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Understand the Sync Process

The sync connects Marketo and Salesforce, allowing data to flow between the two systems. Think of the “Marketo Sync User” as a bridge between the two platforms. This user has permissions to read and write certain data:

• Write Access Leads and contacts (Marketo can update these in Salesforce).
• Read Access Accounts, opportunities, custom objects, and activities (Marketo can view these but not change them).

When data changes in Salesforce or Marketo, the sync updates the other system every five minutes. However, you can prioritize urgent updates using flow steps like “Sync to SFDC.”

Clean Up Fields

Only sync fields that are actively used. For example:

• If you have old fields like “COVID-19 notes” that are no longer relevant, remove them from the sync. This reduces clutter and speeds up the process.
• Avoid syncing formula fields (e.g., “lead age in days”) because they don’t update timestamps, which can cause issues.

Prevent Backlogs

A backlog happens when too much data is waiting to sync. To avoid this:

• Limit Unnecessary Updates: For example, if an account score changes slightly (e.g., from 60 to 61), it can trigger updates for all related contacts. Instead, group scores into ranges (e.g., 0–25, 26–50) to reduce updates.
• Batch Campaigns: Use batch campaigns instead of trigger campaigns to process data more efficiently.

Manage Errors

Errors can occur when Marketo tries to update a field in Salesforce but doesn’t have permission. To troubleshoot:

• Log in to Salesforce as the Marketo Sync User and try performing the same action. This helps identify permission issues or invalid data.
• Set up recurring campaigns in Marketo to fix common errors, like standardizing country/state values (e.g., “CA” to “California”).

Use Custom Sync Filters

Custom filters help you control which records sync between Salesforce and Marketo. For example, create a field called “Do Not Sync to Marketo.” If this field is marked “true” for a record, it won’t sync to Marketo. This is useful for excluding invalid email addresses or outdated contacts.

Limit Task Creation

elm Salesforce. Focus on meaningful activities like “filled out form” or “clicked link in email.”

Collaborate with Your Salesforce Admin

Since the sync involves both systems, work closely with your Salesforce admin to:

• Manage permissions for the Marketo Sync User.
• Clean up unnecessary fields in Salesforce.
• Troubleshoot sync issues together.

Monitor Sync Performance

Regularly check the sync status in Marketo’s admin section:

Look for spikes in the “Sync Backlog Trend” or “Sync Throughput” dashboards. These indicate delays or excessive updates.
If you notice issues, investigate which fields or records are causing the problem.

Use Custom Objects Wisely

Custom objects are special data structures that can store additional information (e.g., product details). Only sync custom objects that are necessary for your campaigns to avoid bloating your database.

Plan for Scalability

When setting up the sync, think long-term:

• Maintain a data dictionary to track which fields are synced and why.
• Avoid syncing unnecessary fields or records to keep the system efficient.