All the great articles about implementing a custom sync rule in one location. Enjoy!
First, what is a custom sync rule? A custom sync rule can be used to keep specific records from syncing with Marketo. For example, if you have a lot of records without an email address it is recommended not to have them sync to Marketo.
"Sync with Marketo" mysteries part 1 by Grégoire Michel
"Sync with Marketo" mysteries part 2 by Grégoire Michel
Greg's articles go in-depth about how the custom sync rule works.
Finally, here are my instructions for creating a custom sync rule in SFDC including step by step instructions.
Step 1 - Create the field for the Sync Rule in SFDC (Lead and Contact Object). Make sure you map the two fields together. Make the fields visible to Marketo. Check in Marketo to see if the field appears. The field in Marketo should be mapped to both the SFDC Lead and Contact Object fields. (Marketo Admin => Field Management)
SFDC Field Example = Sync with Marketo (sync_with_marketo) (Type Boolean (aka True/False))
Note: Do not use a formula field since the sync will automatically stop whenever the field changes to false which will cause you headaches since Marketo won’t recognize the value change. Marketo won't see when you delete the record in SFDC. Also, the custom sync field will work much better and be less confusing if the logic is if the value of the field is True the record should sync.
Step 2 – Create a workflow rule in SFDC to automatically change the field from False to True for any new lead that is created in SFDC with an email address. Create a second rule which changes the field from False to True if the email address field changes from empty to not empty.
Do not create a rule to change the field back from True to False is the email address is changed to NULL. The workflow rule should only run if the sync_with_marketo field is set to False. It should run every time a lead is created or the email address field changes from null.
In SFDC, update all records for the sync_with_marketo field based on your criteria.
Step 3 - Contact Marketo support and request a custom sync rule be implemented. Best practice is implement the rule prior to the record sync.
Account String for the instance (Information can be found in Admin => Landing Page) Example: acmecompany
I need a sync filter rule created. If the SFDC field below is checked (True) the record should sync between SFDC and Marketo. If the field is not checked the record should not sync. The rule should apply to both leads and contacts.
The field is
Sync_with_marketo or Sync with Marketo
Here are some additional resources for learning about the Marketo integration with SFDC.
Here is a checklist if you are preparing for your initial SFDC sync
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