Close (CRM) and Qualtrics (Forms & Surveys) are commonly run side-by-side. When teams operate both, the question that follows is how to keep the two in sync without re-entering data twice. This page describes a possible custom integration and what to confirm during discovery — not an off-the-shelf connector or a project we have already delivered for this exact pairing.
What teams typically want to integrate
- Create or update CRM contacts from form submissions in real time
- Route inbound leads to the right owner based on form field values
- Tag contacts with the form they completed for downstream segmentation
- Capture custom-field answers as structured CRM data
How the integration could work
A few paths are worth evaluating, depending on each tool's supported mechanism, your stack, and budget:
- Native / first-party connector — check whether one exists specifically between Close and Qualtrics (not assumed; verify with each vendor and confirm the edition you run is supported)
- REST API on both sides + scheduled sync (build once, run on cron)
- Webhook-driven sync (real-time, event-based) where the tool supports it
- Low-code platforms (Zapier / Make / n8n) — only where BOTH tools have a supported connector for your edition; confirm coverage before relying on it (and note the ongoing per-task fees)
- Custom adapter (full control, no per-task platform fees — but you own hosting, maintenance, and any vendor API access/licensing; requires engineering)
What could flow between the systems
Scope what should actually move between them during discovery:
- contacts
- form submissions
- lead source attribution
Complexity
A custom integration here is typically simple. Both tools expose a REST API and offer native integrations, so a working connection is mostly configuration rather than custom development.
Need help building this?
Purcell Analytics can build a custom integration between Close and Qualtrics for businesses that want this running reliably without DIY headaches. Schedule a consultation to scope your specific use case, environment, and supported integration paths.