Migrate from RollWorks Account-Based Platform to Nutshell

RollWorks Account Lists are the primary organizing object, containing target accounts built from CRM fields, CSV import, or the ICP matching engine. We extract the full Account List membership including account name, domain, and fit grade, then map to Nutshell Company records. The Website field on Nutshell Company serves as the domain dedupe key and must match the domain RollWorks uses for engagement attribution. Account List names and hierarchy are preserved in a custom Company field account_list_name__c so the original segmentation context is not lost during migration.

Account Groups are collections of Account Lists used to segment campaigns and reporting in RollWorks. Nutshell does not have an equivalent group concept. We map Account Group membership to a custom multi-select picklist field or a tag on the Nutshell Company record, preserving which accounts belonged to which group. The customer chooses the field type during scoping based on how they intend to query groups in Nutshell reporting.

Contacts synced from the connected Salesforce or HubSpot instance map to Nutshell Person records. The mapping resolves by email as the primary key. We extract the Contact name, email, phone, title, and any standard fields mapped in the RollWorks CRM integration. Person records are created after Companies so that the Company lookup is satisfied at the moment of Person insert. Hot Contacts (deanonymized web visitors) that were pushed to the connected CRM as leads or contacts are included in this migration pass.

Accounts synced from the connected Salesforce or HubSpot instance map to Nutshell Company records, complementing the Account List data. We extract company name, domain (Website field), industry, employee count, and revenue where present in the CRM. The Website field is the critical linking field because RollWorks uses it to write advertising engagement data back to Accounts. We validate Website field completeness during scoping and flag any Companies without a valid domain that will not receive aggregate advertising metrics in Nutshell.

RollWorks writes aggregate engagement metrics (fit score, intent score, ad spend, impressions, clicks, conversions) to a custom Salesforce object that syncs back to the Account record. Nutshell does not have a native equivalent object, so we create custom fields on the Company record to hold each metric: adroll_fit_score__c, adroll_intent_score__c, adroll_spend__c, adroll_impressions__c, adroll_clicks__c, adroll_conversions__c, and adroll_journey_stage__c. These fields preserve the RollWorks engagement layer as reference data in Nutshell without requiring a separate custom object.

Journey Stages in RollWorks track account progression from Unaware through Won Deal and are derived from CRM field values plus advertising, intent, and G2 data. We extract the current stage value for each Account and migrate it to a custom Company field adroll_journey_stage__c. The stage definitions (what criteria trigger each stage transition) live in RollWorks' orchestration layer and cannot migrate as logic; we document the stage names, the rules used to populate them, and the recommended approach for recreating equivalent logic in Nutshell using custom fields and filters.

If the connected CRM (Salesforce or HubSpot) has Deals or Opportunities synced to RollWorks for ABM reporting purposes, we extract those records and map them to Nutshell Deal. The mapping preserves deal name, amount, stage, close date, and owner. RollWorks does not create or manage Deals—it only reads them from the connected CRM—so the Deal migration is sourced from the CRM export pass rather than the RollWorks API directly.

Audiences in RollWorks are built from the platform's own data combined with CRM field filters. The segmentation rules (filter logic, data sources, and audience definitions) are documented in a written handoff deliverable. Nutshell does not support active audience segments as a native feature; the segmentation logic must be reconstructed using Nutshell's custom fields, filters, and saved views. We provide a written inventory of each audience with its definition, record count, and the equivalent Nutshell filter or custom field combination needed to replicate it.