A customer who has been using Marketo as a standalone system for the past year asked me recently for some tips for integrating with SFDC. Please note the following tips will also apply if the customer had a custom integration and was not using Marketo's connector for Microsoft Dynamics or SFDC.
- Check in the Marketo Admin area for the CRM icon
- Create a strategy for handing the duplicates which will be created in Marketo
- So if you've been using Marketo for a while you've probably imported a lot of lists
- Records synced from SFDC are NOT deduped against existing records in Marketo based on email address
- Any records including duplicates based on email address syncing from SFDC will sync to Marketo, records syncing from SFDC are considered intended behavior
- The easiest way to handle the issue is to delete all the records in Marketo before syncing with SFDC
- Unfortunately, you will lose all your activity history
- Another option is to work with Marketo services or a Launchpoint partner to merge the duplicates together
- If you have a lot of duplicates, it may take many weeks to merge all the records together
- Merging records will preserve the activity history but may cause smart campaigns to fire, always test and be prepared to adjust your campaigns accordingly
- Consider a hybrid approach by deleting the least valuable records
- If you have a lot of duplicates, it may take many weeks to merge all the records together
- Create a strategy for the fields you want to sync from SFDC
- Marketo will automatically map the most common SFDC fields with your existing fields
- Consider switching from your Marketo custom fields to your SFDC fields or merging the fields together.
- Here are some resources about fields
- Read about implementing a custom sync filter following the best practice
- Read about how the sync works.
- If you are using SFDC Lighting, be aware of the unsupported features.
- Understand how Marketo treats records deleted in SFDC
- Understand the different ways you can insert/sync a Marketo record to SFDC unintentionally
- Finally, here are some handy references in case you are wondering about using the SFDC Opportunity Object or a SFDC Custom Object.
Feel free to add your own tips. Thanks!
.png)