Migrate from Optimove to Freshsales

Optimove Customers map to either Freshsales Lead or Contact based on their Lifecycle Stage. Customers with pre-sale stages (e.g., Prospect, Target, Inactive) map to Freshsales Lead. Customers with active or post-sale stages (e.g., Active, VIP, Reactivated) map to Freshsales Contact attached to a corresponding Account. We preserve the original Optimove Lifecycle Stage in a custom field optimove_lifecycle_stage__c on both Lead and Contact for audit continuity. The Optimove CustomerID becomes a custom field optimove_customer_id__c used as a dedupe key during import.

Optimove's up to 50 total attributes (across real-time API, batch ingestion, and custom) require an audit before migration scoping. We extract the full attribute list via Optimove Data Share, count usage against the 50-attribute ceiling, and flag any overflow. Attributes that fit within Freshsales custom field limits per plan tier (Growth, Pro, Enterprise) map directly. Attributes exceeding destination limits require prioritization: we migrate the top 30-40 most operationally critical attributes and flag the remainder for the customer's admin to handle post-migration. Custom attributes added via the Optimove UpdateCustomerAttributes API function migrate via batch import rather than real-time API.

Optimove Lifecycle Stage assignments migrate as a custom picklist field optimove_lifecycle_stage__c on the Lead and Contact object in Freshsales. Historical stage transition data from the Migration Explorer report exports as a CSV that we load as related records or as a custom object lifecycle_transition__c with From_Stage__c, To_Stage__c, Transition_Date__c, and Customer_ID__c fields linked to the parent Lead or Contact. This preserves the retention analytics context for teams that used Lifecycle Stages to track churn and reactivation rates.

Optimove Target Groups are dynamic customer segments built from attribute rules. We export the customer membership lists (the actual customer IDs in each group) rather than the rule logic, because rule translation between Optimove's segment builder and Freshsales filters is not fully automatable. Each Target Group becomes a Freshsales Static List (accessible via the Lists module) or a custom filter view that the customer's admin reviews and recreates as dynamic filters post-migration if preferred. Group names and sizes are preserved in the export for reconstruction reference.

Optimove generates proprietary predictive scores and OptiGenie AI next-best-action recommendations that do not have standard equivalents in Freshsales Freddy AI. We export the raw numerical scores as a CSV via Data Share and load them into Freshsales custom numeric fields (e.g., optimove_predictive_score__c, optimove_churn_probability__c) on the Contact record for reference. Freshsales Freddy AI then begins its own scoring model training on the imported data over time. The customer should plan for a Freddy AI retraining period of four to six weeks post-migration to achieve meaningful predictive signals.

Optimove Campaign metadata (name, type, channels, schedules, audience sizes) exports via Data Share. We map campaign data to Freshsales Deals representing campaign-initiated sales initiatives, with campaign name as Deal name and campaign type as a custom picklist. Engagement metrics (sends, opens, clicks, conversions) migrate as Notes or custom numeric fields on the parent Deal for historical reference. Campaign journey orchestration logic cannot migrate and requires manual recreation in Freshsales workflows post-migration.

Historical campaign performance data including sends, opens, clicks, conversions, and control group metrics links to CustomerIDs in Optimove. We preserve these as Notes attached to the corresponding Contact or Lead in Freshsales, with the campaign name, metric type, and value stored in a structured format. Control group membership assignments migrate to a custom multi-select picklist optimove_control_group__c on the Contact so that ROI calculations can continue post-migration.

Optimove organizes customers by customer network and brand, each potentially having independent database schemas. We identify all separate networks during discovery and map each to Freshsales territories or a custom brand_tag__c picklist on the Contact. Where networks have divergent schema definitions (different attribute sets per network), we map to the union of all attribute fields and leave network-specific fields null for records from other networks. If the customer operates fewer than five brands, Freshsales territories provide native segmentation; for more complex multi-brand structures, territory configuration is scoped separately.

Optimove user accounts and roles list via the platform admin interface. We extract the user roster (name, email, role) and match by email against Freshsales User accounts. Optimove role permissions and access levels require manual recreation in Freshsales as the two platforms use fundamentally different permission models. We deliver a role mapping worksheet that maps each Optimove role to the nearest Freshsales role (Admin, Sales Manager, Sales Rep, Marketing User) and flags any permissions that require Freshsales custom configuration.