CRM Integration Flashcards

Which Marketo filter in a smart list identifies all people who are currently synced to Salesforce?

Answer: Has SFDC ID is not empty

Using 'SFDC ID is not empty' identifies all Marketo person records that have an active link to a Salesforce record.

A company uses Marketo with Salesforce and wants CRM field data to be the master for 'Industry'. What should they configure?

Answer: Set the sync direction so Salesforce writes to Marketo but Marketo cannot overwrite Salesforce

Configuring the field sync direction so Salesforce pushes to Marketo—but Marketo cannot push back—makes Salesforce the master for that field.

What is the significance of the 'Last Interesting Moment' field that Marketo surfaces in Salesforce via Sales Insight?

Answer: It displays the most recent high-value behavioral action the lead took, as detected by Marketo

'Last Interesting Moment' shows the sales rep the most recent significant Marketo-tracked behavior, such as a pricing page visit or demo request, helping prioritize follow-up.

In Marketo, what does the 'Convert' flow step do in a Salesforce-integrated environment?

Answer: Converts a Salesforce Lead to a Contact and creates an Account and Opportunity if specified

The 'Convert' flow step in Marketo triggers the Salesforce lead conversion process, creating a Contact, Account, and optionally an Opportunity.

A Marketo campaign fails to create a lead in Salesforce. The error reads 'REQUIRED_FIELD_MISSING'. What is the most likely cause?

Answer: A required Salesforce field has no value mapped from Marketo

REQUIRED_FIELD_MISSING means a Salesforce field marked as required has no corresponding value being passed from Marketo during the sync.

Which Marketo Admin section allows you to view and map custom Salesforce fields so they sync bidirectionally?

Answer: Integration > CRM > Salesforce > Field Mappings

Custom field mappings between Marketo and Salesforce are managed under Admin > CRM (Salesforce) > Field Mappings in Marketo.

When Marketo's LaunchPoint CRM connector is used with a non-native CRM (not Salesforce or Microsoft Dynamics), what is the primary method for syncing data?

Answer: Marketo's REST API combined with webhooks

Non-native CRM integrations use Marketo's REST API to push and pull data, often combined with webhooks to trigger real-time updates from the CRM side.