What to Sync with the CRM

Fill gaps in your CRM with reliable datapoints (enrollment, population, budget amount, fiscal year start dates, etc.).

Account analysis

Complex analysis Starbridge has already completed can save reps hours of research and keep your team aligned in the system of record. e.g., Propensity to spend, AI usage/comfort, procurement approach.

Account scores

Write scoring outputs (1–10, green/yellow/red, pounce/nurture) to power segmentation and prioritization.

Contacts

Starbridge can find new contacts, de-duplicate against your existing CRM contacts, and keep both new and existing contacts up to date. Enrich your full TAM or target territories.

Dynamic signals for immediate outreach

If your team relies on CRM for dynamic and immediate outbound execution, sync signals into CRM (often alongside customized messaging for campaigns and outreach).

Dynamic signals typically have multiple instances per account (for example, multiple relevant meetings over time or multiple signal types for the same account).

Where the data should live in your CRM

Account/Company object

We recommend syncing account-level information (static enrichment, analysis, and scores) into your Account/Company object.

In practice, this typically requires creating a handful of additional fields at the Account/Company level and mapping Starbridge fields into them.

Custom object

If you plan on syncing dynamic signals, we recommend pushing this data into a custom object so each new signal is its own record (rather than overwriting a single field on the account).

A common pattern:

1. A new signal occurs

   Example: a relevant meeting mention occurs for School District X.

2. Starbridge syncs an instance of the custom object

   The object includes signal details, an email snippet, and high-level talking points.

3. Your team gets alerted and takes action

   The alert can be in Slack, CRM, or downstream tooling.

4. A later signal creates another instance

   If another relevant meeting occurs 6 months later, it creates another instance and another alert—still tied to the same account.

Actioning Synced Data

We primarily see customers using a CRM sync of dynamic data in the following ways:

1. Custom actions taken due to new instances of objects being created
2. An integration between CRM and an outbound tool (for example, Outreach) that injects signal data into campaigns

Sales: tasks + notifications

Recommended approach for sales teams using CRM as the centralized place of actioning. Configure tasks/notifications when new instances of signal objects are created.

Minimum fields to sync:

• Signal occurred date/time
• Signal summary
• Signal type / product type
• Recommended action (email snippet, phone script, etc.)
• High-level talking points / enriched analysis for reps

Metrics to monitor:

• % of reps actioning Starbridge insights weekly
• Meetings booked influenced by Starbridge data
• Pipeline created from Starbridge data
• Opportunity volume and/or conversion rate tied to signal-enriched accounts
• Win rate on opportunities influenced by Starbridge data
• Success rate by signal type

Marketing: outbound campaigns

Recommended approach for marketing teams creating campaigns out of CRM or out of a tool integrated with CRM.

The exact fields you sync depend on your campaign type, but you can treat Starbridge outputs as custom “tokens” to power messaging:

• Custom subject line
• Custom email body
• Pain point analysis

Metrics to monitor:

• Meetings booked per campaign
• Conversion rate from signal → engagement
• Pipeline created from Starbridge data

General Account-level CRM Syncs

This is the primary type of sync most of our customers utilize, and we recommend monitoring the following data:

1. Number of accounts with Starbridge insights applied
2. Number of accounts prioritized due to Starbridge enrichments
3. Time saved by reps when researching account data