{"id":794,"date":"2016-03-21T11:51:44","date_gmt":"2016-03-21T10:51:44","guid":{"rendered":"https:\/\/merlinleonard.com\/en\/?p=794"},"modified":"2023-04-17T00:14:11","modified_gmt":"2023-04-16T22:14:11","slug":"how-to-integrate-marketo-with-your-is-and-your-crm","status":"publish","type":"post","link":"https:\/\/merlinleonard.com\/en\/how-to-integrate-marketo-with-your-is-and-your-crm\/","title":{"rendered":"How to integrate Marketo with your IS and CRM"},"content":{"rendered":"

You are about to buy Marketo and you wonder if you can integrate it with your IS and more specifically with your CRM.<\/p>\n

If you are using the Salesforce CRM solution, ” How does salesforce.com synchronization with Marketo work ” to discover the benefits and the associated constraints<\/a>.<\/p>\n

But if you use another CRM, how do you go about it?<\/p>\n

We present here the methods<\/strong> and techniques<\/strong> to implement to successfully integrate Marketo<\/strong> with your IS<\/strong>.<\/p>\n

The Marketo data model<\/h2>\n

First of all, you need to understand the Marketo data model and the different objects available.<\/p>\n

\"Marketo<\/p>\n

As you can see, the model is very centered around the lead object<\/strong>, that is to say the person, but it also allows to represent the companies<\/strong> (company object), the sales personnel<\/strong> (sales person object) and the opportunities. These objects are typically taken from the CRM, and can be useful, in Marketo, to refine the targeting of the different campaigns, to personalize the communication and to pilot the ROI of the different campaigns.<\/p>\n

It is also possible to create custom objects<\/strong> in Marketo that are linked to the lead or the company by a 1-N relationship or, since the Release Winter 2016, by an N-N relationship (not shown in the diagram above).<\/p>\n

\"Marketo<\/p>\n

Which model to implement and which objects to synchronize?<\/h2>\n