For: RevOps and Sales Ops admins running Salesforce.
You’ll set up: MEDDIC (or SPICED) fields that fill themselves from every sales call, write back to your Salesforce opportunities, and log the call as an activity, so reps stop typing qualification notes after every meeting.
Why are your MEDDIC fields always out of date?
Every RevOps team knows the Thursday fire drill. Forecast call is tomorrow, half the opportunities have an empty Economic Buyer field, and the ones that are filled in say “TBD” from three calls ago.
It isn’t that reps don’t care about qualification. They just covered it on the call, out loud, with the buyer. Typing it into Salesforce afterwards is admin, and admin always loses to the next meeting.
The fix isn’t another reminder in Slack. It’s taking the typing out of the loop: the call already holds the answers, so let the system that heard the call write them into the CRM. That’s what this guide sets up. If you need a refresher on the framework itself, start with what MEDDIC is and how to qualify with it.
What do you need before you start?
You’ll need four things in place. Most teams have them already.
- Admin access in Airspeed. Only admins can connect a CRM, change CRM preferences, or create insights.
- A Salesforce user for the connection with the object permissions in the table below. Most teams use a dedicated integration user so changes are easy to audit.
- MEDDIC fields on the Opportunity object. One field per letter (Metrics, Economic Buyer, Decision Criteria, Decision Process, Identify Pain, Champion). Long text areas work best, since Airspeed appends to text fields.
- The Forecasting add-on, if you want deal-level MEDDIC. Deal Insights read every call, email and note on a deal and are part of Forecasting (30-day free trial). Call Insights work without it.
| Salesforce object | Access needed | Why |
|---|---|---|
| Contact, Lead, Account, Opportunity, OpportunityStage, User, EmailMessage | Read | Match call participants to accounts and deals, and read email context |
| Contact, Account, Opportunity | Write | Update fields, including your MEDDIC fields |
| ContentNote, ContentDocumentLink | Write | Sync call notes |
| Task, Event, EventRelation | Write | Log calls as activities (Shared Activities must be enabled) |
Also check Field-Level Security: in Salesforce Setup → Object Manager, the connecting user’s profile needs every MEDDIC field set to Visible, or the sync can’t write to it.
How do you set it up, step by step?
1. Connect Salesforce
In Airspeed, go to Settings → Organizational and pick your instance type:
- Production for your live org
- Sandbox/My Domain for a sandbox or an org with a custom domain
Log in as the integration user and approve access. Tip: connect a sandbox first if you want to test your MEDDIC mapping before it touches live opportunities. The Salesforce integration docs cover the connection in more detail.
2. Create one insight per MEDDIC letter
Go to Settings → Insights and create a new insight for each field. Choose the type first:
- Deal Insight (recommended for MEDDIC): reads every call, email and note on the deal, and re-runs after each new call. Your Champion field reflects the whole deal, not just the last meeting.
- Call Insight: reads one call at a time. Good for discovery-call fields like Identify Pain, or if you don’t have Forecasting.
For each insight, set:
- Name, e.g. “Economic Buyer”
- Prompt: the question Airspeed answers from the conversation (examples below)
- Field type: free text, number, date, or checklist (single or multi-select)
- CRM field mapping: the matching Opportunity field in Salesforce
- Sync behavior: overwrite, append, or don’t overwrite existing CRM data
- Filters (optional): limit it to certain users, teams or call tags, e.g. only the AE team
- Trigger criteria (Deal Insights only): when to start and stop, e.g. from Discovery stage until Closed
Example prompts to start from:
| Field | Example prompt | Type |
|---|---|---|
| Metrics | What measurable outcomes has the buyer said they want, with any numbers, targets or deadlines they mentioned? | Free text |
| Economic Buyer | Who has final budget authority for this purchase? Give name and title, and say whether they’ve joined a call. | Free text |
| Decision Criteria | What criteria has the buyer said they’ll use to choose a vendor? | Free text |
| Decision Process | What steps, approvals and people are involved in signing, and what’s the expected timeline? | Free text |
| Identify Pain | What business problem is the buyer trying to solve, and what happens if they don’t solve it? | Free text |
| Champion | Who inside the account is actively selling this internally? Quote what they’ve done or said that shows it. | Free text |
Start with free text. Picklists look tidy, but they hide the evidence a manager needs in deal review. For more prompt ideas, see inspiration for custom insights.
3. Choose your sync behavior carefully
This decides what happens to what’s already in Salesforce:
- Append: new information is added with the call date, so you keep a running history. Best for Metrics and Pain.
- Overwrite: the field always shows Airspeed’s latest answer. Best for Deal Insights like Champion, where the current answer matters most.
- Don’t overwrite: only fills empty fields. Best while reps are still getting used to it.
Worth knowing: for mapped Salesforce fields, Airspeed’s defaults are that text fields append, multi-select picklists add new values, and single picklists and number fields aren’t updated automatically.
4. Turn on the sync
Go to Settings → Organizational → CRM data sync and click the gear next to Salesforce. Toggles save as soon as you click them; there’s no Save button.
- Automatically Sync Custom Insights: pushes your MEDDIC values to the mapped fields. This toggle stays greyed out until at least one insight has a field mapping.
- Automatically Sync Notes: adds a call summary note on the record.
- Automatically Sync Meetings/Calls: logs the call itself (next step).
- Automatically Create Contacts: creates Contacts, or Leads when no Account matches, for call participants Salesforce doesn’t know yet.
5. Log the call as an activity
Pick how calls land in Salesforce:
- Call Tasks only: every call becomes a Task
- Events only: every call becomes an Event
- Smart mode: phone calls become Tasks, video calls and uploads become Events
Each activity gets a subject starting with “[Airspeed]”, the summary, the real call time, the call type, and an owner. Airspeed checks date, title and related contacts first, so it won’t create duplicates.
6. Optional: snapshot deal context with Tracked Fields
Custom Insights write to Salesforce. Tracked Fields read from it. In Settings → Tracked Fields, click Track Field, expand Deals, and select fields like Stage, ARR or Account Tier. Airspeed snapshots their value every time a call is processed, so you can filter calls by stage and see how a deal moved over time. It applies to new calls only.
How does Airspeed know which opportunity a call belongs to?
MEDDIC is only useful on the right deal, so this part matters. Airspeed finds the external people on the call, looks up their Contacts in Salesforce, then checks opportunities linked to those contacts (Primary Contact first, then the wider account). When several match, it picks in this order:
- Open opportunities created before the call. The normal case: an active deal.
- Opportunities that closed on the day of the call. Catches the signing call.
- Opportunities created up to two weeks after the call. Catches the discovery call that happened before the rep opened the opp.
If calls land on the wrong deal, the usual cause is missing or duplicate Contacts. Turning on Automatically Create Contacts fixes most of it.
Best practices and common pitfalls
- Pilot with one team. Use filters to run MEDDIC on one AE pod for two weeks, check the output in deal review, then roll out.
- Write prompts like you’d brief a new manager. Ask for names, titles and quotes, not yes/no. “Is there a champion?” gets you “Yes”. “Who is selling this internally, and what have they done?” gets you something you can coach on.
- Match sync behavior to the field. Append for history, overwrite for current state. Overwriting a field reps also edit by hand will annoy them fast.
- Don’t map to picklists or number fields and expect updates. By default Airspeed won’t change them. Use text fields, or talk to support about Field Overrides.
- Check Field-Level Security first. If the integration user can’t see a field, Airspeed can’t write to it.
- Keep reps in the loop. Tell the team the fields now fill themselves, and that the call page shows a checkmark next to every field Airspeed updated.
What changes once it’s running?
Reps stop doing qualification admin. Managers open deal review with MEDDIC filled in from what buyers actually said, with the evidence attached. RevOps gets a forecast built on fields that are current, not fields that were last touched three weeks ago.
Persona saw it first-hand: their CRM data quality went from a D to an A after rolling out Airspeed. For the wider playbook on keeping Salesforce clean, read CRM hygiene with AI for Salesforce.
Next steps
- Try it on your own deals with a 30-day free trial.
- Using HubSpot? The same setup works there. Read the HubSpot integration docs.
- Want help with your MEDDIC prompts? Talk to us.
Frequently asked questions
How do you keep MEDDIC fields up to date in Salesforce without manual entry?
Map one Airspeed insight to each MEDDIC field on the Opportunity object, then turn on Automatically Sync Custom Insights. Airspeed answers each prompt from the call and writes the result to the mapped field after every meeting, so reps never type qualification notes.
Should I use Deal Insights or Call Insights for MEDDIC?
Use Deal Insights for most MEDDIC fields. They read every call, email and note on the deal and re-run after each new call, so a field like Champion reflects the whole deal. Call Insights read one call at a time and suit discovery fields like Identify Pain, or teams without the Forecasting add-on.
Which Salesforce field types work best for automated MEDDIC?
Long text areas. By default Airspeed appends to text fields and adds new values to multi-select picklists, but it does not update single picklists or number fields automatically. Free text also keeps the evidence a manager needs in deal review.
Why isn't Airspeed writing to my MEDDIC field?
The most common cause is Field-Level Security. The connecting user's profile needs every MEDDIC field set to Visible in Salesforce Setup, Object Manager. Also check that the insight has a CRM field mapping, since the sync toggle stays greyed out until at least one does.
Does this work with SPICED or other frameworks?
Yes. Insights are just prompts mapped to fields, so the same setup works for SPICED, BANT, MEDDPICC or your own qualification framework. Create one insight per field and map it to the matching Opportunity field.
