When and How NOT To Sync Marketo Leads with Salesforce?

We are familiar with scenarios for when and how to sync Marketo leads with Salesforce. Now, we examine when to not sync leads to SFDC. Yes, there are reasons why companies need to stop Marketo from syncing leads with Salesforce. One major reason is that the sales team should only be transferred qualified leads, so they need to make sure not to sync those non-sales ready leads. After all the sales team doesn’t appreciate being handed unqualified leads. Therefore, all Marketo users, whether small businesses or big enterprises, need to create processes to define scenarios when Marketo leads should not be synced with SFDC in order to make sure that the sales team is getting the right leads.

Why not to sync Marketo leads with Salesforce?

Set MQL lead score

Marketers need to ensure that they limit lead accessibility to those contacts when those contacts have reached certain stage of the buying journey and adequate engagement. One way of controlling lead accessibility in Salesforce is to set the parameter for certain lead score and if a lead has not reached the score threshold then it cannot be synced with SFDC. It’s a best practice for marketing teams to use lead scoring to help identify sales ready leads and to determine the unique sync process for their business.

Manage lead visibility timing

Another way of controlling lead accessibility is to regulate visibility timing on Salesforce. So, how to choose the best time to sync Marketo leads with Salesforce? One way to determine this is to apply controls in Marketo in ways which will prevent leads from getting synced with Salesforce unless those contacts meet specific conditioning. Thus, controlling leads in Marketo will ensure that leads passed to the CRM ready to get converted. Users creating such Marketo programs need to take consideration of various factors in mind.

Controlling membership sync

A powerful feature of Marketo is the Marketo Program-to-Campaign sync which works bi-directionally between Salesforce and Marketo. It can be useful in managing program membership in Salesforce including campaign views, triggers, reporting and many others. When a lead enters Marketo Program synced with a respective SFDC Campaign, a contact is created in SFDC by the Marketo program. Now, in order to limit that person back in Marketo, users need to write code to control this native program membership sync feature of Marketo. But this process can be erroneous. That’s why users must be careful about the name of that specific SFDC campaign while mapping Marketo program.

Control visibility from SFDC lead fields

Another smart technique to hold Marketo leads from being synced with SFDC and prevent visibility in SFDC is to filter on an SFDC lead field. Users can make use of lead field viz., named “lead status” to limit reports and views of leads which are marked with a sales ready status. Another approach is to make use of Salesforce record types to hold visibility and workflows of leads that are not to be shared with sales team.

Quarantine leads

Another effective method of holding leads from SFDC lead views is to separate those leads. To isolate non-sales ready leads from access, users need to create two SFDC lead queues and quarantine one lead queue which they want to keep from being viewed by sales team. We recommend setting up two SFDC lead queues that are called ‘Marketing’ and ‘Prospect’. While the ‘Marketing’ lead queue is to for grouping leads that have not garnered any engagement and lead score might be below the threshold for sales readiness. The ‘Prospect’ queue will contain the leads that have got some engagement, however, some may or may not reached the threshold of MQL score to become sales ready yet.

Now that the two lead queues are built, users need to add an automation trigger such as, SFDC APEX trigger which will call rules of lead assignment. The SFDC APEX trigger will be active as and when leads in ‘Marketing’ or ‘Prospect’ queue will achieve MQL score threshold. Once users changes the lead score value on Marketo, which will indicate the lead has become an MQL, then the value will be updated on SFDC and SFDC APEX trigger will be active, once synced. Besides updating MQL value, users can also opt for lead lifecycle stage that works as a custom field in Salesforce – trigger activation will call that SFDC lead assignment rules which was reassigned by the user.

Do you find these Marketo lead sync and hold with SFDC campaign useful in improving sales funnel with better quality, sales-ready leads? However, you do not need to be apprehensive about if your Marketo leads are getting out of sync; you can always leverage the native program sync option n Marketo to keep Marketo programs synced with SFDC campaign membership. Do you need further clarification or assistance to implement lead sync or improve your lead sync?

You can simply pick your phone and talk to our Marketo experts directly by calling at (408) 502 6765 or simply email us your queries or concerns at services@ShowMeLeads.com or our social channels Twitter, Facebook, and 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 –


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.


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.