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CRM sync

CRM sync pushes selected FunnelStory intelligence into Salesforce or HubSpot so revenue teams can report, automate, and message using the same scores and fields they already work with in the CRM. Use it when Marketing Ops or Sales Ops wants FunnelStory as the system of analysis but the CRM as the system of engagement.

What sync does (and does not do)​

  • Outbound — FunnelStory writes configured properties, metrics, activities, signals, subscriptions, and traits to CRM records on a schedule you choose (or manually).
  • Not a full data warehouse — Sync sends curated slices you opt into per configuration; it does not replace your CRM’s native objects or every column from the Account model.
  • Auditable — Each sync run records start/end time, success, counts, and errors so you can troubleshoot with your admin and Audit log entries.

Inbound CRM data still flows through your data connections and data models separately; CRM sync is the return path for FunnelStory-derived fields.

Supported systems​

CRMAccount-oriented syncUser-oriented sync
SalesforceYes — see Salesforce syncYes
HubSpotYes — see HubSpot syncYes

Both require an active, authorized Salesforce or HubSpot data connection in the same workspace.

Where to configure sync​

  1. Open Sync Data (path /syncs).
  2. Choose Add New Configuration (or edit an existing one).
  3. Pick Account sync or User sync, the connection, optional funnel stage filter (HubSpot account sync), property group naming (HubSpot), and the fields to include.
  4. Set schedule — intervals such as 1h, 3h, … 24h, or Manual only when you want human-triggered runs.
  5. Save, then Sync now (or wait for the next interval) to push updates.

Audience-specific sync​

Audiences can drive HubSpot static lists through a dedicated sync binding—see Audience sync.

When you need more than scheduled field sync​

Built-in CRM sync is ideal when you want stable, mapped fields on a cadence everyone can govern in RevOps.

Some situations need branching logic, lookups across the workspace, LLM judgment, or several CRM-side actions in one flow—for example “when renewal risk crosses a threshold, summarize the account, update a custom field, and only open an opportunity when the model says it is urgent.” For that, use AI agents together with CRM-oriented functions (see the functions reference). Agents are graphs of steps with triggers (schedule, signals, activities, manual runs, and more); they can pull FunnelStory intelligence and push updates through the same integrations your team already trusts, in richer patterns than a single sync configuration object allows.

Use CRM sync for broad, low-lift coverage of agreed fields; use agents when a specific playbook should run end to end.