The Connector Economy: How Businesses Are Winning by Building Bridges

Every year, businesses spend billions on software platforms. ERPs, CRMs, e-commerce systems, warehouse management, accounting packages - each promising to solve a critical problem. And individually, they do. But here's what the platform vendors don't tell you: the real value often isn't in the platform itself. It's in what happens when platforms talk to each other.

We call this the connector economy - and it's quietly reshaping how smart businesses think about technology investment. The winners aren't those with the most expensive systems. They're the ones who've built the bridges that make those systems work together.

The Network Effect of Integration

Consider a simple truth from network theory: the value of a network grows exponentially with each new connection. Six isolated systems give you six units of value. Connect them properly, and you unlock something far greater - compounding returns that multiply with every bridge you build.

The interactive diagram below demonstrates this principle. Toggle between scenarios to see how the same six systems deliver dramatically different value depending on how they're connected.

This isn't abstract theory. We see it play out in every integration project. A client with a sophisticated ERP, a capable CRM, and a modern e-commerce platform - all functioning well in isolation - transforms their operations the moment those systems start sharing data in real time.

Why Connectors Often Outperform Platforms

Platform vendors have a vested interest in positioning their software as the centre of your universe. They want you to consolidate everything onto their stack. But this creates three problems:

The Connector Value Equation

Here's a framework for thinking about connector investments. The value of any integration is a function of three factors: the number of systems it touches, the frequency of data exchange, and the cost of the manual alternative.

This equation explains why seemingly "small" integrations often deliver the highest returns. They're not small at all - they're highly leveraged, touching many transactions across multiple systems every single day.

Four Types of Connectors

Not all integrations are created equal. Understanding the different types helps you prioritise where to invest.

Real-World Connector Wins

Theory is useful, but examples are better. Here are three connector projects that delivered outsized returns relative to their investment.

Notice what these projects have in common: they didn't replace existing investments. They multiplied the value of what was already there.

When to Build Bridges (Not Platforms)

The connector approach isn't always right. Sometimes you genuinely need a platform replacement. Here's a framework for deciding:

The honest truth is that most businesses would benefit from better connections before better platforms. The unglamorous work of making existing systems communicate often delivers more value than the exciting work of implementing something new.

The Strategic Advantage

Companies that master the connector economy gain three strategic advantages:

Perhaps most importantly, they develop an institutional capability for integration that compounds over time. Each new connector makes the next one easier. The organisation builds muscle memory for connecting systems, identifying opportunities, and delivering value quickly.

This is the connector economy in action: not a one-time project, but an ongoing capability that turns fragmented technology into a coherent whole.

Getting Started

If you recognise your organisation in this article - capable systems that don't communicate, manual processes bridging digital gaps, data that exists but isn't actionable - the path forward starts with a simple question: where are the highest-value connections waiting to be built?

Often, the answer is obvious once you look. The report that takes two days to compile. The data entry that happens three times. The question nobody can answer without checking four systems. These are the gaps where connectors create immediate value.

Our Tools & Integrations practice specialises in building these bridges - whether it's a focused connector solving one specific problem or a comprehensive integration strategy across your technology stack. We've helped businesses across retail, manufacturing, operations, and professional services unlock the value trapped between their systems.

Ready to explore what's possible? Get in touch to discuss your integration challenges and discover where bridges could multiply the value of your existing technology investments.