Migrate from RollWorks Account-Based Platform to Microsoft Dynamics 365 Sales

RollWorks Account Lists are collections of target companies built from CRM fields, CSV imports, or ICP matching. We extract the Account List name, description, member account list, and creation date. These map to a custom AccountList__c entity in Dynamics Dataverse if the customer uses the ABM segmentation in reporting. For simpler deployments, Account List membership attaches to Dynamics Account records via a custom multi-select field or a related AccountListMembership entity. Account List to Account resolution uses the CRM-synced Account Name or Domain as the dedupe key.

Account Groups are collections of Account Lists used to segment campaigns and reporting. We preserve group membership and hierarchy. In Dynamics 365, Account Groups map to either a Team (for access-control segmentation) or a Territory (for sales-assignment segmentation), depending on how the customer uses RollWorks' grouping. We document the chosen strategy during scoping and configure the destination Team or Territory structure before data migration begins.

Journey Stages in RollWorks are derived from CRM field values ingested from the connected Salesforce or HubSpot instance. The stage value is specific to the RollWorks segmentation model and does not map to a standard Dynamics field. We create a custom text or picklist field JourneyStage__c on the Account entity in Dynamics Dataverse, extract the stage value from the CRM sync layer, and write it to this field for each migrated Account. The customer defines the picklist values during scoping based on their active Journey Stage names.

Journey Events aggregate advertising engagement, G2 intent signals, and Marketo activity associated with Salesforce Contacts linked to Accounts. We extract the event type, timestamp, source (advertising, G2, Marketo), engagement score delta, and related Contact name. In Dynamics 365, these map to a custom JourneyEvent__c entity linked to the Account via a lookup relationship, or to Note records attached to the Account if the customer prefers a lighter-weight model. Note: RollWorks cannot associate Lead object activity to Accounts—only Contacts attached to Accounts receive Journey Event attribution. We flag this gap during scoping and document it in the migration report.

RollWorks writes aggregated engagement metrics (impression counts, click counts, cost, attributed pipeline) back to a custom Salesforce object documented in AdRoll's help center. We extract these aggregated metrics and create equivalent custom fields on the Account entity in Dynamics Dataverse—fields such as rw_impressions__c, rw_clicks__c, rw_ad_spend__c, and rw_attributed_pipeline__c. Field types match the source (Number for counts and currency amounts, Date for last-activity dates). If the source Salesforce custom object has custom field names beyond the standard aggregated metrics, we flag them during scoping for explicit naming decisions.

RollWorks Sales Insights surfaces accounts with spiking engagement and predicts a 2x likelihood of becoming opportunities. These scores are written to a connected CRM widget. We extract the Account Spike score, the predicted opportunity lift value, and the signal date, and create equivalent custom fields in Dynamics—rw_spike_score__c (Number) and rw_opportunity_lift__c (Number). The customer uses these in Dynamics views, workflows, or Power BI reports to prioritize outreach without the RollWorks interface.

Hot Contacts are deanonymized web visitors that RollWorks pushes to the connected CRM as leads or contacts via workflow actions. We extract the Hot Contact record (email, company, first-touch channel, and engagement score) from the CRM RollWorks syncs with and migrate it as a Lead or Contact in Dynamics 365, depending on whether the customer prefers a Lead-first or Contact-first model in Dynamics. The original RollWorks Hot Contact status is preserved in a custom field rw_hot_contact__c (Checkbox) for segmentation.

RollWorks audiences are built from RollWorks' own data combined with CRM field values. The segmentation rules and filter logic are documented from the RollWorks API and exported as a structured reference document. These rules cannot be automated in Dynamics 365 without Power Automate or Dataverse logic; we deliver a written Audience Segment map that documents each segment's name, filter criteria, and source CRM fields. The customer's Dynamics admin rebuilds segments as Dynamics filters or Power Automate flows based on this document.

RollWorks Workflows (Triggers and Actions) are defined in the AdRoll ABM orchestration layer, not in the connected CRM. They automate CRM field updates, email campaigns, and Hot Contact alerts. We do not migrate workflows as executable code because they are not stored in the CRM sync layer. Instead, we perform a dedicated extraction pass from the RollWorks API, document each active workflow with its trigger event, conditions, and downstream actions, and deliver a written Workflow Inventory that maps each RollWorks workflow to a recommended Dynamics 365 equivalent (Power Automate flow, Sales Insights automation, or Dataverse workflow). The customer's admin rebuilds them post-migration.