My company has 5 products, which presents us with some challenges when reporting on expansion business. For example, a person takes out a trial of one product - this gets synced to CRM and then goes through the sales process to a won deal. The record in Marketo and CRM will be that contact that has trialled and purchased and comes with all the information from the first deal such as lead source, product bought and revenue. That is all fine. Then the same person comes back and trials another product - what happens in this instance is the CRM record from the original deal gets a note attached and overrides some of the information on the original record.
What we want to do is to create a new deal associated with the original contact or company in CRM. This deal would be marked as expansion and have all the relevant details related to that expansion deal such as upsell revenue and lead source. This is so we can report on customer MQLs, SQLs, won deals etc. In CRM, the company record should show the original new business deal and any expansion deals that come after that. We jus don't know how to handle this in Marketo and how could it work on the reporting side? Would appreciate any advice from people in a similar situation!
Sounds like you want a Deal custom object created in CRM and synced to Marketo. CRM-created COs can be used in Smart List filters, email tokens, and (when first added) Smart List triggers. (Marketo-created COs are more powerful overall but live in Marketo only.)
Thanks for your reply Sanford - unfortunately, our CRM is a new product in the market and doesn't have the ability to add custom objects yet and this is probably not on the roadmap for the foreseeable future. Would a custom object/activity in Marketo work either?
Would a custom object/activity in Marketo work either?
If you aren't using a native integration, you have to create Marketo Custom objects anyway. Even when/if your CRM supports creating COs, they will need to be mirrored to Marketo COs. (You can't arbitrarily inject non-Marketo objects into Marketo.)
So yes, if you can create Marketo COs, they will work fine.
You can consider enabling a composite key for the lead records in Marketo. You can have a product_code assigned to each of your products and ask marketo to switch the de-deupe key from Email address to a composite key i.e. Email Address + Product Code. This way you will have a different records for the same person for different products in Marketo.
Through, it seems a fit to your problem but at the same time there are some pros and cons of this approach. There are several threads on similar topic, try searching the community for the same to learn more.
This is the similar issue we had, and i dont know why Marketo is not working on providing the solution.
We created a script in SFDC to create child leads based on the all the products and keep the master lead mapped to Marketo. These leads have N:N relation but only Master lead is mapped with Marketo. I can share more details if required.
We did the similar approach for Contact by creating child leads mapped to Contact.
But Marketo should think about improving this concept because for sales lead is a product not a person and every product is a different lead. Hopefully it helps.