Salesforce Destination

Overview

The Salesforce destination writes evaluation results to your Salesforce Lead, Contact, and Account objects. Trailspark maps scores, reasoning, and evaluation dates to custom fields you define in Salesforce, and optionally pushes buying-group coverage and role data when you enable that section.

Prerequisites

• Salesforce integration connected (Settings > CRM Integration > Connect tab)
• Custom fields created in Salesforce for Trailspark data
• Admin or Owner role in Trailspark
• Field-level security in Salesforce allowing write access

Custom Fields in Salesforce

Create these custom fields on both the Lead and Contact objects:

For account propensity, create on the Account object:

To store the ICP or Score status on Lead or Contact records too, create matching Text fields (for example TrailSpark_ICP__c and TrailSpark_Score_Status__c) on those objects.

Buying-group fields are documented in the section below — add them only if you plan to use that feature.

Configuration

Go to Settings > CRM Integration > Destinations tab.

Destination Settings

• Send Evaluations to Salesforce -- Toggle to enable/disable the destination
• Salesforce Integration -- Select which connected Salesforce instance to use
• Create Records if Not Found -- When enabled, Trailspark creates new Lead or Contact records if no match exists. You can filter which score levels trigger creation (Hot, Warm, Cold)

Field Mapping

The field mapping section has two tabs: Lead Object and Contact Object. For each, map three required fields:

Trailspark loads your Salesforce field metadata automatically. Select fields from the dropdown — fields appear with both their label and API name.

Field types

• Score Field — use a Text field, or a Picklist whose values are Hot, Warm, and Cold. Trailspark writes the score with a capital first letter, exactly as shown. A restricted picklist that doesn't contain those three values rejects the write, and because Salesforce updates a record in a single write, that takes the whole record with it — the evaluation date, the reasoning, and the buying-group fields too, not just the score.
• Evaluation Date Field — use a DateTime field.
• Reasoning Field — use a Long Text Area field. Salesforce's default Text field holds 255 characters, which is smaller than most explanations, and an over-length value fails the whole record the same way.

Account Propensity Score

The propensity score card configures where account-level propensity (high/medium/low) is written:

• Account Propensity Field (primary) -- Written to the Account object when a linked Account exists
• Lead Propensity Field (fallback) -- Written to the Lead object when no Account is linked

Both fields are optional.

ICP

The ICP card configures where the name of the ICP each account was scored against is written on the Account. It travels on the same account-level sync as the propensity score, so a Salesforce automation or flow can branch on which ICP produced a score. The field is optional. When an account was scored without a specific ICP, nothing is written.

AI reasoning

The AI reasoning card configures where each account's plain-language explanation is written on the Account — the same narrative you see on the account in Trailspark and in Slack alerts. It travels on the same account-level sync as the propensity score and always describes that score, so the two can never disagree.

Map it when you want reps to read why an account is hot without leaving Salesforce — on the Account record, in a list view, in a report, or in a meeting sidebar. This is separate from the Lead/Contact-level Reasoning Field, which explains an individual person's score; map either, both, or neither.

The field is optional. When an account's evaluation has no explanation, nothing is written — your existing field value is left untouched rather than blanked. When an account's score is retired, the last explanation stays in place and Score status flips to retired.

Score status

The Score status card configures where each account's score status is written on the Account (and, on the Lead and Contact tabs, on those records). It travels on the same sync as the propensity score and takes one of three values:

• current -- the pushed propensity score reflects the account's live standing.
• retired -- the account no longer matches the ICP it was scored against, so its last pushed score is stale and should no longer be trusted.
• not_evaluated -- the account has no evaluation yet.

When an account leaves the ICP it was scored against, Trailspark promptly updates this field to retired in Salesforce (for destinations that map it) — you don't have to wait for the account's next sync. Without the field, a retired account simply stops receiving score updates and its last pushed score silently goes stale, so a Salesforce flow cannot tell a fresh score from a stale one. Map it to let automations suppress or flag scores that are no longer current. The field is optional; unmapped, nothing is written.

Enrichment Fields

The Enrichment Fields card writes data from your connected enrichment providers (for example Clay or Reo.dev) into Salesforce Account fields you choose. All fields are optional and only write when you map them.

This writes on the same account-level sync that pushes propensity and buying-group coverage, for accounts linked to a Salesforce Account record.

Custom enrichment fields

If your enrichment provider sends fields beyond the standard five and you've turned them on under Enriched fields (see Enrichment Rules & Budget Caps), each active field gets its own extra row on this card, using the label you gave it. Map it to a Salesforce Account field the same way as the standard fields. Turning a field off later doesn't remove an existing mapping -- the row is kept and marked "No longer active," and it stops writing until the field is reactivated.

Account Fit & Outside Activity Fields

Two more cards write Trailspark's newer account-level facets to the Account object. Neither ever changes an account's propensity score — they're a separate read next to it. All four fields are optional and only write when you map them.

Create Last outside activity as a Date field in Salesforce. The other three are Text fields.

unknown and none are written on purpose — they mean Trailspark looked and didn't find enough to grade, which is different from the field being untouched because nothing is mapped. See Account detail for what these values mean on the account page.

These fields update whenever the account's other evaluation fields do (a new score, a coverage change, or the account leaving its ICP) — a change in outside activity by itself, with nothing else about the account changing, doesn't trigger its own push. If you need the freshest possible read, re-score the account or wait for its next scheduled evaluation.

Buying Group Fields

Enable the Push buying-group fields toggle to push coverage and role data alongside evaluation scores. All fields in this section are optional — they write only when you map them.

Contact properties

Account properties

For what these values mean, see Account coverage.

Dual-Object Support

Salesforce stores people as Leads (unconverted) and Contacts (converted). Trailspark matches by email address and writes to whichever object the lead exists on. You configure field mappings independently for each object.

Troubleshooting

Next Steps

• HubSpot Destination
• Airtable Destination
• Account coverage -- Understand the values being pushed
• Salesforce integration overview — what the Salesforce integration does, the fields Trailspark writes, and how scoring uses your CRM data