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CRM Sync and Pipeline Analytics
Your platform and your CRM finally agree, and the pipeline shows real velocity.
A bidirectional sync between your data platform and the CRM your team works outreach in, with non-destructive merging, fail-open intake forms, and analytics that show deal velocity rather than activity. One to two weeks on the CRMs we already run.
Discuss this engagementWho this is for
- Teams with both an internal data platform and a CRM
- Organisations moving off a CRM nobody trusts
- Leaders who want a pipeline view that is not a spreadsheet
The situation
Most teams end up running two systems that never fully agree. Outreach gets logged in the CRM because that is where the sales or investor-relations team already lives day to day. Enrichment, scoring and analysis happen in the data platform because that is where the model runs. Neither system has the full picture, and nobody trusts either one completely.
The gap shows up at the worst moments: a contact scored highly in the platform never makes it into an active sequence in the CRM, or a reply logged in the CRM never reaches the model that should update the score. Reporting to leadership becomes an exercise in reconciling two spreadsheets by hand.
What changes
A sync keeps both systems current without either one becoming the single point of failure. Each field has a clear owner, changes move both ways as they happen, and the record your team works from in the CRM matches what the platform actually knows.
The goal is not one system replacing the other. It is one truth, visible in both.
Analytics sit on top of the synced record and show pipeline velocity, where deals are moving and where they are stuck, instead of activity counts that look busy without saying much about progress.
A rep working the CRM no longer asks the data team whether a score changed, it already shows in the field they are looking at. Leadership's pipeline review pulls from the same analytics view instead of two exports stitched together by hand.
How it runs
- 01
Map objects and decide field ownership
- 02
Build and test the sync in a sandbox
- 03
Wire intake forms and enrichment events
- 04
Ship analytics views and a runbook
The sync is built and tested in a sandbox against your CRM before anything touches production data, so the first live sync is a formality rather than a leap of faith.
What you receive
The sync itself, running against your CRM's API on the field-ownership rules you signed off, so both systems stay current without anyone copying data by hand. An admin screen where your team can see sync status at a glance and resolve the rare conflict directly, instead of opening a ticket with us every time two records disagree.
Analytics views built around the pipeline questions leadership actually asks, so a Monday review starts from real movement rather than a guess dressed up as a chart. And a written runbook covering how the sync behaves day to day, what to do if it stalls, and how to extend it to a new object or field later without our involvement.
The engagement
- Format
- Integration build against your CRM's API, admin sync screen, analytics views, written runbook
- Duration
- One to two weeks
- Typical range
- Engagements in this shape typically run one to two weeks and $4,500 to $7,500.
- What we need from you
- Admin access to the CRM
- A decision on which system wins each field
- A short list of the pipeline questions leadership actually asks
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Questions
Which CRMs?
We integrate directly with CRMs that expose a proper API, and we have built against several of the common ones. A legacy CRM without a usable API is still in scope, handled through export rather than a live sync.
What does bidirectional mean here?
Each system owns the fields it is best placed to own, your platform owns enrichment and scoring, your CRM owns outreach status, and changes flow both ways between them. Nothing is overwritten silently; conflicts are surfaced, not guessed at.
What if the sync fails?
Intake forms are built to fail open into your platform if the sync itself is down, so a lead is captured even when the CRM side is unreachable. The sync catches up once it is back, rather than losing anything in between.
Can you replace the CRM instead?
Sometimes replacing the CRM is the better call, usually when trust in it is already gone. We say so plainly if that is what the situation calls for, rather than building a sync onto something not worth keeping.
A conversation first, then a written scope.
Discuss this engagement