Migrate from RollWorks Account-Based Platform to monday CRM

RollWorks Account Lists map to Monday.com CRM Companies. Each Account List becomes a dedicated CRM board or a Group within a unified Account board, with the account name and domain preserved. Account List membership is stored as Item records within the board group. If the account list was built from Salesforce Account records via the CRM sync, we extract the Account IDs and resolve them against the CRM export to ensure the Monday.com Company record exists before the Account List assignment is made.

RollWorks Account Groups are collections of Account Lists used to segment campaigns and reporting. We map Group membership to Monday.com board Groups within the CRM board. The Group hierarchy (parent groups containing child lists) is preserved as nested Groups. If Account Groups were used to drive Journey Stage assignments, we note the grouping logic separately for the customer to reconstruct in Monday.com as a filter or automation trigger.

RollWorks Journey Stages are derived from Salesforce field values ingested through the CRM integration. Since Monday.com CRM has no native Journey Stage equivalent, we recreate the stage values as a Status or Dropdown column on the Company Item, with each status mapped from the RollWorks stage label. The stage-to-field mapping is documented during scoping so the customer can set up Monday.com automations to advance accounts through stages based on activity.

RollWorks writes aggregated engagement data to the adroll__RollWorks_Account__c custom Salesforce object: ICP Fit Grade, advertising Spend, Impressions, Clicks, Conversions, Page Views, and Unique Visitors. We extract these field values during the Salesforce export pass and map them to custom columns on the Monday.com Company Item with types matching the data (Number, Date, Currency). The Relationship label and API field names are documented in the AdRoll ABM help center article on Salesforce custom objects.

RollWorks Account Spike scores (x2 likelihood of becoming an opportunity) and Sales Insights signals are written to Salesforce widgets and do not have a direct Monday.com CRM equivalent. We preserve the most recent score as a static number column on the Company Item but flag that ongoing spike updates require manual re-entry or a third-party enrichment integration. We do not build a live data enrichment pipeline as part of the migration scope.

Contacts synced from Salesforce or HubSpot into RollWorks migrate to Monday.com CRM People. We extract contacts from the connected CRM export (not directly from RollWorks, since RollWorks does not own contact storage). The mapping uses email as the dedupe key. Contact-level advertising engagement data (if linked via RollWorks workflow actions) migrates to custom fields on the Person record. Note: RollWorks cannot associate Lead object activity to Accounts — teams running high-volume outbound on Leads will need a Lead-to-Contact conversion audit before migration.

RollWorks Hot Contacts (deanonymized web visitors pushed to CRM as leads or contacts via workflow actions) migrate to Monday.com CRM People. The Hot Contact status and source (web visitor) are preserved in a custom dropdown column on the Person record. If the Hot Contact was pushed as a Lead rather than a Contact, we flag it for the customer to convert before migration since Monday.com CRM does not have a separate Lead object.

RollWorks Workflows automate CRM updates, email campaigns, and Hot Contact alerts from the AdRoll ABM orchestration layer. These do not migrate as code. We extract a full inventory of active RollWorks Workflows during scoping, documenting the trigger type (Account List entry, Journey Stage change, intent spike), conditions, and actions. This inventory is delivered as a written handoff for the customer's admin to rebuild in Monday.com Automations, which use board-level triggers rather than the cross-system trigger model RollWorks employs.

RollWorks advertising campaign structure (campaign names, audience targeting rules, channel assignments) is preserved as a reference document, not migrated as live records. Monday.com CRM has no advertising layer. We export the campaign metadata (target account lists, channel, date range, objective) to a Monday.com board as a static reference so the customer's team can recreate targeting logic in Monday.com Ads or a separate DSP if they continue advertising separately.