Criteria for deciding
The first criterion is how fast the information changes and how up to date the user needs it to be. Data that changes several times a day and has to be correct at the moment of decision, such as the status of an order, favours querying or very frequent synchronisation. Data that rarely changes, such as a customer's billing address, can be synchronised less often.
The second criterion is autonomy. If the invoicing system has to issue invoices even when the CRM is under maintenance, it needs its own copy of the customer data, and synchronisation is the natural option. If the system can wait for the source without harming the work, querying avoids duplicating information.
The third criterion is access and recording rules. The more sensitive the information, the more important it is to limit the places where it exists and the people who access it, which tends to favour querying with well-defined permissions. Whatever the approach, it should be possible to know which data moved, when and on whose initiative, with a level of detail proportionate to the risk of the process. In sectors with specific requirements, this choice should be made with those who know the applicable obligations, as we explained in the article on digital transformation in regulated sectors.
The criteria rarely all point to the same approach. A company may need very up-to-date data and, at the same time, need a system to keep working when the source is unavailable. In that case, the choice is not simply between querying and synchronising: it may involve querying the source whenever possible and keeping a frequently updated copy for periods of failure, with rules on how often it is updated and on what the system does when the copy may be out of date. The solution comes from balancing operational needs against the technical limitations of the systems.