Cloud, DB, Digital Marketing, Marketing Automation, Quality Assurance

Marketo-Salesforce.com Synchronization Tips

In the world of Marketing Automation, Marketo is one of the leading tools. In most cases, it is deployed synchronized with a CRM, in order to effect the different needs of both Marketing and Sales departments.

Monitoring the Marketo-Salesforce.com synchronization is an essential part of managing a Marketo instance. Marketo has provided very well, in-depth documentation regarding the Marketo-Salesforce.com CRM integration in their Documents site. However, I thought it would be helpful to consolidate key tips I have learned, which can help to better optimize the synchronization, making it faster, more reliable, and hopefully error-free.

 

Tip 1: Optimize the Marketo and SFDC Fields That You Sync

Syncing a large number of fields between Marketo and Salesforce.com can impact the performance of the integration. For this reason, you should limit the number of exchanges between Marketo and Salesforce.com

To do this, review the activity log for Marketo leads and contacts. If there are numerous data value changes in fields you rarely use, then those fields may have been synced unnecessarily. If the value of a field is changing every day, the field is probably a formula field. Since it is difficult to use a formula field in Marketo, I would recommend not syncing it.

Here is a list of things you can do to audit and optimize the fields that are synchronized between the Marketo and Salesforce.com.

SET UP A DICTIONARY OF MARKETO FIELDS

Always make a dictionary listing the fields you have in Marketo and purpose of each field. To do so, export a list of all the fields in Marketo, including those in Marketo only, and those synced with SFDC. You should keep a similar dictionary for Salesforce.com,

AUDIT YOUR MARKETO FIELDS

Identify which fields are Marketo-only, which are synced with Salesforce.com and the frequency and direction of the sync.

Verify that the fields that are synced with Salesforce’s CRM are necessary for the segmentations you perform in Marketo or are used in your forms.

STOP THE SYNC OF UNNECESSARY FIELDS

To stop the sync of fields, the CRM Admin should hide the field in the profile for the Marketo user that “owns” the sync and similarly hide the fields in Marketo as well.

Learn more about this tip in Marketo Docs.

Tip 2: Do Not Ignore Marketo Notifications

In the busy routine of your day, it is easy to overlook the Marketo notifications. However, many errors and their solutions can be solved simply by going through the notifications.

Here are some useful notifications for reference:

 

Notification Meaning Solution
Salesforce Sync Error: Unable to Update Lead Unable to update a Lead in Salesforce that originated in  Marketo. Check that the SFDC profile for the Marketo sync user has the correct access level (permissions). The error can be caused by insufficient permission.

OR

Check that the SFDC validation rule is met for the field specified. Create campaigns from Marketo if necessary to put the correct value. Re-sync the lead as needed.

Salesforce Sync Warning: Change in Salesforce Field Multiple fields updated in Salesforce. Check your assets (forms) and verify these field names. Then re-approve the landing pages to update the live version.
Salesforce Sync Error An unexpected error occurred. The error is not caused by Marketo and there is no data loss and all updates will eventually sync. Any investigation into the cause of the error needs to be done in Salesforce.

 

Tips 3: Use a Synchronization Checklist

Here is a checklist to follow in order to avoid general sync issues, including some of the issues mentioned above. This checklist helps to troubleshoot the errors in many general scenarios:

  1. Check to see if the access level (field permissions/profile) has been changed in Marketo.
  2. If the same Salesforce.com instance is used for multiple lines of business, check to see if the Marketo user does not have access to the specific record type.
  3. Check the validation rules for the fields from the Salesforce.com side (Ex: currency).
  4. Confirm that, in the case of campaign IDs, the campaign is activated.
  5. Make sure that the correct status is available in both Salesforce.com and Marketo.
  6. Make sure all the mandatory fields for the CRM sync are provided.
  7. Confirm that the Account contact in Salesforce is never updated as the lead in Marketo.
  8. Confirm that the source of the lead is always populated to support the data hygiene in the lead database.

Learn more about this tip in Marketo Docs.

Editorial contributors: Deborah Gibbs, Harish Gupta.

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Here at TechAspect, we provide marketing automation solutions for Marketo and its integrations. We provide services for Marketo implementations, integrations and global campaign services delivery.

About The Author

Ranvijay Singh

I'm a Developer associated with Marketing Automation practice here at TechAspect. I happen to be Marketo Certified Expert with experience of 2+ Years in Marketo and have experience in Pardot(MA tool by Salesforce). I have expertise in Development of Marketing Automation programs from the scratch that may include the development of emails, landing pages, Program logics/automation rules, analytics, etc.

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