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Integrations and data flow basics

Day 23 of 30 · B2B Sales 2026 Masterclass

Map where data comes from (forms, email, calendar) and where it goes (CRM) while keeping quality.

Learning Goal

  • Draw the data flow: sources → processing → CRM → reporting.
  • Define required fields and deduplication rules.
  • Pick one enrichment/validation step.
  • Set up a basic webhook/sync.

Why It Matters

  • Bad data = bad pipeline and bad reporting.
  • Manual export/import loses time and accuracy.
  • Consistent fields make reports trustworthy.

Explanation

Sources

  • Forms (web, landing).
  • Email and calendar (meetings).
  • Enrichment (Clearbit/Clay/ZoomInfo).
  • Support/CSM tickets.

Processing

  • Dedup: email + domain + name.
  • Normalize: country, industry, company size.
  • Required fields: source, status, owner.

Sink

  • CRM: contact/company/deal.
  • Activity log: meeting, call, email.
  • Reporting: dashboards on stage conversion.

Examples

Good: Form → webhook → enrichment → dedup → CRM contact+company+deal, owner assigned, activity logged.

Bad: Weekly CSV export/import with no required fields and duplicate contacts.

Guided Exercise (10–15 minutes)

  1. Draw your data flow (source → processing → sink).
  2. Write the dedup rule (email + domain).
  3. Set required fields (source, owner, next step).
  4. Choose one enrichment step (e.g., auto industry fill).

Independent Exercise (5–10 minutes)

Create one webhook/sync (e.g., form → CRM), test that fields and dedup work.

Self-check

  • Data flow map exists.
  • Dedup rule written.
  • Required fields set.
  • Webhook/sync tested.

Optional Deep Dive