This article describes how to configure the sync between Marketo and Dynamics CRM when a lead is used in Dynamics CRM as a contact’s interest in a product and multiple leads per contact are created.
Imagine that you are a marketing manager at a company that sells multiple products, for example, you are marketing Macbooks and IPhones for Apple.
Bob goes into the Apple store and buys a Macbook. This creates a contact record in CRM that syncs to Marketo.
After that, Bob, signs up for an iTunes account and browses to the Apple store website and looks at iPhones.
The Marketing team’s requirement is to create a new lead in Dynamics CRM for Bob’s interest in the iPhone, so the sales team can call Bob to invite him to the Apple store for a free training, hoping that the salesperson at the store will convince him to buy an iPhone.
After Bob purchased his Macbook and browsed to the Apple store website and looked at the iPhones, there should be a contact record for Bob in CRM and a lead record expressing Bob’s interest in the iPhone, associated with Bob’s contact in CRM that was created at the moment of the Macbook purchase.
To be able to explain the full integration process we first need to answer few basic questions to make sure you have a full understanding of the sync process and how leads work in Marketo.
When Bob browsed to the Apple store website to look at iPhones, it triggered new Marketing activity in Marketo that added a note to Bob’s lead record Activity Log, specifying his interest in iPhones.
As we described previously, Marketo does not sync the Activity Log to Dynamics CRM, so nothing is synced to CRM and a new lead isn’t created. That means that the sales team won’t have a record of Bob’s interest in iPhones.
There are two possible solutions to this challenge.
The first solution doesn’t require customizations of Dynamics CRM and works for teams that don’t leverage the full advanced sales lifecycle in Dynamics CRM. The second solution leverages the full power of the Dynamics CRM sales lifecycle.
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