This article describes the process of associating CRM entities such as accounts and contacts with Gong activities such as calls, emails or engagements. Associating your CRM data with Gong activities enriches your Gong activities so that you can see which deals, accounts, contacts or leads are linked to a specific activity.
Activities such as calls and emails are associated with a deal up to 14 days after a deal is closed. After this period, activities are associated with accounts or another open deal such as a renewal opportunity if one is found.
Below is a diagram describing the process of associating CRM entities with Gong activities:
For each conversation in Gong, we extract the list of attendees or recipients who are external to your company (excluding any email addresses or domains that we have identified as spam) and attempt to associate the conversation with all the relevant contacts or accounts.
In most cases, identifying associated CRM entities does not involve API calls to the CRM and therefore does not affect the API calls quota. When an attendee of a dialer call has a phone number that we can’t find in Gong, we access the CRM with an API call.
The logic for associating attendees or email recipients is as follows:
If the CRM entities (contact, account) are included in the conversation, the conversation is associated with those entities and the data is displayed in Gong. In this situation, we continue with the process of looking for associated contacts and accounts and if found, the conversation is associated with both the included in the conversation and those identified by Gong.
If the CRM entities are not included, we look for a CRM contact with the same email or phone number as the person in the conversation. If this contact is associated with an account, the contact and account are associated with the conversation. If account information is available the attendee is associated with the contact and account.
If we cannot find a contact that is associated with an account in the CRM, we look to see if there is an account in the CRM with the same domain as the domain in the contact's email address. If there is an account with the same domain, the attendee is associated with the contact and account.
If we are unable to associate the attendee with an account, we look for other contacts in the CRM with the same domain. If this contact has an associated account, we associate the attendee with this contact's account.
If we have not found a relevant contact and account in the CRM, we then look for a lead with the same email or phone number and associate the attendee with the lead.
If we cannot find a lead, we were unable to associate the attendee with a CRM entity and CRM data for this contact will not be available.