Currently Accounts are fairly static. While they can be updated by importing an updated list, this is a manual process. It would be very helpful to dynamically reference an external datasource. The ability to pull data from a web service is there but it cannot be scheduled and the import format cannot be modified. Because the import format is statically defined, it is not possible to connect to an existing REST API to get the data that doesn't conform to the simple key/value format e.g. QuickBooks Online. Instead, we must develop an intermediary web service as a go-between. I suggest taking a look at Elements Connect for an example of how to provide an easy and flexible way to define the import mapping from a REST API.
One possible approach may be to allow for the use of existing custom fields. For example, we use Elements Connect to pull data from QuickBooks Online and Salesforce. If we could use these fields instead of the built-in Account field, or find a way to link the two, that would solve the problem in a simple and efficient way.
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