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Overview

Bidirectional syncs let you use Salesforce data in Unify and keep Salesforce up to date with your team’s activity. Use CRM data to filter records, apply exclusions, and automate outreach, then sync records and activity back to Salesforce. Enable Bidirectional syncs after configuring your mappings and sync rules. Follow the Salesforce integration guide for setup instructions.

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Syncing changes to Salesforce

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Sync rules

Sync rules determine which actions in Unify create or update Salesforce records. You can configure rules for prospecting a person, enrolling them in a sequence, email activity, task activity, and logged call outcomes. In Settings → Salesforce, open Sync rules. Choose a behavior for each event: For example, use Sync if already exists for prospecting to update people already in Salesforce. Choose Sync to also create records for new prospects. Click Save after changing your rules. Plays can also create or update records through a Salesforce sync action. These explicit actions use the workspace connection and run according to the play, independently of automatic sync rules. Bidirectional syncs must be enabled. See the play action reference. When automatic writes use personal connections, the account depends on the triggering action. See How Unify uses the connections.

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Overwriting data

Mapped sync writes use the write behavior selected for each field. Review these settings before enabling writes: some behaviors replace existing Salesforce values. Overwrite on manual edit is available only for supported Unify fields. Configured default values fill empty fields. See Field mappings for configuration. Chat writes the values requested by the user, subject to the connected Salesforce account’s permissions. See Connection preferences for personal account selection.

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Duplicate prevention

Before creating a Salesforce record, Unify looks for an existing match. It updates the matched record according to your field mappings. If there is no match, Unify creates a record when the sync allows creation. Matching rules vary by object, as described below. Unify does not merge existing Salesforce duplicates.

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Supported objects

Unify can sync an account alongside its contact, or when a Salesforce sync action runs within a play that is running on companies.If there is an existing account that matches the Unify company being written, it is selected for the update. Matches are determined based on the domain of the company website, using normalized domains. If there are no matches and the sync rule or action allows record creation, Unify creates an account.If multiple accounts match the Unify company, one is selected for the update.
Unify writes Salesforce contacts when Write people as is set to Contacts and accounts. When Leads is selected and no matching lead exists, Unify can update an existing contact instead.Matches are determined based on email address. If no record matches, Unify can create a contact when Contacts and accounts is selected and the sync rule or action allows creation.If multiple contacts match the Unify person, one is selected for the update.
Unify writes Salesforce leads when Write people as is set to Leads. When Contacts and accounts is selected and no matching contact exists, Unify can update an existing lead instead.Matches are determined based on email address. If no record matches, Unify can create a lead when Leads is selected and the sync rule or action allows creation.If multiple leads match the Unify person, one is selected for the update.
Email sync can write Salesforce email messages or tasks, according to the connection’s settings. To write email message records, Enhanced Email must be enabled in Salesforce.Email sync looks for an existing record before creating one, using the message identifier when available. Mapped email activity values can also update an existing record, subject to the mapping behavior and Salesforce permissions.Enabled sync rules can write emails sent through Unify sequences or manual tasks, and replies to those emails. The corresponding person must already exist in Salesforce as a contact or lead, or the sync behavior must allow Unify to create the related record.Email messages can include mapped email activity fields such as subject, content, sent time, bounce status, click count, open timestamps, spam status, opt-out status, the enrolling play, and sequence name. These values are written only when the relevant event exists and the mapped Salesforce field is writable by the Salesforce account used for the write.
When a call outcome is logged and its sync rule allows writing, Unify writes the call using the Phone call mapping. The activity is linked to the matched person in Salesforce. Available notes, disposition, duration, recording, and transcript data can accompany the call.See Syncing calls to your CRM for provider differences and troubleshooting.
Unify writes eligible Unify tasks to the Salesforce Task object. This includes ready or completed non-email tasks, such as phone-call and action-item tasks, and completed email or reply tasks. Unify does not write email tasks to Salesforce before they are complete because email sending is controlled in Unify.Salesforce tasks are related to the corresponding Salesforce contact or lead. If the person does not already exist in Salesforce, Unify must sync the person to Salesforce before the task can be written. When there is an associated company and the person is a contact, Unify can also relate the task to the Salesforce account. When the person is a lead, Salesforce does not support the same account relationship on the task.Task sync uses the Task object mapping in Field mappings. Unify writes values such as subject, description, status, priority, task subtype, due date, owner, contact/lead relationship, and account relationship when available. When a task is deleted in Unify, Unify deletes the matching Salesforce task.

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Review sync results

Review all writes, including manual and chat writes, in Sync log. Select an attempt to see its status and the connection used, then open a record under Details to see its written values and Salesforce record ID.

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Syncing changes from Salesforce

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Records and fields

Changes to Salesforce accounts, contacts, leads, and opportunities update the corresponding records in Unify. Field mappings pair Salesforce fields with Unify attributes and control which values sync. Salesforce opportunities are read into Unify as opportunity records. They can be associated with companies and people when the Salesforce opportunity has the corresponding account or contact relationship. Opportunity data is primarily CRM-owned. Unify uses it for record context, filters, and exclusions, such as excluding companies with open opportunities from outbound plays. When you change how Salesforce fields map into Unify, Unify reprocesses existing records for the affected object in the background alongside regular syncs. The mapped values update in Unify as this work progresses.

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Initial sync

When you first enable bidirectional syncs, Unify performs an initial sync of your existing Salesforce data. This can take several hours. For an exceptionally large CRM with tens of millions of records, it can take a couple of days.

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Ongoing changes

After the initial sync, Unify checks for new and updated Salesforce records approximately every 15 minutes by default and synchronizes those changes. Large batches of changes can take longer to process, delaying when they appear in Unify.

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Task completion

Salesforce-to-Unify task sync is limited to completion updates. When a non-email Salesforce task that was written by Unify is marked Completed in Salesforce, Unify marks the corresponding task complete in Unify. Completed Salesforce phone-call tasks created by supported dialer integrations can also complete the matching open Unify phone-call task when Unify can identify a single matching task for the same person. Email tasks are excluded from this completion sync.

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Missing records or values

Confirm that the workspace connection is active and bidirectional syncs are enabled. Allow the initial sync or a large batch of changes to finish.A company needs a valid domain and a person needs a valid email through the incoming mapping. Check those values on the CRM record and review the corresponding mapping. Also confirm that the connected account can read the record and its required fields.
Check the field mapping and its read behavior. Do nothing leaves the Unify attribute unchanged; Fill if empty preserves a value already in Unify. A mapping change starts background reprocessing, so existing records may update gradually.For an unavailable field, review its type and the connected account’s access with your CRM administrator. If the record still differs after syncs have caught up, contact support with the CRM record ID, field name, expected value, and time of the change.