CRM → DevRev: Per-Tool Object & Field Mapping for AirSync Replacement

DevRev identity model (applies to every tool)

Mapping the wrong identity object is the #1 migration defect.

• Account — company record. Target for CRM Account/Company.
• Rev Org (revo) — workspace under an Account. Flat CRM → 1 Account + 1 Rev Org, linked.
• Rev User (revu) — external customer person. Target for Contact & Lead-as-person. Uses external_ref.
• Dev User (devu) — internal team member. Target for User/Owner. Never map an external contact here.
• Custom object — uses external_uid (fresh_custom recipe), not external_ref.

Field names = SFDC SOAP/REST API names. Id → external_ref/external_uid; SystemModstamp → delta cursor on every object.

Account SObject: Account

Contact SObject: Contact

Lead SObject: Lead

Opportunity SObject: Opportunity + OpportunityLineItem

Product2 SObject: Product2 CUSTOM

CRM Product = sellable catalog item (SKU, price, on quotes/orders). Not a DevRev Part — Part is the internal product/feature tree for issue routing. Model as a product-catalog custom object.

Pricebook2 / PricebookEntry SObject: Pricebook2 · PricebookEntry CUSTOM

User SObject: User

Quote SObject: Quote · QuoteLineItem CUSTOM

Order SObject: Order · OrderItem CUSTOM

Contract SObject: Contract CUSTOM

Campaign SObject: Campaign · CampaignMember CUSTOM

Field names = Zoho api_name. id → external_ref/external_uid; Modified_Time → delta cursor.

Accounts Module: Accounts

Contacts Module: Contacts

Leads Module: Leads

Deals Module: Deals

Products Module: Products CUSTOM

Sellable catalog item → product-catalog custom object (not DevRev Part).

Users Module: Users

Sales extras Price_Books · Quotes · Sales_Orders · Subscriptions · Campaigns CUSTOM

Field names = HubSpot internal property names. hs_object_id → external_ref/external_uid (string); hs_lastmodifieddate → delta cursor.

Companies Object: company · type 0-2

Contacts Object: contact · type 0-1

HubSpot has no separate Lead object — a lead is a Contact with lifecyclestage=lead. Route to Lead flow only if the connector splits on lifecycle.

Deals Object: deal · type 0-3

Products Object: product · type 0-7 CUSTOM

Sellable catalog item → product-catalog custom object (not DevRev Part).

Owner Owners API

Line item & Quote line item 0-8 · quote 0-14 CUSTOM

Schema field names via Get-Metadata. ProspectID / OpportunityId → external ids. Created-date biased — use hybrid delta (short modified window + periodic full sweep).

Lead Lead Management API · Lead = person

Opportunity Opportunity Management API

Activity Activity / Sales Activity Management API

Task Task Management API

User User Management API

Standard activity types per tool

Every CRM logs interactions as "activities". Coverage differs. This is what feeds the polymorphic Task / Calls / email recommendations below.

Outbound email editor ⚑ STD-NEEDED

Salesforce, Zoho, HubSpot, LeadSquared all let a rep compose & send email from the record (Lead/Contact/Deal) with templates, merge fields, and attachments. DevRev has a rich email/compose editor on the support/conversation side — the CRM/sales surface has no equivalent. A clean replacement needs a sales-record email composer. Flag as product gap; interim = reuse the support conversation editor scoped to the record, or a snap-in.

Capabilities the CRM composer must cover

* Attachments: the Artifact primitive exists — wire the composer to attach Artifacts. Body storage can reuse rich_text (HTML) + a derived plain-text field; EDM/IDM must agree on the type (rich_text split-brain rejects on recipe discovery).

Migrating existing templates & sent email

Telephony & messaging channels ⚑ STD-NEEDED

CRMs drive outreach over voice, SMS, and WhatsApp — not just email. To replace one, DevRev needs generic, provider-agnostic connectors for each channel that support multiple profiles (many numbers/senders/accounts per org) and template sync (pull approved templates from the provider, incl. India DLT & WhatsApp HSM). All channel events land on the record timeline; recordings/media → Artifacts.

Channels & the connectors to build

Generic-connector requirements (apply to all channels)

Vendor landscape (build adapters for the high-volume ones first)

Popular CPaaS / telephony / WhatsApp-BSP vendors. ✓ = strong offering. Prioritize by customer footprint — India POCs skew MSG91 / Gupshup / Exotel / Netcore; global skews Twilio / Infobip / Sinch.

Native Template object ⚑ STD-NEEDED — one store, vendor-differentiated fields

Don't scatter templates across per-connector customs. One standard Template object with a common core + a channel-typed field set (differentiated by channel/provider). subtype = channel (email / sms / whatsapp / voice-script) selects which vendor-specific fields apply. Filter/query by channel · provider · profile · approval_status.

Migrating existing channel data

DevRev product recommendations (what to build for a clean CRM)

To be a true CRM replacement — not a data mirror — DevRev needs these as standard objects/behaviours. Prioritized.

P0 · Lead as a first-class standard object

P0 · Task as a polymorphic object (link to ANY object)

P1 · Calls as a separate object

Supporting standards (already flagged)

★ DevRev Grow module — proposed standard objects & fields

Synthesis of Salesforce + Zoho + HubSpot + LeadSquared. Inclusion rule: a field/object becomes a Grow standard only if it's a stock (out-of-box) field in ≥3 of 4 CRMs (>75%). This is the minimum standard surface that lets Grow replace a CRM without every customer dropping to custom fields on day one. Coverage column = how many of the 4 tools ship it stock.

Object 1 · Account 4/4 — SFDC Account · Zoho Accounts · HS Company · LS Account

Object 2 · Contact 4/4 — SFDC Contact · Zoho Contacts · HS Contact · LS Lead(person)

Object 3 · Lead 3/4 stock separate object — SFDC · Zoho · LS · (HS = contact lifecycle) ⚑ new standard

Object 4 · Opportunity / Deal 4/4 — SFDC Opportunity · Zoho Deals · HS Deal · LS Opportunity

Object 5 · Activity (Task / Call / Meeting / Email / Note) 4/4 — polymorphic ⚑ polymorphic ref needed

Object 6 · Product-catalog item 3/4 — SFDC Product2 · Zoho Products · HS Product · (LS —) ⚑ distinct from Part

Commonly-forgotten objects (scope these or lose data)

A sales migration that only maps Account/Contact/Lead/Opportunity silently drops these. Decide migrate vs archive vs drop for each.

Salesforce

Zoho CRM

HubSpot

LeadSquared

Field-type traps (extraction/transform gotchas)

Source API limits (size the connector for these)

Migration strategy (half the job is non-data)

Object-field mapping is necessary, not sufficient. A CRM replacement also needs cutover, dedup, delete/merge detection, automation & reporting rebuild, reconciliation.

Cutover

• Big-bang (single freeze + full load) — small orgs (<~100k rec) / downtime OK. Phased (by object/BU/region) — both systems live, one system-of-record per record. Dual-run — validation only, set an end date.
• Backfill vs go-forward — pick a historical cutoff; go-forward migrates open/active + syncs new, archives cold history.
• Freeze window — source read-only during final delta load; disable source automation so triggers don't fire on migrated data; run a "delta since snapshot" catch-up.
• Load order — Users/Owners → Accounts → Contacts → Leads/Opps → Activities/Notes → Attachments → junctions. Preserve source IDs in external_ref/uid for idempotent, re-runnable loads.

Data quality, deletes & merges

• Dedup in source BEFORE migration — match keys per object (email, domain, phone E.164, external ID, fuzzy name+company); deterministic vs probabilistic w/ human-review queue.
• Normalize — phone E.164, country/state ISO, picklist→enum map (+ "unmapped" bucket), canonical timezone.
• Orphans — child w/ missing parent → placeholder / error queue, never silently drop.
• Deletes are invisible to modified-since — deleted rows don't appear in incremental pulls → periodic full ID sweep (SFDC queryAll returns deleted+merged) to reconcile.
• Merges — SFDC MasterRecordId (survivor←loser), HubSpot merge events. Without merge detection, target keeps both. Reflect as tombstone / redirect, not physical delete.

One-way vs bi-directional

• One-way for migration; bi-di is a steady-state model — don't conflate.
• Source-of-truth per object AND per field (CRM owns pipeline stage, DevRev owns support status); global winner is usually wrong.
• Loop prevention — tag sync writes (integration user / origin flag / content-hash) so the connector doesn't re-emit its own write. Idempotent external-ID upsert.

Parity & reconciliation (not migrated — rebuilt)

• Automation (workflows, validation, assignment, approvals, SLAs) is logic not data — rebuild in DevRev; expect redesign, not 1:1. Re-point webhooks/integrations off the old CRM.
• Reports/dashboards rebuilt against DevRev schema; validate key numbers (pipeline value, win rate, activity counts) vs source before decommission.
• Historical/audit/field-history — often unwritable via API → export to archive for compliance, don't force into live CRM.
• Reconcile per object — extracted = loaded + skipped + errored; aggregate sums (pipeline totals by stage/owner) within tolerance; stratified spot-check; every errored record has a disposition.
• Rollback — keep source read-only until sign-off; idempotent loads make purge+reload safe; define go/no-go + point-of-no-return; UAT on migrated data first.

Compliance

• Consent state must migrate — carry opt-out / marketing-preference / email-consent flags; losing them = emailing people who opted out (legal risk, not just data).
• Right-to-erasure / DSAR — don't resurrect records a data subject asked to delete; migrate suppression lists.
• PII — encrypt extracts at rest + in transit; restrict staging-file access; purge intermediate extracts after cutover.
• Data residency — keep regulated data in-region (EU / India); a connector routing through another region can breach residency. DevRev tenant region must match.
• DPA + sub-processor disclosure with DevRev and any middleware; apply retention rules; keep an audit trail of the migration itself.

Brands · Teams · Groups · Spaces (multi-brand + org structure)

DevRev's multi-brand + membership model. This is the target for CRM org-structure/sharing concepts earlier marked "re-model, don't 1:1 migrate" — divisions, business units, sales teams, territories, public groups.

• Brand — multi-brand entity (e.g. a company running several product/support brands).
• Team — the unit that handles one or more brands.
• Group — the membership primitive; devusers belong to groups; groups get assigned to brands & teams. Assign membership here, not on the brand.
• Space — scoped work surface.

Brands API (as provided)

Membership flow: create Group → assign devusers to Group → assign Group to Brand and/or Team. Don't attach users to the brand directly.

CRM org-structure → DevRev mapping

AirSync mechanics (all tools)

• Primary keys — source record ID → external_ref (natives) / external_uid (custom objects). Never derive from name.
• Delta cursor — SFDC SystemModstamp · Zoho Modified_Time · HubSpot hs_lastmodifieddate · LeadSquared ModifiedOn (created-biased → hybrid: short modified window + periodic full sweep + content-hash delta).
• Load order — Users → Accounts/Rev Orgs → Contacts/Rev Users → Product-catalog → Leads/Opportunities → Quote/Order/line-item children. Parents before children.
• Owner resolution — build source-user-ID → Dev-User map at discovery; unresolved → service devu, log the miss.
• Timestamps — empty-string ts → loader rejects (parsing time ""). optionalTs on every nullable date.
• Money — minor units + explicit currency enum; never formatted strings.
• Enum drift — schemas.custom.set silently strips unknown enum values; pre-seed the full source picklist before first load.
• Stages — stage diagram per pipeline, 1:1. Dropping a stage requires deprecate (reachability). Enums force-alphabetized — zero-pad prefixes.

⚑ STD-NEEDED gaps to raise with product

Where a clean CRM replacement needs a DevRev standard that isn't available today. Don't bury these in custom — flag them.

★ Suggested schema for a proper Grow module DevRev-arch · AirSync-compliant

Each object below is a DevRev custom leaf type defined via schemas.custom.set (id_prefix + leaf_type_display_name + is_custom_leaf_type) and populated over AirSync (EDM → IDM). The relational DDL is a readable sketch — on-platform each column becomes a custom_schema_fragment field of a DevRev-supported type, and each row is a leaf-type record keyed by external_ref (native mapping) or external_uid (custom leaf).

SQL sketch → DevRev field type (what the platform supports today)

Shared types & enums

-- reusable composite + enums
CREATE TYPE money AS (amount_minor bigint, currency char(3));
CREATE TYPE object_kind AS ENUM (
  'account','contact','lead','opportunity','product','activity',
  'ticket','issue','conversation','part');   -- polymorphic targets
CREATE TYPE channel AS ENUM ('email','sms','whatsapp','voice');
CREATE TYPE approval_status AS ENUM ('draft','submitted','approved','rejected','paused');

dev_user · group · team · brand (identity & org)

CREATE TABLE dev_user (
  id              text PRIMARY KEY,        -- don:identity:devu/...
  display_name    text NOT NULL,
  email           citext UNIQUE NOT NULL,  -- owner-resolution join key
  role            text,
  state           text DEFAULT 'active',   -- keep deactivated for historical refs
  external_ref    text);

CREATE TABLE "group" (
  id              text PRIMARY KEY,
  name            text NOT NULL);         -- membership primitive

CREATE TABLE group_member (       -- devuser ↔ group (M2M)
  group_id        text REFERENCES "group"(id),
  dev_user_id     text REFERENCES dev_user(id),
  PRIMARY KEY(group_id, dev_user_id));

CREATE TABLE brand (
  id              text PRIMARY KEY,
  name            text NOT NULL,
  external_ref    text);              -- SFDC Division / HS Business Unit

CREATE TABLE team (
  id              text PRIMARY KEY,
  name            text NOT NULL);

CREATE TABLE group_assignment (   -- group → brand and/or team
  group_id        text REFERENCES "group"(id),
  brand_id        text REFERENCES brand(id),
  team_id         text REFERENCES team(id));

account · contact · lead

CREATE TABLE account (
  id              text PRIMARY KEY,
  subtype         text,                    -- Customer/Partner/Prospect (record-type)
  name            text NOT NULL,
  domain          text,
  phone           text,
  industry        text,
  annual_revenue  money,
  employee_count  int,
  billing_addr    jsonb,                   -- {street,city,state,zip,country}
  tier            text,
  parent_id       text REFERENCES account(id),  -- self-ref; load parents first
  owner_id        text REFERENCES dev_user(id),
  rev_org_id      text,                    -- paired Rev Org
  external_ref    text UNIQUE,
  created_at      timestamptz, updated_at timestamptz);

CREATE TABLE contact (
  id              text PRIMARY KEY,
  subtype         text,
  first_name      text, last_name text,
  email           citext,                  -- dedup/merge key
  phone_numbers   text[],
  job_title       text,
  account_id      text REFERENCES account(id),  -- must resolve or orphan
  lead_source     text,
  lifecycle_stage text,
  email_opt_out   bool DEFAULT false,   -- consent — must migrate
  mailing_addr    jsonb,
  owner_id        text REFERENCES dev_user(id),
  external_ref    text UNIQUE,
  created_at      timestamptz, updated_at timestamptz);

CREATE TABLE lead (
  id              text PRIMARY KEY,
  subtype         text,                    -- Inbound/Outbound
  name            text,
  company         text,                    -- FREE TEXT (no account pre-convert)
  email           citext, phone text,
  status          text,                    -- stage lifecycle
  source          text, score int,
  owner_id        text REFERENCES dev_user(id),
  is_converted    bool DEFAULT false,
  converted_account_id     text REFERENCES account(id),
  converted_contact_id     text REFERENCES contact(id),
  converted_opportunity_id text,          -- set on convert
  external_uid    text UNIQUE);

opportunity · product · line_item

CREATE TABLE opportunity (
  id              text PRIMARY KEY,
  subtype         text,                    -- New-Business/Renewal/Upsell
  name            text NOT NULL,
  account_id      text REFERENCES account(id),
  primary_contact_id text REFERENCES contact(id),
  amount          money,
  stage           text NOT NULL,            -- stage diagram, 1:1 map
  pipeline        text,
  probability     numeric(5,2),
  close_date      date,                    -- optionalTs on load
  forecast_category text,
  owner_id        text REFERENCES dev_user(id),
  external_uid    text UNIQUE,
  created_at      timestamptz, updated_at timestamptz);

CREATE TABLE product (               -- sales catalog, NOT DevRev Part
  id              text PRIMARY KEY,
  subtype         text,                    -- Good/Service/Subscription
  name            text NOT NULL,
  sku             text,
  unit_price      money,
  family          text, is_active bool DEFAULT true,
  external_uid    text UNIQUE);

CREATE TABLE line_item (             -- opp/quote/order child
  id              text PRIMARY KEY,
  parent_type     object_kind, parent_id text,  -- opp/quote/order
  product_id      text REFERENCES product(id),
  quantity        numeric, unit_price money, total money);

activity — polymorphic (task / call / meeting / email / note)

CREATE TABLE activity (
  id              text PRIMARY KEY,
  type            text NOT NULL,            -- task|call|meeting|email|note
  subtype         text,                    -- demo/discovery/follow-up
  title           text,
  body            text,                    -- rich_text
  status          text,                    -- open/in_progress/completed
  due_date        timestamptz,
  owner_id        text REFERENCES dev_user(id),
  -- call-specific
  direction       text, duration_sec int, disposition text,
  recording_artifact_id text,
  external_ref    text UNIQUE,
  created_at      timestamptz, updated_at timestamptz);

-- ★ polymorphic link: one activity → many objects (WhoId/WhatId analog)
CREATE TABLE activity_link (
  activity_id     text REFERENCES activity(id) ON DELETE CASCADE,
  target_type     object_kind NOT NULL,     -- account/contact/lead/opp/ticket/issue…
  target_id       text NOT NULL,
  role            text,                    -- who vs what; decision-maker etc
  PRIMARY KEY(activity_id, target_type, target_id));
CREATE INDEX ON activity_link (target_type, target_id);  -- "all activity on X"

template — one store, channel/vendor-differentiated

CREATE TABLE template (
  id              text PRIMARY KEY,
  subtype         channel NOT NULL,         -- email|sms|whatsapp|voice
  name            text NOT NULL,
  provider        text,                    -- Twilio/MSG91/Gupshup/Meta…
  profile_id      text,                    -- sender/WABA/number profile
  language        text,
  body            text,                    -- text/HTML
  variables       jsonb,                   -- merge tokens
  approval_status approval_status DEFAULT 'draft',   -- synced from provider
  external_template_id text,             -- provider id = sync key
  -- channel-differentiated (nullable per subtype)
  subject         text,                    -- email
  from_addr       text, reply_to text,      -- email
  hsm_category    text,                    -- whatsapp: MARKETING/UTILITY/AUTH
  components      jsonb,                   -- whatsapp: header/footer/buttons
  quality_rating  text,                    -- whatsapp: green/yellow/red
  dlt_template_id text, dlt_entity_id text, sender_id text,  -- sms India
  us_campaign_id  text,                    -- sms 10DLC
  ivr_flow        jsonb);                  -- voice

channel_profile — multi-profile per channel/provider

CREATE TABLE channel_profile (
  id              text PRIMARY KEY,
  channel         channel NOT NULL,
  provider        text NOT NULL,
  sender_identity text,                    -- number / short code / WABA / from-email
  keyring_id      text NOT NULL,           -- creds in developer_keyrings, NOT here
  brand_id        text REFERENCES brand(id),
  team_id         text REFERENCES team(id),
  is_active       bool DEFAULT true);

-- message/call log rows reference channel_profile + link via activity_link