Tip: Run a 30-minute workshop with stakeholders from sales, legal, and ops. Map one approval process end-to-end, then automate it. Measure time saved weekly.

The Bottom Line

Approvals aren't just gates – they're data points. By connecting ApproveThis and Parma, companies transform approval bottlenecks into relationship-building moments. Legal teams audit faster, sales closes sooner, and clients get transparent processes.

Ready to stop chasing approvals and start scaling decisions? Book a custom demo to see how your approval workflows could look in 48 hours.