Migrate from Marketing Optimizer to Twenty CRM

Marketing Optimizer Contact records map 1:1 to Twenty CRM Person records. Name, email, phone, and company linkage migrate to the corresponding Person fields. The Email field serves as the dedupe key during import. Companies must be imported first so that the Person-Company relationship resolves at insert time rather than requiring a post-import link fix.

Marketing Optimizer Lead records carry a lifecycle stage tied to the lead-selling workflow (buyer assignment, seller routing, sold status). Twenty CRM has no native Lead object with a lead-selling lifecycle model. We preserve the original lifecycle stage as a custom field (mo_original_lifecycle__c) on the Person record, and the customer decides during scoping whether to normalize the stages into Twenty's opportunity pipeline stages or retain them as a read-only audit field. Lead assignment records (which buyer or internal user owns the lead) migrate as a linked custom field on the Person.

Marketing Optimizer Company records map directly to Twenty CRM Company. Company name, domain, address, and industry fields migrate 1:1. The domain becomes the Company Website field and is used as the dedupe key during import. Companies are imported before Persons so that Person records can link to their parent Company via the Twenty relationship model at insert time.

Marketing Optimizer Campaign records (name, type, associated contacts) map to Twenty CRM Opportunity records with a Category field set to Campaign. The associated contact links migrate as PersonActivity relations in Twenty. Campaign performance metrics (if any exist in Marketing Optimizer's reporting layer) are preserved as custom fields on the Opportunity.

Marketing Optimizer automated workflows define lead routing, scoring, and action triggers. The platform does not expose workflow definitions in a transferable format. We extract the trigger conditions, filter logic, and action sequences as a written migration artifact. The customer or their Twenty implementation partner rebuilds each workflow in Twenty's workflow builder. We do not migrate workflow logic as code.

Marketing Optimizer tracks pages visited and time on site per contact. This data migrates as a custom multi-value field or a structured set of custom fields on the Twenty CRM Person record. We normalize the page-visit history into a text array or JSON field depending on the customer's reporting needs. The destination field strategy is chosen during scoping based on how the customer intends to use the data.

Marketing Optimizer assignment records map a lead to a specific buyer or internal user. Since Twenty CRM does not have a separate assignment object, we migrate these as a custom field (mo_assigned_buyer__c or mo_assigned_user__c) on the Person record. If the buyer or user is also a Twenty CRM User, we link to that User record via a lookup field; otherwise the field stores the original identifier as a string.

Any custom fields added by the customer in Marketing Optimizer require field-level mapping to Twenty CRM's schema. We document all custom field names, data types, and picklist values during scoping, then pre-create the corresponding custom fields in Twenty before any data import begins. Multi-select picklists from Marketing Optimizer map to Twenty multi-select fields or tag-style custom fields depending on the customer's chosen data model.

Attachments associated with contact or lead records are not accessible via Marketing Optimizer's documented API. We flag all records with attachments during scoping and recommend the customer exports them manually via direct platform access before the migration window closes. Failure to do this results in permanent attachment data loss. We do not attempt API-based attachment extraction for this platform.

Marketing Optimizer Owners (users assigned to leads, contacts, and deals) map to Twenty CRM Users. We resolve by email match. Any Owner without a matching Twenty User goes to a reconciliation queue for the customer's admin to provision before record import resumes. Inactive or archived owners are imported as inactive Users to preserve the assignment history.