3 Replies Latest reply on Feb 10, 2014 10:21 AM by 2e0d582fc6df1301ebe06243c60ef6c51a6bc9fd

    Why does Marketo only have Leads?

    Anthony Pica
      I'm curious, what is the reasoning behind only have one type of record instead of two like Salesforce has?

      We're working with a company that is considering not using Leads in Salesforce. They think it's simpler to use only Contacts in Salesforce. They also think that in the future there will only be 1 type of record, and that the marketing automation tools already are on board with this idea.

      I'm aware of the benefits of using Leads in Salesforce, but I'm having a hard time providing concrete technical reasons why it's a bad idea to only use Contacts.

        • Re: Why does Marketo only have Leads?
          Hi Anthony,

          The downside to using only Contacts is the challenge of making sure that they're all qualified, not to mention, storage space. But primarily, It's all about keeping the data hygiene - garbage in/garbage out.

          MKTO's Leads as either SFDC "Leads" or "Contacts" is based on types of "Leads" - known, unknown, nurture subjects, operational, etc.

          I've worked at two small-midsize companies who chose to forego leads.  In both cases they just grabbed a whole bunch of potential customer data an imported it as Contacts at Companies - It led to very unwieldly tasks and data maintenance.

          However, if you have serious skills and IT resources for maintaining the data with great integration - it could work. I'd be curious to see it,


          • Re: Why does Marketo only have Leads?
            Josh Hill
            I agree with Lynn that working with lots of Account based records could lead to data problems.

            You need to setup a robust method of handling prospects and qualification during an Account based system. Ownership would be a big problem as well. I don't know how Lynn's clients handled that.

            Marketo also creates duplicate leads in situations where Contacts are not properly assigned. For instance, if you try to assign a Contact to a Queue, it creates a new dupe Lead. Clearly you wouldn't do this in an Contact only world.

            There are a number of threads here on this issue, so do a bit of digging.
            1 of 1 people found this helpful
            • Re: Why does Marketo only have Leads?
              Thanks for tip about assigning a Contact to a Queue creating a new dupe Lead, Josh.