Overview
Give your team complete visibility into deal engagement and momentum with deal room insights & analytics.
👉 Important to Note:
You can use deal rooms with or without a connected CRM. However, to automatically sync engagement activity into your CRM, set up deal room automation, or to view deal rooms directly from the Deals dashboard, you must have either the Salesforce Integration (Basic or Advanced) or the HubSpot Integration configured.
If no CRM is connected, deal room data is still captured and available in the Playlists section of Insights inside Walnut, where you can access session details, viewer information, and asset engagement. You can also use webhooks or Zapier to automatically send session data to any other system or workflow your team relies on.
In this article:
Deal Room Data in Walnut:
There are three ways to view deal room data in Walnut:
- Deals: View all active deals and key engagement metrics at a glance.
- Deal View: Drill into a single deal to see detailed deal room engagement, stakeholders, and asset activity.
- Insights: Access session-level data, including viewer details, session times, and asset interactions under the Playlists tab.
Deals
If the Salesforce or HubSpot integration is connected, deal room activity can be tracked in the centralized Deals dashboard that allows you to monitor deal health, identify engagement trends, and take action faster.
Key metrics include:
- Walnut Engagement Score (WES): A summary score reflecting demo and asset engagement.
- Deal Assets Activity: View how many deals are showing engagement with shared demos and assets.
- Recently Active Deals: Quickly identify deals where prospects are active now.
- Momentum Watch: Highlight deals at risk of stalling.
- Multi-Stage Demo Utilization: Visualize whether deals include demos across multiple buying stages.
Where to Find the Deals Dashboard:
Deal View
In the Deals dashboard, you can select any deal to view a detailed engagement snapshot.
If a deal has a connected deal room, you’ll see rich asset-level engagement details directly in the Engagement Timeline for that deal.
What's inside Deal View:
- Engagement Score & Status: Instantly assess deal health.
- Demo Activity: See how many demos have been played and by whom.
- Multi-Threading: View how many stakeholders are engaged.
- Momentum Indicator: Identify whether deal activity is increasing or slowing down.
- Recommendations: Receive suggestions to help move the deal forward.
- Mutual Action Plan Progress: Monitor shared next steps between seller and buyer.
- Stakeholders Breakdown: Get a clear view of stakeholder engagement data.
- Assets Engagement: Total views and interactions with shared demos and assets.
- Engagement Timeline: Surface key interaction milestones for both seller and stakeholders over the course of the deal.
- Activity Tracker: View asset-specific engagement data.
How to Access Deal View:
- Log into Walnut.
- Click the briefcase icon in the left navigation bar to access Deals.
- In the Deals table, click anywhere on the deal row to open the full Deal View for the selected deal.
If a deal has a connected deal room, a link-out icon appears in the Deal room column of a deal in the Deals dashboard — click this icon to open the deal room directly, or click the deal row to open the full Deal View; if no deal room is connected, a “not connected” icon
is shown instead.
🔄 Learn more about connecting deals to deal rooms:
- Create a Deal Room for a Specific Opportunity or Deal
- Automate and Scale: The Rule Engine for Deal Rooms
Insights
Deal rooms are considered a type of playlist in Walnut, so all engagement analytics appear in the Playlists section of Insights.
Deal room engagement data is available natively within Walnut Insights, whether or not a CRM is connected.
Deal room–specific insights give you a granular look at which assets are performing well, how much time buyers spend on each item, and which stakeholders are engaging — so you can optimize your content strategy and tailor follow-ups accordingly.
Key data includes:
- Total sessions and average time spent
- Unique viewers
- % played per item
- Engagement breakdown for demos, videos, PDFs, and other assets
- Last played date for each asset
- Session breakdown for each deal room viewer (assets viewed, time spent, etc.)
Where to Find Deal Room Data in Insights:
- Go to Insights in Walnut.
- Click on the Playlists tab.
- Explore overall playlist performance in the overview, or select a specific deal room under All Playlists to view a detailed breakdown.
Deal Room Data in Salesforce:
Basic Salesforce Integration
If the Basic Salesforce Integration is configured, deal room activity will appear at the Opportunity level in Salesforce in two key places:
- Under Activity as a logged task that records when the deal room was viewed.
⚡️ Additional Notes (Basic Integration):
- Full engagement data—such as viewer-level interactions, time spent, or asset-specific engagement—is not available in Activity > Tasks. Instead, this information can be accessed in Walnut Insights.
- Since deal rooms are considered a type of playlist in Walnut, activity logged in Salesforce will use “playlist” terminology (e.g., “playlist sessions” or “playlist views”) even when referring to deal room engagement.
Advanced Salesforce Integration (Walnut App for Salesforce)
If the Advanced Salesforce App (Walnut App for Salesforce) is configured, deal room activity will appear at the Opportunity level in Salesforce in three key ways:
- Your team can access the full Deal View directly within Salesforce using the embedded Deal Intel canvas on the Opportunity record. This embedded view is the same drill-down Deal View experience available in the Walnut Deals dashboard.
- Deal room activity is automatically logged as tasks under Activity when a deal room is viewed.
- Session records appear under Walnut Playlist Sessions, ensuring teams can easily track demo and deal room engagement alongside their other opportunity data.
⚡️ Additional Notes (Advanced Integration):
-
Full engagement data—such as viewer-level interactions, time spent, or asset-specific engagement—is not available in Activity > Tasks. Instead, this information can be accessed in Walnut Playlist Sessions & Walnut Insights.
For item-specific details, head to Walnut Insights under the Playlists tab, where this data is always available.
- Since deal rooms are considered a type of playlist in Walnut, activity logged in Salesforce will use “playlist” terminology (e.g., “playlist sessions” or “playlist views”) even when referring to deal room engagement.
Deal Room Data in HubSpot
When Walnut is integrated with HubSpot, engagement activity from deal rooms is automatically logged and enriched with detailed session data:
- Walnut Activities: A Walnut activity containing deal room session data will appear under Activity in the Deal, Company, and Contact records linked to the deal.
- Walnut Engagement Snapshot: Contact records also display a Walnut Engagement Snapshot directly in the contact's properties.
Key Features & Filtering:
- The same Walnut activity (with deal room/playlist engagement details) appears under Activity on Deal, Company, and Contact records — ensuring consistent visibility across HubSpot.
-
All Walnut activities appear as discrete entries in the HubSpot timeline.
-
Deeper viewer- and asset-level insights are available in Walnut Insights under the Playlists tab.
Walnut Activities in HubSpot
Deal room engagement is logged as a Walnut activity in the HubSpot Activity timeline across Deal, Company, and Contact records linked to the deal.
Walnut playlist viewed activity:
Walnut activity properties include:
-
Playlist Data
- Playlist name (string / playlist title)
- Playlist ID (UUID)
- Items played (item name, item type)
-
Session Data
- Session length (seconds)
- Session start / end time (MM/DD HH:MM:SS AM/PM UTC)
- User agent (browser & operating system)
- Visitor IP address (ip address)
- Identified by (identification method)
-
All Items (with session duration)
- Item name (item type, minutes:seconds)
Walnut Engagement Snapshot in HubSpot
On Contact records, Walnut also provides a Walnut Engagement snapshot in the contact properties. To access Walnut Engagement data for a contact, click View all properties in the contact's Actions menu.
This contact-level engagement snapshot includes 12 engagement properties:
- List of all Walnut playlists viewed (string) – names of all playlists this contact has engaged with.
- Average time spent on all Walnut playlists (seconds) – average session duration across all playlist views.
- Date and time of latest Walnut playlist viewed (timestamp) – when the contact last viewed a playlist.
- Name of latest Walnut playlist viewed (string) – title of the most recent playlist.
Additional demo-specific properties:
- Walnut AVG Completion rate across all demos (%) – the average completion rate of all demo views associated with this lead.
- Walnut AVG time spent across all demos (seconds) – the average viewing time across all demo views for this lead.
- Walnut latest demo completion rate (%) – the completion rate of the latest demo visit.
- Walnut latest demo play (timestamp) – the most recent time this lead viewed a demo.
- Walnut total demo views (integer) – total number of demo sessions recorded for this lead (incremented each time the lead views a demo).
- Walnut last demo view (timestamp) – the exact date and time of the last demo viewed by this lead.
- Walnut last demo name viewed (string) – the name of the most recent demo viewed by this lead.
- Walnut list of all demos seen (string) – a cumulative list of all demo names viewed by this lead.
⚡️ Additional Notes (HubSpot Integration):
- Since deal rooms are considered a type of playlist in Walnut, activity logged in HubSpot will use “playlist” terminology (e.g., “playlist sessions” or “playlist views”) even when referring to deal room engagement.
See Deal Room Data in HubSpot in Action
Activate Your Data: Deal Room Data Playbook 🎯
Your deal room engagement data isn’t just informative — it’s actionable. Here’s how go-to-market teams can use deal room Insights to move faster, sell smarter, and align around real buyer intent:
📊 Revenue & Sales Teams: Qualify, Prioritize, and Close Faster
- Spot Hot Deals: Use the Walnut Engagement Score (WES), stakeholder activity, and asset views to zero in on buyers who are actually engaging.
- De-risk Your Pipeline: Identify stalled or low-engagement deals before they fall through the cracks.
- Tailor Outreach: See exactly what content each stakeholder interacted with — and follow up with timely, relevant messaging.
🧠 Enablement & Sales Leadership: Coach with Context
- Deal-Level Coaching: Use real activity data to coach reps on follow-up strategy, multi-threading, and messaging.
- Highlight Top Content: Pinpoint which demos and materials are driving the most engagement across deals — and replicate success.
- Bridge Skill Gaps: Spot patterns in low-performing deals and adjust playbooks or training accordingly.
📈 Marketing: Tie Content to Pipeline Impact
- Content ROI: Track which assets are actually influencing deals and inform future content creation.
- Persona Insights: See what resonates with each stakeholder type — from champions to blockers — and adapt campaigns accordingly.
- Speed Up Feedback Loops: Use engagement insights to iterate faster on messaging, format, and delivery.
🧩 RevOps & GTM Systems: Drive Alignment and Automation
- Sync to CRM: Leverage deal room data as a reliable signal in Salesforce or HubSpot to improve forecasting and attribution.
- Trigger Workflows: Use automation (via CRM, Zapier or webhooks) to trigger alerts, Slack messages, or workflows when high-value engagement occurs.
- Enrich Dashboards: Layer deal room activity into your reporting to track deal progression, cycle time, and conversion impact.
FAQs
How Can I Tell If a Deal Has a Connected Deal Room?
- If a deal has a connected deal room, a link-out icon
appears in the deal room column of a deal in the Deals dashboard — click this icon to open the deal room directly, or click the deal row to open the full Deal View; if no Deal Room is connected, a “not connected” icon
is shown instead
Why Are My Deal Room Analytics in the Playlists Section?
-
Deal rooms are considered a type of playlist in Walnut, so their analytics appear in the Playlists section of Insights. In connected CRMs, engagement activity is also labeled as “playlist views” or “playlist sessions” to maintain consistency.
Can I Use Deal Rooms Without a Connected CRM?
- Yes! Deal rooms work with or without a connected CRM. Engagement data will still be captured and available in Walnut Insights under the Playlists tab.
Can I Send Deal Room Data to Other Tools if I’m Not Using a CRM?
- Absolutely. You can use webhooks or Zapier to automatically push session data into any system or workflow your team relies on—like spreadsheets, Slack alerts, or marketing automation tools.
Why Don’t I See Walnut Activity in HubSpot?
- If you don’t see Walnut activity in the HubSpot Activity timeline, check your activity filters. Make sure Walnut is selected under Integrations in the filter menu.
Once Walnut is enabled, all Walnut activity — including Deal Room and Playlist engagement — will appear as discrete entries under Activities on Deals, Contacts, and Companies.