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The deciding factor in what gets synced is what the Sync User can see in SFDC. You can use sharing rules or permissions on the Sync User in SFDC to hide whatever leads/contacts you don't want in Marketo.
The other option, which we usually only recommend if the first suggestion won't work, is to have Marketo support place a filter based on a custom field in SFDC. This would be something like "Sync To Marketo = True", where Sync To Marketo is a custom boolean field that you mark all of your leads/contacts with in SFDC.
Thanks! That is what I thought was the case but wanted to make sure there wasn't something in-app that would allow for filter criteria to be used. Thanks!
Sure, just decide that on the User permissions. There are several dozen threads on this.
The usual is to restrict the user from seeing certain records by Record Type ID or a field that says "Do Not Sync"
Always be careful when you hide some records to Marketo user. If these people who are in salesforce come to your web site and fill out a form, Marketo will create a lead in salesforce and you will end up with a duplicate.
So this is an option that works if you really feel that the overlap between your populations (the one Marketo sees and the one that Marketo does not see) will be very limited. A good example of this if your have 2 web sites that address 2 different markets (1 B2B and 1 B2C) and you only want to use Marketo for one of them.
What Marketo can sync and see is entirely dependent on sharing rules and the OWD of SFDC. Note as well though that depending on your SFDC database size that a sync can take anywhere between 1 hour to 2 weeks (seriously) to synchronize fully.