Gained popularity as companies sought seamless workflows in the 2010s. Before CRM integration, businesses often used separate systems for sales, marketing, and customer support, leading to inefficiencies. As cloud computing and API-driven platforms emerged, businesses began adopting horizontal integration to streamline operations. Companies like Salesforce and Microsoft Dynamics introduced ecosystem-wide integrations, enabling seamless data synchronization. Today, AI-powered horizontal integration ensures that businesses maintain a 360-degree view of customers, optimizing engagement strategies and improving cross-functional collaboration.