Why is transferring data between CRMs so hard, but yet it's at the core of any CRM migration? Well, I'm here to help you. My name is Paul Good, and I work at RevPartners as a product manager. I'm on the Playbooks team. What we do is we create best practices, and I wrote our playbook on how to do CRM migrations. So if you look at what I'm presenting here is our high level overview of how to do a CRM migration. Let's say you wanna go from a Salesforce to a HubSpot. You have these three key variables. What we're gonna talk about today is data. We're gonna talk about why it's hard, why it matters, how it fits into this big landscape, and the kind of two variables that garner data migration within it. Because it affects both if you're doing a simple migration like a Google Sheet into HubSpot to a more complex one like a Salesforce. So where does this fit in? Let's make it a little bit bigger for y'all. So our migration roadmap here is putting these three variables across to each other. So you see that data accompanies the whole process from prediscovery as you get into discovery and build as you actually get it across the finish line as we go live. We're thinking about data from the first and foremost. When we talk about integrations and processes, those kinda get mixed in between, but that's not the point of this video. What I wanna talk more about is data and why it matters because data is at the root of a CRM. A CRM is just a database that's oriented in a certain way with a certain user interface that works well for reps to marketing sales and service to other just executives and seeing reporting. At the end of the day, it's just a database. And so why we wanna do data migration and get everything into one place is a foundational part of RevOps, is a single source of truth. And by having that single source of truth, it lays the foundation for additional functionality. Source of truth, then you can start doing all these bells and whistles that you maybe see in these videos where like, oh, it's so easy. Yeah. It's only so easy if you have a single source of truth and you've laid this additional foundation. And by migrating everything into one place, then you can start setting up that best in class CRM. So what are the two variables that garner CRM migration? We said it's data. What is data? Data is in a database is you have two key things. You have objects and fields slash properties slash lots of different names for this part. These are different tables in a spreadsheet to these are the different columns within those. So objects, let's say you use Salesforce and there is sometimes a clear one to one relationship when matching a CRM and sometimes there is not. In this case, there is. When you're talking about opportunities in Salesforce, that maps to deals pretty much one to one. Within that, then within opportunity of all these different fields and properties that you can look at. And as we go down this list, it gets more and more complex. An opportunity name is just a single text field that maps seamlessly to Hub Spot. Then an opportunity type that's more or less like a drop down or a multiple select that maps almost seamlessly to Hub Spot depending on how you create it and internal values, you can run into some problems there. So the more fields you have, the more complexity it gets. If we're talking about mapping a couple of single text fields, super easy. We're talking about different drop downs with different internal values and it's matching data between the different systems, then it gets more complicated. Next is this is I put as a field that's technically not, but it, like, operates kinda like a field where it's associated companies and contacts, AKA associated other objects. Because in databases, objects are intertwined with each other. Right? When you're thinking about the different deals and opportunities you're working, you think about also the people connected to those AK contacts. You think about all of the businesses that are interconnected with it AKA companies. So you wanna port those over as well. Those can get complicated, especially if you're talking about multiple different associated ones. There's different tools that I'll talk about in another video where it makes it a little bit easier than doing a native import that really helped this one. I wanna make one last call out around a specific type, especially in Salesforce. It's called a lookup field. Let's say you have some lookup fields on the opportunity object that are coming from the contact. That isn't a perfect match here. So bear with me as I update this on the fly. I love doing things on the fly with y'all. Is we can do a property sync. That is the closest thing here and that you have inside of HubSpot. That is where you take data from the contact and you map it onto the deal, but it it doesn't function the exact same way. I can't get into all the specifics, and you don't care about all those specifics. You can submit a contact us form if you want us to really get into the nitty gritty with you there. But at a high level, the more objects, especially if they have custom objects, then it can get wonky. And with Salesforce, there's other objects that don't map perfectly one to one. A good example of that is leads and leads don't map one to one with leads inside of HubSpot. They're similar but different and just the way Salesforce works. I'm not actually gonna speak to all the nuances of it, but generally, people come in as leads and then you can convert them to an opportunity and then that creates them as a contact. Don't quote me on all that. But essentially, it's not a perfect one to one with objects. And as you go down this list, it gets more complicated. But I wanna leave you with the why because that's what really matters here. Why we deal with that complexity and that hardship is because we wanna have that single source of truth that lays the foundation for additional functionality and that reporting that gives you that best in class CRM that unlocks efficiencies for your team, unlocks insights to actually start driving real sustainable revenue growth. Till next time, team. Peace.