CRM Agents
Connect a CRM, set the instructions, test on a sample record, then let it run.
Connect the CRM
Connect HubSpot, Salesforce or Zoho. The agent uses that connection to find, create, update and associate records, so connect it with access that matches what you want it to touch.
Define the instructions
What the agent may do every time it reaches a record: create records that do not exist yet, update existing ones in place, de-duplicate (by work email, then company domain), write enrichment fields such as industry, size and funding, and sync the lead score back to the CRM.
Test and visualise
Run it against a sample record and read the writes it would make before it runs for real.
What the Test Shows
Every field the agent would touch, with the current CRM value, the value it would write, and a label for the kind of write:
| Label | Means |
|---|---|
| Created | The CRM had nothing there |
| Enriched | Surface knows something the CRM does not |
| Updated | Both held a value, and the agent would write over the CRM's |
Read the Updated rows first. They are the only ones that can write over something a person entered by hand.
Deciding What to Turn On
Start with the blanks. Filling empty fields and correcting non-empty ones are different levels of risk. Creation and enrichment before updates.
Scope the objects. Contacts and companies are lower stakes than deals. A deal field is a field your forecast runs on.
Name the fields. An agent pointed at everything churns fields nobody reads.
Re-test after every change. A bad instruction running across the whole database is expensive to undo.
Turn writes on for one object at a time and watch it for a week. A CRM agent misconfigured on lifecycle stage can re-stage thousands of records quietly, and undoing it is a data project.
What It Carries
Into the CRM: the identity and firmographics Surface holds on the lead, the enrichment fields you allowed, the lead score, and the contact, company, deal and lifecycle-stage records themselves.
For data in the other direction, the HubSpot MCP tools are read-only lookups against a connected HubSpot account: companies, contacts, open deals, owners, pipelines and recent activity. See Lead Data Layer.
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