In this article:
About Crossbeam
Crossbeam allows partners to identify mutual prospects, opportunities, and customers by syncing data sources (e.g. CRMs like Hubspot and Salesforce) and then selecting certain data from those synced sources to share with partners, if applicable. Each partnership on Crossbeam is a dual opt-in relationship. Nothing is shared automatically.
More than 29,000 companies use Crossbeam (including Fortune 500 and publicly traded companies) to build more effective partnerships and help their sales team collaborate on deals and discover new prospects.
Crossbeam allows users to apply granular controls to define precisely what data is shared, and which partners can access it.
How It Works
Users register an account and connect with partners via a dual opt-in invitation: both parties must agree to work together on the platform.
Users upload a spreadsheet or connect a CRM and choose a selection of data to work with. At this point, nothing has been shared.
Users organize the data into segments (e.g. “Customers” and/or “Prospects”) and select the partners they’d like to compare segments with. Here too, nothing is shared during this phase.
Users define what happens when there is a mutual account (“match”) across segments:
Sharing Data: At this point, users can define which specific fields from the synced and organized data that they wish to share.
OR
Counts Only: Users can also elect to share only the number of matches with a partner (without sharing any underlying data).
Segments can be hidden/revoked from a partner at any time.
Data can be removed from Crossbeam at any time.
These controls give users flexibility to deploy partnering strategies that vary from partner-to-partner and segment-to-segment. See below for some illustrative examples.
Example
Sharing Data
Company A is in my “Prospects” segment.
Partner X has configured the sharing rule to share a single basic data point when there is a match among segments: they will share “Company Name.”
In the Crossbeam UI, I can see that my Prospect Company A is a Customer of Partner X.
Counts Only
Company A is in my “Prospects” segment.
Partner X has configured the sharing rule to Counts Only, so no underlying data is shared.
In the Crossbeam UI, I can see that 1 of my Prospects is a Customer of Partner X. I do not see which prospect.
1-Way Sharing
Company A is in my “Prospects” segment.
I have configured the sharing rule to Counts Only, so no underlying data is shared from me. But Partner X has configured the sharing rule to share data point: “Company Name” with me.
In the Crossbeam UI, I can see that my Prospect Company A is a Customer of Partner X. Partner X can only see that 1 of my Prospects is a Customer of Partner X. Partner X does not see which of my prospects is their customer.
Required Data
Matching Engine
The Crossbeam matching engine can find matches on companies and on business contacts.
For company matching to work, the dataset must include:
Account/Company Name
Account/Company Website
For business contact matching to work, the dataset must include:
Email Address
CRM Connector
For a CRM connection to work, object read-access and some additional fields are required to ensure data remains up-to-date and organized. This data is not automatically shared. These fields are required for syncing the data into Crossbeam:
Salesforce
Object access:
(Read) Account, Opportunity, Lead, Contact, User
Field access:
(Read) Record ID, Owner ID, IsDeleted, SystemModstamp, CreatedAt
Reach out to Crossbeam to learn more about required fields for HubSpot, Microsoft Dynamics and Snowflake.
Recommended Data
We recommend users upload/sync additional data beyond what is required for the matching engine to operate. Some data is required for advanced but optional features of Crossbeam. Other data can make using Crossbeam quicker and more effective.
For instance, users with large datasets may find that they have hundreds or thousands of matches to organize and devise a GTM strategy. They will appreciate the ability to filter matches to narrow down into an actionable list (e.g. Billing Country = Germany, Employees = 10,000+).
Object | Fields | Purpose |
Account | Account ID Owner ID IsDeleted SystemModstamp Account Created At | Required to establish CRM connection |
Account Name Account Website | Required for matching engine to function |
|
Account Type Billing Country Employees Industry | Recommended data: for creating accurate segments and filtering on match results |
|
Contact | Account ID Contact ID Contact Email | Required if syncing Contact object |
Contact Created At Contact Last Activity At Contact Name Contact Phone Contact Title | Recommended data: for creating accurate segments, filtering on match results |
|
Opportunity | Account ID Opportunity ID
| Required if syncing Opportunity object |
Amount Close Date Closed Name Open Date Opportunity ID Sales Stage Won | Recommended data: for creating accurate segments, filtering on match results, and access to advanced features |
|
Lead | Lead ID Lead Email Owner ID | Required if syncing Lead object |
Lead Created At Lead Name Lead Phone | Recommended data: for creating accurate segments, filtering on match results |
|
User | Account Owner Email User ID
| Required if syncing User object |
Account Owner Name | Recommended data: for creating accurate segments, filtering on match results, and access to advanced features |
|
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