ROLLER Connect for Salesforce syncs data between ROLLER and Salesforce in near real-time. Depending on your active modules, data moves either one-way or bi-directionally across standard Salesforce objects.
ROLLER Connect for Salesforce is available to customers using Salesforce, on request. To get started, talk to your customer success manager or the support team.
Which module applies to you
ROLLER Connect – CRM: Data flows one way (ROLLER to Salesforce). Salesforce acts as a read-only reporting view of guest, booking, and transaction history.
ROLLER Connect – Groups & Events: Includes CRM sync plus bi-directional event management. You create and manage group event sales in Salesforce, and ROLLER receives confirmed bookings and resource holds.
This guide covers what moves where. For the steps, see Sync ROLLER guest and booking data to Salesforce and Manage group event sales in Salesforce.
How the connection works
A cloud sync layer sits between ROLLER and Salesforce and moves records automatically using API webhooks. You do not need to build or maintain custom integrations — the ROLLER Implementations team configures the sync layer during onboarding.
Sync specifications and logic:
Sync latency: Near real-time, using webhooks.
Conflict resolution: ROLLER is the primary source of truth for CRM and transactional data. Fields managed by ROLLER are locked in Salesforce as read-only to prevent data mismatches. For Groups & Events, Salesforce Opportunity stage updates take precedence and trigger booking actions in ROLLER.
Account deduplication: Accounts are automatically grouped by Company Name, or by Postcode/Zip Code when no company is provided. Guests with multiple email addresses are matched by full name within their Postcode Account to prevent duplicate Salesforce Contacts. To learn more about how guests are grouped, see How accounts are organized.
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Which system owns what
ROLLER is where bookings happen. It holds the operational record — what was booked, what changed, what was paid — and it stays correct because it's the system doing the work.
Salesforce is where that record becomes a complete customer picture. Every visit and every dollar of spend lands against the contact, so your team can segment, run lifecycle campaigns and report across the whole customer base.
Both statements are true at once, and neither means you can edit the same record in both places. Guest and booking data is changed in ROLLER. Group event sales are run from the Salesforce Opportunity.
What flows from ROLLER to Salesforce
Everything under ROLLER Connect – CRM flows one way. ROLLER owns the record and Salesforce receives it as a standard Salesforce object.
In ROLLER | In Salesforce |
|---|---|
Guests | Contacts |
Company, or postcode where there's no company | Accounts |
Bookings | Orders, with full transaction detail |
Products | Products |
Venues | Venues |
Payments | Transactions on the Order |
Resource availability, holds and blocks | The Reservations Calendar on the Opportunity |
Changes flow the same way. Cancel a booking in ROLLER and the Order's ROLLER Status changes to Cancelled; refund it and a new transaction is added to the Order. For when each object syncs and what lands on it, see What syncs to Salesforce.
These records are locked in Salesforce. Make the change in ROLLER and it flows through.
Who can make that change is controlled in ROLLER, through staff roles and permissions — not in Salesforce. To learn more, see Create and manage staff roles and permissions.
What flows from Salesforce to ROLLER
Everything under ROLLER Connect – Groups & Events flows the other way. The Opportunity is the record you work on, and ROLLER receives what you do there.
What you do in Salesforce | What happens in ROLLER |
|---|---|
Save a resource block on the Reservations Calendar | A provisional hold is placed against that resource |
Add or update Opportunity Line Items | The linked ROLLER booking updates to match |
Record a payment on the Opportunity | The payment status updates on the booking |
Move the Opportunity to Closed Won | The booking is confirmed, a Banquet Event Order (BEO) is generated, and an inventory order list is built from your recipes |
Move the Opportunity to Closed Lost | All resource holds are released |
A hold also releases on its own when it expires.
From the moment the first block is saved you can open the booking in ROLLER, from the ROLLER button on the booking modal or the Resources tab. There you can change quantities and add items. You can't change the booking date from ROLLER — that's set by the resource blocks on the Opportunity.
What doesn't flow either way
Data erasure and privacy: A GDPR erasure request doesn't cascade between platforms. Deleting a guest in ROLLER doesn't delete them in Salesforce, and the reverse is also true. Delete the data in both systems. To learn more, see How do I delete a guest's data?
While product definitions sync automatically from ROLLER to Salesforce, they are not automatically assigned to your active Salesforce Price Book. Products must be added to your Price Book before they can be selected on Opportunities.