2 Replies Latest reply on Nov 1, 2018 5:01 AM by Colin Greig

    Creating a link to the Dynamics CRM lead record in Marketo?

    Colin Greig

      We have a solution in place today to do this that involves a CRM workflow which writes a CRM Record URL to a sync'd field. Then we use that field value in the new lead notification email that is sent to the sales person (from Marketo) so that they can open the lead directly in CRM to begin working on it.


      Only issue is, it takes at least 10 minutes for the CRM Record URL to come back into Marketo on a net-new lead. During the initial sync, data is sent to CRM. This takes 2-5 minutes. Then we need to wait for CRM to sync that CRM Record URL back to Marketo on the next sync cycle which is another ~5 minutes.  That creates at least a 10 minute delay before sales is notified of a contact request for example.


      While 10 minutes is manageable it's not ideal. In B2B marketing, a response time "Longer Than 5 Minutes = an 80% Decrease in Lead Qualification" (source).


      Is there another solution to this? A way to grab the CRM record id on that initial lead ownership sync? A plugin that can push that 1 simple value on demand from CRM? The only thing I can think of is to move the lead notifications into CRM but we're going to lose a tone of control and flexibility if we do that.



        • Re: Creating a link to the Dynamics CRM lead record in Marketo?
          Dan Stevens.

          Colin - we do it differently since the initial activity takes place on the Marketo side.  For example, if someone submits a contact-us form on our website, that's a Marketo form and the engagement is tracked in Marketo.  If it's a potential lead (MQL), it's then synced to CRM immediately.  Once synced, we can then grab the GUID of the lead record.  This is actually stored in a Marketo system token called {{lead.SFDC Lead ID}}.  I know, it says SFDC, but Marketo decided to name it this way when they created it (and works for both SFDC and Dynamics).  We then take this value and populate it into a custom field on the lead record - called "Avanade MSDID".  Once we have this value, we then include it in the alert that gets sent to Marketing to let them know that the lead has been synced to CRM and now they must action it CRM (qualify it and re-assign it to Sales).  The actual structure of the URL is:


          https://avanade.crm.dynamics.com/main.aspx?etc=4&id=%7b{{lead.Avanade MSDID}}%7d&pagetype=entityrecord


          Very similar to your workflow.  I don't think there's anyway to get around the delay since both approaches require a sync period to take place before the value of the lead GUID is made available in Marketo.

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