Every day VerticalResponse will update the data between your VR account and Salesforce automatically. This is what we call a Global Sync, because we update all data, not just selected info. You can click the Sync Now links found throughout the app, but they are updating only specific information, not all the data like a Global Sync will do.
The default is to run the Global sync once per day, but you can change this if you want to. Since most data won't change that quickly, once per day is usually enough to keep all the information up-to-date.
To change the frequency of your Global sync go to the VR Settings tab and click on Choose Sync Timing. Then select the button for the timing you'd like to use. Click Set sync Timing to save your changes.