Salesforce Marketo Sync: How to Synchronize Align Marketing and Sales

Salesforce and Marketo are standalone industry giants in sales and marketing automation. Together, they form a juggernaut with fluid information exchange that bolsters campaign performance and feeds revenue growth.

Salesforce Marketo Sync: Step-by-Step Process

Effective Salesforce and Marketo syncing takes some preparation. Here’s a step-wise guide:-

Plan Your Integration Strategy

Before you begin, take a good look at your existing Salesforce setup. Dig into how your leads, contacts, and opportunities are organized. A clean and organized Salesforce will integrate smoothly with Marketo.

Clean out duplicate and outdated Salesforce data to avoid any potential problems of bad synchronization.

Validate User Permissions

Set the correct permissions on the user responsible for managing the sync. The Marketo Sync User Role in Salesforce requires access to core objects like leads, contacts, and custom fields.

 Create a specific Salesforce user with API Access for a smooth sync.

Configure Salesforce-Marketo Connector

Native Salesforce connector provided by Marketo makes it easy to get things integrated:

• Login to Marketo Admin.
• Click the Integration menu.
• Authenticate to Salesforce by entering your credentials.

Marketo will use the Salesforce API to sync data without impacting anything.

Marketo uses one-way syncing. That means it’s pulling information out of Salesforce into your instance. So, both systems will update near real-time.

Map Fields

Now that you’ve connected the two solutions, map your fields. The standard fields like name and email will automatically map between Salesforce and Marketo. However, you’ll need to map custom fields manually.

Only sync fields that are required. It will help you track how much data you are sending through your API and optimize performance.

Test Before It Goes Live

Test it with some sample records to make sure everything syncs up properly. Look for data mismatches or mapping errors before rolling out to the entire organization.

Check API Usage

Salesforce has API limits, and Marketo’s frequent syncs tend to go beyond these limits.  Monitor your API usage to avoid hitting the limits that pause the sync.

Reduce the sync frequency on less critical fields if you’re running near the API limit.

Ongoing Maintenance

Check your sync regularly for duplicate data, stale fields, and any possible performance issues. Many companies will do quarterly audits to ensure everything stays optimized.

Mastering these steps can help you ensure a smooth Salesforce Marketo sync.

The Big Wins: The Value of a Salesforce Marketo Sync

Now that you’re live with your sync, here are some of the real-world values of connecting Salesforce to Marketo:

Integrated View of the Lead and Customer

Syncing the two platforms under Salesforce-Marketo would give marketing and sales teams a unified view of data. It means that the sales teams understand the lead’s marketing journey, and the marketers understand the sales interactions. It generally serves to break down silos and strengthen collaboration.

Real-time data synchronization

The sales and marketing team acts in real-time with data syncing, so for marketers, there is instant visibility to the sales pipeline. Likewise, sales get instant access to the MQLs from marketing, increasing response times. Sales teams no longer have to wait to prioritize those hot leads. Real-time data makes the chances of conversion even higher.

Deep Lead Scoring and Nurturing

Powered lead scoring by Marketo makes this all even more precise with Salesforce data. Sales insights combined with marketing models ensure high-quality leads get prioritized. Companies where sales and marketing are aligned have 32% higher revenue growth, states Aberdeen.

Advanced Reporting and Analytics

Track the customer journey and measure the impact of marketing on revenue with Salesforce-Marketo sync. Monitor lead progression and campaign performance using Salesforce dashboards.

For instance, Fortis improved campaign attribution by 25% after syncing Salesforce with Marketo.

Automated Workflows

Automation is game-changing in this integration. Trigger Marketo nurture campaigns based on Salesforce lead stages, ensuring lead engagement at every step. Low lead abandonment rates ensure the sales process is streamlined and works proficiently.

Sales and Marketing Alignment

The alignment of the marketing and sales teams takes place through a common goal. They work on the same datasets, which ensures better cooperation and communication among them. Aligned sales and marketing teams grow at 24% and are 27% more in profit, according to SiriusDecisions.

Hyper-Personalized Customer Experience

The next level of personalization. Sync the data to create dynamic targeted campaigns on the lead’s stage of the funnel.

Use Salesforce Data for personalized messages that better resonate with the prospects at every touchpoint.

Optimization of Account-Based Marketing

For organizations carrying out ABM, this sync does wonders. Marketo can target high-value accounts, while Salesforce can track their progress. The duo can ensure greater precision of your campaigns with ABM.

Lead Handoff Delight

The Salesforce-Marketo integration allows for seamless, real-time handovers of marketing-qualified leads. Handoffs and delays are a thing of the past. Sales reps can now engage the leads directly. Teams can respond in real-time when leads engage.

Data Privacy Compliance

Both the interfaces are GDPR and CCPA-compliant. Automate consent management across Salesforce and Marketo and run compliant and risk-free campaigns.

Synchronize prospects’ privacy preferences between the two platforms, so that they have a seamless experience that is consistent and compliant.

It is no longer enough to just drive sales in today’s competitive landscape. Closing deals more quickly and scaling smarter positions your business ahead of the curve in today’s rapidly changing marketplace.

Summing It Up

The Salesforce Marketo sync is well beyond technical integration alone. It is part of a strategic use as an influencer of the growth of revenues and operational efficiency. The results include quicker growth, improved ROI, and strong collaboration between sales and marketing- because it aligns sales and marketing, streamlines workflow, and enhances personalization.

What’s Next?

Would you like to know more about Salesforce Marketo sync? Then reach out to us at at info@marrinadecisions.com or visit Marrina Decisions.