Configuring Field Mapping
Overview
Field mapping defines which CRM fields feed TrailSpark's account and lead fields. These mappings drive 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. A CRM must be connected first. For Airtable, table mapping must also be complete before this tab is available.
Auto-Discovery and Refresh Fields
When you connect a CRM, TrailSpark fetches that CRM's field schema automatically. The pickers in the Field Mapping tab populate from that cached schema.
If your CRM schema changes — new custom properties, renamed fields — click Refresh Fields on the Connect tab. TrailSpark re-fetches the field list from your CRM and the updated fields appear in the mapping pickers immediately.
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 for each field — a primary field and a fallback field.
Account fields use:
- 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 record
Lead fields use:
- Primary: Salesforce Lead object (e.g.,
Lead.Title) - Fallback: Salesforce Contact object (e.g.,
Contact.Title) — used for converted leads
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 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 an explicit mapping.
If your Airtable uses non-standard field names, explicit field mapping ensures TrailSpark finds the correct data.
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 — business-specific data like lead source, product interest, or territory that influence your scoring or ICP rules.
Saving Mappings
Field mappings do not auto-save. After configuring, 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 discards your changes.
Impact on Lead Scoring
- Industry and Market Segment drive ICP firmographic matching
- Job Title drives role-based scoring and seniority detection
- Employee Count and Region enable size and geographic targeting
- Missing mappings for these fields reduce scoring accuracy
Buying-Group Field Mapping
To configure which CRM fields receive buying-group scores and role data, see Destinations Overview. That covers the destination-side field mapping — writing evaluation results (scores, roles, coverage) back to your CRM.
Next Steps
- CRM Integration Overview — connect a CRM if you have not already
- ICP Overview — build your Ideal Customer Profile using mapped fields
- Destinations Overview — map buying-group fields back to your CRM