How the Integration Between Marketo & Salesforce Actually Works

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How does the Marketo to Salesforce integration actually work? After many implementing Marketo to Salesforce integrations, I’ve learned what objects are synced, what happens in the sync cycle and how to optimize the sync speed.

What is Synced?

The following objects are synced:

  • Lead
  • Contact
  • Account
  • Opportunity & Role
  • Campaign & Members
  • User & Lead Queue
  • Task/Event
  • Custom Objects

The Sync Cycle

During the sync cycle Marketo connects to Salesforce via the API. Any updated records will be synced over. New leads in Marketo will be synced over to Salesforce based on the logic (Smart Campaigns) you have setup.

How long is the sync cycle?

The default sync cycle between Marketo and Salesforce happens every 5 minutes. The default time can be adjusted to longer than 5 minutes by contacting Marketo support. Unfortunately, 5 minutes is the fastest you can set it to.

Depending on how much data is syncing, the time the sync finishes will vary. The sync will start again 5 minutes AFTER the sync cycle finishes.

What if there’s conflicts?

Conflicts are rare, but can happen, especially if your sync cycle is longer. If a field update has happened in Marketo and Salesforce, during the same sync cycle, the Salesforce record will always take precedence.

What is the Sync Speed?

The sync speed is approximately 10-20k records per hour. Any changes made to records during the sync will have to wait until the next sync happens.

How to Increase Sync Speed

  1. Hide any unnecessary fields from the Salesforce integration user

    Marketing doesn’t need all the fields that are available in your Salesforce instance. Identify the fields marketing needs and hide the rest from the Salesforce integration user.

  2. Hide Unnecessary Records from the Salesforce integration user

    Does marketing need to see all the records? Hide some of the records by hiding them from the Salesforce integration user.

  3. Do batch updates at night or over the weekend

    If you’re doing bulk data updates, do them at night when marketing programs aren’t running.

Questions?

Email me, or send me a tweet @jennamolby.

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I’m a Marketo & Pardot expert with a strong background in design and development. I specialize in email marketing, lead nurturing and CRM integrations for marketing and sales alignment. LEARN MORE

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