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A field needs to be on both the lead and contact object (on the layout) in Salesforce to sync down to Marketo...You can adjust the field values in the form editor.
If the field is on both lead & contact object then the picklist values have to match exactly on both objects.
A field only needs to be on the page layout if you are using SFDC profressional edition. Otherwise Field level security access on the profile is sufficient.