7 Failsafe Strategies for Seamless Marketing Automation Migration

First thing first – have you taken the calculated decision to take the plunge from your existing marketing automation suite? Then, here are some more pointers you need to add to that checklist and consider to strategize seamless marketing automation migration.

Migrating your marketing campaigns including the entire marketing database, intelligence and assets may seem daunting; however, the switch to a new platform becomes inevitable for many reasons. Cost effectiveness, better integration, modification or addition of marketing goals, plans or channels are major deciding factors in determining the switch and selection of the platform. Here we have compiled 10 points that will guide you to foolproof strategies to keep your migration process aligned to your business goals and in smooth transition.

1. Ask questions to evaluate vendors

You have already performed thorough research, calculations and considerations before deciding upon marketing automation platform. So, here is the next step – start talking and asking questions to marketing automation platform vendors to tally the features offered that align with your goals, campaign necessities, and other requirements. Here we have rounded up 12 questions to ask software vendors to help you in your decision making. Make sure to ask them all the same questions to get a detailed comparative view of shortlisted automation platforms.

 
1)   How is the CRM integration – does it support data flow both ways?
2)   Does it support additional tech integration?
3)   How does data transfer take place to and from the marketing automation system
4)   How does the reporting module work? Does it support custom reports export?
5)   How does the software measure campaign performance and success?
6)   What will be the benefits from migrating to this new system from our old platform?
7)   What will be the costs of migration and total use of the automation platform?
8)   How is the technical and customer support of this marketing automation platform?
9)   How do you add new users and assign roles and permission – how is the ease of use of it?
10)   How time consuming is it to set up and migrate to the new automation platform?
11)  Is the platform capable of managing complete buying journey – or does it only records lifecycles of leads and prospects?
12) Can your automation system offer support for mobile marketing efforts?

2.  Keep your business processes updated

 

The span of time spent in marketing automation migration is a good window of opportunity to assess your current marketing initiatives and practices and ponder upon the scope of improvement of your marketing efforts and processes. We recommend that our clients perform a thorough audit of their marketing processes to evaluate what is working and what needs fine tuning and improvements    before the migration process commences. Also, focus on the sales processes, leads lifecycle, pitches, messages, frequency, channels, and other methodologies to standardize best practices. 

3.  Start with migrating the data and insights  

Organizations that are using CRMs like Salesforce are recommended to begin migrating with the CRM data first and foremost to prevent any unforeseen risks of losses in opportunity or revenue generation. Another reason why transition of data to the CRM is favored as it also aid in preserving the valuable insights gathered on contacts, leads, client accounts, marketing campaigns, opportunities created and other intelligence. One of the best methods is to record and import these data points straight to the new marketing automation system and Salesforce CRM. And one approach that companies should avoid while migrating data is to import contact records first into the CRM or the marketing automation system as campaign and revenue data related to those people will not be added. For example, if a company has six renewal opportunities and three won deals which total the value of  $400,000, then, the company could lose that intelligence by performing a straight import and ruin the opportunities for sales professionals who are who is handling tho9se opportunities. Here is a list of items businesses should import one by one while marketing automation migration:

  • Accounts
  • Contacts
  • Leads
  • Products
  • Campaigns
  • Pricebooks
  • Contracts
  • Cases
  • Opportunities
  • Solutions

 

4.  Get ready for extra efforts during merging

Communicating and engaging with people and customers through multiple marketing automation platforms can be dreadful, but such extra efforts are necessary to maintain the engagement rates during migration process. Instead of hurrying the migration and merging process to limit communication process from a single platform, companies move and import data and all components carefully and continue communicating with the prospects and customers throughout the process, from multiple platforms and keep them engaged. Companies should adopt a short-term engagement plan which will take in multiple marketing automation platforms and the CRM in the interim of the migration and adhere to it to prevent risking loss of communication, engagement and potential opportunities in the meanwhile. For example, companies emailing to contacts after the acquisition using two, existing and new automation platforms have to incur additional and often hefty, amount of works, time and costs to consistently shift unsubscribe data from existing to new software. But, this consistency will also ensure marketers that unsubscribed contacts are suppressed from receiving messages again from new systems. At the same times, companies can maintain engagement and relationship with potential prospects and avoid losing opportunities.

5.  Perform comprehensive data audits

One of the biggest parts of marketing automation migration is managing diverse data points. Data produces intelligence that are crucial in every marketing activity and strategy from email communications, customer and prospect engagement, report generation, dashboard, creation and managing opportunities, and other aspects of the business. That’s why it is important to get your data straight and in order before you start with migration process and during the migration.

Here we recommend evaluating data health of your organization by asking these following questions -

  • What steps or actions have you taken to keep your data clean before migration?  You do not want to bring bad data to the new platform. The format of first name should accept values such as “GYKLSWA”, “abc@hgtres.com.” and country values should be consistent such as “USA” or “US”
  • Do you need to move any field – have you mapped those fields during migration? Do you want to map similar fields during merging systems such as, “LeadSource” or “Lead Source”?
  • Do your data points require normalization?  Are your industry field values consistent within two marketing automation systems?
  • Have you considered screening and cleaning duplicate values? Can you ensure that the new data set will merge with correct data points on the new platform?
  • Are the data and records on the Salesforce assigned to the right sales reps?
  • Does your database contain correct unsubscribe and subscription data?
  • Are records in your database syncing seamlessly between the CRM and the marketing automation platform before or during migration?
  • Are all the assets including landing pages, email, forms are able to gather data consistently?

 

6. Consider performance related implications

When your company is dealing with large data points during migration, the marketing performance is likely to get affected a bit. Marketers should ponder and reconsider the impact on both the automation system and marketing efforts during the migration. Organizations deciding marketing strategies on real-time sales data, email messages, need to plan these processes being slowed down. Companies need to adopt plans and set milestones during migration process to alleviate potential performance disruption, manage massive amount of data processing, monitor and track progresses of these milestones during the weekend.

7. Deal with existing marketing intelligence

After your organization has planned to migrate all the data points to a new marketing automation platform, marketers should pay close attention to the marketing intelligence. All your historic marketing intelligence contains valuable insights including website visits, bounce rates, campaign interactions, unsubscribe, link clicks, replies, and other marketing engagement – every company phasing through migration processes needs to keep track of these historic intelligence that are contained in the CRM system. For example, your company has multiple different Google PPC campaigns running in existing system. You can bundle those in a single Google PPC campaign and treat older assets for historic tracking or you may also consider keeping multiple campaigns by backfilling membership to the members’ original engagement. Both the methods have their merits and demerits which you need to consider before you partake during the marketing automation migration.

In addition to these, marketers and companies should get prepared for a multitude of issues: delays in workflow and unwarranted workflow and performance challenges. With that in mind, prep your team well in advance with the guide, solutions, knowledge base and training that will help you curtail probable and unforeseen hiccups, data loss or performance hindrances to perform seamless marketing automation migration.

7 Key Takeaways from Marketo Winter ’19 Release Notes

Winter months have been harbinger of good cheers! The winter wind fills the air with fragrance of festivities, feasts, good news and some extra merriment for marketers as we anticipate winter release notes. Now that Marketo has announced its latest Winter 19 Release Note updates, winter has indeed turned extra merrier. So, let us find out what Marketo Winter 19 Release updates have in store for us and dissect how these product updates will impact our upcoming marketing efforts and effectiveness of campaigns.

7 Major takeaways of Marketo Winter 19 Release are

1. Core Platform Enhancements

Key system enhancements introduced in Marketo Winter 19 Release include –

Email CC for Marketo Emails

When you plan for some specific email campaigns that require sending multiple CC recipients, the Marketo’s Email CC is what you have wished for! With this feature update, Marketo allows adding up to five CC recipient addresses to emails to be delivered through its automation suite and it is made available to all Marketo email assets irrespective of the method used for sending the email, whether trigger or batch campaign. Emails sent to CC recipients will deliver the exact copy of the email which is being sent to the main email recipient. And similar to the main email recipients, engagement rates from these CC recipients are also monitored. Marketo users can track basic engagement from these emails such as, email opens, email clicks which are logged under the ‘Marketo Person’, from the “To” line of these mails. However, delivery incidences other than “soft bounce” cannot be logged such as, email sent, email delivered, hard bounce and others. Marketo can CC up to 100k recipients at once.  If the smart list goes beyond the 100k, then user needs to break up the smart list to ensure that every contact in the list receive CC email.

Munchkin v155 Beta Version

Opt-Out Management allows managing opt-outs by tallying the Munchkin tracking cookie domain with the opt-out cookie domain.

API-Only Mode allows Marketo users to now define and decide the time and methods to trace members of the database by using single-page web apps. Users can call web apps as they want to track a webpage visit instead of using Marketo’s automatic tracking.

Domain-Level Decider Parameter is a two-letter domains such as, “website.nz” which will be able to record Marketo activities automatically, without any further setup hassles.

API

Email CC Support for Asset API Marketo – this will come to use in approving, users cloning, and processing emails via the API in order to maintain parity with the UI settings.

Multi-Branding Domain Support for Asset API – With this feature, cloning and approving assets will generate the same output within the UI and API.

2. Account-Based Marketing

Personas are considered excellent means to segment the audience of ABM and engage a specific subcategory of people. Marketo’s ABM introduces this new ABM Persona-Based Segmentation & filtering feature in Winter 19 Release. This segmentation and filtering will help improve personalizing ABM campaigns for specific segment and subset of contacts within named accounts. This Persona feature will also help create job titles and other personas based on segmentation and enable configuring further persona segmentations.

3. Web Personalization

This personalization feature will help Marketo users make use of domains and subdomains more effectively by allowing users to add subdomains to the RTP account settings. Marketo users can manage subdomains of their specific RTP Javascript embedded in their primary domain. We recommend implementing Javascript tag to the subdomains they have added. Adding subdomains to the primary domains can be performed from ‘Account Settings’ options.

4. Marketo Sky

Marketers often point to the Marketo Sky as its one of the latest state-of-the-art experience. Sky is created to design high impacting and engaging campaigns more effectively and faster. The Sky features an astonishing look and feel paired with productivity-improving capacities from the Marketing Nation community. And starting from Marketo Winter 19 Release Notes, the Marketo Sky will feature these additional capabilities:

Improved User Interface:

Marketo Sky is upgraded with new set of look and feel features including new modals, icons, buttons, new color palette that render its striking and functional new design.

Reimagined My Marketo:

This feature will help personalize Marketo experience by adding custom widgets to enable users extracting critical information, updates, and access to the mostly visited areas.

Event-With-Webinar Programs:

The Event-With-Webinar programs will debut in Marketo Sky starting with winter release notes. These programs will also support GoToWebinar functionalities with additional integrations to be established later.

Global Search:

Marketo’s Winter 19 Release Notes are introducing a faster and far improved global search function throughout its platform. The search queries can now be used in all workspaces to look for assets, whether active and archive), campaigns, labels, and programs. Marketo fetch these search results through an overlay, giving the file location to notify where the asset can be found.

Design Studio List Views & Detail Pages:

Marketo users will now benefit from an improved level of organizing capabilities and correctness with Design Studio. The design studio adds a newly improved Design Studio List Viewed and Detail Pages offer searchable and filterable list views landing pages, emails, and forms. The Asset Detail Pages present significant information related to all assets, the programs that are using those assets and the number of snippets the programs use and other factors.

Optional Default Experience:

Marketo users with Admin access or if users provided access by Admins, can now set Sky to be the default experience.

Email Program Usability Enhancements:

Marketo considers parity in Email Program functionality between the new Marketo Sky experience and Lead Management platform.

5. Marketo Mobile Engagement (MME)

Marketo has updated Marketo Mobile Engagement (MME) Software Development Kit (SDK) for Android. The automation platform features upgraded SDK for Android to present users a more improved, stable, state-of-the-art and scalable framework. This new framework consists of new engineering options and enhanced flexibility. Android app developers can now enjoy direct use of Firebase Cloud Messaging (FCM) of Google starting with this new improved SDK framework.

6. Marketo Sales Engage

The following features are added to improve sales engagement on Marketo platform.

Salesforce Customization will enable users deleting redundant custom activity fields helping them to set up Sales Engage in their CRM system more proficiently.

Salesforce Custom Profile will now benefit Marketo users with unlimited custom profiles.

Email Service allows Marketo users taking advantage of enhanced email deliverability with added capabilities of connecting to Microsoft Outlook, both via Email Connection tab and Office365. Hence, users can enjoy other additional benefits such as improved bulk email functionality, scheduled email functionality, and reply tracking.

Improved Admin Settings contain two admin pages which are added to customize the Sales Engage instances including –

  • Team Management which supports smooth account set-up process by enabling admin users to edit team access and subscriptions.
  • Salesforce Admin Settings allow users to configure SFDC sync more efficiently than before.

OWA Plugin for Windows is a single add-in that will support all Windows Office365-based clients in Sales Engage that will be available from the Microsoft Store. This plugin will provide additional ability to make use of Live Feed in Outlook.

Activities Pusher helps sync Sales Engage with core Marketo automation platform to source real-time marketing insights.

7. Analytics

Marketo Winter 19 Release will enable users to use Bizible attributes to create custom fields which they can use for dashboard reporting and segmentation. Users will also get benefit of SOC II Type II Certification, a new level of security and privacy certification, that helps build on Type I accreditation.

Do these Marketo Winter 19 Release Notes product updates and improvements augment your campaigns? How do you plan to maximize the benefits of these new and improved features and tools? Share your marketing campaign goals to let us help you amplify the results and give your campaign modern look by making the utmost use of Marketo Winter 19 Release Note feature – let’s start chatting by dropping your comments below.

Best Practices to Set up Marketo Lead Lifecycle & Revenue Model

There are several situations when marketers want to build lead and revenue lifecycles in Marketo platforms. These include when they want to report on the sales funnel process, or if they want to demonstrate the stats and figures of leads generated in each state to the senior management team with 100% precision.

As a marketer, we select marketing technologies to automate most of the routine marketing activities including segmentation, landing pages and emails, choosing messages and content, deduping, routing and updating leads etc. The major focus and goal we set in the nurturing process is how the process impacts revenue – therefore, to gain insight in how the lead nurturing efforts are impacting revenue, marketers need the capability to document the entire revenue cycle.

For this, the Marketo platform offers great sales funnel reporting tools to accurately report the sales process. However, most marketers struggle  with setting up a lead and revenue lifecycle in Marketo platforms, which will give them clear vision on how their marketing process is impacting revenue. This easy guide will emphasize how to set up the lead and revenue lifecycle with best practices to create amazing funnel reporting.

How to set up a revenue lifecycle model in Marketo

Designing a new revenue lifecycle model in Marketo and then setting transitions to the model can be a bit time consuming depending on the type of varying business models. It also greatly depends on how the sales team works with the leads and tools being used for setting up the model in the platform. Marketo requires setting the right triggers for every phase.

In order to reduce processing time, marketers need to define triggers for each transition in the Manual Stage Change. With this, marketers can manually control and change the revenue stage by setting up a Marketo Smart Campaign. We recommend our ShowMeLeads clients create a Smart Campaign to get clearer insights on all types of marketing activities within all Marketo campaigns. Additionally, smart campaigns are easier to manage than when it comes to managing which triggers to use than Revenue Cycle Modeler in Marketo which requires double-clicking on the side arrows of the triggers to put in.

Setting up a Marketo Lead Lifecycle program

After you have created a smart campaign for the setting up a revenue lifecycle model and it is approved with Manual Stage Change – marketers need to focus on the next stage. When you are ready with the revenue lifecycle set up, marketers need to configure the brains of the lead nurturing programs.

Lead lifecycle can be set up in the “Marketing Activities” section of the Marketo using a ‘Default Program’. This program will be dedicatedly used only for flow steps and Lead Lifecycle and cannot be used for anything else in the Marketo instance. You need to create and define Smart Campaigns for different stages of lead lifecycle to clearly view the progress. In addition, we also recommend creating a folder structure which should comprise separate folders for:

  • ‘Fast Tracks’ which will help transmitting leads faster to the funnel and will be sent based on particular triggers created to ascertain readiness for conversion.
  • Folder for ‘Success Path’ will define the ‘horizontal green line’ in a revenue lifecycle model in Marketo.

Finally, create a folder for ‘Detours’ which will cater to repurposing lost deals or disqualified deals

How to set up custom channel for Marketo Lead Lifecycle

Most of Marketo program including data management, lead management, lead scoring, cannot be added to the reporting channel. Instead, marketers need to define these custom programs from default Operational channel.

Marketers need to configure a ‘Custom Channel’ from the ‘Admin’ section of the ‘Lead Lifecycle’ in Marketo. They need to ensure they update program statuses based on the specific ‘Revenue Model’. For this, they need to mark easily identifiable step number for different stages of the lead lifecycle stage. Thus, marketers can set the leads to progress with the changing of program status and can define how programs are impacting revenue in the event of –

  • When any lead is marked as ‘Marketing Qualified Lead’ or MQL which is ready to be transmitted to the sales funnel
  • When the lead is won and sale has been converted – then it should be marked as ‘Success for Sales & Marketing’’

There is one way marketers can shorten the manual and long-drawn flow steps by using ‘Smart Campaign’ with a setting trigger to the campaign for every Revenue Stage. As program status will change, the trigger will be updated with several choices in different stages. Thus, marketers can get a quick look at all the leads under the ‘Program’ of the Lead Lifecycle area. Do you want to ask questions on how to set up lead lifecycle and revenue lifecycle in Marketo? How to set triggers for Marketo Smart Campaigns? Or in case, you need help or clarifications on programs, campaigns or any other areas of Marketo, then just call our Marketo specialists at (408) 502 6765 or drop a mail at services@ShowMeLeads.com or simply connect with us via Twitter, Facebook, and LinkedIn.

5 Cool Tricks to Keep Marketo Data Clean & Spotless

“How do I clean duplicate records out of my Marketo database?”

“Is there any way to maintain Marketo database immaculate and perfect condition for campaigns?”

Do these types of Marketo questions cloud your mind and hinder your marketing efforts? Some of our clients come seeking solutions and best practices on how to keep their Marketo database cleared of duplicate records and other issues. There are super cool ways to prevent duplicate data and other data management errors to impede the performance of your marketing automation campaign. You should know how badly this duplicate data problem can affect your Marketo campaigns.

How badly does duplicate data hurt your Marketo campaign?

In most instances, duplicate records pop up in from diverse sources such as, through manual data entry attempts, list imports or any other manual activities of data entry or issues such as –

Erroneous lead scoring activities: one of the worst cases of duplicate data is from an incorrect lead scoring outcome. Inaccurate lead scoring resulting from duplicate records may lead to a miscalculation of MQL and often leave behind hot leads in Marketo. Apart from causing duplicate errors, these also cause lost opportunities for conversion by leaving leads which could generate revenues.

Higher cost of Marketo: Marketo charges its users based on the size of the database in it. And the volume may often take in presence of duplicate data and chances are, Marketo users are unfortunately being charged for unwanted duplicate records in their database.

Incorrect data analysis: Duplicate records of leads in the Marketo database will also cause miscalculation of data analysis and reports that result in reduced opportunities of ROI.

But, marketers can sidestep the loss and issues that duplicate data triggers, by adopting periodic data cleansing practices to keep pesky duplicate records at bay. The following five steps are best recommended to minimize the risks of duplicate data and other data errors to maintain good health of your Marketo database.

1. Spot duplicate records

As soon as marketers start with data building activities, duplicate records start surfacing inevitably. That’s why it is important to take proactive action and to develop routines to spot and scrape off the bad duplicate data from time to time. It is possible to maintain the good health of your database, free of duplicate leads.

In this process of eliminating duplicate records, marketers must take adequate caution in deleting records even though they are found as duplicate. We recommend a deep dive that carefully examines both records to ascertain which lead data is more useful for campaign whether email addresses or mobile number. They can also merge both the data accordingly.

2. Set rules for automatic de-duping

Another way to spot and get rid of duplicate records from the large volume of thousands of data is to set rules for the automatic elimination or de-duplication of lead data. Such practices of automatic de-duplication helps marketers with saving hours of valuable time and efforts in scanning through their both marketing automation and CRM database manually. This process is more feasible when Marketo users are adding lead lists when they can append bigger sets of lead data and avoid duplicate records as and when new contacts are getting added to the system.

3. Eliminate Junk Contacts

Many anonymous lead records may contain inaccurate, bad data such as “xyzw@gmail.com” or “meh@hotmail.com” with no accurate details of lead contact. Such records are generated when contacts are unwilling to share their actual email addresses. These kind of contact details are unnecessary that marketers do not need and have to pay for the space these take in within the Marketo database. Marketers can set up and run smart campaigns to spot and scrub off these garbage data automatically from their database. They can set campaigns in ways that will identify such bogus email addresses, remove and suspend or even blacklist those spam contact details.

4. Set Up Alerts

Marketo users can also play this card of setting up alerts which bring them to the top of the game of their database. Spotting and deleting duplicates leads based on their email address is easy, but what if first name and last names are duplicate but both records contain different email addresses? In such cases, marketers need to set up alerts to be automatically notified of existence of such duplicate records. As soon as they get notification, they can determine if the record is simply a duplicate entry or those are of two different persons.

5. Scan data for uniformity

We recommend that companies and marketers work to ensure uniformity in order to maintain clean and good health of their Marketo database. However, there is a difficulty – if contacts choose to type in the country instead of selecting from the drop-down list menu, chances are the database will contain same country with different country values such as, for United States there can be multiple types of data input as “U.S.”, “US”, “USA,” “United States of America” or “U.S.A.” Make sure the form users can get to only choose from the drop down menu of list and cannot type on their own.

Marketers can also apply filters to get rid of lead records that become inactive for a considerable amount of time. In such cases, they can set filters to determine if those leads are engaging with their marketing campaigns or if they have left the company. As soon as they can verify those are inactive and useless leads, marketers can simply decide if they want to keep those records to run re-activation campaign or cleanse those records.

Do you need professional assistance in setting up campaigns and managing your Marketo database? Do you need help to keep your database spotless and free of bad data? Why delay? Contact our Marketo specialists at (408) 502 6765 or connect with us via  Twitter, Facebook, or LinkedIn.

How to Resolve Issues Occurring with Marketo Fields When the Marketo Salesforce Sync Stops?

The configuration changes made to the Marketo SFDC frame will affect a number of fields during the syncing process. Previously Marketo had two packages in its Salesforce AppExchange: Marketo Lead Management (MLM) package and Marketo Sales Insight (MSI) package. This current configuration update will remove the MLM package, and the MSI package will not require MLM for installation. With the expiration of MLM package, Marketo has stopped  support for syncing those 16 fields which were under that package. Hence, users might experience a few issues occurring while updating and syncing those fields such as, incorrect data in Salesforce reports. Here is what you need to know about changes made, how to address probable issues caused by changes made, and how to add Marketo fields.

Impacts of Marketo configuration sync changes

As new fields will be formed in Salesforce, fields in Marketo will be re-synced to newly added fields. This will trigger the backfill process which will stop the syncing with previously created fields. Thus, the data update process will be suspended immediately. Thus, every data which has the reference to the older dataset and fields will stop syncing and updating. Another issue caused is the backfilled data added to new fields will replace older values in Marketo and will be the only data set available in SFDC.

Fields that will be affected in the Marketo configuration change will be the following 16 fields. Data from these Marketo fields will stop syncing to the related SFDC 16 fields on the ‘Lead Object’ and 16 on ‘Contact object’.

  1. Lead Score
  2. Acquisition Program
  3. Acquisition Program Id
  4. Acquisition Date
  5. Original Search Phrase
  6. Original Source Info
  7. Original Source Type
  8. Original Referrer
  9. Original Search Engine
  10. Inferred Company
  11. Inferred Metropolitan Area
  12. Inferred Phone Area Code
  13. Inferred State Region
  14. Inferred City
  15. Inferred Postal Code
  16. Inferred Country

Other issues and areas to be affected by Marketo and Salesforce sync changes include –

Workflows

The Workflows in Salesforce enables users to automate processes in SFDC and execute actions based on any criteria set. As the Marketo-Salesforce changes stop syncing of specific fields of data, the workflow rules which are associated with older fields will refer data those were stopped getting updated. Thus, the backfill processes will affect the workflow and make it react in another way than expected. Therefore, new data se will influence your workflow and will be seen in place of precious data value.

Apex Triggers

Apex Triggers is that which allow users to execute actions, before or after changes made to the records as well as to execute various other tasks, similar to workflows. Once the Marketo will stop syncing old value, Apex Triggers will fail to trigger any action afterwards.

Also, when the new values will be added to the fields over the existing values by backfill processes, will cause apex triggers to trigger actions based on new values and will not perform as expected.

AppExchange Apps

AppExchange app will also function erroneously once the new valued will be synced by the backfill processes and will not be able to perform, as desired based on the older values or will not perform as they had performed earlier.

Formula Fields

Similar to Marketo’s formula fields, Salesforce formula fields also use multiple fields and mix those fields to create new value for the value of formula fields. As the creation of the value of formula field depends on other fields, values of fields affected by Marketo and Salesforce sync changes might fail to return inaccurate field value.

Also, if the mapping of those affected fields gets changed and when the formula field will refer to those fields, the formula field will perform calculation based on the outdated data and will return an outdated formula field value. However, if the formula field will refer to new fields, then the field will retrieve data from those fields that are not backfilled. However, as soon as backfill processes will complete and all the data will be updated successfully, the formula fields will start performing accurately.

Reports

Salesforce reporting tool sources data from various locations. Similar to the formula fields, when reports source data from those fields affected by the Marketo changes, the reporting tool will fail to produce accurate data as well. Once the syncing process will get stopped, Salesforce reports will not be able to demonstrate updated data. As the reports will retrieve data from new fields, the reports will display two different set of data. The first set of data will appear when the backfill process is continuing and the field values are not updated. Thus, reports will not be able to show updated data. Later, as the backfill process has successfully completed updating process, the fields from which reports source data will be updated and reports will display accurate results based on the updated field values. Thus, you can avoid the issue of wrong reports and field values as all the fields will be updated with the new value by backfill process. Users will receive a confirmation notification from Marketo once the backfill process is finished stating the updating process is complete users can perform actions on updated set of data.

Do you find these tips and solutions helpful or do you need professional Marketo assistance in your Marketo and Salesforce integration projects? Just talk to our Marketo certified experts at (408) 502 6765 or connect us via Facebook, Twitter, and LinkedIn to get informed of all latest trends, updates, and tips on Marketo platforms.