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Partner Field Mapping to Your CRM

Joy Rudnick avatar
Written by Joy Rudnick
Updated today

In this article:

What is Partner Field Mapping?

Partner Field Mapping lets you sync unique, partner-sourced data into your CRM (Salesforce and HubSpot). These fields go beyond standard integration points and give you visibility into the context your partners have on shared accounts.

You can use this enriched data in:

  • Enrich your CRM with high-value, partner-sourced insights

  • Power reports, dashboards, and workflows with deeper account context

  • Improve targeting and prioritization during outreach

  • Increase win rates by delivering more personalized pitches

  • Strengthen partnerships by activating the data your partners share

Use Cases

  • Product Sold: Identify which specific partner product a prospect uses to tailor your pitch and prioritize relevant integrations

  • Tech Stack: Surface tools your prospect is already using (e.g., CRM, ATS, analytics platforms) to position your solution more effectively and uncover integration opportunities

  • ACV: Prioritize accounts based on potential deal size, allowing sales to focus on high-value opportunities.

Partner Field Mapping often contain data you won’t find anywhere else, driving more informed and strategic sales motions.


✍️ Note

This feature is available on the Supernode plan and Enterprise plan.

To upgrade your account, visit the Plan & Billing page.


Setting up Partner Field Mapping

In Crossbeam, select the Data icon>Integrations>HubSpot Custom Object OR Salesforce Custom Object> Account Object tab> Map Partner Data to CRM


Understanding the Data

Once your partner fields are mapped to your CRM fields, here’s how the data behaves and what to keep in mind:

Where You'll See Partner Data

Mapped Partner Fields appear as custom fields in your Salesforce Account object or HubSpot Company object, specifically in the text fields you’ve created and mapped.

Users can only sync partner account fields to their account object.

How to map your data in your CRM:

  • Create a TEXT field on the Account object (Salesforce) or Company object (HubSpot) in your CRM

  • In Crossbeam, locate the Integration settings>Account object (Salesforce) or Company object (HubSpot)

    • Toggle On Map Partner data to CRM to add partner account fields to the text fields you created in your CRM

  • Click Save Account Object

Crossbeam will then push the mapped partner data to those CRM text fields on the next sync.

For Salesforce users, these fields will also appear in the Crossbeam Copilot widget if they’ve been synced.


✍️ Note

The sync that pushes mapped partner data to your CRM is separate from the update frequency set for your data sources. However, you can expect mapped partner data to appear within 24 hours of saving your configuration.


Field Compatibility and Limitations

Partner account fields are pushed to text fields in your CRM. To ensure proper syncing:

  • Create a text field on the Company object in HubSpot or the Account object in Salesforce

  • Map each partner account field to one of these CRM text fields

    • NOTE: Field format matching is not supported. All data is converted to text before syncing.

  • Date fields cannot be mapped

  • Picklist fields require manual mapping to each value to ensure accurate syncing

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