Written by: Amanjit Somal
Who this article is for:
CRM admins and experts helping with the Hook implementation for your organisation.
CRM Data Mapping to Hook
CRM data mapping involves aligning data fields between your CRM and Hook. This is usually Salesforce or Hubspot, or in some cases directly from CRM tables in your data warehouse.
A CRM (Customer Relationship Management) system is a tool that helps businesses manage interactions with customers and prospects.
Your organisation's CRM data defines the following in Hook:
Accounts: Your customers and their data.
Subscriptions: Contracts with your customers.
Hook Users: CSMs, Sales people and Revenue Leaders with access to Hook.
Contacts: Important people for each account e.g. Champion, Economic Buyer.
Meetings: Interactions between Hook Users and Contacts.
Notes: Comments added to accounts.
Risks: Positive or negative flags on accounts which inform account health.
Importance of CRM Data Mapping
Accurate data mapping ensures:
Clear visibility into your account, ARR or MRR, subscriptions, account activity, CSM and AM ownership and account hierarchy in Hook.
Accurate ARR and renewal history used to inform churn predictions for Hook’s model.
Consistent and reliable data syncing between Hook and your organisation’s CRM.
A view of key CRM account information in Hook, visible in the Customer Details section on accounts.
Hook does not replace or replicate a CRM. Hook uses important data points from your CRM to accurately display your customers.
How to Map CRM Data to Hook
Identify Key Data Points: Work with your team to list the essential data tables and fields in Hook that correspond to CRM fields.
Review CRM Schema: Understand your CRM’s field structure, including standard and custom fields using the Hook Schema below.
Map Fields: Align each Hook data point with the corresponding CRM field. Use the examples below as a reference.
Finalise: Save the data mappings. Share them with relevant stakeholders during Hook implementation.
Data Mappings
Discover the key data points required for mapping data from the following CRM objects to Hook:
Accounts
Subscriptions
Users
Contacts
Meetings
Notes
Risks
Accounts, subscriptions and users are mandatory for implementation.
Accounts
Accounts are entities (e.g. companies) that have a business relationship (buy side) with your organisation.
Account data mappings are mandatory for implementation.
Field | Type | Description |
Unique Identifier (ID) | Mandatory | The unique identifier of the account within the CRM (e.g Group ID in CRM). |
CRM | Mandatory | The name of the customer CRM containing the account details (in CRM). |
Name | Mandatory | The name of the account (e.g Tech Ltd). |
City | Optional | The city within the legal address of the account (e.g New York). |
Country | Optional | The country within the legal address of the account (e.g United States of America). |
Timezone | Optional | The timezone of the account (e.g GMT-4). |
Domain | Optional | The domain (e.g website) of the account (e.g hook.co). |
Employee Count | Optional | The total employee count of the account (e.g 8600). |
Account Owner | Optional | The unique identifier of the account owner, usually a Customer Success Manager (e.g Salesforce ID, HubSpot ID). |
Account Owner CRM | Optional | The name of the customer CRM containing the account owner’s details (e.g Salesforce, HubSpot). |
Segment | Optional | The segmented group of the account. This could be the industry, use case, or a combination of factors (e.g Finance Technology). |
Region | Optional | The region of the account. This could be the country, continent, or economic region (e.g Europe). |
Parent Id | Optional | The parent account for accounts in an account hierarchy structure. This can be multi-layer such as parent id or ultimate parent id. |
Other + | Optional | Any other additional differentiator on the account level that would be useful to identify churn/renewal (e.g Customer Type, Licenses). |
Subscriptions
Subscriptions are contracts with your customers. They define usage of the sold product, price and start and end dates of the agreement. If parts of your product are licensed separately, then an individual subscription is required for each.
Subscription data mappings are mandatory for implementation.
Field | Type | Description |
CRM | Mandatory | The name of the customer CRM containing the subscription details (e.g CRM). |
Unique Identifier (ID) | Mandatory | The unique identifier of the Hook subscription within the CRM (e.g Group ID in CRM). |
Unique Identifier of Account | Mandatory | The unique identifier of the account within the CRM to which the subscription relates. |
CRM of Account | Mandatory | The name of the customer CRM containing the account details. |
Name | Mandatory | The name of the subscription. |
Value | Mandatory | The value of the subscription in terms of annual recurring revenue (e.g 50,000). |
Currency + Rate | Mandatory | The currency used for the value of the subscription (e.g USD). Used to normalize value to a reporting currency. |
Start Date | Mandatory | The start date of the subscription. |
End Date | Mandatory | The current end date of the subscription. |
Renewal Cycle | Mandatory | E.g End of Contract or Monthly Billing. |
Agreed Usage | Optional | The contracted usage (e.g API Credits, Seats). |
Auto Renewing | Optional | Does the subscription restart automatically at the agreed end date? |
Type of Subscription | Optional | The type of subscription, such as renewal, expansion, contraction. |
Salesperson | Optional | The full name of the salesperson responsible for the subscription (e.g Reb Comer). |
Unique Identifier of Salesperson | Optional | The unique identifier of the salesperson linked to the subscription within the CRM. |
CRM of Salesperson | Optional | The name of the CRM which contains the details of the salesperson. |
Other + | Optional | Any other additional differentiator on the subscription level that would be useful (e.g. Billing Cycle, Seats). |
Hook Users
These are users of Hook. They are usually Customer Success Managers, Revenue Leaders and Sales people. This data enables users to log into Hook and access their accounts
Hook user data mappings are mandatory for implementation.
Field | Type | Description |
Unique Identifier (ID) | Mandatory | The unique identifier of the Hook user within CRM. |
CRM | Mandatory | The name of the customer CRM containing the user details. |
First Name | Mandatory | The first name of the Hook user. |
Last Name | Mandatory | The last name of the Hook user. |
Mandatory | The email of the Hook user. |
Contacts
Contacts are the communication details of important people on accounts. For example, Champions and Decision Makers.
Hook can also integrate with cadencing tools such as Salesloft to dynamically start cadences to increase engagement (e.g. targeting power users and champions). Find out more here.
Column | Type | Description |
Unique Identifier (ID) | Mandatory | The unique identifier of the contact within the CRM (e.g Salesforce ID, HubSpot ID). |
CRM | Mandatory | The name of the customer CRM containing the contact details (e.g Salesforce, HubSpot). |
Unique Identifier of Account | Mandatory | The unique identifier of the account within the CRM (e.g Salesforce ID, HubSpot ID) which the contact relates to. |
CRM of Account | Mandatory | The name of the customer CRM containing the account details (e.g Salesforce, HubSpot). |
Created Date | Optional | The created date of the contact within the CRM. |
First Name | Mandatory | The first name of the contact (e.g Firaas). |
Last Name | Mandatory | The last name of the contact (e.g Rashid). |
Mandatory | The email of the contact (e.g [email protected]). | |
Contact Type | Optional | The contact type (e.g Champion, Decision Maker, Blocker). |
Meetings
Meetings are communication events that occur between contacts of an account and an individual at your company. Typically the Salesforce events or Meetings table. Participants are the individuals attending the meeting.
Meetings
Column | Type | Description |
Unique Identifier (ID) | Mandatory | The unique identifier of the meeting within the CRM (e.g Salesforce ID, HubSpot ID). |
CRM | Mandatory | The name of the customer CRM containing the meeting details (e.g Salesforce, HubSpot). |
Start Date | Mandatory | The date and time the meeting began. |
End Date | Mandatory | The date and time the meeting ended. |
Topic | Optional | The title or subject of the meeting. |
Meeting Participants
Column | Type | Description |
Unique Identifier | Mandatory | The unique identifier of the participant within the CRM (e.g Salesforce ID, HubSpot ID). |
CRM | Mandatory | The name of the customer CRM containing the participant details (e.g Salesforce, HubSpot). |
Unique Identifier of Meeting | Mandatory | The unique identifier of the meeting within the CRM (e.g Salesforce ID, HubSpot ID) which the contact relates to. |
Meeting Source | Mandatory | The name of the customer CRM containing the meeting details (e.g Salesforce, HubSpot). |
Notes
Notes (or ContentNotes in Salesforce) are text-based entries made by CSMs or other owners for an account to add comments to records. These can be brought into Hook and displayed on accounts.
Additionally, users of Hook can add notes for an account in Hook and have this synced back to your CRM (Salesforce). This is a bidirectional sync.
Column | Type | Description |
Unique Identifier (ID) | Mandatory | The unique identifier of the note within the CRM (e.g Salesforce ID, HubSpot ID). |
CRM | Mandatory | The name of the customer CRM containing the note details (e.g Salesforce, HubSpot). |
Unique Identifier of Account | Mandatory | The unique identifier of the account within the CRM (e.g Salesforce ID, HubSpot ID) which the note relates to. |
CRM of Account | Mandatory | The name of the customer CRM containing the account details (e.g Salesforce, HubSpot). |
Note detail | Mandatory | Note attributes and url for the notes relating to the account details. |
TextPreview | Optional | The extra text preview details and notes related to the notes made by account owners. |
Risks
Risks are positive or negative flags on accounts that can’t be identified by product usage or other data features. Examples: acquisition, resignation of champion and budgetary constraints.
Column | Type | Description |
Unique Identifier (ID) | Mandatory | The unique identifier of the risk within the CRM (e.g Salesforce ID, HubSpot ID). |
CRM | Mandatory | The name of the customer CRM containing the risk details (e.g Salesforce, HubSpot). |
Unique Identifier of Account | Mandatory | The unique identifier of the account within the CRM (e.g Salesforce ID, HubSpot ID) which the risk relates to. |
CRM of Account | Mandatory | The name of the customer CRM containing the account details (e.g Salesforce, HubSpot). |
Risk Level | Mandatory | The risk’s overall effect on the account (e.g. very bad, bad, medium, good). |
Raised Date | Mandatory | The date and time the risk began to affect the account. |
Closed Date | Mandatory | The date and time the risk finished affecting the account. |
Summary | Optional | A short description of the risk. |
Note | Optional | A full description of the risk. |
Outcome | Optional | A full description of the final outcome of the risk. |
Unique Identifier of Opportunity | Optional | The unique identifier of the opportunity within the CRM (e.g Salesforce ID, HubSpot ID) which the risk relates to. |
CRM of Opportunity | Optional | The name of the customer CRM containing the opportunity details (e.g Salesforce, HubSpot). |
❓Frequently Asked Questions
Can I add custom data points to Hook?
Create custom fields in Hook using data from your organisation’s CRM. These data points will the appear in the Customers table and the
How often does data sync between Hook and our CRM?
Data from your organisation’s CRM is updated daily in Hook.
What happens if there’s data discrepancies between Hook and our CRM?
Data discrepancies cause errors and incorrect reporting. Regularly review CRM mappings to Hook and validate data integrity during syncs. Flag any custom fields which may have data mismatches to [email protected] and the Hook team will investigate.