Configuring Field Mapping
Overview
Field mapping defines how CRM fields map to TrailSpark's internal account and lead fields. These mappings drive data enrichment during signal processing and determine where evaluation results are written back to your CRM.
Requires Editor, Admin, or Owner role in TrailSpark.
Accessing Field Mapping
Go to Settings > CRM Integration > Field Mapping tab. You must have at least one CRM integration connected (Salesforce, HubSpot, or Airtable). If no CRM is connected, you will be prompted to configure one first on the Connect tab.
For Airtable, table mapping must be completed before field mapping is available. See Connecting Airtable for setup instructions.
CRM Integration Selector
At the top of the page, select which connected CRM to configure mappings for. Each CRM has its own independent set of mappings. The page auto-selects the first connected CRM integration.
Standard Fields
The Standard Fields tab contains the core fields TrailSpark uses for lead evaluation and ICP matching.
Account Fields
| TrailSpark Field | Description | Used For |
|---|---|---|
| Account Name | Company/organization name | Display, identification |
| Website Domain | Company website domain | Target org resolution |
| Industry | Industry classification | ICP matching |
| Market Segment | Target market category (Enterprise, SMB, etc.) | ICP matching |
| Employee Count | Company size | ICP matching |
| Region | Geographic region | ICP matching |
Lead Fields
| TrailSpark Field | Description | Used For |
|---|---|---|
| Email Address | Primary email | Identity resolution (required) |
| First Name | Lead first name | Display |
| Last Name | Lead last name | Display |
| Company | Company name | Fallback identification |
| Job Title | Professional title | Role-based scoring |
Salesforce Dual-Field Picker
Salesforce stores people in both Lead and Contact objects. TrailSpark provides a dual-field picker to map each TrailSpark field to both:
Account fields map to:
- Primary: Salesforce Account object (e.g.,
Account.Industry) - Fallback: Salesforce Lead object (e.g.,
Lead.Industry) -- used for unconverted leads that don't have an Account
Lead fields map to:
- Primary: Salesforce Lead object (e.g.,
Lead.Title) - Fallback: Salesforce Contact object (e.g.,
Contact.Title) -- used for converted leads
Fallback Behavior
When TrailSpark looks up data for a Salesforce record:
- If the record is a Contact with an Account, the Account/Contact mappings are used
- If the record is an unconverted Lead, the Lead fallback mappings are used
HubSpot Field Mapping
HubSpot uses a single-field picker per TrailSpark field:
- Account fields map to Company properties
- Lead fields map to Contact properties
Airtable Field Mapping
Airtable uses a single-field picker per TrailSpark field, similar to HubSpot:
- Account fields map to fields in your Companies table
- Lead fields map to fields in your Contacts table
Because Airtable schemas are user-defined, the field picker shows all fields from the mapped table. TrailSpark also auto-detects common field name variants (e.g., Employee Count, Employee Size, Employees) for enrichment even without explicit mapping.
If your Airtable uses non-standard field names, explicit field mapping ensures TrailSpark finds the correct data. Check Connecting Airtable for the full list of auto-detected field names.
Common Mappings
Salesforce
| TrailSpark Field | Account Field | Lead/Contact Fallback |
|---|---|---|
| Industry | Account.Industry | Lead.Industry |
| Employee Count | Account.NumberOfEmployees | Lead.NumberOfEmployees |
| Region | Account.BillingCountry | Lead.Country |
| Job Title | Lead.Title | Contact.Title |
HubSpot
| TrailSpark Field | HubSpot Property |
|---|---|
| Industry | company.industry |
| Employee Count | company.numberofemployees |
| Region | company.country |
| Job Title | contact.jobtitle |
Airtable
| TrailSpark Field | Airtable Field (example) |
|---|---|
| Industry | Companies.Industry |
| Employee Count | Companies.Employees or Companies.Employee Count |
| Region | Companies.Region or Companies.Location |
| Job Title | Contacts.Title or Contacts.Job Title |
| Website Domain | Companies.Website or Companies.Domain |
Custom Fields
The Custom Fields tab lets you map additional CRM fields beyond the standard set. Use this for business-specific data points like lead source, product interest, or territory that influence your scoring.
Saving Mappings
Field mappings do not auto-save. After configuring your mappings, click Save All Mappings at the bottom of the Standard Fields tab. The page validates mappings before saving and displays any errors that need correction.
Navigating away without saving will discard your changes.
Validation
TrailSpark validates mappings both in real-time (as you select fields) and on save:
- Verifies CRM fields exist and are accessible
- Checks data type compatibility
- Warns about duplicate mappings
- Confirms the CRM connection is active
Validation errors and warnings appear in a summary banner at the top and a status indicator at the bottom of the Standard Fields tab.
Impact on Lead Scoring
Field mapping directly affects evaluation quality:
- Industry and Market Segment drive ICP firmographic matching
- Job Title drives role-based scoring and seniority detection
- Employee Count and Region enable company size and geographic targeting
- Missing mappings for these fields will reduce scoring accuracy
Next Steps
- CRM Integration Overview -- connect a CRM if you have not already
- Creating an ICP -- build your Ideal Customer Profile using mapped fields