If your B2B sales pipeline feels like a patchwork of spreadsheets, emails, and gut feelings, you’re not alone. Maybe your team just started using Referin to track referrals and warm leads. Now you want those leads to flow right into your CRM—no more copy-paste, no more “did you follow up?” messages. This guide is for sales ops folks, revenue leaders, and anyone who has to wrangle data across tools. We’ll get practical about how to connect Referin with your CRM, what actually helps (and what’s mostly fluff), and how to avoid making things more complicated than they need to be.
Why bother integrating Referin with your CRM?
Let’s be honest: nobody wants more tools or more complexity. But if your referral leads are stuck in Referin while your deals live in Salesforce, HubSpot, or Pipedrive, you’re guaranteed to miss follow-ups and lose visibility. Integration isn’t about “seamless experiences”—it’s about not dropping the ball.
Here’s what’s worth caring about:
- No lead slips through the cracks – Every referral becomes a tracked opportunity, not a forgotten email.
- Less manual work – No one wants to copy-paste lead info at 10 p.m.
- Real reporting – See which referral sources actually close, without guesswork.
- Cleaner handoffs – BDRs, AEs, and CSMs all see the same info, in the same place.
Of course, integrations can go sideways. If you over-engineer or connect the wrong fields, you’ll just create new headaches. So let’s keep it simple.
Step 1: Map your goals before you touch any settings
Don’t start with Zapier or API docs. First, get clear on what you actually want. Otherwise, you’ll end up syncing every field “just in case” and create a mess.
Ask yourself: - What really needs to go from Referin to the CRM? (Usually: contact info, referrer details, maybe some notes—not every click.) - Who needs to see these leads, and when? (Is it just sales? Or does marketing want to nurture too?) - What triggers the handoff? (Every new referral? Only those that pass some basic qualification?)
Pro tip: Write this down in plain English before you start clicking around. It’ll save you hours.
Step 2: Check your CRM’s integration options
Not all CRMs are created equal. Some (like HubSpot) have plug-and-play integrations or Zapier support. Others (like Salesforce) might need custom API work.
What to look for: - Native integrations: Does Referin have a built-in connector for your CRM? Check their docs or support—sometimes this is hidden. - Zapier or Make support: These automation tools bridge the gap for most popular CRMs. Good for “if this, then that” type logic. - Direct API access: If you need more control, this is your last resort. But beware: APIs are powerful, but they’re also a time sink if you’re not technical.
Don’t waste time: If your CRM isn’t supported by any of these, consider whether it’s time to switch tools (or prepare for a lot of manual work).
Step 3: Set up the connection (the right way)
Assuming you’ve got an integration path, here’s how to actually wire things up.
A. Native Integration
If there’s a direct integration (lucky you), follow the setup wizard. Typical steps:
- Authenticate: Log into both Referin and your CRM.
- Choose what to sync: Pick which fields go where. Map only what you need.
- Set triggers: Decide when referrals get pushed—instantly, or after approval?
- Test: Send a test referral and make sure it lands in your CRM as expected.
Watch out: Default field mappings are rarely perfect. Double-check that things like “Referral Source” or “Referrer Name” aren’t getting lost or lumped into generic notes.
B. Zapier or Make
If you’re using an automation tool:
- Create a ‘Zap’ (or scenario): Start with the trigger (“New referral in Referin”).
- Map fields: Match Referin fields to your CRM’s “New Lead” or “New Contact” action. Don’t overdo it—less is more.
- Add filters: Only pass along qualified referrals, if possible.
- Test it: Always run a real referral through before going live.
Pitfall: Zapier pricing can climb fast if you’re sending lots of leads. Monitor usage to avoid surprise bills.
C. API Integration
If you’re going custom, this is where it gets nerdy:
- Consult your dev team: Don’t DIY unless you’re comfortable with REST APIs.
- Use webhooks from Referin: Set up a webhook to POST new referral data to your CRM’s API endpoint.
- Handle errors: Make sure failed pushes are logged somewhere—silent failures are deadly.
- Document everything: Someone will have to maintain this later (maybe you).
Reality check: Custom API work is rarely “set it and forget it.” Plan for occasional breakage when either side updates their API.
Step 4: Decide what not to sync
It’s tempting to sync everything “just in case.” Don’t. More data means more confusion, especially if your CRM gets cluttered with fields no one uses.
- Ignore vanity fields: If your sales team never uses “Referral City” or “Referrer LinkedIn URL,” skip them.
- Don’t sync internal notes: Stuff meant for internal tracking in Referin usually doesn’t belong in the CRM.
- Be careful with attachments: Files and images can bloat your CRM storage and are rarely useful in the pipeline view.
Rule of thumb: Only sync what moves deals forward.
Step 5: Set up notifications and ownership
A referral in the CRM is useless if no one acts on it. Make sure the right people get notified and know who owns each new lead.
- Assign owners: Use rules to auto-assign leads based on territory, product, or round-robin.
- Set up alerts: Slack, email, or CRM tasks—whatever your team actually pays attention to.
- Track follow-ups: Make it clear when a referral hasn’t been touched in X days.
Quick win: If your CRM allows, create a “Referrals” view or pipeline stage so nothing gets lost in the noise.
Step 6: Test, tweak, and get feedback
You won’t get it perfect the first time. That’s fine.
- Run real-world tests: Have a few teammates submit referrals and work them through the pipeline.
- Ask for feedback: What’s missing? What’s annoying? Did leads land in the right place?
- Adjust field mappings: You’ll almost always need to tweak something after seeing real usage.
- Document your setup: Future-you (or your replacement) will thank you.
What actually works (and what doesn’t)
Works well: - Syncing just enough fields to give context, not overwhelm. - Setting up clear notifications so nobody drops the ball. - Using automation tools (like Zapier) for quick wins—if your volume is reasonable.
Doesn’t work: - Overcomplicating with every possible data point. More fields = more confusion. - Depending on manual processes—people always forget or get busy. - “Set it and forget it” mentality with custom code. APIs change, stuff breaks.
Ignore this: - Fancy dashboards unless you know who will look at them. - Any “integration” that requires daily babysitting or regular manual uploads.
Wrapping up: Keep it simple, fix it as you go
Integrating Referin with your CRM shouldn’t take weeks or require a PhD in automation. Start with the basics: get the right data flowing, make sure someone owns every lead, and don’t sync more than you need. Iterate based on what your team actually uses—not what looks good in a demo.
Most importantly: don’t let perfect be the enemy of good. Set up the simplest pipeline that works, and improve it as you learn. You can always add bells and whistles later—if anyone misses them.