Connecting your CRM to your assistant: updated while you tell the story
A CRM is only as good as the last time someone updated it. Connect it to your assistant, and recounting a conversation is enough to put contact, deal and note in their place.
New to this topic? Start with Connect Your Own Tools: Connectors and MCP in dGENIX
The CRM that falls behind
Almost every business that uses a CRM knows the problem. The system is good, but it is not right. A deal won last week still shows as quote sent. A contact you met at a networking drink is not in it. Notes from conversations live in your head or in a notebook.
That is not about discipline. It is about the moment. After a conversation you want to move on, not open a system, find the right deal and fill in three fields. So you put it off, and after a few days it is forgotten.
A CRM that lags behind gives a wrong picture of your pipeline. And a wrong picture is worse than no picture, because you start steering by it.
Updating in one sentence
The idea behind a connected assistant is simple: you say what happened, and the CRM gets updated.
| What you say | What happens |
|---|---|
| "Is jan@company.com already in our CRM?" | GENI searches by email, name or company |
| "Add Sanne from De Krent Bakery as a contact" | A contact is created |
| "Move the De Vries deal to quote sent" | The deal moves to the next stage |
| "Note on De Vries that they will call back in March" | A note is added to the contact |
| "How does my pipeline look?" | You get all deals per stage |
You do not have to open the CRM. That works on the go too, through Telegram or with your voice, right when the conversation is still fresh.
Anything that changes something asks first
Creating a contact or updating a deal always asks for confirmation. You see what is about to happen, and only after your approval does it land in the CRM.
It looks like an extra step, but it is exactly what you want. An assistant that updates the wrong De Vries costs you more time than it saves. With a confirmation you see it immediately. And GENI never deletes contacts, deals or notes.
Connecting with permissions you decide
In dGENIX you do not connect HubSpot with a login button, but with a key you create in HubSpot yourself, a so-called private app. That sounds more technical than it is, and it has a big advantage: you decide per part what dGENIX may do.
| Permission | What it is used for |
|---|---|
| Read contacts | Looking up contacts |
| Write contacts | Creating new contacts |
| Read deals | Reading the pipeline and individual deals |
| Write deals | Creating a deal or changing its stage |
| Write notes | Adding notes to a contact or deal |
If you want GENI to only read, leave the write permissions off. If you do not switch a permission on, GENI simply cannot do it. Why that is a good habit is covered in connecting tools safely.
Step by step
- In HubSpot, create a private app under Integrations, for example named dGENIX
- Switch on the permissions you want to give
- Copy the access token HubSpot shows. HubSpot only shows it in full once
- In dGENIX, go to Connectors, choose HubSpot and paste the token
- Ask straight away: "How does my HubSpot pipeline look?"
If that last question returns a permission error, a permission is missing in your private app. Switch it on and save; the token stays the same.
Where it really saves time: chains
Updating a CRM is useful. The gain grows when it is part of a chain, in which GENI takes several steps in a row:
- After a conversation: have the recording worked out, summarise the agreements and add a note to the contact.
- New leads: have leads found and enriched, and create the good candidates as contacts.
- A won deal: set the deal to won, and after delivery send the customer a review request through the Reputation Engine.
- Renewal: have customers whose contract is ending flagged, and prepare a draft email in Gmail.
Sending email does not go through HubSpot but through your mail connection, and that also asks for your approval first.
Keeping several systems in line
If you work with several systems, for example a CRM and your own list in your workspace, they drift apart after a while. A deal won in one system is still open in the other.
The CRM Sync skill turns that into a report: which contacts differ, and how. It does not synchronise automatically; you see the differences and decide case by case. Put that report in a weekly scheduled task and your pipeline never lags behind for long. How to schedule it is covered in scheduled tasks explained.
Not working with HubSpot?
HubSpot has its own connection in dGENIX. Other CRM systems can become available through MCP connectors, an open standard that lets services offer their capabilities to AI assistants. How that works is covered in MCP connectors for your own tools.
What is included, and what is not
A few limits to know in advance. The connection works with contacts, deals and notes; tickets, products and quotes in HubSpot do not. Custom properties are not filled in automatically. And without further instruction a new deal goes into your default pipeline, so name the pipeline if you have several.
The HubSpot skill is available from Growth, CRM Sync from Pro.
Frequently asked questions
Why not a regular login button?
With a private app you decide yourself, per permission, what dGENIX may do. That is more precise than a standard authorisation where you approve everything at once.
Can GENI delete contacts?
No. GENI never deletes contacts, deals or notes. You do any clean-up yourself in HubSpot.
How do I disconnect?
Choose disconnect for HubSpot in your connectors, or delete the private app in HubSpot. In that second case the token is invalid immediately.
