You’ve just integrated Marketo with your CRM system. Now you’ve got a big decision to make: when do you send all of those great new leads you are generating into CRM?
You have two primary options:
- Sync all leads to CRM almost immediately, generally upon lead creation
- Sync leads to CRM based on rules, generally upon marketing qualification
As with most things, there are pros and cons to each approach. Sync Leads to CRM Immediately
| Pros | Cons |
| You don’t need to create and manage sync rules. | Sales will need to be trained to recognize which leads are qualified and which are not yet ready for follow-up. |
| The sales team has visibility into all leads right away, so they are less likely to create duplicates. | Some junk or invalid leads will end up in CRM. |
| | Leads may not yet have all of the information necessary to decide on lead assignment or follow-up. |
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Sync Leads to CRM Based on Rules
| Pros | Cons |
| You can keep most of your invalid or junk leads out of CRM. | Sales might create new leads or contacts in CRM for people you already have in Marketo, thus creating duplicates and splitting activity history across multiple records. |
| Sales will not see unqualified leads. | Someone has to create and manage the sync rules. |
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