Marketing Inherited Salesforce and Marketo: Where to Start with the Audit

[Anonymous]

I recently began working for a company that uses Marketo and Salesforce. There wasn't an admin for either system and the Salesforce developer recently left the company.

Does anyone have best practices on where to start in terms of auditing the two systems? I made a basic segmentation showing contacts vs leads and a few smartlists such as leads in Marketo but not SFDC, leads/contacts in SFDC but not in Marketo, leads with no email addresses, etc. but I want to make sure I'm not missing anything important. Any tips are appreciated!

[Philip_Tieu]

Good Morning Jamie,

I've been looking at a similar question for for a while and have a few resources that may help.

If you're already familiar with various marketing automation software but you're new to Marketo this infographic will come in handy. How to Speak "Marketing Automation" | Visual.ly

It sounds like you're already familiar with smartlists so you're definitely on the right track. That's a great way to determine and maintain the health of your database.

Do you know how to access the Campaign Inspector to see what campaigns are currently running?

[Anonymous]

Philip,

I am Marketo Certified, so well-versed in the product. I am an intermediate SFDC user. I understand both systems fairly well, but want to make sure I'm covering my bases with the questions I'm asking. For example, one question I asked myself was "How do the two systems talk?" Another question I asked myself was "How are leads getting into Marketo and how are they synched to Salesforce?"

These are the types of big picture questions and advice I'm looking for!

Thanks so much for your help!

Jamie

[Philip_Tieu]

As the newest curriculum developer at Marketo, I've been focused on the basics so I probably have a lot of catching up to do. In terms of communication for the two systems, I know Marketo uses a Salesforce API to fetch data.

How Marketo Uses the Salesforce API

I watched a demonstration of how leads are synced into Marketo from Salesforce. First the Marketo app is installed in Salesforce before mapping the lead fields, after that a profile/user is created in SFDC for Marketo sync, then sync fields not needed in Marketo are blocked to simplify the process. Finally, back in Marketo, you can go to Admin, to find Salesforce under Integration and use your username and password to grant access and start sync. I found this thread to be pretty helpful with more details: SFDC to Marketo Sync

Hope this helps!