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.