Data Sync

Data Sync is the ongoing process of keeping information consistent and current across a CRM and its connected systems — ensuring that a change made in one platform is reflected in all others within a defined time window. For example, when a contact's email address is updated in the CRM, the sync pushes that update to the marketing automation platform and the customer support system, preventing communications from being sent to outdated addresses. Data sync can be real-time (triggered immediately by a record change via webhooks or event streams) or scheduled (batched updates run at defined intervals). The reliability and latency of data sync directly affects operational decisions made by teams who depend on up-to-date information across systems.