Hi Joe,
This is not a poor practice as long as you do not specifically assign leads in your programs, you just push them to SFDC so they exist there.
The difficult point on the long term is maintenance in case you business rules change. And business rules may change frequently mainly on 3 aspects :
- The conditions upon which a lead should be pushed to Marketing or to Sales. Over time, for exemple you may evolve from assigning every one who filled out any form to assigning anyone who filled out key forms or reached a certain score threshold.
- The addressees to which these hot leads should be assigned to. This may evolve as the company grows, as sales organization evolves, as new products are introduced, etc...
- If you score leads, the scoring rules (both demographic and behavioral) as you start to learn and tune them
So in order to make it easy to maintain on the long time, it is strongly recommended that you keep these 3 things centralized in a reduced number of programs. it's also recommended that these lead management programs are not maintained by too many people in your organization, at it requires marketo + SFDC + organizational skill that no anyone will have.
But just pushing new leads lead in SFDC in a event program so that you make sure that all data is kept fresh would not hurt. The only drawback is that you will probably push that lead to salesforce twice within a few minutes, as your centralized lead management smart campaigns will do the same.
-Greg
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