Connecting Hook Data to Other Systems
Hook holds a lot of context about your accounts: Engagement Levels, signals, renewal dates, ARR, key metrics, notes and assigned owners. Most teams want at least some of that context to show up somewhere other than Hook - in your CRM, in a dashboard, in Slack, or in whichever tool a CSM has open at the time.
There are four ways to do this with Hook data:
Data Sync: Sync account-level fields in Hook to your CRM
Webhook automations: Share data to other systems based on a trigger
Hook API: Pull data across Hook that can be shaped later
Hook MCP: Ask questions about Hook data using your organisation's AI tool
Speak to your Account Manager about accessing Hook MCP
At a glance
See the use cases for each method below:
| Data Sync | Webhook automations | Hook API | Hook MCP |
What it does | Keeps chosen Hook fields updated on the CRM account record | Sends a shaped message to an external system when something happens | Lets you pull Hook data out on your own terms | Lets an AI assistant query Hook data in natural language |
Direction | Hook → CRM | Hook → any system | Hook → anywhere | Hook → AI tool |
Timing | Automatic, daily | Real time, on the event | On your schedule | On demand, conversational |
Destinations | Salesforce, HubSpot | Anything accepting an HTTP request | Anything | LLM tools |
Technical skill needed | None (CRM admin access required to create new fields for sync) | Some - JSON and a destination URL | A developer | None |
Read or write | Read out of Hook | Read out of Hook | Read only | Read only |
The quickest way to narrow it down: if you know exactly which account-level fields you want and they belong in your CRM, use Data Sync. If you need something to happen the moment an event fires, use a webhook. If you need everything, or a destination the first two can't reach, use the API. If someone just wants to ask questions, point them at the MCP.
Data Sync
Data Sync maps individual fields on Hook accounts to fields on account records in your CRM. When a field updates in Hook, it updates in your CRM.
What it's good at
No code. Configured entirely in settings. No technical skill required.
Updates automatically. Once active, the sync runs daily — nobody has to remember to refresh anything.
Granular control. Each sync is independent. Add, pause or remove one without affecting the others.
Where it falls short
Account-level data only. Can only sync data from the Customers table to CRM account or contact objects.
CRM only, one direction. Salesforce and HubSpot are the supported destinations. Data only travels Hook → CRM. It cannot come back the other way through Data Sync.
A matching CRM field is needed per sync. Each Hook field needs a corresponding CRM field of the same data type. For picklists, values have to match exactly — and they're case sensitive.
No customer-facing logs yet. If a sync isn't behaving as expected, you can't inspect it yourself. Raise it with support.
Best for: Engagement Level, Overall Level, Active Signal Type and similar fields on the CRM account page. The simplest way to give AEs and CSMs health context without pulling them into Hook.
Webhook Automations
Webhook automations send a message from Hook to an external system the moment a trigger condition is met.
What they're good at
Real time. The webhook fires as the event happens, rather than waiting for a sync or a scheduled pull.
Fully shapeable output. You define the JSON payload and use Hook template variables, so the message arrives in whatever structure the destination expects.
Automation logs. Select View logs on the webhook action to confirm it's firing and see errors against recent runs.
Works with low-code automation tools. Build automations with Hook data using tools like Zapier, Make and Power Automate.
Where they fall short
Needs a destination URL and some JSON familiarity. Building the automation in Hook doesn't require code, but you'll need access to the receiving system to generate the webhook URL — and constructing the payload is easier with JSON experience.
One event at a time, from activation onwards. A webhook only fires for events that happen after the automation is switched on. It's not suited to bulk extracts or historical data.
Best for: Microsoft Teams alerts, auto-creating tickets, and simple updates into external systems Hook doesn't have a native integration with.
Hook API
The Hook API is a REST API that lets you read data out of your Hook workspace programmatically.
What it's good at
Full record detail in one response. Custom field values, per-product status and ARR, key metrics, assigned member roles and CRM source IDs all come back together, rather than field by field.
Any destination. A BI tool, a data warehouse, a spreadsheet, a no-code tool, an internal app — anywhere you can make an HTTP request.
You control timing, shape and schedule. The most flexible option in this list.
Where it falls short
Read-only. You can read data out of Hook, but you can't create or update anything in Hook through the API.
Needs a developer. Data has to be pulled on a schedule you build and maintain. It isn't real time.
Limited filtering. Server-side filtering is currently restricted — you can't filter by assigned CSM, segment or custom field value, so those filters have to be applied on your side after pulling records. Improvements here are actively being worked on.
Best for: Leadership churn-risk dashboards, landing Hook data in a warehouse alongside product and billing data, and sycning Hook notes to your CRM notes.
Hook MCP
The Hook MCP connects Hook to AI tools — including clients like Claude — so anyone can ask questions about accounts in natural language rather than building a report.
What it's good at
No code or technical skill to set up. Least technical setup of all four options. There's nothing to configure in Hook and no payload to build.
Meets people where they already are. If your team already works in an AI assistant day to day, this brings Hook data into that workflow rather than asking them to switch tools.
Queryable from anywhere. The same intelligence that powers Hook — health, risk and upsell signals, metrics, notes and next best actions — becomes available inside LLM workflows and third-party AI clients.
Where it falls short
Output isn't deterministic. This is the nature of AI-generated responses. The MCP isn't the right foundation for a recurring report or a number that goes to your board.
Set-up is per person, not organisation-wide. Each person configures and uses it their own way. Good work isn't automatically visible to the rest of the team, and there's no shared view of usage.
Read-only. Like the API, the MCP reads data out of Hook and cannot write back to it.
Token cost is with your AI tool. This isn't handled by Hook.
Best for: Exploratory questions e.g. "which of my accounts have an active risk signal?" and pulling together context for something like a QBR deck or success plan.
Choosing the Best Option
When considering which option to use for building applications with Hook data, consider:
Start with Data Sync if the destination is your CRM. Lowest effort, covers the most common need: health context where your revenue team already works.
Use a webhook when timing matters. If the value of the information drops the longer it takes to arrive — an escalation, a churn signal on a major account — a webhook beats anything on a schedule.
Move to the API when the other options run out of room. That's usually when the destination isn't a CRM, you need far more than a handful of fields, or you need history and bulk data rather than single events.
Treat the MCP as a complement, not a replacement. It's excellent for asking questions but not sophisticated enough for reporting. It doesn't remove the need for Data Sync or the API.
These options aren't mutually exclusive. Most mature setups use several. A typical combination: Data Sync putting Engagement Level on the Salesforce account record, a webhook posting high-severity signals into Teams, the API feeding a monthly leadership dashboard, and CSMs using the MCP for account prep.
❓ Frequently Asked Questions
Can I use more than one of these at once?
Yes, and most teams do. They operate independently and don't conflict.
Which options can write data back into Hook?
None of them. Data Sync and webhooks send data out of Hook. The API and MCP read data out of Hook. Getting data into Hook happens through integrations, not through these options. Reach out to [email protected] if you have any questions.
Which is the fastest to set up?
Data Sync, provided the CRM field already exists — it's a few clicks in settings. The MCP is also quick, but is set up per person rather than your entire organisation.
Which one should I use to get Hook notes into my CRM?
Pulling notes and writing them into your CRM with a script is possible to set up with the Hook API.
We don't have any development resource. What can we still do?
Data Sync needs none. Webhook automations need no code in Hook, though you'll want help generating the destination URL and building the payload. The MCP needs no technical skill. That covers most common needs - the API is the only one that genuinely requires a developer.
Why isn't my Data Sync field updating?
Check the sync is active, that the CRM field is the same data type as the Hook field, and that picklist values match exactly including case. If it all looks right, raise it with [email protected] - customer-facing sync logs aren't available yet, so support will need to check from their side.
How do I know my webhook is working?
Open the webhook action in the automation and select View logs. That shows recent attempts and any errors. Find out more about automation logs here.