This document describes the technical implementation and security of Sales Navigator CRM Sync for Microsoft Dynamics, a capability which imports MS Dynamics CRM Data into Sales Navigator, and writes back select Sales Navigator activities to the CRM. 

The CRM Sync (& Activity Writeback) is a bi-directional data flow that relies on secure, dedicated APIs between Sales Navigator (LinkedIn) and your CRM. Data is encrypted in transit between Microsoft Dynamics and LinkedIn, relying on TLS over dedicated APIs. OAuth is used for authentication for a single administrator, system integration account, and individual seatholders. This allows customers to retain control of their data at a more granular level and ensure seatholders' CRM permissions are respected.  

As a result, LinkedIn does not have access to the member’s CRM credentials, and the administrator can revoke the access token at any time either through Sales Navigator Admin settings or through the service provider’s Microsoft Dynamics application authorization flow.

Sales Navigator imports/downloads Opportunity, Contact, ActivityPointer, Account, Team, and Lead data from the CRM. This data is processed to identify matching people and companies that exist in both LinkedIn and within your CRM. Matches are based on a scoring model that uses a variety of criteria including names, contact information, and geographic information. 

A listing of all objects and fields downloaded and used in matching is included in the appendix. 

Import and Matching Strategy

Imported data is stored securely within a LinkedIn database. 

• Matched Records – Matched CRM Accounts and Leads will have the “CRM” badge/link displayed and those that are associated with an open Opportunity are auto-saved in Sales Navigator for the Opportunity Owner.
  • CRM Badge – Users will see a “CRM” badge within Sales Navigator for all matched records (CRM Accounts, Contacts, and Leads). Clicking this badge saves users time by taking them immediately to the corresponding CRM record in Microsoft Dynamics. 
  • The “CRM Badge” badge is displayed for all Sales Navigator users, even if they do not have permission to view the matching object within the CRM (permissions limit access in CRM). 

• Unmatched Records – CRM records not matched will not show a CRM badge, but users can manually create matches from within the CRM using the Embedded Profile (Display Widget) integration – matches made in this fashion will be stored and visible to all users on the Sales Navigator contract.

• Incorrect Matches – If incorrect matches are found, then users can manually re-match to the correct Sales Navigator Lead/Account from within the CRM, on an individual basis, using the Embedded Profile (Display Widgets) integration – this match will be stored for all users on the contract. 

Match rates for all data are reported in aggregate within the Sales Navigator administrator console.

Frequency of Data Import

Sales Navigator imports data once during the initial configuration as well as on a daily basis, pulling updates/changes/new information every 12 hours. Each time new data is imported, it is processed to add new badges, contact information, auto-save Leads/Account, and update search filters. Sales Navigator admins can verify the last CRM sync by checking the timestamp in Admin Settings in Sales Navigator. 

Sales Navigator makes most of its API calls to Microsoft Dynamics using the Bulk APIs. This allows batching of calls and reduces the total number of total API calls – decreasing the likelihood of hitting CRM API limits. 

Once matched auto-saves are processed, Sales Navigator does NOT auto-unsave, if ownership/other changes occur. However, Contacts will be auto-saved again as they are associated with new Open Opportunities for new owners.

Sales Navigator administrators can enable Activity Writeback, allowing users to log InMails, messages, phone calls, notes, and Smart Links views back to CRM.

• Users are able to writeback select Sales Navigator activities (Notes, InMails, Messages, Notes, Phone Calls, Smart Links views) to the matched Account/Contact/Lead records in the CRM.   

• Writeback primarily works to CRM Leads/Contacts, Accounts Writeback only supports Notes. 

Data Writeback Strategy

• InMails and Messages are displayed as “Activities” and Notes are logged within the “Notes and Attachments” section of the Page Layout.  

• Activities are written back by the individual Sales Navigator end users.

• To complete an activity writeback, users are first asked to either locate or create a CRM record.  

Frequency of Export

Activity is written back to the CRM instantly.  

Do I need to enable data writeback to my CRM in order to use the CRM Sync feature?

No. You can enable CRM sync to import CRM data (details above) into Sales Navigator, without turning on activity writeback. 

When you are ready to turn on activity writeback, as an admin you’re able to choose to enable the specific activities you’d like to be written to the CRM.

How does LinkedIn authenticate to my Dynamics instance? How is that communication secured?

For all data integrations, we use OAuth to make the integration process seamless and to ensure a member is always in control of their data. For these integrations, LinkedIn does not have access to the member’s credentials, and the member can revoke the access token at any time either through Sales Navigator Admin settings or through the Microsoft Dynamics application authorization flow. All our communication between LinkedIn and Dynamics is over TLS 1.2.

Did LinkedIn perform any penetration testing?

Yes, we have completed internal penetration testing of the CRM Sync feature and as of date, we are not aware of any issues that would compromise the confidentiality and integrity of the CRM data stored on LinkedIn’s platform.

Has the CRM Sync been certified on Microsoft AppSource?

Yes. LinkedIn is a certified Microsoft Dynamics partner and goes through a standard security review process for our integration. CRM Sync is not distributed through the Microsoft AppSource, but directly uses Dynamics’ API to access and write clients’ CRM data.

What admin configuration tools are offered to manage the sync functionality?

LinkedIn offers the ability to control what users have auto-saving and writeback functionality, whether writeback is enabled at all, and the ability to clarify when deals enter your pipeline and what field revenue information is stored in. For more details, please see the Sync enablement guide here.

Can I block the integration user from accessing or using certain data?

Yes, you can restrict the integration user at the record level by leveraging CRM permissions.