Salesforce/Marketo Sync and Duplicate Emails

Hank_Hansen
Level 5

Salesforce/Marketo Sync and Duplicate Emails

Question for Salesforce/Marketo users:

Are there any issues related to having multiple records with the same email address and syncing SF with Marketo in this circumstance?

We currently dedupe in marketo based on 2 fields rather than the email field alone. Until we can change this down the road a bit, we need to allow multiple records with the same email address.

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10 REPLIES 10
Josh_Hill13
Level 10 - Champion Alumni

Re: Salesforce/Marketo Sync and Duplicate Emails

Marketo only dedupes by email address for records that enter it directly. Marketo does NOT dedupe records incoming from the CRM/SFDC. So you should be fine.

Marketo will dedupe records that qualify for the same email flow in *most* situations, unless the records somehow got staggered.
Hank_Hansen
Level 5

Re: Salesforce/Marketo Sync and Duplicate Emails

SugarCRM's Marketo connector (developed by SugarCRM) stopped syncing Sugar with Marketo altogether and we were told this happened because of too many records with duplicate emails. It worked for over a year but when there are "too many" records with duplicate email addresses to sync, it causes a time-out failure, breaking the sync althogether.

I just want to make sure SF will not have the same problem.

Grégoire_Miche2
Level 10

Re: Salesforce/Marketo Sync and Duplicate Emails

Hi Hank,

I do not know what number is "too many" , but surely, the SFDC sync will not stop working. The link between SFDC records and Marketo record is not based on email but on SFDC IDs.

-Greg

Hank_Hansen
Level 5

Re: Salesforce/Marketo Sync and Duplicate Emails

Exactly 🙂 Thanks for the confirmation - SugarCRM uses unique record IDs for Marketo sync, so it's a mystery why they are having a problem related to duplicate email addresses.

Grégoire_Miche2
Level 10

Re: Salesforce/Marketo Sync and Duplicate Emails

Hi again Hank,

What kind of lead/contact volume are we talking about ?

It seems to me as a false excuse for another problem (such as inability to handle high volumes, period)

-Greg

Hank_Hansen
Level 5

Re: Salesforce/Marketo Sync and Duplicate Emails

I'm not at liberty to say but let's just say we're moving forward and in talks with Salesforce 🙂

Grégoire_Miche2
Level 10

Re: Salesforce/Marketo Sync and Duplicate Emails

That's OK.

The reason why I was asking is because I happen to have customers using SugarCRM and if their is any repeatable issue with high volume handling, I would like to be able to warn them.

-Greg

Hank_Hansen
Level 5

Re: Salesforce/Marketo Sync and Duplicate Emails

I'd be inclined to guess they'll be okay if they're deduping by email in Marketo. Sugar support claimed the connector would restore sync once we reduced the # of duplicate email addresses but they could not provide any guidance on how many instances of duplicates would need to be addressed.

Grégoire_Miche2
Level 10

Re: Salesforce/Marketo Sync and Duplicate Emails

Hi Hank,

In addition to John's point, always keep in mind that duplicates is the Marketing Automation's best enemy.

Duplicates induces:

  • Errors in targeting. You may want to exclude someone based on some criteria (e.g. a contact attached to an opportunity) but the same email on another lead gets selected
  • Errors in form fill out attachment. If the person fills out a form, you do not control the lead to which the "fills out form" activity is attached. and it might not be the one you expected
  • Errors in lead follow-up. As 2 leads collect the score for one person, each on the lead get's half the score, which prevents, or delays, the lead from popping up to MQL.

-Greg