I thought there would be a "Lead type" field that I could use in forms in marketo (e.g. wholesale, retail, etc...) but I can't find it.
Am I missing something or do I have to create a custom field?
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You'd have to create a custom field for that.
If field exists in your CRM and is not visible to your Marketo instance then make sure you have set visibility for your Marketo users. IF NOT create a new one with Marketo user visiblity.