Custom Sync Filter in Marketo: Know this Caveat about Account Fields
With the custom sync filters, you can now take control of the data flow between Marketo and Salesforce to selectively sync records between the platforms. Let's delve into this feature and explore its nuances.
Selective Syncing Made Simple
Enabling the custom sync filter allows you to be selective about which records sync between Marketo and Salesforce. For more information on how to implement custom sync filters, check out the Marketing Nation article here. This level of granularity empowers you to tailor your data sync process to suit your specific business needs.
Unexpected Behaviors
One aspect of custom sync filters that may catch some users off guard is how they interact with account information. Even when the sync is disabled for the contact records, account information continues to sync between Marketo and Salesforce. This behavior might seem counterintuitive at first glance, but it aligns with the underlying architecture of these platforms.
Consider this scenario: You have a contact and an associated account in Salesforce that syncs with Marketo. If you deactivate the sync for the contact, the sync stops for the contact object but not the account object. Subsequently, any changes to the account values in Salesforce will still reflect on the associated lead in Salesforce, even if it's not supposed to sync. This can lead to unexpected updates, such as industry or billing address changes on Marketo leads that are not intended to sync.
Navigating the Nuances
Understanding these nuances is key to effectively managing your Marketo and Salesforce integration. By being aware of how custom sync filters interact with different record types, you can ensure that your data remains accurate and aligned across platforms.
TL;DR
Custom sync filters in Adobe Marketo offer a powerful way to control the flow of data between Marketo and Salesforce. While they provide flexibility and customization options, it's essential to be mindful of their interactions with different record types, particularly when it comes to account information. By leveraging custom sync filters effectively, you can optimize your data sync process and drive greater efficiency in your marketing and sales operations.