Understanding the Purposeful Duplicates Concept

SabinMindrut
Level 1

Understanding the Purposeful Duplicates Concept

Hi,

 

Is it possible to use the "purposeful duplicate" concept to create duplicate leads in SFDC, but avoid duplicate persons in Marketo?

We need to allow for lead duplication in the CRM to accommodate lead re-qualification.

But having duplicates in Marketo is not an option.

 

Does it make sense to have a bi-directional sync between the SFDC Contacts object and the Marketo Person object, and a uni-direction sync between the Marketo Person object and SFDC Leads object (Marketo to SFDC)?

 

What other approaches are there?

 

Cheers,

4 REPLIES 4
Chris_Willis1
Level 7 - Champion

Re: Understanding the Purposeful Duplicates Concept

The native sync would not allow for the CRM duplicates to be de-duplicated upon sync.  This is a core rule of the native Marketo to Salesforce Sync.

The custom API sync with Salesforce, however, does allow a tool like Workato to be used as the integration facilitator, and you can develop a sync rule via the API connectors in Workato to "Upsert" intentional duplicates in Salesforce with a unique person record in Marketo.  One thing that you will want to think about, however, if you choose this approach is to determine how you will sync the Sfdc ID identifier to the person object record, as a Marketo Person can only be associated through the native SFDC type and SFDC ID fields with one Salesforce record.  Perhaps, a custom object could be used to create a 1:many... I haven't attempted this approach but it seems plausible.  

SabinMindrut
Level 1

Re: Understanding the Purposeful Duplicates Concept

Thank you Chris. 

I would like to keep the native integration, but prevent leads from syncing back to Marketo.

This would mean having the SFDC ID on the Marketo Person always an SFDC Contact ID.

Considering that in the SFDC Contact object we only have uniques, we wouldn't have to do any de-duplication mid-way between the systems, right?

 

Do you allow MQLs to re-qualify? How would you tackle re-qualification for a B2B company with very large buyer journeys?

 

Cheers,

SanfordWhiteman
Level 10 - Community Moderator

Re: Understanding the Purposeful Duplicates Concept


Is it possible to use the "purposeful duplicate" concept to create duplicate leads in SFDC, but avoid duplicate persons in Marketo?

Reemphasizing one part of Chris’s response: it is not possible to have multiple unconverted Salesforce Leads synced to a single Marketo Person.

 

Additionally, I’d really question the “need” to have multiple leads to accommodate re-qualification. This was a decision, perhaps a bit reckless given technical restrictions. But that’s not the only way to do re-qualification.

SabinMindrut
Level 1

Re: Understanding the Purposeful Duplicates Concept

Thanks Sanford.

How would you tackle re-qualifications though?

We've been creating Tasks in the interim, but this is skewing Marketing Attribution.

 

In our business we can have a person reach MQL, be disqualified by Sales, and re-qualify as MQL after 3 months.

This should mean there were 2 leads for the same contact. 

 

Cheers,