I was wondering if there is a way to standardize industries to a set list so that every time you upload new leads, the account is mapped to the standardized industry list? This would make a big difference when standardizing accounts.
You might be able to do this with a smart campaign. For example, all leads from a specific list have industry value set to X, all leads from another list have industry set to Y etc...
Just a thought
There isn't currently a way to restrict the values that would be accepted for a field in Marketo. This can be done in Salesforce using a picklist though.
Otherwise, if you're trying to standardize everything currently in your database, then Jamie's suggestion would be easiest. Put together a smart list of leads with all variations on a single industry, and then change them all to the same thing.
Building on top of the previous answers, not only you can do it to cleanse you existing data, but you should also permanently set some triggered campaign that will do realtime cleansing.
You should also create a lead performance report, grouped by industry (in the report setup) to help spot undesirable values. So from times to times, you examine this report and if you detect a incorrect value that is not handled by your permanent trigger campaign you correct the campaign.
In fact, a data management program is made of 4 components:
The trigger campaign will permanently fix data. When you detect a new invalid value (using the report), you correct the trigger campaign flow steps, you correct the smart list from step 2 and then you run the batch.
Retrieving data ...