How to Keep Record Owners in Sync

Knowing who owns a lead is one of the more important bits of data that both marketing and sales teams are looking to keep in sync across sales and marketing systems.
From a marketer's perspective, this helps you build segmentation so that you can personalize your messaging and be seen as a unified group versus a siloed organization.
From a sales perspective, having your owner information shared with marketing opens up the possibility for marketing to keep you abreast of when your most valuable leads are re-engaging with your website or are converting on that new white paper download. 
In Formstack Sync, there are primarily two options for keeping record ownership in sync between your systems. We cover both options in this post. 

Option #1: Leveraging Relationship Mapping

The first type of option for keeping your owners in sync is to leverage the built-in functionality in your Formstack Sync mappings called Relationship Mappings. You can find the settings for Relationships by clicking on the Relationship tab within a given mapping.
Here you will find all the available relationships tied to the record type in the mapping (i.e. Contacts if it’s a contact mapping or Companies if it’s a company mapping). There can be a few types of relationships such as Company or Opportunity, but the more common type that you’ll find in all mappings is Owner. 

What is a relationship anyway? 
Think of relationships as the glue within your systems keeping your records tied to each other. Relationships are what let you build a report where you can segment off of a company field, and the report will pull in all contacts related to companies with a given value in this field. A relationship is typically kept together by a single field that provides a direct line to the related record. For example, on a contact in your CRM, you will typically have a Company Name field. This field is usually a lookup field that ties this contact to a given company/account in your CRM. This field is what glues these records together and sets the relationship. 

In Formstack Sync, we have built in the ability to recognize how these relationships are set on a system by system basis. We then do our thing by normalizing this process in Formstack Sync so that we can maintain these relationships within your integration. 
For Owner Relationships to work, you must have all your possible owners set up as Users in each system. If John Smith is an Owner / User in your CRM but he’s not set up as such in your marketing system, then we won’t be able to keep his ownership in sync. 
System of Record, like in your field mappings, is an important setting. You want to have the right system set at the top as this will be where the relationship is primarily controlled between the systems. 

Option #2: Using Field Mappings to Keep Owners in Sync 

In some cases, you may never have the ability to keep the same owners/users setup in your systems. When this is the case, you will want to leverage the field mappings for keeping track of ownership between your systems.  
Let's take the example of contact owners between two systems. We will use an example of Sugar CRM and HubSpot. Follow the below steps for keeping the owners in your CRM visible to your marketing team. 
  1. Create a new contact property in HubSpot called “Sugar Owner.” Make it a single line text field 
  2. Head back into Formstack Sync and click on Refresh Field Info on the main Mapping screen 
  3. Go into your Contact Mapping and click on Add Field 
  4. First set the contact owner in Sugar as such Contact > User - Full Name
  5. Then set the lead owner in Sugar as such Lead > User - Full Name
  6. Then add in your HubSpot field below where the final setup looks like this: 
Screen Shot 2017-02-09 at 10.31.04 AM.png 
This mapping will function where when a record is in a Lead state in Sugar, the owner’s full name will sync down to this field in HubSpot where your marketing team can run reports and build segmentation off of this field. As the record moves up to being a Contact in Sugar, if the owner happens to change in this process, it will update down to this field in HubSpot. 
Often these ">" fields on the owner records include many other fields such as the Email so you can bring down to the HubSpot contact as many of these fields as you'd like with Email being quite popular as the Marketing team can then leverage this field in HubSpot to send out emails on behalf of the owner directly from within HubSpot and/or send internal alerts to the owner when their leads/prospects/customers are interacting with the website or emails that marketing is sending out of HubSpot. 
Lead Assignment Rules in your CRM 
In addition to the two primary options for keeping owners in sync, a popular process for setting owners in ones CRM system with a Formstack Sync integration is to leverage the demographic information being collected by your marketing system to then trigger assignment rules in your CRM. To make this work, ensure you are mapping the appropriate demographic information from your marketing system to your CRM that will trigger these rules to fire. 
Here are some help articles from our more popular CRM Connectors on how to setup lead assignment rules. 
Have questions about the above options for keeping your owners in sync? If so, reach out to our support team at, and we’ll help guide you through the process in more detail. 
Important Note: DO NOT map the Owner fields in your main mappings. This will not function properly and can lead to errors in your sync. Here’s an example of what not to do: 
Screen Shot 2017-02-08 at 8.16.00 PM.png
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