Outbound only creates value if the pipeline it generates ends up somewhere useful. A meeting booked from a cold sequence needs to land in your CRM with the right contact record, the right activity history, and the right context for the sales rep taking the call. Without integration that process is manual, inconsistent, and easy to drop.
CRM integration is how we make sure that never happens.
What we connect
We integrate your outbound campaigns with your CRM before the first send goes out. The connection covers four things.
Contact records are created or updated automatically when a prospect enters an active sequence. If the contact already exists in your CRM we update the existing record. If they do not we create a new one. Either way your CRM stays current without anyone on your team doing data entry.
Activity logging records every touchpoint against the contact record. Emails sent, emails opened, links clicked, replies received. Your sales team can see the full outreach history for any contact before they get on a call with them.
Reply handling flags contacts who respond and updates their status in your CRM automatically. A reply that comes in at 9pm gets logged and the contact's record updated before anyone on your team has seen it.
Meeting booking pushes confirmed meetings directly into the calendar of the relevant sales rep and creates the associated CRM record with the context from the sequence. No manual handoff, no information lost between the outbound campaign and the sales call.
Which CRMs we work with
We integrate natively with HubSpot and Salesforce on most engagements. For teams using Close, Pipedrive, or other CRMs we work through our sequencing tools which support a wide range of integrations.
During onboarding we review your current CRM setup and agree on how the integration should work before anything goes live. If your CRM has custom fields, non-standard pipelines, or specific workflows that need to be respected, we account for those in the configuration rather than mapping everything to defaults.
Light versus complex integration
The level of integration we set up depends on your plan and the complexity of your CRM setup.
Light integration covers the basics. Contact creation and updating, activity logging, and reply status. This is what most teams need to start and it works well for straightforward CRM setups.
Complex integration goes further. Custom field mapping, deal creation and pipeline stage updates, multi-team routing, and integration with other tools in your stack such as your sequencing platform, your calendar tool, and your reporting dashboards. This is available on the Scale plan and is built out during onboarding based on your specific requirements.
Why this matters for your sales team
The sales rep taking an outbound-booked call should walk in knowing exactly what that person received, what they responded to, and what the context was. Without CRM integration that information lives in the outbound tool and does not travel with the contact.
With it, the handoff is clean. The rep has the full picture. The conversation can start from a position of context rather than starting cold again from scratch.
FAQ
What if our CRM is not set up properly before we start?
We will flag it during onboarding. A CRM that is missing key fields, has duplicate records, or has an unclear pipeline structure will cause problems for the integration. We can advise on what needs to be resolved before we connect but we do not manage CRM setup directly. If your CRM needs significant work we recommend addressing that before the campaign launches.
Can we control which contacts get pushed to the CRM?
Yes. We can configure the integration to only push contacts who meet specific criteria, such as contacts who have replied or contacts who have been in the sequence for a certain number of steps. This keeps your CRM clean if you do not want every contacted prospect appearing in your pipeline automatically.
What happens to CRM records when a contact unsubscribes?
The contact gets added to the suppression list immediately and their CRM record gets updated with the opt-out status. They will not receive any further outreach and the status is visible to your team in the CRM.