Mapping Marketo PMCFs to Salesforce: The Do's and Don'ts
Program Member Custom Fields (PMCFs) provide a powerful way to manage and track program-specific data for leads and contacts. However, syncing PMCFs with Salesforce requires careful setup to ensure data integrity.
Today, let’s look at some key considerations for mapping PMCFs with Salesforce and some pitfalls/dos/don’ts around it.
1. Understanding PMCFs and Their Role in Salesforce Integration
PMCFs are used to store information that’s specific to Marketo Programs, and they are tied to the Program Member Object in Marketo. This means that any field or data associated with the program membership—like engagement level, program-specific scores, or qualification criteria—can be tracked through PMCFs.
To sync this data with Salesforce, PMCFs need to be mapped to corresponding fields in Salesforce, often as picklist fields. However, the mapping process isn’t as straightforward as it might seem, and a few important caveats should be noted to ensure smooth data flow.
2. Avoid Setting Default Values in Salesforce Picklists
One of the most important things to remember when mapping PMCFs to picklist fields in Salesforce is not to set a default value for the picklist. Here's why:
Salesforce Wins Data Conflicts: If you specify a default value for a picklist in Salesforce, any data discrepancies between Salesforce and Marketo will be resolved in favor of Salesforce. As a result, Salesforce may overwrite PMCF data coming from Marketo with its default value.
Risk of Data Loss: This overwriting can lead to data loss for any fields mapped from PMCFs, as Salesforce would replace valuable custom field data from Marketo with its default picklist value. To avoid this, ensure that the picklist field in Salesforce doesn’t have a pre-set default value, allowing Marketo’s data to sync correctly.
3. Ensure Program Members Have Updated PMCFs
For the sync between Marketo and Salesforce to work as expected, the records you want to sync must be members of the relevant Marketo program. In addition:
PMCFs Need to be Updated for Each Program: Each program member’s PMCFs must be updated with the correct values relevant to that program. Without updated PMCFs, the program-specific data won’t transfer properly into Salesforce.
Relating PMCFs to the Program Object: Remember that PMCFs are directly linked to the Program Object in Marketo, meaning they are specific to individual programs. Always verify that the PMCF values are correct and reflect the latest data for each program member before initiating a sync.
4. Establish a 1:1 Connection Between Marketo Programs and Salesforce Campaigns
To effectively sync PMCFs with Salesforce Campaign Member Fields (CMFs), you must ensure a 1:1 connection between Marketo Programs and Salesforce Campaigns. This can be set up through the Setup tab in the Marketo Program, ensuring that each Marketo Program is mapped directly to a corresponding Salesforce Campaign.
Do Not Use Smart Campaign Flow Steps: You cannot sync PMCFs with CMFs by using Marketo’s smart campaign flow steps to link programs and campaigns. The sync only works when you have a 1:1 connection set up via the Marketo Program’s Setup tab.
When mapping PMCFs to Salesforce Campaign Member Fields (CMFs), align the field types. For example, date fields must map to date fields, string fields to string fields, and so on.
By following these best practices, you can ensure smooth and accurate syncing of Program Member Custom Fields between Marketo and Salesforce, maintaining data integrity and enabling better program tracking.
PMCFs and Salesforce CMFs sync could get tricky at times, but it certainly enhances your marketing data's quality and granularity and adds the program-level dimension to it.
Happy Marketo’ing! 💜