Migrate from RollWorks Account-Based Platform to Freshsales

RollWorks Account Lists are the primary organizing object, containing target accounts built from CRM fields, CSV imports, or the platform's ICP matching engine. We extract the Account List membership (account name, domain, industry, employee count, and annual revenue where populated) and map it to Freshsales Accounts. Account Lists with segment labels (by industry, tier, or geography) are preserved as a custom multi-select picklist field account_list_tier__c so the ABM segmentation logic is visible in Freshsales reporting.

Account Groups are collections of Account Lists used to segment campaigns and reporting. We extract group membership and hierarchy, then map each group to a named tag in a custom field segment_group__c on the Account record. If the customer uses more than 15 distinct Account Groups, we recommend a Freshsales Lookup to a custom Segment Group object to avoid picklist overflow.

Contacts live in the CRM that RollWorks syncs with, not in RollWorks directly. We extract Contact records from the connected Salesforce or HubSpot portal, preserving first name, last name, email, phone, title, and any standard CRM fields RollWorks uses for Journey Stages. The Contact-to-Account relationship maps to Freshsales Contacts linked via the Account lookup. Hot Contacts (deanonymized web visitors pushed by RollWorks workflows as leads) map to Freshsales Leads, not Contacts.

RollWorks Contact Discovery Workflows can create new Salesforce Leads or Contacts when accounts exhibit buying signals. These RollWorks-sourced Leads are extracted from the connected CRM and mapped to Freshsales Leads with the original source tracked in a custom field original_source__c set to RollWorks. Any lead score value from RollWorks Sales Insights maps to a custom field rollworks_lead_score__c on the Freshsales Lead.

Journey Stages are derived from CRM field values ingested through the Salesforce or HubSpot integration. They represent account-level engagement states (e.g., Tier 1, Tier 2, Inactive) and do not have a direct Freshsales standard field equivalent. We map each Journey Stage value to a custom picklist field on the Contact record in Freshsales and document the stage name mapping table during scoping. Teams using Salesforce custom fields for Journey Stages will have those values available if the custom field was mapped by RollWorks; otherwise we reconstruct from the RollWorks reporting API export.

RollWorks Sales Insights surfaces accounts with engagement spikes predicted to be two times more likely to become opportunities. The score is written to the Salesforce or HubSpot widget as a numeric value. We map this to a custom number field on the Freshsales Account record. If the original score was derived from a multi-factor model, we document the component fields during scoping so the customer can optionally rebuild the score in Freshsales using Freddy AI's scoring capabilities.

Hot Contacts are deanonymized web visitors that RollWorks workflow actions push to the CRM as Leads or Contacts. These records carry a distinct provenance — they were identified by RollWorks visitor identification rather than inbound form fills or outreach. We flag them with a custom field visitor_origin__c set to Rollworks_Hot_Contact so the Freshsales team can handle them with appropriate nurture sequences without treating them as standard inbound leads.

RollWorks Workflows consist of Triggers and Actions defined in the AdRoll ABM orchestration layer, not in the connected CRM. They automate CRM updates, email campaigns via HubSpot or Marketo, and Hot Contact alerts. We perform a dedicated extraction pass via the NextRoll API to capture every Workflow definition with its trigger conditions, action steps, and target audience. We do not migrate Workflows as code into Freshsales because the automation models are structurally different. We deliver a written Workflow inventory document listing each RollWorks Workflow with its trigger type, conditions, CRM update actions, and a recommended Freshsales Workflow equivalent (e.g., a Freshsales Workflow with an event trigger and field update action). The customer's Freshsales admin rebuilds the automations post-migration.

Journey Events aggregate activity from Marketo, G2, and advertising engagement, associating them with CRM Contacts linked to Accounts. Note that RollWorks cannot associate Lead object activity to Accounts in Journey Events — only Contacts attached to Accounts receive attribution. We extract Journey Event records from the connected CRM or the RollWorks API (GraphQL Reporting API) and map them to Freshsales Tasks and Events linked to the Contact record. The event type (display impression, email open, LinkedIn engagement) is preserved in a custom field engagement_type__c.

RollWorks writes aggregated engagement metrics (impressions, clicks, spend, pipeline influenced) back to a custom Salesforce object. The field schema is documented in the RollWorks help center. We pre-create an equivalent custom object in Freshsales with numeric fields for impressions, clicks, spend, and pipeline influenced, and map the data row by row during migration. If the customer used a custom object name in Salesforce other than the standard AdRoll Aggregated Account Data object, we audit and replicate the exact custom object API name.