EMBEDDED EXPERIENCE THROUGH BIDIRECTIONAL INTEGRATION OF CRM APPLICATIONS AND SPREADSHEET APPLICATIONS

Technologies are generally provided for providing an embedded experience through integrating a spreadsheet application with a customer relationship management (CRM) application to enable bi-directional functionality such that access to at least some of the functionality and data of the CRM application may be provided through the spreadsheet application, and spreadsheet application functionality for manipulating CRM application data may be provided within the CRM application. A spreadsheet application may be opened within the CRM application and columns and fields may be customized, columns may be sorted, new columns and fields may be created, data may be changed, and calculations may be performed automatically employing native spreadsheet capabilities to analyze CRM data. Similarly, an external spreadsheet application may be automatically populated with synchronized CRM data, and data manipulated in the spreadsheet application may be continuously updated at the CRM application.