Set Up a Webhook

Webhooks are the backbone of real-time, event-driven go-to-market workflows. Unlike traditional polling mechanisms that check for updates at fixed intervals, a webhook delivers data to SyncGTM the instant an event occurs in an external application. When a prospect fills out a form, a deal stage changes in your CRM, or a payment is processed in Stripe, the originating system pushes a payload directly to your SyncGTM webhook endpoint. This eliminates latency, reduces unnecessary API calls, and ensures your GTM pipeline always operates on the freshest data available. For revenue teams that need to act within minutes rather than hours, webhooks are the single most important connector in the SyncGTM toolkit.

Setting up a webhook in SyncGTM is straightforward. You create a dedicated webhook endpoint inside your workspace, configure the external application to send HTTP POST requests to that URL, and then define how SyncGTM should parse, transform, and route the incoming data. SyncGTM automatically validates payloads, handles retries for failed deliveries, and logs every event for full auditability. You can apply filters to process only the events that matter -- for example, only new MQL leads from HubSpot or only closed-won deals from Salesforce -- so your downstream enrichment and outreach steps are never cluttered with irrelevant records.

Beyond simple data ingestion, webhooks unlock powerful automation patterns when combined with SyncGTM enrichment actions. Imagine a workflow where a new Typeform submission triggers a webhook, SyncGTM instantly enriches the contact with firmographic and technographic data, scores the lead, and routes it to the correct sales rep in your CRM -- all within seconds of the form being submitted. This kind of event-driven orchestration is what separates high-velocity GTM teams from those still relying on nightly batch syncs. With SyncGTM webhooks, every external event becomes a trigger for immediate, intelligent action across your entire revenue stack.

Once your data is in SyncGTM, you can run it through waterfall enrichment to fill in missing emails, phone numbers, and firmographics from 75+ data providers. Pair this lead source with SyncGTM's enrichment actions and push clean, enriched records directly to your connected CRM or outreach tool. Learn more about how waterfall enrichment works.