Understand the Salesforce Integration

Understand how the Salesforce integration works, including the data flow, workflow structure, and technical implementation details.

Integration Architecture

The Salesforce integration uses Zapier workflows to connect WhatConverts and Salesforce in both directions. Each type of data you want to sync requires its own Zap.

Each Zap monitors one platform for specific events, such as new leads or opportunity updates, maps the relevant fields, and then creates or updates the corresponding record in the other platform.

This approach keeps data synchronized while giving you full control over what is sent and when.

Understand the Salesforce Objects

Salesforce uses specific objects to organize data. For the WhatConverts integration, you'll primarily work with:

• Leads: Potential customers who haven't been qualified yet. WhatConverts leads typically create Salesforce lead records.
• Opportunities: Qualified sales prospects with associated deal values. These are used to track revenue and send sales data back to WhatConverts.
• Contacts/Accounts: When leads are converted in Salesforce, they become contacts associated with accounts. The integration focuses on the lead and opportunity stages.

Data Flow Options

The Salesforce integration supports two data flow directions:

From WhatConverts to Salesforce

• New leads trigger workflows that create lead records in Salesforce
• Lead information includes name, phone, email, and other tracked details
• Marketing attribution data (source, medium, campaign, keyword) is stored in Salesforce fields
• The WhatConverts Lead ID can be stored as a custom field for future reference

From Salesforce to WhatConverts

• Opportunity updates in Salesforce trigger workflows that update existing leads in WhatConverts
• Opportunity values, closed amounts, and stage changes flow back to WhatConverts
• The WhatConverts Lead ID (if stored) connects the Salesforce opportunity to the correct WhatConverts lead
• Trigger events include "New Opportunity", "Updated Opportunity", or "Opportunity Matching Filter"

WhatConverts to Salesforce Workflow Structure

The lead-to-lead workflow follows a simple structure:

• Trigger: A new lead is created in WhatConverts (from a phone call, form submission, or chat)
• Create Lead: The workflow creates a new lead in Salesforce with the lead information
• Map Fields: Contact information, marketing attribution data, and optional custom fields are populated
• Store Lead ID (Optional): The WhatConverts Lead ID can be saved as a custom field on the Salesforce lead record for future updates

Salesforce to WhatConverts Workflow Structure

The sales tracking workflow follows a more complex structure to ensure proper data matching:

• Trigger: An opportunity is created or updated in Salesforce (trigger events: "New Opportunity", "Updated Opportunity", or "Opportunity Matching Filter")
• Find or Identify Lead: The workflow identifies which WhatConverts lead to update, either by:
  • Using a stored WhatConverts Lead ID (if available)
  • Searching by contact information (phone or email)
• Update Lead: The workflow updates the correct lead in WhatConverts with opportunity values
• Alternative - Find Lead: If no Lead ID is stored, the workflow searches for the lead in WhatConverts using contact information (phone or email) before updating

Integration Limitations

The Salesforce integration has several important limitations to consider:

• Separate Workflows Required: You must create and maintain distinct Zapier workflows for each data flow direction.
• Zapier Account Required: This integration relies on Zapier as the middleware platform, meaning you need an active Zapier account and your workflows count against any applicable Zapier usage limits.
• Lead Conversion Tracking: When leads are converted to contacts/accounts in Salesforce, tracking the connection back to WhatConverts may require additional workflow configuration.

Related Topics

• What is the Salesforce CRM Integration?
• Connect WhatConverts to Salesforce
• Send Leads from WhatConverts to Salesforce
• Send Quote and/or Sales Value from Salesforce to WhatConverts