Since Formstack Sync is a solution for syncing data between Marketo and various CRMs, we are often asked the question, “Do you provide Marketo Sales Insights (MSI) for SugarCRM?” or “How does Marketo Sales Insights work for Zoho CRM?”
The answer is that while Marketo Sales Insights started as a Salesforce-specific application (later expanded to Microsoft Dynamics) by Marketo — Formstack Sync helps customers achieve the same objectives of Marketo Sales Insight by using native CRM functionality (custom fields, tasks) across a wide range of CRMs.
Formstack Sync starts with a bi-directional sync of leads and contacts between Marketo and CRMs such as NetSuite, Sugar, Zoho, Pipedrive, and others. There’s also the ability to sync interesting moments to these CRMs, and bring account and opportunity data back to Marketo.
Why You Should Sync Marketo and Your CRM
1. Ensure sales & marketing teams are working with consistent data across Marketo and CRM
2. Give CRM users visibility to critical Marketo data, including prioritization if there is a lead score/rating model in place
3. Ensure Marketo is receiving back CRM data for segmentation, and if using opportunities for Marketo reporting, connecting to opportunity results
4. Feed data back to Marketo for use in nurture streams
How to Sync Marketo and Your CRM
It’s important to note that all of this is managed via the Marketo Data sync interface (e.g. mappings screen below) which is typically used by a Marketing Ops user to both setup and evolve the sync over time. So as fields or rules change, they can be adjusted without requiring programming or complex changes. Here’s how to set this process up.
1. Bi-Directional Sync of Leads/Contacts to/from Marketo
We sync leads and contacts bi-directionally, both for creating and updating records. This is a powerful feature to ensure a duplicate-free, consistent database between Marketo and CRM. There are a number of controls Formstack Sync admin users have to drive the behavior of the bi-directional sync.
You can control the trigger for when records initially sync from one system to the other. So for example, the entire marketing database does not need to sync over to CRM, it can be based on when leads reach a certain stage in Marketo such as “Lead Revenue Stage = Marketing Qualified Lead.” And same for syncing from the CRM to Marketo – it doesn’t need to be all records, it can be based on specific rules based on any fields on the lead or contact in CRM.
As records sync across, they will match to existing records using the de-dupe key, which is typically email address. Email address is good to use, as it allows for records to be created and matched when syncing in either direction. If the email address is found in the other system when syncing, it will match to that existing record and not create duplicates.
Once records are in both systems, they will remain in sync bi-directionally. Each field that is mapped can update back and forth; and there is also an option to set a system of record for each field mapping. If Marketo or the CRM were set as the system of record for a specific field mapping, then it would be authoritative for that field and not be allowed to be overwritten by the other system for updates.
2. Syncing Account and Opportunity Data for use in Marketo
Formstack Sync also syncs account and opportunity data back to Marketo, along with the relationships to the contact record. This data can then be used in Marketo for segmentation – e.g. pulling smart lists based on field on accounts.
Opportunity data will be relevant to you if you are using any Marketo features which use opportunity data such as tracking programs through to opportunity results. That data will populate in Marketo on the account and opportunity tabs for each contact (see screenshot below) and be segmentable via Marketo smart lists.
3. Syncing Fields, Including Custom Fields to CRM Lead/Contact Record
When your salespeople, the CRM users, receive leads from Marketo, they want to have the context for those leads. That context will help them be most successful with following them up and converting them to opportunities.
You can map custom fields from Marketo to your CRM lead/contact layouts, to provide that visibility. “Out of the box” fields in Marketo include lead score, lead rating, lead source, and acquisition program. In addition, customers often customize Marketo and use Marketo smart campaigns to tag additional custom fields for data that will be relevant to sales – such as a field for most recent form converted.
Here’s an example of Marketo data synced to custom fields in NetSuite:
And here’s an example of Marketo data synced to custom fields in Zoho:
This snapshot-like display is especially helpful to the CRM user, because everything is displayed right on the contact or lead record they are working with everyday. No new interface to learn or extra clicks needed to find the info they need.
4. Option to Sync Interesting Moments to the CRM as Tasks or Notes
Another Marketo concept created to give sales visibility to key marketing insights is interesting moments. Marketers can ‘tag’ specific activities as ‘interesting moments’ using Marketo triggers – and name them for example “Visits Product Webpage,” “Registers for Free Trial,” or “Signs up for Educational Webinars.”
Formstack Sync syncs these interesting moments to the CRM to a relevant section – for example Zoho tasks or Sugar notes, as depicted below.
These are Marketo interesting moments synced to Zoho CRM as tasks:
These are Marketo interesting moments synced to SugarCRM as notes:
5. Bringing Back Updates from CRM to Trigger Marketo Nurture Streams
Another question we get is how a sales person can put a CRM contact into a specific nurture stream. To do that, we recommend mapping one or more CRM fields to be used for this purpose, and syncing via Formstack Sync back to Marketo.
It could be as literal as a drop-down field with options for the nurture streams. Formstack Sync will sync that field back to Marketo, and on the Marketo side use that as the trigger/enrollment criteria for the smart campaign driving those nurture streams. Then, as a salesperson selects those values (or even changes them), it will feed the data for those nurture streams. You can also sync that ‘owner’ data back to Marketo such that the emails can be personalized from those individual reps.
Here’s a screenshot of a drop down, in this case from SugarCRM but can be applied to any CRM synced to Marketo via Formstack Sync: