If you’re spending more time wrangling spreadsheets than talking to real customers, your lead capture process needs some love. This guide is for anyone who’s tired of copy-pasting leads from web forms into Salesforce, and wants something that just works. We’ll walk through connecting Formstack with Salesforce, so your leads go directly where they belong—no duct tape, no headaches.
Let’s get practical. Here’s how to set this up, what to watch out for, and some honest advice about what actually makes a difference.
Why bother integrating Formstack with Salesforce?
Here’s the thing: most CRM data is only as good as the process feeding it. Manual lead entry is slow, full of errors, and a waste of your team’s time. When you connect Formstack forms to Salesforce, you:
- Capture leads instantly (no more lag or lost records)
- Cut out tedious manual entry (fewer mistakes, less burnout)
- Route leads automatically (right person, right follow-up)
- Keep everything in sync (so sales and marketing aren’t fighting over stale data)
But don’t expect “set it and forget it.” Integrations need some babysitting, especially when your forms or Salesforce org change. We’ll get into that.
Step 1: Get your prerequisites sorted
Before you dive into settings and permissions, make sure you’ve got the basics covered:
- Formstack account: On a plan that includes Salesforce integration (not all do—check your subscription).
- Salesforce access: You’ll need admin rights, or at least enough to install apps and manage objects.
- Formstack for Salesforce app: This isn’t the same as Formstack’s standalone forms tool. The integration works best with their Salesforce-native app, but there’s also a connector for Formstack’s web forms. Decide which tool you’re using.
Pro Tip: If you want to use Formstack’s drag-and-drop builder and host forms outside Salesforce, you’ll be setting up the web-to-anything connector. If you want forms inside Salesforce, use Formstack for Salesforce.
Step 2: Install and connect Formstack to Salesforce
There are two main paths here. Pick your camp:
Path A: Formstack for Salesforce (the Salesforce-native app)
- Install the app: Go to the Salesforce AppExchange and install “Formstack for Salesforce.” You’ll need admin credentials.
- Assign permissions: Give your users access to the Formstack objects and tabs.
- Set up the Formstack license: Allocate licenses to users who’ll be creating or managing forms.
- Create your first form: Use the in-Salesforce builder to create a new form, mapping fields directly to Salesforce objects (like Lead or Contact).
- Add form to a Salesforce page: Drag the form component onto a Lightning page or share the direct link.
Good to know: This approach keeps everything in Salesforce, which is great for compliance and reporting, but the form builder isn’t as slick as the standalone tool. You also need to stay on top of Salesforce updates—sometimes things break after a big release.
Path B: Formstack Forms (web forms connected to Salesforce)
- Install the Formstack Salesforce integration: In Formstack, go to Settings > Integrations and add Salesforce.
- Authenticate: Log into Salesforce from Formstack to connect the two.
- Build your form: Use Formstack’s web builder (much more flexible for branding and layout).
- Map your fields: In the Salesforce integration settings, connect your Formstack fields to Salesforce objects/fields.
- Set up rules: Decide when and how records are created (e.g., only create a lead if the email is unique).
- Publish your form: Embed it on your website, landing page, or wherever you need it.
Heads up: This method gives you more control over the look and feel, but you’re relying on Formstack’s servers. Be sure to check data residency and compliance needs if you’re in a regulated industry.
Step 3: Map your fields (or things will get weird)
This is where most integrations go sideways. Take it slow:
- Match field types: Make sure your Formstack fields (text, picklist, email, etc.) match the target Salesforce field types. Otherwise, you’ll get sync errors or weird data (like “True/False” showing up as “1/0”).
- Required fields: If Salesforce needs a field to be filled (like Last Name on a Lead), make that field required on your form, too.
- Picklists and controlled values: If you use Salesforce picklists, limit the form’s options to match, or map them carefully so you don’t end up with random values in Salesforce.
Test with real data, not “asdf” and “test@test.com.” It’s tempting to rush, but you’ll save yourself a ton of cleanup later.
Step 4: Automate follow-ups and notifications
One of the big wins with this integration is automation, but don’t overcomplicate it. Start simple:
- Auto-assign leads: Use Salesforce assignment rules to route new leads based on criteria (like region, product interest, etc.).
- Send notification emails: Set up Formstack or Salesforce to alert sales reps when a new lead comes in. (Don’t spam everyone—target the right people.)
- Kick off workflows: Trigger Salesforce workflows or Process Builder flows when a new record is created.
Pro Tip: Avoid trying to cram too much logic into the form integration itself. Keep business rules in Salesforce where you can audit and maintain them.
Step 5: Test every scenario (not just the happy path)
Don’t trust a “success!” message until you’ve tried:
- Submitting a form with all fields filled
- Submitting with required fields left blank
- Submitting with a duplicate email (if you have deduplication logic)
- Using weird characters or edge-case data
Check what shows up in Salesforce, and make sure everything lands where you expect. Look out for:
- Missing records
- Fields not mapping correctly
- Duplicate leads
- Permissions errors (not everyone can see or edit the new records)
If something’s off, check your field mappings and permissions first. Most issues trace back to those.
Step 6: Maintain and monitor your integration
Here’s the part nobody talks about: integrations break. Fields change, permissions shift, someone updates a picklist, and suddenly leads stop syncing.
Set up a monthly (or at least quarterly) check:
- Review error logs in Formstack and Salesforce
- Test your forms after any big Salesforce update
- Make sure your forms still match your Salesforce schema (especially if you add new required fields)
- Check for leads stuck in limbo (created in Formstack but not in Salesforce)
Don’t ignore errors. If you see sync failures, dig in before they pile up. Leads lost in the void are just wasted marketing dollars.
What to skip (unless you love headaches)
There’s a lot of “advanced” stuff you’ll see in integration guides. Here’s what’s usually not worth your time—at least at first:
- Custom code: Both Formstack and Salesforce have enough built-in features. Only write custom Apex or JavaScript if you really need it.
- Overly complex routing: If every lead has its own custom path, you’ll spend more time debugging than selling.
- Dozens of forms: Start with one or two key forms. Clean and simple always beats sprawling and confusing.
Honest take: What works, what doesn’t
What works: - Direct field mapping; keep it 1:1 and you’ll have fewer surprises. - Simple forms; fewer fields mean more completions. - Automated notifications to the right people.
What doesn’t: - Ignoring errors—small issues snowball. - Letting forms and Salesforce objects drift out of sync. - Assuming “integration” means “maintenance-free.”
What to ignore: - Shiny, overhyped features you don’t need. Stick to getting leads into Salesforce reliably before you try fancy workflows or analytics.
Keep it simple, and iterate
Connecting Formstack to Salesforce can save you hours and headaches, but only if you keep things simple and check in regularly. Don’t try to automate everything on day one. Get your main form working, verify data lands where it should, and build from there.
If you run into snags, take a step back and look at your field mapping and permissions—those solve 90% of the issues. And if something feels like overkill, it probably is.
Start small, keep it clean, and your sales team will thank you.