Marketo Activities and Program Sync: Which to use When?
Know all About Marketo and SFDC Activities Sync
Activities Sync, a commonly used function to sync person interactions, has a significant limitation when it comes to Marketo and Salesforce integration. The sync process only records one activity of each type per person, per day.
This means that if a person engages with multiple marketing assets, e.g., emails, in a single day, only the first recorded activity will be synced over to the SFDC. Subsequent interactions will be overlooked, leaving an incomplete and potentially misleading trail of person engagements.
Moreover, the Activities Sync is the lowest priority for Marketo, which means there might be a delay in syncing activities, ranging from a few minutes to a few hours, depending on the volume.
On the sales side, having incomplete data affects the sales team's ability to gauge a prospect's level of interest accurately. This may lead to missed opportunities, delayed responses, and suboptimal decision-making during crucial stages of the sales process.
Marketo Program and SFDC Campaign Sync: The Complete Solution
To address the limitations of Activities Sync, especially in use cases where all the (key) interactions of a prospect are required to be synced over quite immediately, there’s a powerful alternative: the Marketo Program and Salesforce Campaign Sync. The OOTB Marketo Program ⇔ SFDC Campaign Sync ensures that all member additions and status updates from Marketo are seamlessly synced over to Salesforce, providing a comprehensive view of all required person interactions.
Read all about the Marketo Program and SFDC Sync in a previous Purple Me Up post here.
Selecting the Right Sync
Program and Campaign Sync certainly isn’t suitable and practical for syncing all the person interactions. For one thing, you can only create so many progression statuses and campaigns to update the status values to account for each available activity type in Marketo.
Both Activities and Campaign Sync have their merits and demerits, and knowing when to use each option is crucial for optimizing data synchronization.
Happy Marketo’ing!