Best PRM for Freshworks CRM: Two-Way Sync

With a rapidly growing base of over 72,000 customers globally, Freshworks has cemented its place as a leader in customer engagement. That success is on full display with high-profile sponsorships, like becoming an Official Partner of the McLaren Formula 1 Team, which proves their mastery of empowering direct go-to-market teams. Yet, while Freshworks’ flows are exceptional for internal teams, a core channel is often left disconnected: partnerships.

Your sales team relies on Freshworks CRM for its intuitive interface and complete, 360-degree view of the customer journey. Meanwhile, your entire partner ecosystem—the ongoing communications, shared resources, and partner-sourced deals—operates from your PRM. The potential for a powerful synergy is clear, yet it often feels like these two critical systems aren't speaking the same language. This creates a gap where valuable partner insights are isolated in one platform while deal momentum lives entirely in another.

How do you effectively bridge this divide?

Connecting the CRM and PRM Worlds

The Journeybee and Freshworks CRM integration is specifically designed to solve this challenge by creating a seamless, two-way synchronisation between the platforms. It enhances Freshworks CRM with robust partner management workflows embedded directly into the sales environment your team already knows and loves. This guide provides a technical overview of its capabilities and setup process.

Core Architecture & Technical Capabilities

The integration is founded on three technical pillars: a deep object synchronisation, an embedded UI widget, and a fully customisable partner portal.

Two-Way Object Synchronisation

A persistent, automated sync is established between Journeybee and Freshworks CRM objects.

• Synced Objects: The sync can be configured for standard Freshworks objects, including Leads, Contacts, and Deals.
• Mechanism: When a record is created or updated in one system (e.g., a partner submits a new lead via their Journeybee portal), the corresponding object is instantly created or updated in the other, based on your configuration. This prevents duplicate data entry and ensures data integrity across both platforms.
• Custom Field Mapping: During installation, the integration automatically creates the necessary custom fields within your Freshworks instance. These fields hold essential partner data (like "Sourced by Partner" or "Partner ID") directly on the Deal or Lead record, making partner attribution transparent and reportable within Freshworks.

Embedded Partner Intelligence (Freshworks Widget)

To provide your sales team with immediate context, the Journeybee Partner Portal is embedded directly into the Freshworks CRM interface.

• Use Case: When a sales representative opens a Deal in Freshworks, the Journeybee widget displays the associated partner's details, their recent activities, and provides a direct link to their dedicated Partner Room.
• Value: This eliminates the need for sales reps to leave Freshworks CRM to understand a partner's involvement, find co-selling resources, or get updates, Of course. Here is a paragraph about partner sync and import, structured similarly to your example.

Unified Partner Directory: Import & Sync

To establish a single source of truth for your channel ecosystem, the integration facilitates a robust import and synchronisation process for your partner records. You can begin by performing a bulk Partner Import, seamlessly transferring existing partner Accounts and Contacts from Freshworks CRM into Journeybee to instantly populate your program.

Following this, a persistent, two-way Partner Sync ensures that any updates to a partner's record in either system—such as a change in contact information or partner status—are automatically reflected in the other. This creates a unified and consistent partner directory across both your sales and partnership platforms, eliminating data silos and ensuring your teams are always working with the most current information.

Personalised Partner Portals & Resource Management

Journeybee acts as the partner-facing front end of your Freshworks PRM, providing secure, personalised spaces for each partner.

• Secure Access: Partners enter their dedicated room with a simple, secure link, removing the friction of creating and managing yet another account.
• Curated Content: You can build a comprehensive library of resources (marketing collateral, sales playbooks, etc.) and use Journeybee's tagging system to control access based on partner tier or category, ensuring partners only see relevant information.
• Brand Alignment: The portal is designed as a near white-label solution, allowing you to maintain brand consistency and present the PRM as a natural extension of your company.

Engaging Partners in Their Preferred Workflow

A superior partner experience means connecting with partners in the environments where they are most productive. The reality is, your partners spend their day in Slack or Microsoft Teams, not waiting for updates in a CRM. Requiring them to constantly log into a separate system creates a barrier to engagement and slows down collaboration.

Journeybee removes this friction by streaming crucial deal updates directly from Freshworks CRM into your shared partner channels. When a deal progresses to a new stage or a lead is assigned to a sales rep, an automated notification is sent instantly. This keeps your partners informed and aligned in real-time, right within their favourite communication tools, eliminating the need for constant "any update?" emails.

This goes beyond simple notifications. Journeybee’s integrated messaging hub centralises every partner touchpoint—whether it happens in the portal, via email, or in Slack and Teams. This builds a complete, analysable record of your partner communications, creating a single source of truth that allows you to track engagement and gain deep insights into what your partners need to be successful.

Tailored Workflows for Every Partner Type

A powerful integration adapts to how you work. Here’s how the Journeybee-Freshworks connection empowers your entire partner ecosystem, no matter the model.

For Referral & Affiliate Partners:
Automate the most critical part of your referral program. When a partner submits a lead through their Journeybee portal, it is instantly and seamlessly created as a Lead or Deal record in Freshworks CRM. Your sales team can engage immediately, and the partner has real-time visibility as the deal stage progresses from "New" to "Qualified" to "Won," making commission and attribution tracking effortless.

For Resellers & Co-sellers:
Empower your sales team with the context they need to win. When a rep opens a partner-sourced Deal record in Freshworks, the embedded Journeybee widget gives them immediate access to the partner's contact information, co-selling playbooks, and relevant marketing assets. This eliminates the need to hunt for information, streamlining collaboration and shortening the sales cycle.

For Tech & Integration Partners:
Facilitate true collaboration around joint customers. Manage joint customer success by linking key partner contacts and technical resources directly to a customer's Account record in Freshworks. This ensures that both your internal sales and success teams and your partner's team are aligned, providing a unified experience for the end customer.

The Business Value of a Unified PRM and Freshworks Sync

Connecting Journeybee and Freshworks CRM unlocks deeper insights and creates fundamentally better ways of working. This integration provides the intelligence layer needed to elevate your partner program from a managed cost center into a scalable revenue engine.

1. Establish a Single Source of Truth for Deal Status
   The two-way sync creates one unified source of truth for all partner-influenced deals. When your internal sales team and external partners see the exact same deal status and pipeline stage in real-time, the need for endless email updates and status calls vanishes.
2. Achieve Accurate Partner-Influenced Revenue Attribution
   Because the integration ties all partner activity to your actual Freshworks CRM deal data, you can generate precise, partner-specific analytics. You can finally answer crucial questions with confidence: How much revenue is each partner truly influencing? Which types of partners deliver the best close rates? This data allows you to invest intelligently in what's working.
3. Embed Partner Resources Directly into the Sales Workflow
   Effective sales enablement happens when resources are available at the moment of need. With the embedded Journeybee widget, your sales reps get instant access to relevant partner assets—like co-selling playbooks and key contacts—directly within the Freshworks deal view.
4. Automate Time-Consuming Administrative Tasks
   A partner manager's most valuable asset is time. This integration automates hours of manual administrative work, such as updating partners on deal progress, pulling data for reports, and cross-referencing information between systems.

Step-by-Step Installation Guide

Prerequisites:

• An active Journeybee account.
• An admin-level Freshworks CRM account to authorize the integration.

Connecting Journeybee and Freshworks is a straightforward process designed for a quick setup. The entire process can be completed in three simple steps:

1. Connect: Start by navigating to the Integrations section in your Journeybee settings and choose Freshworks CRM.
2. Authorise: You will be securely redirected to Freshworks to approve the connection. This action automatically adds the necessary custom fields to your Freshworks account.
3. Configure: Once authorised, you’ll return to Journeybee to select which deals, leads, and contacts you wish to sync.

Choose Your Next Step

Ready to unify your sales and partner platforms? We're here to help you get started.

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