Company object sync with SFDC

Question

I understand that Accounts in SFDC are synced one way to Marketo (as in you can't create Accounts through Marketo, however if I make a change in SFDC to an account then it will display for the respective leads that are a part of the Account).

We currently are in the process of mapping fields to turn on SFDC sync. We want to start capturing B2B leads but we need a Company object in Marketo. We also have Accounts in SFDC as well. The SFDC sync probably will not be ready until Q1 next year.

What would be the implications of having both existing Accounts in SFDC and Company object data when we turn on SFDC sync in Marketo? How will the SFDC sync merge Account information and Company object data with the initial sync? Would somehow using a custom object work? Any insight would help so we can make the right decision on how we should keep B2B lead data.

SydneyMulligan · Accepted Answer

Thanks for the insight Sydney, I completely forgot that Leads in SFDC do not have Accounts associated with them like Contacts.

So is there a way we can score leads depending on Company (Revenue, # of Employees, etc) in Marketo?

We want to qualify B2B leads depending on the company revenue, # of employees, and other company-related information. With how Marketo is set up now our sourcing team would have to put company information for each lead that they have (we want to get at least 15 leads from every B2B potential company).

I am worried that our sourcing team is going to add multiple leads from the same company and we would encounter typos, different revenue/size information, etc. which could potentially qualify/unqualify incorrectly.

I'm guessing maybe a Marketo custom object would work for this? Thanks again for all of your help.

I would recommend using a third party like Reach Force to append that information if data integrity is a concern and you have a need to keep the leads unconverted for a while. Otherwise, I'd have your sourcing team convert the leads to Accounts with Contacts as soon as they have that information to populate at the Account level.

SydneyMulligan · Answer

Hi Joon, I think I need a little clarification about what exactly you're trying to do here. What Company object are you referring to? Are you building a new non-standard object in SFDC called Company? Are you referring to the fields Marketo designates as "Company"?

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