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.
Setting up Partner Field Mapping
In Crossbeam, select the Data icon>Integrations>Custom Sync to CRM>CRM Field Mapping.
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 or HubSpot instance.
For Salesforce users, these fields will also display in the Crossbeam widget if they’ve been synced. To manage visibility, go to Data > Integrations > CRM Widget.
Field Compatibility and Limitations
You can map fields of the same format (e.g., number to number), or map other formats (except dates) to a text field.
Date fields cannot be mapped
Picklist fields require that you manually map each value to ensure accurate syncing