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How do you use LeanData and Marketo together for lead routing and alerts?

Question asked by Geoff Arens on Jan 28, 2019
Latest reply on Apr 19, 2019 by Asher Mathew

We've been using LeanData for a while now and it's been awesome for managing our lead routing logic as well as matching leads to accounts. However, there is one big issue with movie our routing out of Marketo and into another system like LeanData.

 

It is difficult to quickly route leads and send alerts to the new owners. For instance, when a lead fills out a form, it gets added to a SFDC campaign and synced to SFDC. From there, LeanData picks the lead up and processes it to assign the right owner. However, SFDC can't give Marketo the signal that this lead now has an owner and is ready to receive an email alert. Instead, Marketo has to wait and pick up on the owner change when it polls SFDC next for updates.

 

With the introduction of SDR Follow Up SLAs, there is going to be a lot of focus on increasing our overall speed-to-lead (the time from lead created, routed, scored, qualified, and alert to SDR follow up) down to the minute. This delay makes improving this a real challenge.

 

To deal with this, we currently have a fairly gross solution in place where new alert-worthy leads are flagged in Marketo before they are synced to SFDC. As a result, we can send alerts immediately from LeanData once the owner has been assigned. However, that workflow only works for new unassigned leads. There must also be a workflow for all existing alert-worthy leads. This alerting logic lives in Marketo as a smart campaign and filters out leads created in the last hour, with the assumption that these would have fallen into the first workflow. As I mentioned, it's not an ideal solution and alerts often fall through the cracks.

 

Are there other teams that use LeanData and Marketo in their tech stack and have overcome this issue? In theory, it seems so simple: send an email alert after an owner has been assigned...

 

Thanks in advance!

 

Geoff

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