CRM activation
CRM activation in the Marketing area (Growth) — route /marketing/crm-activation.
CRM activation lives in the Marketing area of the dashboard, under Growth.
At a glance#
| Dashboard route | /marketing/crm-activation |
| Area | Marketing (marketing) |
| Group | Growth |
| Platforms | Available for every app platform. |
What it does#
CRM activation pushes your product data out to the systems your commercial teams work in. You define what gets sent, run it, and see the status and history of each activation.
The direction matters: this is outbound. Product behaviour — what users did, which segment they are in, how engaged they are — goes to the CRM, so that a salesperson or a success manager sees it next to the account they are about to call.
When to use it#
When the people who talk to customers are not the people who look at dashboards. That is nearly always true, and it is the gap this closes: analytics that only exists in a dashboard reaches whoever opens the dashboard, which in most companies is a handful of people.
The specific win is a sales or success team that can see behavioural signals — at-risk, highly engaged, stalled in onboarding — without leaving the tool they already live in.
Workflow#
Send few fields, chosen deliberately
A CRM record with forty new product fields is a CRM record nobody reads. Two or three that change a conversation are worth more.
Send signals, not raw events
"At risk, last active 21 days ago" is actionable by a human. A stream of raw events is not.
Run once and check what arrived
Field mapping mistakes are much cheaper to find on one run than after a full sync.
Agree what the fields mean with the team using them
A field labelled "engagement score" that nobody can explain gets ignored or, worse, misinterpreted in a customer conversation.
Permissions and prerequisites#
Requires a connected CRM with credentials permitting writes, and identified users — a record cannot be matched to a CRM contact without a shared identifier, usually email.
Limits and edge cases#
Matching depends on a shared identifier. Users your app has not identified cannot be matched to a contact.
Runs are point-in-time. A signal sent today becomes stale in the CRM; re-run on a cadence or the field lies.
Data leaves the platform's controls. Redaction and retention here do not apply to what is now in your CRM — see Data privacy.
CRM field limits and types apply, and a type mismatch fails per record rather than loudly.
Troubleshooting#
Few records matched. Identifier mismatch — your app identifies by user id and the CRM keys on email, or similar. Check what identify sends.
Run failed. Credentials or write permissions at the CRM, most often. Confirm the target fields still exist.
Fields are stale. Activation is not scheduled, or has not run since the underlying signal changed.
Where the data comes from#
Served by
CRM activation