Exelement.co

Overview

Salesforce and Freshsales frequently coexist in organisations that have grown quickly or expanded geographically. A group entity or mature market runs Salesforce for its depth and configurability. A newer entity, acquired business, or high-velocity regional team adopts Freshsales for its speed and lower administrative overhead. Both decisions can be correct in their context. The integration challenge is what happens to the customer data that both systems need to reflect accurately.

There is no native bidirectional connector between Salesforce and Freshsales. In the absence of a managed integration, account and contact data is typically maintained separately, with periodic manual exports used to reconcile the two systems. This approach degrades over time: records diverge, contacts exist in one system but not the other, and the effort required to keep the two CRMs aligned grows with the size of the contact base.

SyncCloud provides a managed Salesforce–Freshsales integration for multi-CRM environments — defining which system is authoritative for which data, mapping fields between two platforms with different data models, and operating the sync as a monitored, supported service.

What you can do

Use cases

Multi-region account data consistency

Customer and account records maintained in Salesforce for enterprise markets can sync to Freshsales for regional sales teams, ensuring both environments reflect current account data without manual synchronisation. Account classification, contract status, and primary contact details are maintained consistently across both CRM systems — reducing the risk of regional teams working from stale or incomplete account records.

Regional pipeline visibility in Salesforce

Deal and opportunity data from Freshsales regional teams can sync into Salesforce as opportunities or a custom reporting object, giving group sales leadership visibility into the full commercial pipeline without requiring Freshsales access or manual pipeline report submissions. This is particularly relevant for organisations where group leadership forecasting depends on regional pipeline data that currently arrives through ad hoc reports.

Contact data deduplication across systems

Organisations running Salesforce and Freshsales in parallel frequently accumulate duplicate contact records — the same person entered independently in both systems, with diverging data. SyncCloud's integration includes deduplication logic during setup to identify and reconcile duplicates, and matching logic to prevent new duplicates from forming as contacts are created in either system going forward.

Coordinated sales handoff between entities

For organisations where leads or accounts are managed by one entity and handed to another — a group entity handing a qualified account to a regional team, or a regional team escalating an enterprise opportunity to the group — the handoff between Freshsales and Salesforce can be structured as an integration trigger. The receiving entity gets a correctly populated record in their CRM system, not a forwarded email.

The managed service

How SyncCloud works

SyncCloud manages the Salesforce–Freshsales integration from scoping through ongoing operation. We begin by mapping the data models of both systems — Salesforce object and field structure, Freshsales contact and deal configuration — and defining the authoritative system for each data type, the sync direction and frequency, and the field-level mapping between the two platforms.

The integration is built and validated in sandbox environments before production deployment. SyncCloud monitors the connection once live, manages API updates from both Salesforce and Freshworks, and provides a named Exelement contact for operational support. For organisations managing multiple CRM environments across different geographies or entities, SyncCloud provides a single managed service for the connection between them.

Setup and requirements

Technical notes

Both Salesforce and Freshsales have REST APIs. There is no native bidirectional connector between them. SyncCloud builds directly against both APIs. Data model differences — particularly around account hierarchy and deal stage naming — require explicit mapping during scoping. Both a Salesforce sandbox and a Freshsales test account are required to begin build.

Standard implementation — account, contact, and deal sync — runs 3–6 weeks with sandbox environments in place. Salesforce custom objects, complex account hierarchies, or large Freshsales databases should be flagged during scoping. Deduplication work on existing records may be required as a pre-integration data quality step.

Bi-directional · 3–6 weeks setup

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Nordic technology group, Salesforce Sales Cloud (group and enterprise markets) + Freshsales (two regional entities) — bidirectional account and deal sync providing group pipeline visibility and eliminating periodic manual CRM reconciliation.

What our clients are saying.

“We can finally trigger personalized engagement campaigns based on CRM changes, not just marketing activities – improving our campaigns for onboarding, cross-sell, up-sell and re-engagement.”

“Lead follow-ups that used to take days now happen within minutes, thanks to seamless handoff between marketing and sales.”

“Exelement always have great solutions and quick help when it comes to HubSpot sales processes and automation!
The service is on top!”

“Since integrating our CRM and marketing automation, we've achieved accuracy in campaign ROI reporting—finally making data-driven budget decisions.”

“Our sales team now sees the entire buyer journey—email clicks, page views, webinar attendance—leading to a 30% higher conversion rate from MQL to SQL.”

“With marketing activity tracking in our CRM, our sales reps are 40% more likely to engage with leads at the right moment.”

“Lead scoring is finally aligned between teams, and it's increased qualified lead velocity by 35%.”

“We now see campaign performance right inside our CRM, reducing reporting time by 70%."”

“We’ve gone from siloed metrics to unified funnel reporting, which improved our forecasting accuracy significantly”

“Integration brought our sales and marketing teams together—now we actually share the same pipeline goals and KPIs.”

“We've automated lead stages and reduced manual processing time by over 50%.”

“Personalization got a serious upgrade—using up to date CRM data, we increased email engagement by 60%.”

Featured case study

Connect Salesforce and Freshsales for multi-region CRM data alignment