One CRM for events, speakers and sponsors, built out of Google Sheets
A relationship business running on scattered Sheets and Gmail needed a single Salesforce org: clean, deduplicated, and structured enough to stay that way.
- Practice
- Salesforce CRM setup and data migration
- Period
- 2026
- Client rating
- 5.0 out of 5
Relationships spread across too many places
The business manages events, speakers and sponsors, which is a network rather than a pipeline. Held in Sheets and Gmail, that network exists only in whoever last emailed whom.
The brief was initial setup, data import and configuration, with a specific ask attached: when bulk emailing, be able to CC the right contacts across different contact cards.
Clean before you import
Deduplication happened before the data went in, not after. Importing dirty contacts and cleaning them inside Salesforce costs more than doing it in the CSV.
- Contacts imported from Google Contacts CSV
- Data cleaned and deduplicated ahead of import
- Mapped into Leads and Contacts
- Duplicate rules and matching logic set so it stays clean
Structure and activity capture
Custom fields for speaker, sponsor, event, panel and outreach status gave the team something to filter and segment on, and the contact-to-contact link supports the CC workflow they asked for.
Gmail integration and Einstein Activity Capture mean email and activity log against the right records without anyone remembering to do it.
Outcome
A working CRM with clean records, a field structure that supports segmentation, automatic activity logging and executive dashboards over the top.
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