Juggling data across two or more CRMs is a headache—double entries, mismatched fields, and no one’s ever sure which record is “right.” If any of this rings a bell, this guide is for you. Whether you’re in ops, sales, or IT, you’ll learn how to actually untangle the mess and keep your CRMs in sync using Syncari. No fluff, just what works (and what doesn’t).
Why CRM Data Conflicts Happen (and Why You Should Care)
When businesses run more than one CRM—say, Salesforce for sales, HubSpot for marketing, and maybe a homegrown tool for support—data gets messy, fast. Here’s why conflicts pop up:
- Duplicate records: Someone updates the same contact in two systems.
- Different data formats: One CRM calls it “First Name,” another says “Given Name.”
- Field-level conflicts: Two teams update the same field with different info.
- Out-of-date syncs: Data pushes happen at different times, so the “latest” isn’t always clear.
Why does this matter? Bad data leads to wasted time, annoyed customers, and teams that stop trusting your systems. If you’ve ever had a rep call the wrong number or send an email to “Test Test,” you get it.
Step 1: Map Out Your Data Sources (Don’t Skip This)
Before you touch any tool, get a handle on where your data lives and how it moves. It’s not glamorous, but it’s essential.
Checklist: - List every CRM and major system holding customer data. - Note what data is in each (contacts, leads, accounts, support tickets, etc.). - Identify which is the “system of record” for each data type (if there is one).
Pro tip:
Don’t trust the org chart. Ask the people actually using the systems—they know best where updates really happen.
Step 2: Set Up Syncari and Connect Your CRMs
Now, the actual mechanics. Syncari isn’t magic, but it does a better job than most at connecting and syncing multiple CRMs.
What Syncari does well: - Connects to almost any CRM with pre-built connectors - Handles field mapping (even when names don’t match) - Keeps a unified record of what changed, when, and by whom
Getting started:
1. Create a Syncari account and log in.
You’ll need admin access for your CRMs.
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Connect each CRM.
Pick from Syncari’s connectors (Salesforce, HubSpot, MS Dynamics, Zoho, Pipedrive, etc). Enter your credentials and set permissions. -
Import your schemas.
Syncari pulls in the structure of your data—fields, types, and relationships.
What to watch out for: - If you’ve got custom fields or objects, double-check that they import correctly. Some connectors miss custom stuff on the first try. - For homegrown or older CRMs, you might need to use Syncari’s API or CSV import.
Step 3: Map and Normalize Your Data Fields
This is where most sync projects fall apart: field mapping. No two CRMs call things exactly the same, and sometimes the data types don’t even match.
How to tackle it: - Use Syncari’s mapping tool to link fields across systems (e.g., “First Name” in Salesforce = “Given Name” in HubSpot). - Normalize picklist values. For example, if “State” is “CA” in one CRM and “California” in another, pick a standard and map accordingly. - Decide what happens with empty or conflicting fields. (More on conflict rules below.)
Pro tip:
Don’t try to map everything on day one. Start with critical fields: name, email, phone, company, account owner. Once that’s stable, expand to the rest.
Step 4: Define Conflict Resolution Rules
Here’s where Syncari actually earns its keep. The platform lets you set rules for what happens when two systems disagree.
Options you’ll see: - Last write wins: The most recent update overrides the others. - Source of truth: Always use data from one system (e.g., Salesforce is always right for “Account Owner”). - Custom logic: If-then rules (e.g., if email is missing in System A, fill it from System B).
Setting up in Syncari: 1. Go to the “Data Policies” or “Conflict Resolution” section. 2. For each field, pick your rule. Be specific—defaults can lead to surprises. 3. Test with sample records. See what happens when you have a real conflict.
What works: - Using “last write wins” for fast-moving data like support cases. - Setting a source of truth for fields that only get updated in one system.
What doesn’t: - Blanket “last write wins” everywhere. You’ll overwrite good data with bad by accident. - Ignoring edge cases. If one CRM lets reps type freeform and the other uses picklists, you’ll get junk.
Step 5: Run a Test Sync (and Don’t Panic)
Before you let Syncari sync your live data, run a test. This is your safety net.
Checklist: - Use a small sample of records (realistic, but not production-critical). - Watch for duplicate creation—Syncari should match existing records, not make new ones every time. - Review logs and sync reports. Syncari shows you what changed, where, and why.
Pro tip:
Always keep a backup of your original data. If something goes sideways, you want a way back.
Step 6: Monitor, Review, and Fine-Tune
Even with the best setup, unexpected conflicts will pop up. Syncari helps here, but it’s not “set and forget.”
Ongoing tasks: - Review Syncari’s conflict logs weekly (at least at first). - Watch for patterns: Are certain fields always conflicting? Is one CRM updating too aggressively? - Refine your conflict rules based on real-world data, not what you guessed in setup.
What to ignore: - Don’t obsess over every minor conflict. Focus on what actually matters—fields that drive business or customer experience.
Step 7: Train Teams and Set Expectations
Tech alone won’t fix data chaos. Make sure everyone knows what system to update (and what not to touch).
Suggestions: - Document which CRM is the source for each type of update. - Tell teams what Syncari does automatically, and what still needs a human. - Encourage folks to report weirdness—strange duplicates, overwritten notes, etc.
Pro tip:
If you’ve got “shadow IT” (unofficial tools or side spreadsheets), now’s the time to bring them into the light. Ghost data always comes back to haunt you.
What Syncari Can’t Fix (and What to Watch)
Syncari is powerful, but it won’t:
- Guess what the “right” data is—if your upstream data is junk, so is your sync.
- Automate business processes or approvals. It moves and resolves data, that’s it.
- Solve messy org politics. If sales and marketing can’t agree on field definitions, no tool will bridge that gap for you.
Also, the license cost isn’t trivial. If you only have two small CRMs, basic integration tools might suffice. But if you’ve got more than 10,000 records or multiple business units, Syncari’s unified approach is worth it.
Keep It Simple, Iterate, and Don’t Chase Perfection
Syncing data across CRMs is never “done.” Start by fixing the worst pain points, get feedback, and improve as you go. Don’t get bogged down chasing every edge case or mapping every obscure field. Clean, consistent data is possible—you just have to stay realistic and keep the process moving.
Remember: The goal isn’t perfect data. It’s data your team can trust, without spending all day babysitting syncs. Good luck!