June 4, 2021

Marketo & Salesforce Sync Health-Check

A comprehensive way to check how Marketo and Salesforce sync data and what issues you should check for In this article you, will learn how to troubleshoot the data syncing between Marketo and Salesforce.
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Marketing Technology

A comprehensive way to check how Marketo and Salesforce sync data and what issues you should check for.

In this article you will learn how to troubleshoot the data syncing between Marketo and Salesforce.

Learn how your CRM and marketing automation platform can better operate in tandem. By taking a look under the hood, you will benefit from a solid review of your data flow between Marketo and Salesforce and you will discover opportunities for improvement and lean better ways.

How the Sync Works in a Nutshell

Marketo syncs records with Leads and Contacts in Salesforce.

  • These are related to Accounts, Tasks, Opportunities, and Custom Objects.
  • Decide what is necessary to sync and make sure Marketo has the access required in Salesforce.
  • Make sure your Custom Objects are turned on.

Check the Marketo - Salesforce Connector

In your Admin section, you can check the Integration section for Salesforce and Sales Insights. Review the following:

Credentials and Integration user

We recommending using a general alias which everyone in the marketing operations team can check: [email protected]

  • This is also important for access to Salesforce records (see screenshot below).
A warning messaging about how changing the user credentials will affect the Marketo sync with Salesforce.

Field Management

Check the sync of specific feeds.

  • Pay particular attention to fields that map from lead to Contact at conversion.
  • Make sure you have rules around field updates from different sources. For example, you wouldn't want to update the Source or Status of someone who is already in the system.
  • One field in Marketo can sync to both Lead and Contact.
Highlighting the CRM Field Map in Field Management.

Sync Options including Activities Sync

Do you want to sync Email Clicks and other interactions to Salesforce Activities? You have to be conscious of your API limit in Salesforce

Also Check the Following

  • Score Values (including how they are read in Salesforce).
  • Check which actions trigger Interesting Moments.
  • API configurations for SOAP and REST.
Checking activity types in Sync Options.

Check Marketo Permission Rights in Salesforce

Marketo can only read data that Salesforce user privileges allows it to access. Make sure you check the user permissions for the sync user. At least the Marketing User checkbox must be enabled (see screenshot below).

Checking Marketo permission rights in Salesforce.

Pro Tip: You can block records from syncing between Marketo and Salesforce with a check-box field. Ask us how!

Check the Error Notifications

You can work off the error notifications log to troubleshoot red flags. You will see in the error details a description why certain fields are not syncing and for which records.

Checking which fields are not syncing through the Error Notifications Log.

Check Marketo Custom Objects

Marketo can read records from Salesforce Custom Objects related to Leads, Contacts and Accounts. If you would like to check they are synced then they make sure they are turned on. Head over to your Salesforce Object Sync.

Checking custom objects in Salesforce Objects Sync.

Check How Marketo Pushes Leads to Salesforce

Ask these questions:

  • What triggers the sync?
  • Should you sync all records imported or just certain sources?

Check the Flow steps, order of operations and assignment (shown in the screenshots below).

Checking the Smart List on Marketo.
Checking whether the AEM URL is set on Adobe Experience Manager.

Marketo Programs and Salesforce Campaigns

Many companies like to sync Marketo Programs with Salesforce Campaigns to measure the effectiveness of their marketing campaigns. Here are a few common practices:

  • Program Members and Salesforce Campaign Members sync fully, OR
  • Sync Success only to Member Status Responded

Pro Tip: Be conscious of API limits in Salesforce to know the bandwidth you have!

Run a Sync Diagnostic

Working with Marketo support you will be able to run more comprehensive diagnostic to understand which fields synch and at what time. You can pin down to specific campaigns that need to be investigated.

A diagnostic showing the sync throughput from Salesforce.

You will understand:

  • Sync statistics such as new records created, updated, or skipped
  • Smart list and report performance
  • Top modified fields by Salesforce
  • Batch and Trigger Campaign Activity per day

In Conclusion

Once you review all these points including connector, user privileges, sync flow steps, fields and custom objects you will have a better understanding of what issues are occurring. The Macro team is here to help, so just reach out if you’d like a professional review that can help shave some time off.

Why Macro?

Macro is a natural extension of your B2B global marketing team. As an agency with team members and resources located around the world, we know exactly what your challenges are and how to tackle them.

Global marketing teams that work with us see the following benefits

✅ Agile resources to operationalize GTM strategy

✅ Faster execution of projects with flexibility

✅ More value from your marketing tech investments

✅ Better engagement and more qualified leads 

Don’t just take our word for it — check out the case studies of clients who have benefitted from our services.

Simplify and optimize your digital marketing tools. We stay on top of the latest trends and updates to help you make the most out of your stack.

Let our experts handle the ins-and-outs of your MarTech tools. Book a free consultation with us at any time (after all, we’re stationed around the world!).