System Agents
Agents that keep your CRM, marketing automation and data systems current, without a sync project.
New. CRM agents for HubSpot, Salesforce and Zoho are live, along with marketing automation agents for HubSpot Marketing, Marketo and Customer.io. Database and data warehouse agents are announced but not available yet.
System Agents carry the lead record across the systems your team works in: contacts, companies, deals, lifecycle stages, enrichment and scores.
The Families
| Family | Status | Covers |
|---|---|---|
| CRM agents | Live | HubSpot, Salesforce, Zoho |
| Marketing automation (MAP) agents | Live | HubSpot Marketing, Marketo, Customer.io: audiences, lists, workflows, campaign membership, engagement data |
| Database agents | Coming soon | Announced, no detail published yet |
| Data warehouse agents | Coming soon | Announced, no detail published yet |
Why an Agent Rather than a Field Mapping
A field mapping moves values, and cannot decide what to do when two systems disagree. An agent works from instructions instead: which records it may create, which it may update in place, how to de-duplicate, which fields it may write, and whether the lead score goes back to the CRM.
Surface does not publish a conflict-resolution policy, so do not assume one. What happens when Surface and the CRM hold different values is whatever your instructions say it is. Decide it deliberately, then confirm it on the sample-record test before you turn writes on, and ask your FDE if you need a behaviour the instructions do not obviously cover.
Direction of Travel
Surface is where leads are captured and judged; your CRM is the system of record for the deal. The agents keep the CRM current with what Surface knows about the lead. That is deliberately narrower than a two-way sync of everything.