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Security and identity ⇄ CRM

Azure Active Directory to Gong integration — real-time, two-way sync

Keep Azure Active Directory and Gong in sync without custom scripts. Cut weeks of integration work, eliminate silent data drift, and give your team a single, reliable source of truth.

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Adopted by fast-scaling companies moving mission-critical data in real time

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Why teams connect Azure Active Directory and Gong

Keep the people Gong and Azure Active Directory both track in agreement in real time: the internal users who own records in Gong, and the customer login accounts in Azure Active Directory.

A CRM and an identity system usually describe different populations. Gong tracks customers, contacts, and the deals in motion; Azure Active Directory governs who is allowed to sign in and what they can reach. Where the two meet is people. The reps who own records in Gong are the same employees Azure Active Directory provisions and disables, and when Azure Active Directory also runs the login accounts for your product, the customers in Gong are the same users Azure Active Directory authenticates. Left unconnected, a departure in Azure Active Directory leaves stale ownership sitting in Gong, and a signup in Azure Active Directory never reaches the account it belongs to.

Stacksync syncs Data Privacy (Erasure), Calls, Transcripts, Users in Gong with Groups, Group memberships, Applications, Service principals in Azure Active Directory in real time and in both directions, matching on email or an external ID and mapping field by field. You decide which system owns which fields, and new users, role and group changes, deactivations, and account status move within seconds instead of waiting on a quarterly access review or a manual export.

Common use cases

  • 01 Sync Interaction Stats such as talk ratios and per-rep activity into a coaching database for engagement and rep-performance dashboards.
  • 02 Import externally recorded dialer or web-conference calls into Gong via POST /v2/calls so they get transcribed and analyzed like native Gong calls.
  • 03 Provision and deprovision Entra ID Users and Group memberships from an HR system of record so account enablement follows employment status.
  • 04 Sync manager, department, and jobTitle from an HRIS back onto Entra ID User attributes to keep dynamic groups and Conditional Access accurate.

Common sync patterns

Group and entitlement membership as CRM fields

Membership of a directory group or an entitlement in Azure Active Directory maps to fields in Gong, such as product tier, plan, or internal team, so segmentation reflects real access rather than a manual guess.

Where a closed deal should provision access: Gong drives Azure Active Directory

A won or activated customer in Gong can create or update the corresponding user or account in Azure Active Directory, so provisioning starts from the CRM record instead of a separate ticket.

Where Azure Active Directory governs your workforce: CRM users kept current

New employees in Azure Active Directory become active users in Gong with the right role, and group or department changes update their access and team, so the CRM's user list matches the directory without an admin re-keying it.

What you can sync between Azure Active Directory and Gong

Representative objects on each side — any object or custom field can map to any target. Schemas are auto-detected; types are converted between the two systems.

Azure Active Directory objects Gong objects How this pairing syncs
Users /users in Microsoft Graph; synced two-way — profile attributes, accountEnabled, and assignedLicenses are read out while provisioning writes (create, update, disable, delete) are pushed back. Users Gong users and team members with roles, titles, email, and settings, read via GET /v2/users to map call owners and participants to CRM and warehouse identities. Read-only. Same entity on both sides — records pair one-to-one and field-level changes reconcile in both directions.
Directory roles /directoryRoles and roleManagement assignments; read for privileged-access reviews, with role-assignment writes where the granted scopes permit. Calls Retrieved via POST /v2/calls/extensive with participants, topics, trackers, scorecards, and media URLs, filtered by fromDateTime/toDateTime; external recordings are also imported via POST /v2/calls with media uploaded via PUT /v2/calls/{id}/media. Read and write. Directory roles is specific to Azure Active Directory and Calls to Gong — each maps to any object or custom field on the other side.
Devices /devices registered or joined to the tenant; typically read-only into asset and security databases. Transcripts Speaker-attributed, timestamped sentences retrieved via POST /v2/calls/transcript for one or more callIds; available only after asynchronous processing completes. Read-only. Devices is specific to Azure Active Directory and Transcripts to Gong — each maps to any object or custom field on the other side.
Groups /groups covering security and Microsoft 365 groups; created, updated, and deleted through Graph, and read into warehouses for entitlement reporting. Interaction Stats (Activity) Aggregated talk/listen ratios, interaction stats, and day-by-day user activity retrieved via POST /v2/stats endpoints; read out for coaching and engagement reporting. Read-only. Groups is specific to Azure Active Directory and Interaction Stats (Activity) to Gong — each maps to any object or custom field on the other side.
Group memberships Member and owner relationships on /groups/{id}/members; added and removed via the $ref endpoint and tracked for changes with delta query on $select=members. Trackers & Scorecards Keyword and topic tracker definitions plus coaching scorecards, including answered scorecards, read from Settings as coaching and deal-risk signals. Read-only. Group memberships is specific to Azure Active Directory and Trackers & Scorecards to Gong — each maps to any object or custom field on the other side.
Applications App registrations under /applications; usually read into a database or CMDB for app ownership and credential-expiry tracking. CRM Objects Accounts, opportunities, stages, and users uploaded into Gong through the CRM integration API so CRM context appears alongside conversations. Write (upload) path. Applications is specific to Azure Active Directory and CRM Objects to Gong — each maps to any object or custom field on the other side.

How changes propagate between Azure Active Directory and Gong

Each direction of the sync is driven by what the source system can signal and what the destination accepts — detection, delivery, and expected latency below.

Azure Active Directory Gong Sub-second propagation

DetectionAzure Active Directory notifies Stacksync of record changes through webhook events. Microsoft Graph delta query (deltaLink tokens returning only changed users and groups, with @removed deletions) paired with change-notification.

DeliveryEach detected change is written to Gong through its API, with automatic retries and rate-limit backoff.

Gong Azure Active Directory Interval-based propagation

DetectionStacksync polls Gong for changes on an incremental schedule, reading only records changed since the previous pass. Polling POST /v2/calls/extensive on fromDateTime/toDateTime.

DeliveryEach detected change is written to Azure Active Directory through its API, with automatic retries and rate-limit backoff.

Rate-limit considerations

  • Azure Active Directory: Resource-unit throttling: roughly 8,000 ResourceUnits per 10 seconds per app for reads on tenants over 500 users, writes near 3,000 requests per 2.5 minutes; 429 responses include a Retry-After header.
  • Gong: 3 API calls per second and 10,000 calls per day per company by default; exceeding returns HTTP 429 with a Retry-After header, and limits can be raised by contacting Gong.
What ships with Azure Active Directory ⇄ Gong

Connect Azure Active Directory and Gong for flexible, real-time data sync.

Real-time sync, workflow automation, event queues, EDI, and monitoring, for every Azure Active Directory–Gong connection.

Real-time

Two-way sync

Changes in Azure Active Directory or Gong instantly reflect in both systems. No stale data, no manual imports.

No-code + pro-code

Workflow automation

Trigger automated workflows whenever Azure Active Directory or Gong data changes, update records, fire webhooks, or kick off sequences without brittle API scripts.

At scale

Event queues

Handle millions of events per minute without losing a single Azure Active Directory or Gong record.

Observability

Monitoring

Track your Azure Active Directory ⇄ Gong sync health, view errors, and replay failed events in one click.

Trading partners

EDI

Transform legacy EDI complexity into simple database interactions between Azure Active Directory and Gong.

How the Azure Active Directory and Gong connectors work

Azure Active Directory

Integration surface
Microsoft Graph REST API (v1.0)
Authentication
OAuth 2.0 via the Microsoft identity platform using an Entra ID app registration; app-only (client credentials) or delegated flows, with directory scopes such as User.ReadWrite.All and Group.ReadWrite.All requiring tenant admin consent
Change detection
Microsoft Graph delta query (deltaLink tokens returning only changed users and groups, with @removed deletions) paired with change-notification webhook subscriptions for near-real-time push
Capabilities
read · write · webhooks
Rate limits
Resource-unit throttling: roughly 8,000 ResourceUnits per 10 seconds per app for reads on tenants over 500 users, writes near 3,000 requests per 2.5 minutes; 429 responses include a Retry-After header

Gong

Integration surface
REST API on api.gong.io/v2 - retrieval endpoints (calls, transcript, users, stats, settings, library, logs) plus write endpoints for importing calls, uploading CRM data, and data-privacy erasure
Authentication
Basic authorization header combining an Access Key and Access Key Secret (created by a Gong technical admin, base64-encoded as key:secret); OAuth 2.0 Bearer tokens are supported for marketplace apps
Change detection
Polling POST /v2/calls/extensive on fromDateTime/toDateTime; the public API exposes no outbound webhooks or CDC, though a Gong admin can configure a product-side automation Rule that POSTs matching calls to a URL. Transcripts and analysis appear only after asynchronous processing.
Capabilities
read · write
Rate limits
3 API calls per second and 10,000 calls per day per company by default; exceeding returns HTTP 429 with a Retry-After header, and limits can be raised by contacting Gong.
Gong setup guide
How it works

How to connect Azure Active Directory to Gong — three steps, no code

Configure and sync within minutes, no code. Whether you sync 50k or 100M+ records, Stacksync handles the queues, infra, and plumbing. Integrations are non-invasive and need zero setup on your systems.

  1. 01

    Connect your apps

    Authenticate Azure Active Directory and Gong with each platform's native method — OAuth, API keys, or service accounts — plus secure options like SSH tunneling, IP whitelisting, and VPC peering.

    • OAuth 2.0
    • SSH tunnel
    • VPC peering
    Azure Active Directory connected
    Gong connected
    OAuth 2.0
    SSH tunnel
    SSL certificate
    VPC peering
  2. 02

    Choose tables

    Pick the Azure Active Directory and Gong objects to sync — Stacksync auto-detects both schemas, including custom fields where the platform exposes them. Sync to existing tables, or let Stacksync create new ones with ideal data types.

    • Standard objects
    • Custom objects
    • Auto-schema
    objects · Azure Active Directory ⇄ Gong
    Customers 12,480
    Sales Orders 8,213
    Invoices 5,902
    Items 1,344
  3. 03

    Map fields

    Fields map automatically even when names and types differ. Stacksync handles transformation and type casting for you, zero configuration required.

    • Auto-map
    • Type casting
    • Transforms
    Azure Active Directory Gong
    Company company_name text
    Email email text
    Amount amount numeric
    Created created_at timestamp
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FAQ

Azure Active Directory and Gong integration FAQ

SECURITY

Security teams trust Stacksync

As a data company, we understand the importance of keeping your data secure. Stacksync is built with security best practices to keep your data safe at every layer, and is DPF-certified for US, EU, UK and CH data transfers.

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SSO & SCIM

Let your users access Stacksync from your centralized user management systems. Works with Okta, Azure, Google SSO and more.

Alerts

Immediately get alerted about record syncing issues over email, Slack, PagerDuty and WhatsApp. Resolve issues from a centralized dashboard with retry and revert options.

Secure connection options

Securely connects to your systems with:

OAuth 2 SSH Tunnelling SSL certificates IP Whitelisting VPN gateway VPC peering and more

Related integrations

Every pair below is a real-time, two-way sync. Search all 527 integrations available for Azure Active Directory and Gong.

Popular · 8 of 527
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