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Why Integrate?1. Marketing & Sales Alignment 2. Visibility
Without integration, how can we properly align our revenue cycle?• Have required criteria for target group selection• Data updates (e.g. unsubscribes / interesting moments)• Opportunity information, Custom Objects• Analytics
• ROI
Question - When to Sync Leads?
Sync Leads to CRM Upon Creation Sync Leads to CRM Upon Qualification
+ You don’t need to create and maintain rules in the system for syncing.
+ You won’t show cold leads to sales.
+ Sales will be able to see all leads. + You can keep junk leads out of CRM.
- Sales will have to be trained to understand the difference between cold and warm/hot leads.
You have to maintain and enforce rules in Marketo for syncing.
- Leads with junk data may end up in CRM. - If sales creates new leads in CRM that already exist in Marketo, you will get duplicates. Also, relevant activity history will not be visible to sales.
When should I push new leads from Marketo to CRM??? Below considers 2 approaches. Now, also ask, should I see all person records(leads and contacts) in Marketo…. If not, why not?
Synchronization CRM<->Marketo• Native integrations
• Salesforce• Microsoft Dynamic• SAP: we will no longer offer our current native SAP Cloud for Sales (CRM) integration.
Current customers using the native integration today will continue to be supported
• Custom Integration (using SOAP or Rest API)• Connectors (Informatica / MUV / Scribe / Knack• Custom API solutions
Native Integrations
Salesforce
• Leads *• Contacts *• SFDC Campaigns *• Opportunities• Accounts• Custom Fields• Custom Objects
• Activities *• Merges• Conversions• Assignments• Record Type• And more…
Only the objects, fields and leads that the credentials have access to
Leads and Contacts are “normalized” on the Marketo side to allow for better access and expressibility.
*Bi-directional sync
Microsoft Dynamics CRM
• Lead*• Contact*• Account• Opportunity• Users• Custom entities
• Custom Fields
Only the entities, fields and records that the
Marketo user account in Dynamics has access to
Leads and contacts are all
shown as “leads” in Marketo Entities Also Supported:
Campaigns are not supported*Bi-directional sync
docs.marketo.com
Custom integrations
Connectors/ETLs
ETL
2 way sync:ContactLeadAccountOpportunities (read only)Custom Objects (read only)
1 way syncActivity Log
Check out:Sugar connector: http://www.sugarcrm.com/partner/marketo-sugar Netsuite connector: http://launchpoint.marketo.com/assets/company/1278/Marketo-to-NetSuite-Integration-Using-Muv-3.pdf MUV: http://muvdata.com/Scribe: http://www.scribesoft.com/marketoInformatica: https://launchpoint.marketo.com/informatica-corporation/1907-informatica-cloud-for-marketo/Dell Boomi: https://launchpoint.marketo.com/dell-boomi/1901-atomsphere/
API – build custom solutionsCheck out our developers section: http://developers.marketo.com/
Direct access to the Data Model
Marketo API – SOAP and REST• SOAP API
• Original web service standard;• Legacy Support.
• REST API• More recent technology;• Higher performance;• Richer and growing function set.
SOAP (xml) vs REST (json)
Functional Support (SOAP vs Rest)
Assets SOAP RESTFolders Tokens Email Template Email Snipet File Segmentation Landing pages templates
Data Model SOAP RESTLeads Lists Opportunities Custom Objects Program *Request Campaign Program Membership Company Salesperson
Data Model Assets
* Under development
Best Practices• Reduce security exposure by giving the interface user
the bare minimum access required to execute the interface;
• Be aware of natural constraints of a Cloud Integration:• Latency;• Governor limits;• Batching multiple operations;
• Decide on data ownership, and rules for concurrent change of data
Example of custom integration
Basic Process Tool
System Folder:• SFTP
option
ContactLeadOpportunitiesCustom Objects
1 way syncActivity Log
Basic Process
What is the Basic Process Tool?
Tool to import/export Marketo data
Uses standard format files (CSV, XML, JSON)
Can be used manually or automatically
CRM requires a process to import/export data.
Thank You & Questions Please
