Page tree

Versions Compared

Key

  • This line was added.
  • This line was removed.
  • Formatting was changed.

TextIf your Marketo account is connected to Salesforce through a customized or non-native integration, use this document to configure Sales Insight.

  • MSI Non-Native feature enabled in order to expose the proper external fields for non-native CRM sync.
  • marketo-prerequisites
    availability

    This feature is currently in Beta. If you'd like to participate, please reach out to your Customer Success Manager and request they enable the “MSI Non-Native” feature for your Marketo instance.

    Marketo prerequisites
    • A Salesforce account with MSI Package set-up.
    • Marketo REST API successfully set up. The exposed CRUD APIs will be the basis of performing the non-native sync.
    • Read this blog post in order to get an understanding of the object and relationships.
    • Set up Salesforce objects to display the 18 character case-insensitive globally unique identifier rather than the 15 character case-sensitive globally unique identifier.

    ...

    Numbered Headings
    start-numbering-ath5

    Successful non-native sync for MSI requires the following

    Sync the Salesforce Sales User to Marketo.

    The Salesforce Sales User is an external user that owns the Leads/Contacts in Salesforce. A Marketo Sales Person needs to be upserted for the Salesforce Sales User. The externalSalesPersonId field is mandated for the upsert of the Sales Person.

    Marketo Sales Person FieldSalesforce Sales User FieldDescription
    externalSalesPersonIdSalesforce Sales User case-insensitive globally unique identifier

    Identifies the Marketo Sales Person record to an external Salesforce Sales User object.

    It's mandated that the Sales Person be synced first before syncing the other objects so that the proper relationships will be created.


    API documentation for Sales Person: https://developers.marketo.com/rest-api/lead-database/sales-persons/
    API documentation for syncing the Sales Person: https://developers.marketo.com/rest-api/endpoint-reference/lead-database-endpoint-reference/#!/Sales_Persons/syncSalesPersonsUsingPOST

    Sync the Salesforce Accounts to Marketo.

    A Marketo Company will need to be upserted for the Salesforce Account. The externalCompanyId and externalSalesPersonId fields are mandated for the upsert of the Company.

    Marketo Company FieldSalesforce Account FieldDescription
    externalCompanyIdSalesforce Account case-insensitive globally unique identifierIdentifies a Marketo Company record to an external Salesforce Account object.
    externalSalesPersonIdSalesforce Sales User case-insensitive globally unique identifierIdentifies a Marketo Company record to an external Salesforce Sales User object who is the Account owner.

    Also used within Marketo to associate the Company to the Sales Person who owns the Company record. It is mandated to have the Sales Person synced first before setting this field.


    API documentation for Companies: 
    https://developers.marketo.com/rest-api/lead-database/companies/
    API documentation for syncing Companies: https://developers.marketo.com/rest-api/endpoint-reference/lead-database-endpoint-reference/#!/Companies/syncCompaniesUsingPOST

    Sync the Salesforce Leads/Contacts to Marketo.

    You will need to upsert a Marketo Lead for the Salesforce Lead/Contact. The externalPersonId, externalSalesPersonId, and externalCompanyId fields are mandated for the upsert of the Lead.

    Marketo Lead FieldSalesforce Lead/Contact FieldDescription
    externalPersonIdSalesforce Lead/Contact case-insensitive globally unique identifierIdentifies the Marketo Lead record to an external Salesforce Lead/Contact object.

    This is a new field that is introduced for MSI Non-Native.
    externalSalesPersonIdSalesforce Sales User case-insensitive globally unique identifierIdentifies the external Salesforce Sales User object who owns this Lead/Contact.

    Also relates the Lead with the Sales Person in Marketo. It is mandated to have the Sales Person correctly synced first.
    externalCompanyIdSalesforce Account case-insensitive globally unique identifierIdentifies the external Salesforce Account object that the Lead/Contact belongs to.

    Also relates the lead record to a Company in Marketo. It is mandated that the Salesforce Account be correctly synced first.


    API documentation for Leads is provided here: 
    https://developers.marketo.com/rest-api/lead-database/leads/
    API documentation for syncing Leads:  https://developers.marketo.com/rest-api/endpoint-reference/lead-database-endpoint-reference/#!/Leads/syncLeadUsingPOST

    Sync Salesforce Opportunities to Marketo.

    You will need to upsert a Marketo Opportunity for the Salesforce Opportunity. The externalOpportunityId, externalCompanyId, and externalSalesPersonId fields are mandated for the upsert of the Opportunity.

    Marketo Opportunity Object FieldSalesforce Opportunity Object FieldDescription
    externalOpportunityIdSalesforce Lead/Contact case-insensitive globally unique identifierIdentifies the Marketo Opportunity record to an external Salesforce Opportunity object.
    externalCompanyIdSalesforce Account case-insensitive globally unique identifierIdentifies the external Salesforce Account object which this Opportunity belongs to. 

    It is mandated that the Salesforce Account be correctly synced first.
    externalSalesPersonIdSalesforce Sales User case-insensitive globally unique identifierIdentifies the external Salesforce Sales User object who owns this Opportunity. 


    API documentation for Opportunity:  https://developers.marketo.com/rest-api/lead-database/opportunities/
    API documentation for syncing Opportunities: https://developers.marketo.com/rest-api/endpoint-reference/lead-database-endpoint-reference/#!/Opportunities/syncOpportunitiesUsingPOST

    Sync Salesforce Contact Roles to Marketo.

    Salesforce Contact Roles for a Salesforce Opportunity can be then synced via the Marketo Opportunity Role. The Opportunity Role record mandates the externalOpportunityId, role, and leadId fields.


    Marketo Opportunity Role FieldSalesforce Contact Role FieldDescription
    externalOpportunityIdSalesforce Opportunity case-insensitive globally unique identifierIdentifies the Marketo Opportunity Role to an external Salesforce Opportunity object.

    It is mandated that the Salesforce Opportunity be correctly synced first.
    leadIdN/A, this would be a Marketo Lead IDThis would be the Marketo Lead ID of the synced Salesforce Contact.

    Once the contact is synced in Marketo, you can use the Salesforce Contact case-insensitive globally unique identifier as the externalPersonId and query for the Marketo Lead using the Marketo REST API.
    roleThe Role field for the Salesforce ContactDescribes the role of the contact for this opportunity.


    API documentation for Opportunity: https://developers.marketo.com/rest-api/lead-database/opportunities/
    API documentation for syncing Opportunities: https://developers.marketo.com/rest-api/endpoint-reference/lead-database-endpoint-reference/#!/Opportunities/syncOpportunitiesUsingPOST

    Sync Last Interesting Moment/MSI Scoring fields to SFDC.

    Once your Salesforce objects are correctly synced to Marketo, you can then take advantage of the MSI features. The MSI Last Interesting Moment/Scoring fields will be exposed in the REST API for Leads. These fields are calculated by MSI and are read-only.

    The Last Interesting Moment/Scoring fields of a Marketo Lead will need to be regularly synced to Salesforce by using the REST API Lead endpoint. Query this endpoint for a Marketo Lead using the externalPersonId as the filterType and passing in the Salesforce Lead GUID as the filterValue.

    GET /rest/v1/leads.json?filterType=externalPersonId&filterValues=salesforceLeadId1,salesforceLeadId2 


    You can then use the values of these fields to sync to your Salesforce Lead/Contact object.

    Marketo Lead FieldSalesforce Lead/Contact FieldDescription
    msiLastInterestingMomentTypeLabel: Last Interesting Moment Type
    Name: Last_Interesting_Moment_Type__c
    Type of the last interesting moment for the Lead
    msiLastInterestingMomentDate

    Label: Last Interesting Moment Date

    Name: Last_Interesting_Moment_Date__c

    Date of the last interesting moment for the Lead
    msiLastInterestingMomentDesc

    Label: Last Interesting Moment Description

    Name: Last_Interesting_Moment_Desc__c

    Description of the last interesting moment for the Lead
    msiLastInterestingMomentSource

    Label: Last Interesting Moment Source

    Name: Last_Interesting_Moment_Source__c

    Source of the last interesting moment for the Lead
    priority

    Label: Engagement

    Name: Priority__c

    Priority of the Lead
    relativeUrgency

    Label: Relative Urgency Value

    Name: Urgency_Value__c

    Relative Urgency of the Lead
    relativeScoring

    Label: Relative Scoring Value

    Name: Relative_Score_Value__c

    Relative Scoring of the Lead


    Documentation for the Lead REST API: https://developers.marketo.com/rest-api/endpoint-reference/lead-database-endpoint-reference/#!/Leads/getLeadByIdUsingGET .


    Proper use of the external fields is key to a successful non-native sync. If you fail to see data in some of the views, it is likely that a certain field was not correctly synced. For example, if a lead’s activities and interesting moments don’t show up when looking in the MSI widget under their Account, it is likely that either the lead’s company or the Account was not correctly synced. Performing a GET request for this lead while specifying the external fields will help you verify whether the lead was correctly synced. Moreover, the email for the external sales person in Marketo must match the email for that user in Salesforce. Data may not show in the Marketo tab in Salesforce if the emails do not match.