The Consequences of an IT Incident Caused by a Misconfigured Make Scenario in a CRM
A Make scenario, used to automate repetitive tasks and facilitate the integration of various applications within a CRM, can be a double-edged sword. In 2025, with the rise of contact management and the widespread use of no-code solutions, the likelihood of failure increases if automations are not properly managed. The case of a Make scenario that paralyzed a CRM for two days perfectly illustrates the impact of an IT incident linked to poor customer data synchronization.
The CRM in question, centralized on contact management and the retrieval of important data for sales follow-up, suffered an overload caused by improper configuration of automated queries via Make. These generated an excessive number of API calls to the CRM, leading to server resource saturation and a gradual slowdown, eventually leading to a complete shutdown of the platform. Several factors contributed to this major outage:
Poor data volume management:
- The scenarios worked on customer lists exceeding a thousand entries without limiting batch calls or optimizing queries. Lack of error control:
- The system did not integrate error management, which prevented automatic process suspension in the event of overload. Excessive recursive processes:
- Some modules launched in an infinite loop, increasing the number of operations exponentially. Failure to comply with the execution time limit:
- Make imposes a constraint of 45 minutes per scenario, which was greatly exceeded during heavy, unoptimized processes. These issues resulted in:
Complete blockage of access to the CRM.
- Impossibility of managing customer data and tracking ongoing tasks.
- Automated communication campaigns are interrupted and internal workflows are disrupted.
- This type of IT incident highlights the critical importance of strategic automation design and the need for responsive technical support to quickly resolve synchronization issues and ensure business continuity. Proactive scenario management through regular testing and effective optimization is essential to avoid this type of outage. Factor
Description
| Consequence | Poor volume management | Unlimited API calls on a large number of contacts |
|---|---|---|
| Server overload and CRM slowdown | Lack of error handling | No automatic process suspension in the event of a failure |
| Multiplication of errors and prolonged outage | Recursive processes | Modules in infinite loops |
| Exponential increase in operations and blocking | Failure to comply with execution time | Scenarios exceeding 45 minutes of execution |
| Abrupt process interruption | Master Make integration and best practices to avoid CRM outages | Make, formerly known as Integromat, has revolutionized task automation by providing users with a no-code platform to easily connect applications such as a CRM, Notion, Google Calendar, or LinkedIn. However, like any powerful tool, its implementation requires rigor and a deep understanding of processes and technical limitations to prevent major incidents. The key steps to mastering Make and avoiding failures due to inappropriate automation are: |
Prior data assessment:
Understand the volume of data handled in your CRM. For example, avoid launching a raw synchronization on several thousand contacts without segmentation.
Using batch processing:
- Rather than querying elements individually, use batch calls to reduce the number of operations. Hubspot, for example, offers this feature, which reduces API calls by up to 100 times, significantly reducing server load and speeding up execution. Implement robust error checks:
- Define conditions that automatically stop or pause the scenario in the event of failure. This practice prevents a cascade of errors that can cause a crash. Limit the number of iterations:
- Ensure that iterator or loop modules have clear bounds. An infinite loop is a pitfall that must be avoided at all costs. Verify execution time:
- Plan complex scenarios in smaller batches to stay within the 45-minute limit imposed by Make for each scenario. It is also recommended to regularly consult dedicated resources to improve your knowledge. Guides like the Make Guide (Integromat): Discover No Code Automation
- or the Make mini-courses with scenarios are essential starting points. In addition, the YouTube platform offers practical tutorials like Learn Make in 25 Minutes
which facilitate quick learning of essential features. Best Practice Benefit Associated Tool or Method Evaluate Data Volume Avoid Unnecessary Overhead Segment Contacts Before Synchronization
| Batch Processing | Reduce the Number of API Calls | Hubspot Batch API, “Make an API Call” Module |
|---|---|---|
| Error Management | Increased Scenario Stability | Stop or Pause Conditions on Error |
| Loop Limiting | Avoid Infinite Processes | Define a Maximum Iteration Threshold |
| Respect Execution Time | Ensure Scenario Completion | Breakdown of Large Processes |
| Detailed Study: How a Make Scenario Caused a Major 48-Hour Outage on a CRM | A concrete example of failure resulted from an automation attempt to identify all unclosed and overdue tasks on a large HubSpot account. The initial logic of the scenario was to: | Retrieve all targeted contacts. |
| For each contact, retrieve the associated tasks. | Analyze the due date of each task. | Increment a counter for overdue tasks. |
At first glance, this method seems correct. However, when the number of contacts exceeded 1,000, the time and resources consumed increased exponentially. More specifically:
Each task was retrieved individually, generating nearly 4,000 API calls.
- Each call took a significant amount of time, making the scenario execution unnecessarily long.
- Make stopped execution at 45 minutes, leaving the process incomplete. This inefficiency was the direct cause of the two-day outage, which had disastrous consequences. To correct the situation, the following actions were undertaken:
- Complete overhaul of the scenario:
- Switch to a batch processing system to simultaneously retrieve up to 100 tasks.
Implementation of efficient variable management to store the IDs of targeted tasks before collective retrieval.
- Optimization of the contact > task association retrieval process also in batch.
- Strict testing and validation to ensure compliance with execution times.
- This new approach reduced processing time by more than half and drastically limited the number of operations performed. The load on the CRM was thus stabilized and future outages were avoided.
Appearance
- Before optimization After optimization
- Number of API calls
- ~3,862 calls
- ~40 calls (batches of 100)
Execution time
| More than 45 min (interruption) | Less than 20 min | Total number of Make operations |
|---|---|---|
| Very high, causing overload | Almost divided by 4 | CRM stability |
| Complete crash | Normal operation | This case illustrates the need for rigorous optimization of Make scenarios to ensure seamless integration with large CRMs. The techniques used for this example are detailed in leading-edge tutorials available on Scalerize and Orbiteo. |
| Effective synchronization and automation: practical links with Google Calendar, Notion, and LinkedIn via Make | The power of Make lies in its ability to create a true synchronization ecosystem between multiple business tools. Beyond CRMs, careful automation with Google Calendar, Notion, or LinkedIn allows for process optimization, reduced manual work, and customer data consistency across different platforms. Some examples of common and effective scenarios: | Two-way Google Calendar – Notion synchronization: |
| Allows you to create, edit, or delete an event in either tool and see the automatic update in the other. Useful for blocking slots in Google Calendar and finding tasks in Notion. This process is particularly useful for teams that want centralized schedule management without duplicates or time conflicts. | LinkedIn publishing automation via Notion: | A Make scenario can be configured to automatically publish posts, images, and videos directly from a Notion database. This centralizes content management and avoids manual publishing errors, while maintaining an organized feed. |
Instagram reporting to Notion: Automatically collecting key metrics on Instagram and recording them in Notion, making it easier to track content performance without manual effort or loss of information. These examples demonstrate that successful integration also depends on a detailed analysis of business needs, consideration of data volume, and rigor in scenario design. The community offers a wealth of resources, such as beginner tutorials on NoCodeFactory or advanced tips for Make that can provide step-by-step guidance in designing and managing automations. Automation Connected ToolKey Benefits
Google Calendar – Notion Synchronization
Google Calendar, Notion
Centralized scheduling, blocked time slots, automatic updates
- Automated LinkedIn posting from Notion LinkedIn, Notion
- Time savings on content management, avoids manual errors Instagram KPI reporting
- Instagram, Notion Simplified analysis, effortless performance tracking
https://www.youtube.com/watch?v=WwszM0lWnQA Technical Support and Prevention: Maintaining a High-Performance CRM Through Intelligent Automation A CRM is a strategic element for customer data management and sales efficiency. The incident caused by a failed Make scenario highlights the importance of seasoned technical support and proactive practices to prevent outages or service interruptions. Here are the recommended actions to ensure stability and business continuity: Constant monitoring of scenarios: Setting up alerts in the event of repeated errors or exceeding operating thresholds.
| Regular testing on pre-production environments: | Allows the detection of risky behaviors before going live. | User training: |
|---|---|---|
| Raise team awareness of best practices for no-code automation for CRM management through resources such as | No-Code Automation for Freelancers | or |
| No-Code Automation Tips | . | Exhaustive documentation and updated scenarios: |
| Document each step and each API call to facilitate troubleshooting by technical support and limit handling errors. | Disaster Recovery Plan: | Have a clear plan to quickly restore the CRM in the event of a major incident. |
the security and data protection center
. Preventive Action
Objective
- Associated Resources Monitoring and Alerts
- Detect Anomalies in Real Time MAKE Dashboard, Monitoring Tools
- Testing in a Pre-Production Environment Avoid Impacts in Production Simulations, CRM Sandboxes User Training Reduce Operational ErrorsGuides, Tutorials, Online Training
- Comprehensive Documentation Facilitate Troubleshooting
- Internal Wiki, Technical Data Sheets Disaster Recovery Plan
Rapidly Restore Service Emergency Procedures, Backupshttps://www.youtube.com/watch?v=Awees17Rh_o