If you’re juggling sales content and Salesforce, you’ve probably wished your interactive docs and decks could talk to your CRM. That’s what integrating Relayto with Salesforce promises: making slick, trackable content part of your sales workflow without a bunch of manual work. But “integration” can mean anything from a quick link to a gnarly API project. This guide is for sales ops, admins, or anyone trying to connect the dots—without getting stuck in endless setup or hype.
Let’s get into what’s actually possible, what’s worth your time, and the steps you need to get things working (with a few “don’t bother” warnings along the way).
What You Can (And Can’t) Do with Relayto + Salesforce
Before you dive into setup, know what you’re getting. Here’s what you can achieve with a real-world integration:
- Track content engagement: See when a lead or account interacts with your Relayto documents, right inside Salesforce.
- Automate follow-ups: Trigger Salesforce tasks or workflows based on how people engage with your content.
- Personalize documents: Deliver content tailored to each prospect, and log that activity in Salesforce.
- Centralize reporting: Pull engagement metrics into Salesforce dashboards for real pipeline visibility.
But here’s what you won’t get out of the box:
- Two-way editing: You can’t edit Relayto content from Salesforce, or vice versa.
- Truly seamless UI: You’ll still bounce between platforms, even if the data’s connected.
- No-code magic: Some setup requires API keys, mapping fields, and a bit of trial and error.
If you’re fine with that (and you should be, unless you love headaches), read on.
Step 1: Get Your Accounts and Permissions in Order
Before you touch any settings, make sure:
- You have admin access on both Salesforce and Relayto.
- Your Salesforce edition supports custom objects and API integrations (most do, but check if you’re on the lowest tier).
- Relayto access includes integration/API rights (not always standard—ask your account rep if you’re unsure).
Pro tip: If your Salesforce is locked down, get IT or your admin involved early. Nothing kills momentum like waiting for someone to flip a permissions switch.
Step 2: Map Out What (and Why) You’re Syncing
Don’t start wiring things together just yet. First, be clear on which data flows matter:
- Do you want to see who viewed a proposal and for how long?
- Should Salesforce create a task every time a prospect opens a deck?
- Are you using Relayto links in email templates and want click data back in Salesforce?
Write down your must-haves. Otherwise, you’ll end up with a muddy integration no one uses.
What actually works: Tracking document views, engagement time, and click-throughs tied to Salesforce leads/contacts. Don’t bother trying to sync every field or making Relayto your “source of truth” for customer data.
Step 3: Connect Relayto and Salesforce
There are a few ways to make these platforms talk. Here’s what works (and what’s mostly hype):
3.1 Use Relayto’s Native Salesforce Integration (If You Have It)
Some Relayto accounts come with a built-in Salesforce connector. This is the cleanest way—if your plan includes it.
- Log into Relayto, find “Integrations” or “CRM Sync” in the settings.
- Authorize your Salesforce account (OAuth pop-up—looks scary but is standard).
- Map Relayto events (like “viewed document”) to Salesforce objects (Leads, Contacts, Opportunities).
- Test with a dummy lead. Make sure the activity shows up in Salesforce after you interact with a Relayto doc.
What’s good: It’s fast, supported, and won’t break with a Salesforce update.
What’s not: Limited customization. If you want weird triggers or custom fields, you’ll hit a wall.
3.2 Use Zapier or Make (for Simpler Automations)
If you don’t have a native integration, Zapier (or Make, formerly Integromat) can bridge the gap for basic triggers.
- Set up a Zap: “When a Relayto document is viewed, add a Salesforce task.”
- You’ll need API access on both sides, and to map fields carefully.
- Great for simple “if this, then that” automations—not so great for bulk or custom data.
Heads up: Zapier integrations can lag, and error handling is minimal. Don’t trust it to run mission-critical workflows solo.
3.3 Go Full Custom: Use the APIs
For teams with a developer or two, direct API integration is the most flexible (and the most work).
- Use Relayto’s API to pull engagement metrics.
- Use Salesforce’s API (or tools like MuleSoft) to push that data into records or custom objects.
- Handle authentication, field mapping, and error handling yourself.
Only go this route if:
You need something totally custom (like mapping Relayto data to a custom Salesforce object), and you have dev resources who know both platforms.
Step 4: Set Up Field Mapping and Workflows
Once you’ve got the connection, the real work is making sure the right data lands in the right place.
Map Relayto Events to Salesforce Records
- Decide which Salesforce object gets the activity (Lead, Contact, Opportunity, etc.).
- Map key fields: viewer email -> Contact email, document ID -> custom field, engagement time -> custom field.
- Don’t overcomplicate. Start with just “who viewed what, and when.”
Build Useful Automations
- Trigger Salesforce tasks or reminders for reps when a prospect interacts with content.
- Add Relayto engagement scores to your lead scoring model—only if it’s actually useful.
- Pipe the most critical metrics (like “watched video to the end”) into dashboards.
What to skip:
Automating every possible event. Pick 2–3 actions that move the needle (like “opened proposal” or “clicked pricing link”) and ignore the rest.
Step 5: Test Like You’re a Skeptic
Don’t trust a green “integration successful” message. Actually test the flow, end to end:
- Send yourself (or a colleague) a Relayto doc from Salesforce, click around, wait 5–10 minutes.
- Check if the Salesforce record updates as expected.
- Try edge cases: wrong email, multiple views, mobile devices.
Pro tip:
Build a checklist and run it every time you tweak the integration. Even small changes can break the flow.
Step 6: Roll Out to Your Team (and Actually Train Them)
You’d be surprised how many integrations flop because reps don’t know what’s new. Keep it simple:
- Show them where Relayto activity shows up in Salesforce.
- Explain what the numbers mean (and what they don’t).
- Don’t force them to use both platforms for everything—just highlight the new workflows that save time.
Honest Takes: What Works, What Doesn’t
What’s Worth Your Time
- Tracking key engagement signals in Salesforce without manual entry.
- Automating alerts for high-intent actions (like a prospect sharing your doc internally).
- Pulling basic content metrics into dashboards for real pipeline insight.
What to Ignore (For Now)
- Trying to sync every last Relayto metric—focus on the signals that matter.
- Over-customizing the integration before people actually use it.
- Worrying about “perfect” data—get directional insight, not forensic detail.
Summary: Keep It Simple, Iterate as You Go
Connecting Relayto and Salesforce can save your team time and give you better insight into what prospects actually care about—but only if you keep it tight and focused. Start with the signals that help your reps close deals faster. Skip the bells and whistles until you’re sure they’re worth the hassle. Don’t be afraid to adjust as you go. The best integrations are the ones people actually use, not the ones with the most boxes checked.
Now get back to selling—and let the tools handle the busywork.