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When BenefitFlow IDs are synced into your CRM, you can measure exactly what the platform is producing: which deals it sourced, how much revenue closed, and where your open whitespace sits. This guide shows you the reports to build.
This builds on two things: the Company ID that syncs onto every employer and broker record, and the employer-to-broker-office link from Linking Employers to Their Primary Broker Office. Set up the link first if you want the broker-level reports.

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The core idea

Map BenefitFlow’s Company ID field onto your synced records. Any account or deal with a Company ID came from BenefitFlow. That one field lets you separate BenefitFlow-sourced activity from everything else in your pipeline.
Map Company ID (Parent Account mapping) onto your employer and broker records the same way you map any other field, in Integration Settings. Turn on Allow Overwrite so it stays current.

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Reports to build

Filter open deals or opportunities where Company ID is not empty, grouped by stage. This is the pipeline volume that came from BenefitFlow accounts. Track it over time as your core sourced-pipeline number.
Filter closed-won deals where Company ID is populated and sum the contract value. This is your direct, reportable return. Compare it to your subscription cost each quarter.
Group employer accounts by their linked primary broker office and count employers per office. This shows which offices hold the most opportunity in your market. (Needs the employer-to-broker-office link.)
For each broker office, compare its linked employers against the employers where you have an open or won deal. The gap is your whitespace: accounts you can see through BenefitFlow but haven’t worked yet.
Capture the date a record first synced from BenefitFlow, then measure the days until the first activity or deal. Shorter time-to-engage is a leading sign of healthy adoption.

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Best practices

  • Make Company ID a required field on any deal that starts from an employer account, so attribution happens automatically
  • Build a dashboard that refreshes weekly with sourced pipeline and closed-won revenue, and share it with your leadership team
  • Use the whitespace report to find broker offices with many linked employers but no active deals. Those are your highest-priority targets
  • At renewal, bring your closed-won-from-BenefitFlow number alongside your subscription cost. It’s your strongest case for renewing
  • Set a Lead Source of “BenefitFlow” at sync, using a Custom Value mapping. This gives you a durable attribution tag that doesn’t depend on an ID staying constant
On ID changes: BenefitFlow IDs can change as company data is reconciled. Your sourced and closed-won reports still hold up, since they only check whether a Company ID is present and any synced record carries one. Just don’t treat a specific ID as a permanent key for long-term reporting. The Lead Source tag above is the durable backstop.
If your CRM uses owner-based matching (the same employer can exist once per record owner), count distinct employers by Company ID rather than by record, so shared accounts aren’t double-counted. See Configurable CRM Matching.

Linking Employers to Their Primary Broker Office

CRM Integrations: Overview Guide

CRM Integration: Association Architecture

Last modified on June 30, 2026