Work with your CRM

Read and update connected CRM records in chat.

Overview

Chat can answer questions using your connected CRM and create or update records as part of a conversation. Use it to review an account before outreach, find opportunities that need attention, or record a follow-up task.

For example, ask which opportunities for an account are still open, then create a task for the next follow-up. Include the account or person’s name and enough context to identify the intended record.

Before you begin

Connect your CRM to Unify using the Salesforce or HubSpot setup guide. Your workspace’s connection preferences determine whether chat uses a workspace connection or your personal connection. Your CRM enforces the access granted to that connection. Salesforce applies the connected user’s permissions; HubSpot’s authorized app access can extend beyond that user’s record permissions.

An administrator must allow CRM writes in chat before you can create or update records. See the connection preferences for Salesforce or HubSpot.

Read and update a record

1. Find the record

   Open chat and describe what you need to know. Name the CRM when you want information directly from it.

   For example: “Find Cedar Labs in my CRM and show its account owner and open opportunities.”

   If several records could match, provide a website domain, email address, or another identifying detail so chat can find the right one.

2. Describe the change

   State what should change and which record it affects. You can ask chat to update a field, create a task, or save a company or person to the CRM.

   For example: “Update Cedar Labs’ description to reflect the mid-market outbound campaign we discussed.”

   When you want to review the details first, ask chat to show the proposed change and wait for your approval. Ordinary create and update requests can run directly when you ask for them.

3. Review the outcome

   Read chat’s result to confirm which records were created or updated. Open the record in your CRM to inspect the change.

   If the CRM rejects the request, use the reported error to correct the field value or resolve the connected account’s access before retrying.

How changes reach your CRM

When you ask chat to send existing Unify records to your CRM, the integration uses its record-matching behavior and field mappings. It matches companies by website domain and people by email address before creating new records. Your integration settings also determine how supported activities appear in the CRM.

When you ask chat to update a CRM record directly, it uses the CRM’s own fields. For example, you can change a company’s description or an opportunity’s close date. Identify the intended record and field clearly in your request.

For details about record matching and mapped fields, see Salesforce bidirectional syncs or HubSpot bidirectional syncs.

Troubleshooting

Why can I read CRM data but not change it?

Check whether your workspace allows CRM writes in chat and whether the connection has access to edit the affected record and fields. Read access alone may be insufficient for the requested change.

Why does chat ask me to connect my own account?

Your workspace may require a personal CRM connection for chat. Authorize your CRM account from the integration’s setup page, then return to the conversation and retry the request.