CRM integrations

Tech admin

Any Gong plan*

Admin center > Settings > CRM

Gong’s CRM integration brings customer conversations and activities together with your CRM data. Syncing data between the CRM and Gong adds business context to each conversation, enabling advanced analysis and understanding of how to impact your pipeline.

Integrate Gong with your CRM to:

• Import CRM data to Gong: Import CRM data like accounts, contacts, and opportunities to add context to customer interactions and enable features like Engage, Deal boards, Forecast, and advanced insights into team and deal performance.

• Engage with prospects: Engage users can configure accounts and contacts  in the CRM, and then continue outreach directly from Gong.

• Search by CRM fields: Search or filter Gong conversations using CRM fields such as opportunity stage, region, or owner.

• Export Gong data to your CRM: Keep customer communication managed in one place. Calls, emails, and other activities captured in Gong are exported to your CRM as objects (for example, tasks in Salesforce or meetings in HubSpot). Use CRM reports to combine Gong data with CRM data for complete activity metrics.

• Update CRM data directly in Gong: Imported CRM fields can be edited in Gong, and instantly synced back to the CRM. This keeps processes streamlined and data accurate without switching between systems.

• Create variables from CRM fields: Configure CRM fields as variables in Gong to personalize Engage emails or AI briefs with live data.

Dedicated integration user

Set up a dedicated integration user in the CRM to authorize the integration. If a regular user sets up the connection and their account is deactivated, the integration will disconnect. A dedicated integration user avoids this risk because it is not tied to an individual and is not deactivated. See how to set up an integration user with the relevant permissions for Salesforce, Dynamics 365, and HubSpot.

Supported CRMs

Gong provides native integrations with the following CRM systems:

CRM association settings

Gong provides a default algorithm for identifying the accounts and opportunities that should be associated with each Gong activity. The activity participants are first identified in the CRM, and if the participant is also a contact in the CRM, the contact’s account is associated with the activity.

To find relevant open deals, the algorithm checks if one of the participants is also a deal owner. If the deal owner is an activity participant, the deal is associated with the activity. If not, up to 5 deals are associated.  

The association settings can be configured to reflect how data is stored in the CRM so that associating CRM objects with Gong activities will be more accurate. It is possible to test the associations before activating them in the production environment.

3rd parties

CRM settings include settings that indicate when a deal is managed by a third party. When set up, Gong displays a label showing that the account is a 3rd party account and any deals are managed by the third party. Gong can import and display communication between you, the partner, and the customer. However, conversations between the partner and customer cannot be imported to Gong and therefore, these deals may not have complete data. For more details, see Set up 3rd party association.

How Gong features integrate with each CRM

This section explains how Gong's main features import and export data to each CRM.

What if I'm not connecting Gong to a CRM?

If you aren't connecting a CRM to Gong, you can set up Auto Context which creates accounts and contacts in Gong based on your imported calls and calendar events. For more details, see Setting up Auto Context.

*The features available to you depend on your company’s plan and your assigned seats.