For partner ops or a CRM admin turning partner submissions into clean, attributed CRM records.A form only pays off when its data lands in the CRM correctly, with no re-keying and no duplicates. This guide wires a form to your CRM end to end: map each field to a property, decide whether a submission creates or updates records and how it fills each property, tie every record back to the submitting partner, and prefill known data so partners confirm instead of retype. It works with HubSpot and Salesforce, with the CRM-specific differences called out where they matter.
What you’ll achieve
A form whose submissions write straight into your CRM the way you intend - creating or updating the right objects, filling properties without clobbering good data, attributed to the correct partner, and prefilled from a known record when the form is opened in context. Partner-attached pipeline and reporting stay accurate without manual cleanup.Before you start
Connect your CRM
A CRM integration (HubSpot or Salesforce) must be connected and synced. Without it, the mapping controls do not appear.
Have a form with fields
The form should already have its fields (see Build and publish a form).
Steps
Map fields to CRM properties
Map each field to an object and property
Go to Forms, open the form on the Form builder tab, and select a field. In its CRM Mapping section, choose the CRM object the field belongs to and the property its value should write to. A mapped field carries the property’s name and type, so the submitted value goes to exactly the right place. Map every field whose answer belongs in the CRM; leave purely informational fields unmapped.
Configure what each submission writes
Add a CRM object automation
Open the Automation tab, choose Add automation, and add the automation for each CRM object a submission should create or update (for example a deal, company, or contact). Each automation is where you decide how that object is written.
Set how each property is filled
Inside the automation, configure values in two places:
- Form fields - map a CRM property to a Form Field so the submitted value fills it. This is the type-FORM mapping: the value is whatever the partner entered.
- Default values - set a fixed Value for a CRM property regardless of what the partner submits. Use this for constants like a source or record type.
- Fill in if not known - only writes when the property is empty, so you add missing data without touching existing values. This is the safe default for updates.
- Overwrite - always replaces the current value. Use it only when the form is the authoritative source for that property.
Decide create versus update
Control whether a submission makes new records or only updates existing ones using the automation’s flags:
- Create a new when one is selected - when a partner picks an existing record in a CRM object field, still create a fresh record instead of updating the selected one.
- Disable net new creation (under Advanced) - never create this object; only update matches. Use this to prevent duplicate companies or contacts.
- Always update the submitting partner’s company and Always update the submitting contact - keep the partner’s own company and contact records current from every submission.
Prevent duplicates with deduplication fields
Use Deduplication fields to tell Introw which form fields identify an existing record, so a submission matches and updates the right one instead of creating a duplicate. When you set none, Introw falls back to standard matching (name plus domain or website for companies, email for contacts). Setting explicit fields is what keeps a busy form from littering the CRM with near-duplicates and is also how channel-conflict detection compares records.
Attribute submissions to the partner
Turn on partner attribution
In the CRM object automation, enable Auto-link your partners so the created or updated record is tied to the submitting partner. This is what keeps partner-attached pipeline attributed in the CRM rather than landing as orphaned records.
Map the attribution and confirm partner identity
Set the attribution mapping (for example the Submitting Partner) so Introw knows which CRM relationship to write. Then make sure the form can identify the partner: share it with a Partner link so submissions are automatically related to that partner, or capture the partner with a partner picker field. Without a known partner, attribution has nothing to write.
Prefill from a known CRM record
Open the form in record context
When a form is opened with a CRM record’s context - for example from a CRM embed on that record - its mapped fields prefill with the record’s current values. Partners then confirm or correct known data instead of retyping it, which speeds up submission and keeps values consistent. Prefill relies entirely on the field mapping from the first phase, so any field you want pre-populated must be mapped to a property.
Create a partner from a submission (optional)
Add the Partner automation
For forms that onboard brand-new partners (a partner application, for example), choose Add automation and add Partner automation to create a partner directly from a submission. In its panel you map the Partner name and Partner domain from form fields, optionally set the new partner’s Tier, Phase, and Partner manager, choose the portal Experience and Partner portal access (Restricted to invited users or Restricted to partner domain), and optionally turn on Auto-invite submitter with a Welcome message so the submitter is invited automatically. Note that adding this automation turns off channel-conflict analysis on the form, since the submission is creating a partner rather than registering against an existing one.
CRM-specific differences
HubSpot: set association labels
On HubSpot, a CRM object automation can set Custom association labels for relations so created records are linked with the right labeled association (for example which company a contact belongs to). Leave Use default association label on unless your HubSpot setup uses specific labeled associations.
Verify it worked
Submit a test through a partner link. In your CRM, the expected records are created or updated with the right values, existing data is preserved where you chose fill-if-empty, no duplicate is created for a matching record, and each record is attributed to the submitting partner. Opening the form from a record’s context shows its fields prefilled.Related
Build and publish a form
Create the form and fields you map here.
Run a submission approval workflow
Review and approve submissions before they act.
Implementation reference
Full configuration options.