Is there a way to populate custom fields from Salesforce or another source? For example, we’re interested in creating a custom field for main point of contact for our customers and populating it for them, so the information is easily accessible and can be updated on a regular basis.
Yes, you should be able to write whatever values you want to custom fields or custom user roles via the API.
(note US region links for all of those)
We do something similar with Salesforce, pushing their Account Type as a custom role. Zapier is the automation tool we use, but any RPA tool should allow you to automate this process.
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