CRM Integrations

How to integrate Spara with your CRM.

Spara has native CRM integrations that enable bidirectional data syncs between your CRM and Spara. Syncing data from your CRM means Spara never reasks questions your team has already answered, and Spara's behavior can react to each lead based on where they are in your sales funnel.

Connect your CRM under Settings > Integrations.

CRM	Spara reads from CRM	Spara writes to CRM
Salesforce	Any mapped field on Lead and Contact; specific fields on Account, Owner, and Opportunity	Any mapped field on Lead and Contact
Hubspot (CRM)	Any mapped Contact property; Company and Owner when enabled; Deals	Any mapped Contact property
Marketo	Any mapped Lead field	Any mapped Lead field

In addition, Spara provides Developer: Webhooks and Developer: Web API for completely customizable workflows and data flows into and out of your CRM.

How the native integration works

Spara's native integrations are designed to work out of the box with a simple, opinionated sync model. Two assumptions drive everything:

1. Spara creates a CRM record as soon as it knows a lead's email address. The moment an email is captured (in chat, on a call, or via a webform), Spara matches the lead to an existing CRM record or creates a new one (if you've turned on creating new records). Spara does not wait for additional fields to be gathered first.
2. Spara pushes every update, as it happens. Each time a lead's field changes in Spara (a new answer gathered in conversation, an enrichment result, a booked meeting), Spara writes the mapped fields to the CRM record. Conversation transcripts sync shortly after a conversation goes quiet.

Both behaviors require that you grant Spara permission to write: sync only runs for the record types you turn on, and only within the permissions of the CRM user that authorized the connection.

Need different behavior, for example only creating a CRM record once a set of required fields is known? Custom sync restrictions are available for Enterprise customers. See Guide: Working Around CRM Sync Limitations.

Objects Spara syncs

Spara's data model centers on three core objects, Lead, Account, and Owner, plus read-only Deal data for analytics. For a tour of the objects and the full field reference, see Developer: Spara Objects & Fields.

Spara object	CRM equivalent	Spara reads	Spara writes
Lead	Salesforce Lead & Contact; HubSpot Contact; Marketo Lead	Yes	Yes
Accounts	Salesforce Account; HubSpot Company	Yes	No (read-only)
Owners	Salesforce User; HubSpot Owner	Yes	No (read-only)
Deal	Salesforce Opportunity; HubSpot Deal	Yes, for analytics	No (read-only)

Spara also records every lead interaction (messages, calls, emails, meetings) as Events in the Spara platform. Events power Analytics and workflow triggers, but are not yet available for CRM sync as structured activity records. Conversation content can still reach your CRM; see each CRM's page for how transcripts sync.

Key limitations

The native integration favors simplicity over configurability. Be aware of these boundaries:

• Writes go to Lead and Contact records only. Spara never updates Accounts, Owners, Deals, or Opportunities in your CRM; those objects are read-only.
• CRM objects outside the core model are not synced directly. Objects like Salesforce Campaigns or custom objects have no Spara equivalent. For Enterprise customers, Spara's engineering team can map fields from unsupported CRM objects onto Spara's Lead, Account, and Owner objects.
• Records are created as soon as an email is known. There is no built-in way to require additional fields before creation; that gating is available as Enterprise custom work.
• Import Rules (which CRM records are imported as new Leads) are configured by your Spara customer success representative, not self-serve.

For workarounds to each of these, see Guide: Working Around CRM Sync Limitations.