Tips for Integrating with SFDC if You've Already Been Using Marketo

Document created by Brian Law Employee on Apr 27, 2019Last modified by Brian Law Employee on May 28, 2019
Version 3Show Document
  • View in full screen mode

A customer who has been using Marketo as a standalone system for the past year asked me recently for some tips for integrating with SFDC. Please note the following tips will also apply if the customer had a custom integration and was not using Marketo's connector for Microsoft Dynamics or SFDC.

  • Check in the Marketo Admin area for the CRM icon

  • Create a strategy for handing the duplicates which will be created in Marketo
    • So if you've been using Marketo for a while you've probably imported a lot of lists
    • Records synced from SFDC are NOT deduped against existing records in Marketo based on email address
      • Any records including duplicates based on email address syncing from SFDC will sync to Marketo, records syncing from SFDC are considered intended behavior
    • The easiest way to handle the issue is to delete all the records in Marketo before syncing with SFDC
      • Unfortunately, you will lose all your activity history
    • Another option is to work with Marketo services or a Launchpoint partner to merge the duplicates together
      • If you have a lot of duplicates, it may take many weeks to merge all the records together
        • Merging records will preserve the activity history but may cause smart campaigns to fire, always test and be prepared to adjust your campaigns accordingly
      • Consider a hybrid approach by deleting the least valuable records
  • Create a strategy for the fields you want to sync from SFDC
    • Marketo will automatically map the most common SFDC fields with your existing fields
    • Consider switching from your Marketo custom fields to your SFDC fields or merging the fields together.
    • Here are some resources about fields
  • Read about implementing a custom sync filter following the best practice
  • Read about how the sync works.
  • If you are using SFDC Lighting, be aware of the unsupported features.
  • Understand how Marketo treats records deleted in SFDC
  • Understand the different ways you can insert/sync a Marketo record to SFDC unintentionally
  • Finally, here are some handy references in case you are wondering about using the SFDC Opportunity Object or a SFDC Custom Object.


Feel free to add your own tips. Thanks!

2 people found this helpful