I'm working on a project with a FinServ company who has been a Marketo customer for years and now we are implementing Salesforce Service Cloud for them. For those unfamiliar with Marketo, it is a leading Marketing automation tool that can synch data with Salesforce.com. The idea is that your marketing team does its magic in the marketing tool and any customer/lead behaviour tracked by Marketo, is synced back to your CRM. Anything that changes in your CRM goes up to Marketo so new campaigns can be targeted based on customer data.
This week's challenge is syncing the existing Marketo data with the Salesforce.com data that was migrated from the legacy CRM. Sure, we've got to map the fields we want synced. However, if we just turn on syncing without more planning, then all the Marketo leads and customers will get written back to Salesforce and all the legacy data loaded in Salesforce is pushed to Marketo. The net result is a near total duplication of records.
So the solution is to decide which system do we trust to have the best data on leads and customers. In our case, we decided that Marketo had much better lead information, and Salesforce had much better customer information. So our plan of action has been to archive off the customer data from Marketo and not load any leads into Salesforce from legacy systems. We then let Marketo leads sync back to Salesforce and Salesforce customer data push up to Marketo. It's a big job first time, but much better that de-duping all that data!
Have you tried anything similar?
Never Stop Learning
I've been working as an implementation consultant using Salesforce.com for more than 8 years now and it seems every week I learn something new. Either a new feature they've released or some hidden gem of functionality that we discovered. If you're interested, I will share them here and you can check it out.