Migrate from RollWorks Account-Based Platform to Pipedrive

RollWorks Account Lists are the primary organizing object and contain target accounts built from CRM fields, CSV import, or the platform's ICP matching engine. Each Account List member maps to a Pipedrive Organization. We use the Account's Website domain as the dedupe key for matching and import, and we preserve the Account List name(s) that each Organization belonged to as a custom Organization field of type multiselect or as Pipedrive Tags linked to the Organization.

Account Groups are collections of Account Lists used to segment campaigns and reporting in RollWorks. They map to Pipedrive Tags applied at the Organization level, preserving group membership hierarchy so that the customer can segment Pipedrive Organizations by their original Account Group structure. If Account Groups have nested hierarchies, we flatten them into a dot-notation tag convention (e.g., Tier1.Enterprise.NorthAmerica) to preserve the full path.

Journey Stages are derived from CRM field values ingested through the Salesforce or HubSpot integration and represent the account's stage in the ABM funnel (e.g., Unaware, Aware, Marketing Qualified, Sales Qualified, Opportunity, Customer). Pipedrive has no native Journey Stage equivalent, so we create custom dropdown fields on both Organization and Deal records with stage values matching the RollWorks Journey Stage taxonomy. The stage values transfer as labels; probability percentages from RollWorks become informational custom number fields if available.

The adroll__RollWorks_AccountData__c custom object in Salesforce surfaces AdRoll fit, intent, engagement, and advertising data linked to Salesforce Accounts. We extract these metrics and map them to custom number fields on the corresponding Pipedrive Organization: adroll_spend__c, adroll_impressions__c, adroll_clicks__c, adroll_conversions__c, adroll_page_views__c, and adroll_fit_grade__c. Website domain is the lookup key between the Salesforce Account and the RollWorks data record. We validate domain normalization (removing prefixes and suffixes per AdRoll's documented rules) during extraction to ensure matching accuracy.

The adroll__RollWorks_ContactLead__c Salesforce object aggregates per-contact advertising data (Spend, Impressions, Clicks, Conversions, Page Views) linked to Contacts and Leads. We extract these metrics and map them to custom fields on the corresponding Pipedrive Person record, or to a rolled-up aggregate on the Person's parent Organization if individual-level attribution is not needed. The lookup resolves via email match between the Salesforce Contact/Lead and the Pipedrive Person.

Hot Contacts in RollWorks are deanonymized web visitors pushed to the CRM as Leads or Contacts via workflow actions. We migrate the contact assignment (name, email, phone, job title, company name) to Pipedrive Person records. The website domain of the person's company links to the corresponding Organization. Note: RollWorks visitor identification is company-level only, not person-level; individual contact data comes from RollWorks' contact database enrichment, not from actual website visitor identification.

RollWorks associates Deals with Accounts via the connected Salesforce or HubSpot CRM. We extract Opportunity records from the connected CRM and map them to Pipedrive Deals, preserving deal name, value, stage (mapped to Pipedrive Pipeline Stage), expected close date, and owner. Pipeline structure in RollWorks maps to Pipedrive Pipelines and Stages; we create the Pipeline in Pipedrive during schema setup before migration begins.

RollWorks Sales Insights surface accounts spiking with engagement and predict x2 likelihood of becoming opportunities. These signals are written to Salesforce or HubSpot as custom fields and widgets. We extract these signal values and map them to custom fields on the corresponding Pipedrive Organization (e.g., adroll_spike_score__c, adroll_engagement_rank__c). Pipedrive has no native ABM scoring model, so these fields preserve the prioritization intelligence your SDR team used in RollWorks for reference in Pipedrive's activity and deal workflows.

RollWorks engagement history (calls, emails, meetings, tasks, notes) is synced to the connected CRM as standard Activity objects. We extract from Salesforce Tasks, Events, and EmailMessage records or HubSpot engagements and map them to Pipedrive Activities using the type mapping: Salesforce Task with Call disposition becomes Pipedrive Activity type Call; Event becomes Meeting; EmailMessage becomes Email; generic Task becomes Task. The activity timestamp and body preserve; the related Person and Organization links resolve via email and domain matching.

RollWorks Workflows (Triggers, Actions, and automation chains) are defined in the AdRoll ABM orchestration layer, not in the connected CRM. They automate CRM updates, email campaigns, and Hot Contact alerts. We perform a dedicated extraction pass to document every active Workflow with its trigger conditions, filter criteria, action sequence, and CRM update payload. We deliver a written Workflow Inventory document mapping each RollWorks Workflow to a recommended Pipedrive Workflow Automation equivalent. Workflows are not migrated as code; the customer's Pipedrive admin rebuilds them using Pipedrive's Workflow Automation builder (available on Advanced tier and above).

RollWorks Audience Segments are built from the platform's own data and CRM field combinations using filter rules. We extract the segmentation rules and criteria used to build each Account List and Audience Segment, documenting them as structured text or JSON in a custom Organization field (segment_criteria__c) or as Tags on Organizations. This preserves the segmentation logic for the customer's admin to reconstruct in Pipedrive's filters and segmentation tools.

RollWorks campaign structure (campaign names, ad set names, creative identifiers, audience targeting rules) lives in the advertising layer. We do not migrate live ad creative assets as binary files. We extract campaign configuration metadata (campaign name, channel, start date, targeting criteria) and map it to a custom Deal field (campaign_config__c) or a JSON-formatted Organization field. This gives the customer's team a record of which Pipedrive Deals and Organizations were associated with which RollWorks advertising campaigns for reporting continuity.