Private Equity’s CRM holds the history of every relationship a fund has built. For years, this knowledge stays locked inside a single system, disconnected from the research, documents, and analysis that drive investment decisions.

Today, we're excited to announce that Salesforce and Affinity have joined Metal's growing integration ecosystem, alongside DealCloud.

This means deal teams using any of these CRMs can now bring their relationship intelligence into Metal, transforming isolated deal activity data into a unified, queryable layer of institutional knowledge.

Why CRM Integration Matters

Private equity firms generate enormous value through relationships. Every meeting, every introduction, every follow-up call represents accumulated insight about markets, companies, and people.

By integrating CRM data with Metal, deal activities, company records, and contact data flow directly into your system of record. More importantly, this data becomes part of a connected intelligence layer that your entire team can access, query, and build upon.

How It Works: Connect Your CRM in Minutes

Step 1: Authenticate Your CRM

Navigate to Organization Settings → Manage Integration.

Select Salesforce or Affinity. A simple OAuth flow connects your account securely.

Step 2: Automatic Data Sync

Once connected, Metal automatically syncs your CRM data:

• Companies: Company records flow into Metal's "Companies" library, enriched with additional context from your firm's documents and external data sources.

• Activities: Meeting notes, call logs, and deal activities sync to the "Activities" tab, creating a complete timeline of every touchpoint.

• People: Key relationship data is preserved and linked to relevant companies and deals.

Interact with Your CRM Data Through Metal Chat

Metal maintains a live connection with your CRM. New activities, updated records, and fresh notes sync automatically. Here's where integration becomes intelligence.

With your CRM data in Metal, you can query it naturally through Metal Chat, alongside every other data source your firm has connected.

Example queries:

• "What meetings have we had with healthcare companies in the last 90 days?"

• "Show me all deal activity related to [Target Company] across our team."

• "Who on our team has the strongest relationship with [Contact Name]?"

• "Summarize our recent touchpoints with companies in the industrial automation space."

Metal doesn't just search your CRM. It also connects CRM data with your deal documents, expert call transcripts, market research, and internal memos. The result is contextualized intelligence that would take hours to assemble manually.

From CRM Data to Institutional Intelligence

Individual CRM integrations are useful. But the real power emerges when CRM data joins your broader institutional library.

Consider the difference:

Without Metal
Your CRM tells you that you met with Company X three times last quarter. Your SharePoint has a CIM. Your expert network platform has call transcripts. Your team has notes scattered across email threads.

With Metal
All of this lives in one queryable system. Ask a question, and Metal synthesizes across sources—surfacing not just that you met with Company X, but what was discussed, how it connects to your investment thesis, and what your team's expert calls revealed about the competitive landscape.

This is institutional intelligence: transforming fragmented knowledge into a unified foundation for smarter decisions.

Getting Started

If your firm uses Salesforce, Affinity, or DealCloud, connecting to Metal takes minutes. Once integrated, your deal activity data becomes part of a living intelligence system that grows more valuable with every interaction.

Already using DealCloud? Learn more about our two-way sync capabilities.

Ready to connect Salesforce or Affinity? Book a demo to see CRM integration in action.

See all Metal Integrations.