[Infographic]- The Best Weapons for Taming the Hydra of Poor Data Quality

Data Quality - Matrix features Solutions Data Quality


Like Arthur and his knights facing the Hydra, every marketing decision-maker must carefully choose the weapons to defeat the monster of poor data quality. This heroic quest is not won with hardened steel, but with the acuity of information and the precision of decisions.

Our infographic is a modern-day grimoire, revealing the secrets of CRM and Marketing Automation solutions. It gives you a clear vision for validating and securing your valuable data, empowering you to correct, enrich and normalize information as if by magic.

Join the ranks of visionaries equipped to triumph. Download our infographic “The Best Weapons for Taming the Hydra of Poor Data Quality” and forge your marketing destiny with knowledge as your sword and analysis as your shield.

[Infographic] – CRM nightmares!

CRM nightmares

HD monster graphics: CRM nightmares!

You dreamt about it again last night… Hordes of zombie duplicates assaulted you, while the master of CRM, the very dangerous Salesforçator, prevented you from finding your way out. You couldn’t wake up or clean out your contact database! But was it really just a dream, or do you have a serious data quality problem?

3 good reasons to download our HD infographic:

  1. Discover the monsters hiding inside your CRM
  2. Get an overview of the big picture to launch your data quality project
  3. The infographic is just too cool!

Use your CRM Business Model in Marketo for a better Customer Marketing thanks to Marketo Custom Objects

🔮✨👑 [Marketo Tip #05 – Your business model comes to life with Marketo] 👑✨🔮

Top of the morning to everyone, Sylvain Davril from Merlin/Leonard here! Today I have a Camelot-inspired story to highlight the usefulness of Custom Objects in Marketo.

Think of King Arthur, facing an unprecedented drought. To save his lands, he requires the services of wizards who can cause rain. With a CRM of wizards and their spells, how do you select only the ones who can make it rain?

🌦️ This is where Marketo Custom Objects come into play in King Arthur’s dilemma:

1️⃣ Arthur sets up a “Spells” Custom Object in Marketo, incorporating all the significant details such as the spell name, power level, duration, and the wizard who has it.
2️⃣ Then, our king imports these details from an Excel file or through an integration between his CRM and Marketo.
3️⃣ Custom Objects allow Arthur to create filters to target only those wizards capable of eliciting rain.
4️⃣ With Marketo’s Triggers, Arthur can trigger targeted actions, such as sending an email summoning wizards when rain is needed.
5️⃣ This way, Arthur can manage his wizard repertoire, ensure rain on his lands and preserve his crops!

With Marketo and Custom Objects, data management becomes as easy as counting to three! Whether you’re an old-time king or a modern entrepreneur, Marketo helps you target and communicate with your audience effectively and accurately.

Be sure to follow us for the next Marketo Tip. Long live King Arthur and powerful data management! 🏰🧙‍♂️💼

And I also invite you to join us every Friday at 10am for 1 free hour of discussion, questions and sharing of Marketo best practices.

Breaking Silos: How Marketo CRM Synchronization Transforms Sales and Marketing Strategies

Synchronization between Marketo and a CRM is a cornerstone of marketing automation strategy for many companies. This article explores in depth how this integration can transform your approach to marketing and customer relationship management, with a particular focus on “Marketo CRM synchronization”.

Sylvain opens up his Marketing Automation – Marketo – and CRM – Salesforce – to show us the secrets of this native integration, and the best practices for getting the most out of it.

The importance of Marketo CRM synchronization

Synchronization between Marketo and a customer relationship management (CRM) system creates an essential bridge between marketing and sales, enabling a unified view of the customer journey. This integration offers a multitude of benefits, including improved lead qualification, sales and marketing alignment, and optimized marketing campaigns.

How does synchronization work?

Marketo CRM synchronization enables a two-way exchange of information. On the one hand, lead data generated by marketing activities in Marketo is transmitted to the CRM, where it can be used by the sales team for targeted follow-up. On the other, information gathered by the sales team in the CRM can be sent back to Marketo to refine marketing automation strategies.

Benefits of Marketo CRM Synchronization

  1. Improved lead qualification: By synchronizing lead scores and demographic data from Marketo with the CRM, sales teams can prioritize the hottest leads and increase conversion rates.
  2. Campaign personalization: Information gathered in the CRM can help personalize Marketo campaigns, ensuring that marketing messages are aligned with the specific needs and interests of each prospect.
  3. ROI tracking: The integration makes it possible to track the effectiveness of marketing campaigns by directly measuring their impact on sales, making it easier to optimize marketing spend.

Steps to successful synchronization

  1. System preparation: Before synchronization, it’s crucial to ensure that data fields in Marketo and CRM are correctly mapped, and that data is cleansed to avoid duplication.
  2. Lead management: Clearly define how leads will be transferred between Marketo and CRM, including qualification criteria and handover processes between marketing and sales teams.
  3. Monitoring and optimization: Once synchronization has been implemented, it is essential to monitor data flows between systems and continuously optimize processes to maximize efficiency.

Challenges and solutions

While Marketo CRM synchronization offers many benefits, it can also present challenges, particularly in terms of data management and communication between teams. To overcome these obstacles, we recommend establishing clear data management protocols, training teams on synchronization processes, and encouraging close collaboration between marketing and sales departments.


Marketo CRM synchronization is a powerful practice that can significantly improve the effectiveness of your marketing and sales efforts. By ensuring seamless integration between these systems, companies can deliver a consistent, personalized customer experience, increase conversions and accurately measure the ROI of their marketing campaigns. With careful planning and careful execution, Marketo CRM synchronization can become a major strategic lever for your business.

Our other articles Integration 😉

How does the Marketo Salesforce integration work?

How can Marketo Salesforce integration drive revenue?

Marketing and sales are too often separated within the same company. Yet their jobs are complementary

You are about to buy Marketo and you wonder if you should synchronize it with your CRM solution salesforce.

What are the benefits and constraints?

We’ll be talking mostly about B2B companies that are managing lengthy sales processes with Salesforce, the leading sales automation solution.

To synchronize or not to synchronize Marketo and Salesforce, that is the question!

And what a strange question, it would seem logical though! In fact … not so much in large groups.

In fact, it is quite common to meet a customer whose marketing team wants to start its Marketing Automation project quickly, while the IT department has a busy schedule and not necessarily time to add an interface.

Or maybe it’s a relatively autonomous subsidiary that wants to start on Marketo, but it uses the group CRM, and the IT department is not necessarily willing to make a customization per entity.

It is always preferable to synchronize if it is possible, as we will see.

How does Marketo Salesforce integration work?

Marketo Salesforce integration is native. I recently did a Marketo tip on the subject.


Native, what does that mean? Simply that Marketo has already done all the work and packaged the integration.

The prerequisites are:

There are three steps to follow:

The most time consuming step for the marketing team is to define object by object and field by field what they want to be pushed down into Marketo, as you have very fine-grained control at this level.
Depending on how customized your salesforce is, this can take some time, so it’s best to plan ahead.

Salesforce Customization

Finally comes salesforce customization, where you will add new fields and Marketo screens. All this is done with an administrator of the platform, and usually in one day.
In fine the impacts on the salesforce side are :

Marketo Salesforce Integration additional fields
Marketo Salesforce Integration additional fields

What can prevent the Marketo Salesforce integration from working

Marketo relies on native salesforce processes to operate.

Decision-making contacts must be attached to opportunities

For example, it will assume that sales manages their future revenue and signups across opportunities. And that they consistently show the people involved in the signing in that same opportunity object.

These two points are key for a correct reallocation of the revenue on the Marketo campaigns.

One owner per contact

Marketo will also assume that an owner exists for each contact (or at least for each account), which will allow Marketing to send campaigns on behalf of Sales.

But when there are several sales people attached to a single contact, how do you identify which one should lead the discussion?

There are ways to solve these situations but they will require some development on the Salesforce side.

A Lead object without constraints

One last thing: Marketo communicates with sales through the Lead object.

When a hot lead is detected on the Marketo side, it is sent to the salesforce side to be qualified, deduplicated, assigned to the correct salesperson and eventually converted.

So Marketo needs to be able to create a lead without too many constraints. If there are validation rules that prevent a lead from being created, this will be a problem.

OK, I’ll synchronize Marketo and Salesforce!

Once the Marketo Salesforce integration is in place, the two solutions will talk to each other every five minutes. The delay is configurable via support. And data created, updated, deleted or merged in the meantime will exchange without any action required on your part.

Marketing will be able to target leads, contacts, accounts, opportunities, sales teams, and all salesforce objects related to the contact or account.

Better yet, if you create a field or a new object after the fact, Marketo will suggest it the next time you sync !

Overview Marketo Salesforce Integration

Overview Marketo Salesforce Integration

Obviously we will have defined beforehand the fields that Marketo can see and modify in salesforce and vice versa, so no risk of untimely overwriting of data.

Benefits for Marketing and Sales

I detail all the benefits of Marketo Salesforce integration in this video.

Benefits of Marketo Salesforce Integration

Marketing gets the fresh data from Sales so they can target better.

And Sales is not overloaded with data. They can only see what they have determined to be relevant, i.e. the hot leads. They will arrive with all the relevant information to get in touch

  • for example, this lead downloaded a white paper,
  • visited 12 pages of our site in 2 days – with the list of pages – and
  • and registered for a webinar.

Marketing will also be able to synchronize their campaigns with Salesforce. This allows Sales to see all the actions that have affected leads and contacts. And with each time, the status indicating if it was a success or not.

The marketing team also has a number of possible actions to take in Salesforce:

  • create tasks for sales,
  • push the lead to Salesforce,
  • convert it,
  • change the owner,
  • add it to a campaign.


Salesforce actions available in Marketo

Sales can better engage customers

Sales will be able to send emails prepared by Marketing directly from the Marketo Sales Insight insert located on the contact page.

These will be tracked and the salesperson will be able to know if their contact has opened the email and clicked inside.

They will also be able to trigger certain campaigns made available by marketing

integration marketo salesforce engage customers

Marketo Salesforce Integration – engage customers

How do we help our clients with this issue?

We generally intervene in the following way for Marketo Salesforce integration

  1. We define with Marketing the perimeters of data to be exchanged
    1. From Salesforce to Marketo
    2. From Marketo to Salesforce
  2. We train the IT department on the integration, and perform the initial synchronization with them, often in a Sandbox environment
  3. Then, we verify that everything is in place by doing the necessary tests.
  4. Then, we support the IT department to carry out the synchronization in production.
  5. Finally, we build with marketing in Marketo
    1. the scoring program, which puts scores on all actions,
    2. and the lead life cycle program, which will automate the progression of new leads along the funnel thanks to the scoring. Then, when the threshold is reached, it will push the leads to Salesforce, and assign them.


Have a question? Need a hand? Merlin and Leonard are here to help.