CRM Automations

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Where it lives

CRM Automations sits under Portal, at Forms.

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Before you start

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How it works

Mapping happens in two linked places. In the form builder, each field can be mapped to a CRM object and property, so the submitted value knows where it belongs. In the form’s Automation tab, CRM object automations decide what happens on submit: which object is created or updated, how each property is filled, and how the record is attributed to the partner. Two things run automatically on top of mapping. First, Introw matches an existing record before it creates one, so a submission updates the company, contact, or deal you already have instead of duplicating it. Second, it attributes the record to the partner using the method you configured on Object Linking - no per-form attribution wiring. A submission that matches an existing deal is treated as channel conflict and held for review rather than written blind. Forms can also prefill mapped fields from an existing CRM record when opened with that record’s context, so partners confirm known data instead of retyping it.

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Settings & configuration

Mapping is configured in the form builder and the form’s Automation tab.

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Field-level mapping

In a field’s settings, map it to a CRM object and property. The field then carries the property name and type so its value writes to the right place. A field mapped to a picklist also inherits that picklist’s options, live from the CRM, so the values partners choose are always ones the CRM accepts. You can limit which of them this form offers by unchecking options in the field’s configuration: an opt-out list, so options added in the CRM later still appear automatically. See Dropdown options.

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CRM object automations

In the Automation tab, add a CRM object automation for each object a submission should affect. Configure how each property is set, either from a form field or a fixed value, and the write behavior, such as filling only if empty or overwriting. A few properties need a word:

• Record Type (Salesforce) - set it under Default values to pick the record type the record is created with. All pipelines leaves it to the connected user’s default record type.
• Lookups to another record from the same form - under Default values, a lookup can be set From the Contact automation (named after the other automation’s record), so a deal points at the contact another automation on this form creates. Introw runs the automations in the order those links need, and warns when two automations point at each other.
• Account ID (company lookups) - a property that points at a company or account, such as Salesforce AccountId, offers Submitting partner account ID under Default values instead of a list of live CRM accounts. On submit Introw writes that partner’s own company record ID.
• Partner contact - a property that points at a contact offers Partner contact under Default values. On submit Introw writes the contact of the person who submitted the form. It never writes a contact that sits on a different account than the submitting partner’s, and leaves the property empty when no contact qualifies, so your CRM’s own lookup filter does not reject the record.
• Stage fields - a stage property offers the stages of the pipeline you chose, and shows Select pipeline first until you choose one. On a HubSpot custom object with a pipeline, the stage offers that object’s own stages. Salesforce stage and status fields never wait on a pipeline or record type.

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Create versus update

Automations control whether a submission creates a new record, updates an existing one, or skips creation. When a partner selects an existing CRM object in a field, you can choose whether to still create a new record. A partner can clear a picked record with the X on the picker, or by clicking the selected row again, and a record that opened the form from a call-to-action does not refill a picker they cleared. On a required field, an empty picker fails as Field is required.

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Matching and deduplication

Before creating, Introw looks for the record that already exists so a form never spawns a duplicate: a company matches on name and domain (including the domain of the submitter’s email), a contact on its email addresses, and a deal on its associated account and contacts within a recent window. When a match is found, Introw updates that record instead. You can tune the match keys per object under Match on these fields, so the identity rule fits your data model. Companies, contacts and custom objects get that picker; a deal has none, since it matches through its company and contact. A custom object with no saved match fields matches on the properties the form maps, and fixed Default values are left out of that comparison, so a constant such as an owner never makes a matching record look new.

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Identify the submitter

Standard submitter fields - email, first and last name, company - map out of the box, so Introw resolves who submitted and links their contact and company without custom setup. This is what lets attribution and matching work from a plain form.

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Enrichment as a second-party source

Because matched records are updated with fill-if-empty by default, the partner’s answers fill the gaps you are missing without touching values a rep already set. That turns every submission into a clean second-party enrichment of the records you own, rather than a source of conflicting duplicates.

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Write behavior and safety

Each mapped property carries a write mode, and Introw defaults to the safe one:

• Fill in if not known (the default) - Introw re-reads the live CRM value and writes only when it is blank, so it never overwrites a value a rep already entered.
• Overwrite - always set the value, for the few fields you want a submission to be authoritative on.

Empty or unmapped values are skipped rather than written, so a submission can never blank out a field. And only fields you have marked editable can be written from Introw at all - the same allowlist governs writes from a form, the partner portal, and an AI agent, so a field you did not expose is never touched.

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When records are written

A submission that needs no review is accepted on submit, and its CRM automation runs straight after, in the background. The partner sees the confirmation screen right away instead of waiting on the CRM, and a pipeline section in their portal adds the new record by itself a few seconds later, without a reload. Your team’s submission notification goes out once the records exist, and a CRM write that fails reaches your team as a submission error instead. A submission held at an approval gate writes when it is accepted.

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Partner attribution

Created or updated records are attributed to the submitting partner using the method you already defined on Object Linking - a property, a HubSpot association, a Salesforce lookup, or a relation-table row - so you never wire attribution per form. A partner chosen in a partner-select field can be attributed as a secondary partner the same way. See how to attribute deals to partners. The automation’s Partner links block is where that lands per form, and Default values shows the result rather than hiding it: the attribution property, and any lookup your CRM will not create the record without, sit there as locked rows you can hover to see what they point at. Map the same property yourself to override one. When a default value you set already sends the attribution, Introw skips its own write for it, and Partner links says so: <method> is set as a default value, so it is not listed as a partner link.

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Prefill

When a form is opened with a CRM record’s context, mapped fields can prefill from that record so partners confirm rather than retype. A CRM object field’s filters bind the partner too. A field limited to one pipeline only offers records in that pipeline, a prefilled record outside the filters is dropped, and the submit checks the choice again. A partner whose record fell out of the filters meanwhile reads: One of the records you selected is no longer available on this form. Refresh the page and pick again. The same rule applies over the forms API, which refuses such a submission.

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How-to guides

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Troubleshooting