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Marketo will never try to sync a lead automatically if it's not sync'ed yet.
So you need to initiate the sync as soon as the company is filled out.
There are various ways to initiate a sync:
- Fire a change program status flow step on a program that is sync'ed with a CRM campaign (SFDC only). If the lead was already in the program, you need to really change the member status to trigger a sync.
- Fire an "add to SFDC campaign" flow step
- Fire a "sync with SFDC" flow step.
In any case, just use a data value changes trigger on the "Company Name" field as follow: