Automate CRM data collection with Make.com

Automating CRM data collection with make.com helps you capture, organize, and sync customer information across all your tools without manual copy-paste. This guide walks you through the complete process, from choosing the right CRM to building and testing your first automated scenario.

Why automate CRM data collection with Make.com

Manual data entry creates errors, slows teams down, and leads to incomplete records. Using make.com, you can create automated workflows, called scenarios, that move data into your CRM whenever important events happen.

Benefits include:

• Consistent and reliable customer data in one place
• Less manual work for sales, marketing, and support teams
• Faster follow-up and better personalization
• Centralized view of interactions across channels

The original step-by-step tutorial for this process is available on the official guide: How to automate data collection: CRM.

Plan your CRM workflow before using Make.com

Before you build anything in make.com, define what data you need and where it should go inside your CRM. Clear planning prevents rework and broken automations later.

1. Choose your CRM platform

Decide which CRM will act as your source of truth. Popular choices include:

• HubSpot
• Salesforce
• Pipedrive
• Zoho CRM
• Freshsales

Check that your CRM is supported by make.com and that you have admin rights or the necessary permissions to create and manage integrations.

2. Define the data you will collect

List all data points you want to capture and sync. Typical CRM fields include:

• Contact details (name, email, phone number)
• Company information (company name, size, industry)
• Engagement data (form submissions, email opens, link clicks)
• Lifecycle data (lead status, deal stage, owner)
• Source and campaign information (UTM parameters, referrer)

Create a simple table mapping each data point to a specific field in your CRM. This will be the blueprint you use when configuring modules in make.com.

3. Identify your data sources

Next, identify which tools generate the data you want to store in your CRM. Common data sources include:

• Web forms and landing pages
• Ad platforms (e.g., Google Ads, Facebook Ads)
• Live chat and support tools
• Webinar and event platforms
• Spreadsheets and internal databases

For each source, decide what should trigger an update in your CRM. For example, a form submission might create a new contact, while an email link click might update the lead score.

Set up your CRM connection in Make.com

With your plan ready, you can connect your CRM account to make.com and prepare to build the scenario.

4. Create a new scenario

1. Log in to your make.com account.
2. Click on Create a new scenario from your dashboard.
3. In the module search, look for your CRM app (for example, HubSpot CRM or Salesforce).

You can start with your data source as the first module or with your CRM as the starting point, depending on the direction of the data flow.

5. Authorize your CRM account

1. Add your CRM module to the canvas in make.com.
2. Click to create a new connection.
3. Authorize access by logging into your CRM and granting permissions.
4. Test the connection to ensure that make.com can read from and write to your CRM.

Repeat the same steps for any other tools you plan to include in the scenario, such as your form builder, email service, or advertising platforms.

Build the core CRM automation in Make.com

Now you can translate your blueprint into an automated, repeatable process inside make.com.

6. Choose the trigger for your scenario

Every scenario in make.com starts with a trigger. Pick the event that should launch the automation. Examples include:

• New form submission
• New row added to a spreadsheet
• New lead from an ad platform
• New message from a chat widget

Configure the trigger module to fetch only the relevant data and to run on your preferred schedule (instant, every few minutes, hourly, or custom).

7. Map data to CRM fields

After the trigger, add one or more CRM modules to create or update records. Typical modules in make.com for a CRM include:

• Create a contact
• Update a contact
• Create or update company
• Create or update deal

In each module, map the incoming data fields to your CRM properties:

• Connect email to the primary email field
• First name and last name to contact name fields
• Company name to organization record
• Campaign or source to a custom property or lead source field

Follow the table you created during planning so every data point has a clear destination in your CRM.

8. Add logic, filters, and routes in Make.com

To keep your CRM clean, use the logic tools built into make.com:

• Filters to control when a module runs, such as only for new leads or specific campaigns.
• Routers to split the flow into multiple branches based on conditions.
• Conditional logic to manage different actions for new versus existing contacts.

This step makes the automation more robust and reduces duplicate or irrelevant records in your CRM.

Test and optimize your Make.com CRM scenario

Before turning on your scenario for real traffic, you need to test, review, and improve it.

9. Run test data through Make.com

1. Use sample data from your trigger app or submit a test form.
2. Run the scenario once in make.com using the Run once feature.
3. Open the execution details to review each module, input, and output.

Check that the CRM records are created or updated exactly as you expect and that all required fields are filled.

10. Validate data inside your CRM

Log into your CRM and confirm that:

• New contacts or companies were created correctly.
• Existing records were updated instead of duplicated.
• Lead status, owner, and segmentation fields reflect your rules.
• Timeline activities or notes appear as intended.

If you see unexpected results, adjust field mappings, filters, or routes in make.com and run another test.

11. Turn on scheduling and monitoring

Once tests look good, activate the scenario:

1. Switch the scenario from Draft to On in make.com.
2. Set your preferred schedule, such as near real time or at regular intervals.
3. Enable notifications or check execution logs regularly, especially in the first days.

Monitoring helps you catch issues early, such as changes in external tools, new required fields in your CRM, or unexpected spikes in volume.

Scale your CRM automation beyond one scenario

After your first workflow is stable, you can expand your use of make.com across more processes and teams.

12. Add more channels and data points

You can replicate the same structure for additional sources:

• Connect webinar registrations directly to your CRM.
• Sync chat conversations or support tickets into contact timelines.
• Update lead scores based on email engagement or website behavior.

Keep all scenarios documented so everyone in your organization understands how data flows into and out of the CRM.

13. Collaborate and improve your system

As teams grow, review scenarios on a regular basis with stakeholders from sales, marketing, and support. Gather feedback about data quality and adjust your make.com automations to match changing business rules or new fields in your CRM.

If you need help planning a broader automation strategy, an external partner can be useful. For example, agencies like Consultevo specialize in workflow design, integrations, and optimization.

Next steps for mastering Make.com CRM workflows

Automating CRM data collection with make.com turns scattered information into a reliable, unified customer database. Start with a single, well-defined scenario, test it thoroughly, and then build out additional workflows as your needs grow. By planning your data model carefully and using the routing and filtering tools available in make.com, you can maintain a clean, up-to-date CRM that supports every stage of your customer journey.

Need Help With Make.com?

If you want expert help building, automating, or scaling your Make scenarios, work with ConsultEvo — certified workflow and automation specialists.

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