Marketo 1 Person : SFDC multiple Leads

[Juhui_Cho]

Hello,

I would like to know if there is a way for a single Person in Marketo to create multiple Leads in SFDC.

Our sales organization uses SFDC CRM's Lead object not on a "per customer (person)" basis, but rather on a "per inquiry (submission)" basis.
This means that whenever a form is submitted in Marketo, we need to create a new Lead in SFDC for each inquiry.

For example, if a person with the email address aaa@abc.com submits the following inquiries:
1) February 27 at 10:00 AM – Submitted a form inquiring about [Product A]
2) February 27 at 10:03 AM – Submitted a form inquiring about [Service B]

In Marketo, these form submissions will update the same Person record (aaa@abc.com).
However, in SFDC, each submission needs to create a separate Lead record (Lead duplication by email is allowed in SFDC).

Additionally, we are fine with the 'SFDC Lead ID' value stored in Marketo’s Person record continuously updating to the latest created Lead ID.

Could you confirm the best way to configure Marketo so that each form submission results in a new SFDC Lead, while still keeping only one Person record in Marketo?
Although this is not the typical use case, we need to implement this scenario to facilitate collaboration with our sales team.

I would greatly appreciate your support. Thank you.

[Darshil_Shah1]

Creating seperate Leads in SFDC for every inquiry form fill would likely introduce several issues in data consistency, reporting, and sales operations. Instead of duplicating Leads, a better approach is to use a separate custom object tied to the Lead and Contact objects in Salesforce.

Below are some key challenges that come to mind regarding this duplicate records approach:

• Multiple Leads for the same Person create fragmented activity history, making it hard for sales to track inquiries.
• Attribution gets skewed since Marketo will only be tied with the one record in Salesforce.
• Converting one Lead to a Contact may leave others orphaned or result in lost inquiry details.

The best approach would be to keep a single Lead/Contact synced with one person record in Marketo while tracking multiple inquiries as separate records. 

One way to implement this is to concatenate all fields into a single JSON-formatted Textarea field synced with Salesforce (this will be on the person object). In SFDC, create the CO record based on this data. You can also optionally choose to sync this SFDC CO data back to a Marketo CO. While the CO record won’t be editable in Marketo, it will be filterable and usable in Velocity tokens. However, you might not need it as you already have Form Fill data and activity in Marketo in the first place.