Migrate from RollWorks Account-Based Platform to Zoho CRM

RollWorks Account Lists are the primary organizing object for ABM targeting. We extract Account List membership from RollWorks API and map each list to a Zoho CRM custom multi-select picklist field (e.g., account_list_membership__c) with values for each list name. Accounts that appear in multiple lists receive all applicable values. The Account List names themselves are preserved as field options during migration scoping so the picklist is pre-populated before records load.

RollWorks Account Groups are collections of Account Lists used for campaign segmentation. We map groups to Zoho CRM Tags applied to Account records, with each tag name matching the Account Group name. If the customer has more than 50 Account Groups, we recommend a custom Account Groups module with a lookup relationship to Accounts instead of tags, to avoid tag proliferation.

RollWorks Journey Stages are derived from CRM field values ingested through the Salesforce or HubSpot integration. We map the current Journey Stage value for each account to a Zoho CRM custom picklist field (e.g., journey_stage__c) with stage values preserved from the RollWorks schema. Stage history (which accounts moved between stages and when) migrates as a Zoho CRM Notes record attached to the Account for audit purposes.

RollWorks writes aggregated engagement metrics back to a custom Salesforce object via the AdRoll ABM integration. We extract the field schema from the connected Salesforce org, map each custom field to an equivalent Zoho CRM custom field on a newly created AdRoll Metrics custom module, and establish a lookup relationship to the Account record. The module is pre-created in Zoho before the CRM data export pass begins.

Contacts are managed in the connected CRM (Salesforce or HubSpot), not in RollWorks directly. We export from the connected CRM via API and import into Zoho CRM Contacts. The RollWorks Account List membership and Journey Stage values are merged onto the Contact record via the Account lookup so that CRM contacts carry ABM context without duplicating data. Any Lead records from the connected CRM migrate to Zoho Leads with a conversion plan documented for the customer's admin.

RollWorks Hot Contacts are web visitors deanonymized by the platform and pushed to CRM as leads or contacts via workflow actions. We extract the Hot Contact list from RollWorks and map to Zoho CRM Contacts (or Leads for unqualified visitors) with a custom field hot_contact_source__c set to 'RollWorks' and the original deanonymization timestamp preserved. A Zoho workflow rule is documented to replicate the Hot Contact push behavior post-migration.

RollWorks Sales Insights surface accounts with engagement spikes and predict likelihood of becoming opportunities. These signals are written to Salesforce or HubSpot widgets. We map the signal score, spike date, and prediction confidence to Zoho CRM custom fields on the Account (e.g., account_spike_score__c, account_spike_date__c). The Zoho CRM admin can build a Zoho Analytics or custom report to surface accounts by spike score.

RollWorks Audience Segments are built from RollWorks' own data and CRM field combinations. We document each segment's filter logic (field, operator, value) during scoping and map the segment membership to Zoho CRM Tags or a custom multi-select picklist field on Account. The customer's Zoho admin rebuilds the segment filter logic as a Zoho Workflow Criteria or a custom function if the logic is too complex for standard picklist values.

RollWorks Workflows (Triggers and Actions) are 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 Workflow extraction pass via AdRoll ABM API and deliver a written inventory of every active workflow with its trigger conditions, action sequence, and recommended Zoho CRM Blueprint or Workflow Rule equivalent. We do not rebuild workflows as code inside the migration scope.

RollWorks campaign structure (campaign names, ad set targeting rules, budget allocation) lives in the advertising layer. We extract campaign configuration metadata via RollWorks API and map it to Zoho CRM Campaigns (for reporting attribution) or custom fields on Accounts for contextual reference. Live ad creative assets do not migrate. Campaign performance metrics (impressions, clicks, spend) are preserved as a data export for Zoho Analytics reporting if the customer has that add-on.

RollWorks does not manage users directly; user ownership flows from the connected CRM. We resolve HubSpot Owners or Salesforce Users by email match during the CRM export pass. Any owner without a matching Zoho CRM User goes to a reconciliation queue for the customer's admin to provision before record import resumes.

RollWorks Journey Events aggregate activity from Marketo, G2, and advertising engagement, associating them with Salesforce Contacts linked to Accounts. We extract the Journey Event history as a flat export and map it to Zoho CRM Notes records attached to the relevant Account or Contact, with event type, source, and timestamp preserved. Full engagement timeline reconstruction (as would exist in RollWorks) is not possible in Zoho CRM without a custom module and is documented as a post-migration enhancement option.