CRM systems
We connect Salesforce, HubSpot, Pipedrive, and other CRM platforms — in practice, any CRM with an API, which is nearly all of them. As with every Advizr integration, the connection is built by your FDE for the specific workflows in your engagement; there is no generic two-way sync toggle to switch on in the portal.
That specificity matters most with CRMs, because a CRM connection is only as good as its field mapping — and field mapping is a design decision, not a default.
What it enables
- Leads delivered into your pipeline. Our lead generation systems source, research, and qualify prospects, then deliver them into your sales process — with the research attached, so your team opens every conversation informed.
- Pipeline dashboards. Dashboards that pull live CRM data: where every deal stands, conversion rates by stage, revenue forecasts — without anyone compiling a report.
- Record hygiene automations. Keeping contacts and deals updated from the other systems in your stack, instead of relying on reps to copy-paste.
- Follow-up workflows. Automated reminders and routing so deals don’t stall because a task sat unassigned.
What your FDE will request
Typically, a dedicated integration user or API credential with access limited to the objects the workflows touch — usually contacts, companies, and deals, plus the specific custom fields involved. A dedicated credential (rather than borrowing a rep’s login) keeps the integration’s activity visible in your CRM’s audit history and survives staff changes.
The request names the objects, the access level (read versus write), and the workflow each grant serves.
Prerequisites
| Prerequisite | Why it matters |
|---|---|
| CRM admin access available to create credentials | Only an admin can issue an integration user or API key |
| API access included in your CRM plan | Some CRM tiers restrict or meter API access — your FDE confirms this during scoping, before anything is promised |
| Defined pipeline stages and required fields | Mapping needs a source of truth; “we use stages loosely” becomes “the dashboard is wrong” |
| A duplicate-handling decision | When an inbound lead matches an existing contact, should the workflow update, skip, or flag? Decide once, up front |
Field mapping: the part worth slowing down for
Before anything is written to your CRM, you and your FDE agree on a mapping: which workflow outputs land in which CRM fields, which system wins when both have a value, and what happens to records that don’t match cleanly. This is documented and shared — when someone asks “where did this field come from?” six months later, there’s an answer.
What the process looks like
Your FDE identifies the objects, fields, and direction of flow each workflow needs, and confirms your CRM plan supports the API access involved.
Your CRM admin creates the integration user or API key per the access request.
You review and sign off on the mapping document — fields, conflict rules, duplicate handling.
The workflow runs against a small, agreed slice of records so you can verify behaviour in your real CRM before it touches everything.
Full go-live, with runs visible in Runs and the mapping kept current as your CRM evolves.
Troubleshooting basics
- Records stopped flowing. Check whether the integration credential was deactivated (common during CRM user audits) and whether your CRM’s API limits were hit. Then check Runs for failed executions.
- Data landing in the wrong fields. Almost always a CRM-side change — a field renamed, a stage added, a required field introduced. Tell your FDE what changed in Chat; the mapping gets updated as part of the engagement.
- Duplicates appearing. Revisit the duplicate-handling rule — it may be correct but mismatched to how your team actually enters records.
- Numbers on the dashboard don’t match the CRM. Usually a filter or stage-definition mismatch rather than missing data. Flag the specific record that looks wrong; one concrete example beats a general report.
Next steps
- Integrations overview — how all connections work in an engagement
- Lead generation systems — the build that makes a CRM connection earn its keep
- Custom integrations — for CRMs or sales tools beyond the usual platforms