Integrations and CRM Sync
Core concepts
Know native CRM sync (Salesforce/Microsoft Dynamics), field mapping, sync direction, and sync filters. Understand campaign sync (Marketo programs to CRM campaigns), interesting moments, and bi-directional field updates. Know API basics (REST vs. SOAP), webhooks, and launchpoint integrations.
Traps
- Assuming all fields sync - only mapped fields sync, and some are read-only or system-managed.
- Forgetting sync filters can exclude records from syncing entirely.
- Confusing person sync with campaign sync - programs sync to CRM campaigns separately.
- Missing that bi-directional sync can overwrite Marketo values with CRM values depending on field priority.
Rule of thumb
If a field isn't updating in the CRM, check field mapping, sync direction, and sync filters - in that order.
Worked example
A lead's title changes in Marketo but not in the CRM. The field is mapped but sync direction is CRM-to-Marketo only. Correcting direction (or enabling bi-directional) resolves it. Verify field priority to avoid overwriting CRM data.