If you’ve got prospect or company data in one place, and your sales or ops team lives in another, you know the drill: copy, paste, fix errors, repeat. It’s tedious, and it’s a sure way to screw up data or miss leads. This guide is for anyone using Lonescale to gather company intelligence, and wants that info to just show up, correctly, in their CRM—without hours of manual wrangling.
You don’t need to be a developer, but you do need to be a little methodical. I’ll walk you through the real steps (and the stuff most guides skip), so you can automate this and get back to actually talking to customers.
Step 1: Get Clear on What You Actually Need to Sync
Let’s not get ahead of ourselves. Before you even touch tools, figure out:
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What Lonescale data do you really need in your CRM?
Is it company names and domains, tech stack info, intent signals, contact details, or something else? More isn’t always better. Too much data clutters your CRM and confuses your team. -
Where should it go?
Should Lonescale data update existing records, create new ones, or just add notes/fields? Map this out. Sketch it on paper if you have to.
Pro tip:
Talk to the folks who actually use the CRM day-to-day. What will help them? What will annoy them? Don’t sync for the sake of syncing.
Step 2: Check What Your CRM Supports (and Doesn’t)
Not all CRMs are created equal. Some play nice with outside data, some are walled gardens.
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Does your CRM have an API?
If you’re using Salesforce, HubSpot, Pipedrive, or anything with “API” in the docs, you’re probably fine. If you’re on a legacy system or a homegrown tool…good luck. You may need to talk to IT. -
Are there ready-made integrations?
Check if Lonescale has a direct connector or official integration for your CRM. If so, use it. Don’t overcomplicate things. -
Can you use a middleware tool?
Tools like Zapier or Make (formerly Integromat) can bridge the gap if there’s no native integration. But they have limits—especially with custom fields or large data volumes.
If your CRM doesn’t support external data, your options are manual imports or a custom script. That’s doable, but it’s more work.
Step 3: Set Up Lonescale to Export or Push Data
Lonescale gives you a few ways to get your data out:
- Direct integrations (if available): Set these up in Lonescale’s integrations section. Follow the prompts. If they exist, they’re usually the fastest route.
- Scheduled exports: Download CSVs on a regular basis. Not glamorous, but it works, especially for weekly or monthly updates.
- Webhooks/API: For teams that want real-time sync and aren’t afraid of a little technical setup.
Reality check:
Scheduled exports and manual uploads are perfectly fine if your data doesn’t change by the minute. Don’t get talked into building a “real-time sync” if you don’t need it.
Step 4: Prep Your CRM for Incoming Data
Before you start importing, make sure your CRM can handle the new info:
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Create any custom fields you’ll need.
If Lonescale is providing tech stack, make sure your CRM has a place for it. Same for intent scores, tags, etc. -
Set up deduplication.
You don’t want ten versions of “Acme Inc.” floating around. Make sure your CRM can match on something unique (domain is usually best). -
Test with a small sample.
Import/export a handful of records first. Check for weird formatting, dropped fields, or odd characters.
Step 5: Connect the Dots (Integrate or Import)
Depending on your setup, here’s how you actually get Lonescale data into your CRM:
Option A: Use a Native Integration
- Go to Lonescale’s integration settings.
- Find your CRM and follow the connection prompts.
- Map Lonescale fields to CRM fields. Don’t just accept defaults—review each one.
- Set up frequency (real-time, hourly, daily, etc.).
- Save and test.
What works:
Quick, no code, and usually reliable.
What doesn’t:
Field mapping can be limited. Sometimes only basic fields sync. Custom stuff may need extra work.
Option B: Use Middleware (Zapier, Make, etc.)
- Set up a Zap (or scenario) that triggers on new/updated data in Lonescale.
- Choose your CRM as the action step.
- Map fields carefully—double-check data types (text, date, picklist).
- Test with a few records.
What works:
Great for simple automations and teams that don’t want to code.
What doesn’t:
Can get expensive with lots of records. Not great for bulk updates. Some data types (attachments, custom objects) don’t always sync right.
Option C: Manual Import (CSV)
- Export your data from Lonescale as a CSV.
- Clean up the file—remove blank rows, fix headers, check formats.
- Use your CRM’s import tool. Map columns to fields.
- Double-check for duplicates.
- Spot check a few records after import.
What works:
Straightforward, no technical setup.
What doesn’t:
Manual, prone to human error, and not scalable for daily syncs.
Option D: Custom API Integration
- Get your dev or IT team to write a script that pulls from Lonescale’s API and pushes to your CRM’s API.
- Handle error checking, field mapping, and logging.
- Schedule it to run as often as you need.
What works:
Fully customizable. Handles weird edge cases.
What doesn’t:
Takes time and money to build. Needs maintenance when APIs change. Usually overkill unless you have complex needs.
Step 6: Set Up Error Handling and Monitoring
Nobody talks about this, but it matters: things will break. Plan for it.
- Enable notifications: Most tools can email you if a sync fails or an import bombs.
- Log changes: Keep a simple spreadsheet or doc noting when you ran imports, so you can troubleshoot bad data later.
- Regular spot checks: Once a week, sanity-check a handful of records in your CRM. Look for missing or weird data.
Pro tip:
If you’re using middleware or a custom script, set up alerts for errors—don’t wait for sales to tell you something’s missing.
Step 7: Automate What Matters (But Don’t Overdo It)
It’s tempting to sync every field, every minute. Resist. Automation is only useful if it saves time and headaches:
- Automate high-value data: Stuff your team actually uses—like new accounts, updated contact info, or intent signals.
- Skip the noise: Don’t sync vanity metrics or rarely-used fields. More data means more things that can break.
- Review automations every quarter: Needs change. What was useful last year may be clutter now.
Stuff to Ignore (Seriously)
- Overly complex workflows: If you need a flowchart to explain it, you’ve gone too far.
- Real-time sync for static data: Most company info doesn’t change by the minute. Daily or weekly is usually fine.
- Duplicate tracking in two systems: Pick a source of truth for each field. Otherwise, you’ll end up with conflicting info.
Wrapping Up: Keep It Simple, Tweak as You Go
Don’t chase perfection. Start with a basic sync, see what works, and fix what doesn’t. The goal is less busywork and fewer headaches—not an “automated utopia” that nobody understands.
If something breaks, that’s normal. Your real job is to make sure your team gets the info they need, when they need it. Tweak, iterate, and don’t be afraid to cut out stuff that doesn’t help.
Now go reclaim your time. Your CRM and your sanity will thank you.