AI Activity Mapper is an AI agent that associates CRM entities such as accounts, contacts, leads, opportunities with Gong activities such as calls, emails. By connecting activities to the correct CRM entities, AI Activity Mapper ensures team members have the right business context for Gong activities.
Activity associations are visible across Gong, in the homepage, call pages, account pages, deal boards, and deal insights, so team members can access context where they need it most.
By associating the right CRM entities with activities, Gong can:
Display relevant CRM context on call, account, and deal pages.
Enable accurate deal and activity reporting.
Support workflows like forecasting and pipeline reviews with complete context.
How does AI Activity Mapper determine associations?
AI Activity Mapper by default associates CRM entities with Gong entities as follows:
Account association
Finds CRM contacts matching participants on the call.
Adds accounts matching participant email domains.
Optionally includes related accounts (such as parent accounts) or accounts tied to deal contact roles.
Deal association
Once an account is identified, the mapper identifies deals to associate based on:
Deal status (open) and close date proximity.
Deal owner or contact participation.
Team members working on the deal.
Most recent CRM entry.
Custom deal filters.
Customizing association logic
Admins can customize the AI Activity Mapper to align with your CRM hygiene and business processes. You can:
Expand or limit the accounts considered for association.
Set filters to include or exclude specific accounts or deals.
Require participant-based matching for account or deal association.
Define how many associations should be applied when multiple options exist.
Changes can be applied to new activities going forward, or used to reassociate activities from the past year if CRM data has improved.