Why Use Sync-to-Salesforce Filtering?
Not every prospect tracked in SalesWings needs to be available in Salesforce.
Sync filtering can help you:
Keep Salesforce cleaner
Reduce unnecessary data volume
Focus your teams on relevant prospect segments
Prevent unsuitable audiences from being synced
This is especially useful if your organization has high website traffic, a mixed B2B and B2C audience, or a large prospect database.
Before You Begin
You need:
A SalesWings Studio account
An active Salesforce integration
Access to the Salesforce integration settings
A clear definition of which prospects should sync
We recommend agreeing on your filtering criteria with your Salesforce admin or sales operations team before configuring the rules.
IMPORTANT: SalesWings Studio 7.0 or later is required to use Sync-to-Salesforce filtering. If an earlier version is installed, unexpected sync behaviour may occur. Please upgrade to Studio 7.0 or later before configuring these rules.
How the Filtering Rules Work
You can configure two types of rules:
Include Rules
Include rules define which prospects are eligible to sync to Salesforce.
Use an include rule when only a specific prospect segment should be available in Salesforce.
Note: If you do not configure an include rule, SalesWings includes prospects by default. Any configured exclude rules will still apply.
Exclude Rules
Exclude rules prevent matching prospects from syncing to Salesforce.
IMPORTANT: Exclude rules take priority over include rules. If a prospect matches both an include rule and an exclude rule, the prospect will not be synced.
What Data Is Filtered?
The rules apply to the full person sync.
This includes the prospect and related SalesWings data, such as:
Activities
Tags
Scores
This means you are filtering the entire prospect sync, rather than an individual type of SalesWings data.
Understanding the Rule Priority
Configuration | Result |
No include rule and no exclude rule | Prospects are included by default |
No include rule, but an exclude rule exists | Prospects are included unless they match the exclude rule |
An include rule exists | Prospects must meet the include criteria |
A prospect matches both rule types | The prospect is excluded |
Configure Sync-to-Salesforce Filtering
Open the Salesforce Integration Settings
Sign in to SalesWings Studio using an account with access to the Salesforce integration settings.
Open your Salesforce integration and locate the “Sync-to-Salesforce filtering” section.
Decide Whether You Need an Include Rule
First, decide whether most prospects should sync to Salesforce.
When most prospects should sync and only specific segments should be removed, leave the include rules empty and configure exclude rules.
When only a defined prospect segment should sync, configure an include rule.
IMPORTANT: When an include rule is configured, prospects that do not meet its conditions will not be included in the sync.
Add Your Include Criteria
Add an include rule under “Sync-to-Salesforce filtering.”
Select the conditions that identify the prospects you want to make available in Salesforce.
Review the criteria carefully to confirm that they represent the intended prospect segment.
Note: The available conditions depend on the filtering options displayed in your SalesWings Studio integration settings.
Add Your Exclude Criteria
Add an exclude rule for prospects that should not sync to Salesforce.
Use exclude rules for segments that should always remain outside Salesforce, even when they also meet an include condition.
IMPORTANT: When a prospect matches both an include rule and an exclude rule, the prospect is excluded.
Review Your Rules
Review the include and exclude rules together.
Confirm that:
The include criteria represent the prospects that should be available in Salesforce
The exclude criteria represent the prospects that should remain outside Salesforce
Any overlap between include and exclude rules should result in exclusion
Leaving the include section empty is intentional, where applicable
Keep your rules as simple as possible. A small number of clear rules is easier to understand and maintain than several overlapping conditions.
Save the Integration Settings
Save your changes in the Salesforce integration settings.
SalesWings will use the configured rules to determine which prospects are included in the full person sync to Salesforce.
Common Filtering Approaches
Include Only a Defined Prospect Segment
Configure an include rule when Salesforce should contain only prospects that meet your selected criteria.
This can be useful when Salesforce is reserved for a particular audience, market, business unit, or prospect segment.
Include Most Prospects but Exclude One Segment
Leave the include rules empty and configure an exclude rule.
Because SalesWings includes prospects by default when no include rule exists, this approach works well when most prospects should sync and only a defined segment should be removed.
Combine Include and Exclude Rules
Use an include rule to define the broad group that can sync.
Then add an exclude rule to remove a specific subset from that group.
For example, you could include a broad business audience while excluding a segment that should not be managed in Salesforce.
Remember: The exclude rule always takes priority.
Best Practices
Start with a small and easy-to-understand rule set.
Document why each rule exists and which prospect segment it affects. This makes future reviews easier for your Salesforce and sales operations teams.
Review the rules when your audience, qualification process, or Salesforce data strategy changes.
Avoid creating several overlapping conditions unless each condition has a clear purpose.
Need More Help?
Contact SalesWings Support or schedule a success call if you need help defining which prospect segments should sync to Salesforce.