If you work with customer data, you probably know the pain of jumping between Salesforce and a dozen other tools just to get a clear picture. This guide is for folks who want all their customer insights in one place—without duct-taping spreadsheets together or getting lost in integrations hell. We’ll walk through how to bring your Salesforce data into Endgame, why it’s worth the effort, and what pitfalls to watch for along the way.
Why bother connecting Salesforce to Endgame?
Let’s be honest: Salesforce is the source of truth for a lot of companies, but it’s also clunky, siloed, and not exactly known for its reporting magic. Endgame, on the other hand, promises to unify customer data and surface insights that don’t require a PhD to understand. By connecting the two, you’ll:
- Get all your product and sales activity in one dashboard
- See a customer’s full journey without switching tabs
- Make it easier for sales, CS, and product teams to actually agree on what’s happening
But before you dive in, know this: integration isn’t magic. Bad data in Salesforce = bad data in Endgame. Clean up as much as you can before you start.
Step 1: Get your Salesforce house in order
Connecting Salesforce to anything makes sense only if your Salesforce data is in decent shape. Here’s what you should check:
- Duplicate records: Merge or delete them. Endgame can’t sort out duplicates for you.
- Consistent fields: Make sure fields like “Account Name,” “Email,” and “Stage” are used the same way across the board.
- Permissions: You’ll need admin rights or someone who can grant API access. Don’t assume you have this—check first.
Pro tip: If your Salesforce is a mess, integrating it with Endgame will just give you a fancier mess. Spend a day cleaning up. It’ll save you weeks later.
Step 2: Decide what you actually need from Salesforce
Don’t just dump everything into Endgame. That’s a recipe for confusion and slow dashboards. Instead, pick what matters:
- Accounts and Contacts – The basics. Who are your customers, and who talks to them?
- Opportunities/Deals – Sales pipeline, deal stages, and revenue info.
- Custom fields – Anything unique to your team, like “Onboarding Status” or “Churn Reason.”
Think hard about what you don’t need. Old leads from 2015? Probably not helpful.
Step 3: Connect Salesforce to Endgame
Okay, here’s the meat and potatoes. The exact process might change depending on your setup, but the general flow looks like this:
3.1: Get access to Endgame’s integrations
- Log in to Endgame with admin rights.
- Go to the Integrations section (look for something like “Connectors” or “Data Sources”).
- Find Salesforce in the list.
3.2: Authenticate your Salesforce account
- Click “Connect” or “Add Salesforce.”
- You’ll be redirected to log in to Salesforce. Use an account with API access.
- Approve the permissions Endgame requests—usually read access to accounts, contacts, opportunities, and any custom objects you want to sync.
Watch out: Some companies have strict Salesforce security settings. If you get blocked, you’ll need your Salesforce admin to whitelist Endgame’s app.
3.3: Choose what to sync
- Endgame should let you pick which Salesforce objects and fields to bring over.
- Select only what you actually need (see Step 2).
- Double-check mapping. Make sure “Account Name” in Salesforce matches “Company Name” (or whatever Endgame calls it).
3.4: Set sync frequency
- Decide how often Endgame pulls new data from Salesforce. Real-time is nice but can be overkill (and expensive). Once or twice a day works for most teams.
- Save your settings.
Pro tip: Start with a manual sync to see what comes through. If everything looks good, then turn on automatic syncing.
Step 4: Sanity-check your data in Endgame
Once you connect, don’t assume it all just works. Go look:
- Are all your accounts showing up?
- Do fields look right, or are some blank or mismatched?
- Is anything missing or duplicated?
If you spot weirdness, double-check your field mapping or go back to Salesforce to fix issues at the source.
Honest take: No integration is 100% smooth the first time. Expect to spend an hour or two sorting out snags.
Step 5: Use your unified insights (and avoid common traps)
Congrats, your data is flowing! Here’s how to make the most of it:
- Build dashboards that actually answer real questions: Don’t just recreate your Salesforce reports. Think: “Which customers are close to expansion?” or “Who’s at risk of churning?”
- Share insights with your team: Set up alerts or regular emails. If only managers see the data, it won’t change behavior.
- Iterate: You’ll spot things you want to tweak—extra fields, filters, or even new data sources. Don’t wait for “perfect.” Ship, get feedback, and improve.
Common traps to avoid
- Overcomplicating it: More data isn’t always better. Focus on what’s actionable.
- Ignoring data hygiene: Garbage in, garbage out. Keep Salesforce clean, or Endgame will just show more garbage.
- Set-and-forget mentality: Data needs maintenance. Schedule a regular (monthly/quarterly) review of your integration.
What works, what doesn’t, and what to skip
What works:
- Getting sales and product teams on the same page fast.
- Surfacing product usage alongside sales activity, all in one view.
- Automating routine reporting so you can focus on actual customer work.
What doesn’t:
- Fixing bad data magically. If Salesforce is a mess, Endgame will just show you a shinier mess.
- Replacing Salesforce as your system of record. Endgame is for insights, not data entry.
What to skip:
- Importing every single field “just in case.” You’ll only slow things down.
- Over-customizing dashboards before you know what’s useful. Start simple.
Keep it simple and iterate
Getting Salesforce data into Endgame is one of those projects that sounds harder than it is—if you keep things focused. Clean your data, sync what matters, and don’t try to solve every reporting problem in one go. Your future self (and your team) will thank you.
If something’s not working, don’t be afraid to ditch it and try a different approach. Simple wins, every time.