Transitioning to a New CRM

  • Updated

Moving from one CRM to another - or spinning up a new instance of the same CRM - touches marketing lists, forms, funnel reports, and automated programs across your Act-On account. Work through this process in order to keep the migration smooth and avoid broken syncs.

Who does this: Act-On administrators, coordinating with your CRM administrator and Act-On Support to disconnect the old CRM and reconnect the new one.
Why this matters: Skipping a step here can break active syncs, silently stop lead routing, or create duplicate or mismatched records between Act-On and your new CRM. Working through data prep, disconnect, reconnect, and validation in order keeps your CRM data accurate and limits disruption to your service.

Quick Reference (Advanced Users)

  • Prep: clear scheduled syncs and CRM-dependent segments, and update forms/programs before switching.
  • Disconnect: Settings > Connectors > CRM > Disconnect, then file a support ticket for next steps.
  • Reconnect: follow the full Integration Guide for your new CRM, then run a sync from Settings > Data Management.
  • Validate: recheck Automated Programs, Standard Field Names, segments, List Maintenance Programs, and the Sales Prospector list owner fields.

Prepare Your Data

Data in Act-On Actions

Marketing Lists
  1. Remove all scheduled syncs
  2. Remove any segments that use the CRM attribute, or identify them to reconfigure once your new CRM is connected

Funnel Reports

Stop and/or Delete any existing funnel reports that reference your CRM lists

Forms
  1. Identify all forms that push to your CRM
  2. Update them to send data to your new CRM when it is connected

Automated Programs
  1. Identify all programs that use CRM lists/segments as source lists, or have a CRM task step
  2. Update them once your new CRM is connected

Disconnect Your Old CRM

  1. Locate the connector for your current CRM in Settings > Connectors > CRM, then click Disconnect
  2. Create a ticket using the form below:

Act-On Support will follow up with you with the next steps.

Remember: This process breaks your existing CRM connection with Act-On. Follow the steps below promptly to reduce the disruption to your service.

Connect Your New CRM

  1. Follow the Integration Guide for your CRM in its entirety, even if some elements have already been completed
  2. Run a CRM sync from Settings > Data Management

Completing these steps will ensure that future scheduled syncs execute correctly.

Validate Your Setup

  • Check your Automated Programs and reattach new source lists and CRM task steps, if necessary
  • Ensure that Standard Field Names are aligned across your systems
  • Recreate segments that use CRM data, as necessary
  • Verify that List Maintenance Programs are updating the new CRM lead score field in your CRM
  • Change the new Sales Prospector list
    • Identify the Owner Name and Owner Email in the new lists
    • Note that Sugar uses the ‘Assigned To’ Field for Hot Prospects
  • Note: It is recommended to halt scheduled Marketing List syncs when transitioning to a new CRM due to the record ID format being different. Even when migrating to a new instance of the same CRM, mismatched IDs can disrupt list data and cause issues.

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