Large Sync Backlog for Lead and Contact Objects

Hi ​@nihaladav ,

Significant sync latency between Salesforce (SFDC) and Adobe Marketo Engage typically indicates excessive record churn or inefficient sync configuration.

Marketo–SFDC sync operates on an incremental sync model (approximately every 5 minutes). If the sync cycle is taking ~24 hours to clear, it means the update queue is exceeding the system’s processing capacity — usually due to high update volume rather than a platform failure.

Recommended Actions

1. Identify the Volume Driver

In Marketo, navigate to Admin → Salesforce → Sync Status to determine whether Leads, Contacts, Accounts, Campaign Members, or Custom Objects are generating the most updates.

Common causes include:

• Bulk imports

• Salesforce Flows or Triggers

• Campaign Member status updates

• External integrations performing mass updates

2. Reduce Unnecessary Field & Object Sync

• Remove unused field mappings

• Avoid syncing frequently changing formula or timestamp fields

• Disable non-essential custom object sync

• Sync only fields required for marketing and sales visibility

Each mapped field increases processing overhead.

3. Minimize Update Frequency in Salesforce

Every record update triggers a sync event.

• Consolidate automation (Flows, Workflows, Triggers)

• Prevent recursive updates between Marketo and SFDC

• Avoid unnecessary record “touches” or repetitive field updates

Reducing update frequency significantly lowers sync queue pressure.

4. Manage Bulk Operations Carefully

• Break large imports into smaller batches

• Schedule bulk updates during off-peak hours

• Temporarily pause non-critical automation during high-volume operations

Large data loads are one of the most common causes of sync spikes.

5. Review Sync Errors

Validation rule failures or required field mismatches can cause repeated retry attempts, increasing backlog.
Regularly review and resolve recurring sync errors in Salesforce.

6. Escalate if Necessary

If backlog persists after optimization and daily change volume remains consistently high, engage Adobe Support with:

• Sync queue screenshots

• Object volume metrics

• Daily update estimates

• Custom object count

In most cases, prolonged sync latency is a result of excessive data updates rather than a system defect. A structured audit of automation, field mappings, and bulk operations typically restores near real-time performance.

For your reference :
 

https://experienceleague.adobe.com/en/docs/marketo/using/product-docs/crm-sync/salesforce-sync/understanding-the-salesforce-sync

https://experienceleague.adobe.com/en/docs/marketo-learn/tutorials/lead-and-data-management/salesforce-sync-setup

Hi ​@nihaladav,

One additional way I’d look at this is to first determine whether you’re dealing with a temporary spike or a continuous refill problem.

In Admin -> Salesforce -> Sync Status, don’t just look at the total backlog. Keep an eye on:

• The oldest record in queue timestamp

• Whether the queue size is actually shrinking over time

If the oldest timestamp keeps moving forward or the backlog never materially drops, that usually means the queue is being filled as fast as it’s being processed. In that case, it’s not just “high volume”: it’s sustained record churn.

In my experience, Marketo–SFDC sync works great when updates are incremental and steady. But if the same records are updated multiple times per day (at scale), you can exceed the sync's processing capacity in near real time.

Some things you can check:

• How many times per day is the average record being updated?

• Are scoring fields updating on every activity?

• Are Salesforce Flows touching records even when values don’t meaningfully change?

• Are lifecycle or campaign processes flipping campaign statuses multiple times?

In many cases, the fix isn’t removing fields: it’s reducing how frequently records are being updated. Consolidating updates, batching scoring, and eliminating redundant updates (where a field is rewritten with the same value) can dramatically reduce churn. If you can confirm whether the backlog is shrinking or continuously refilling, that’ll tell you which direction to focus on.

Hope that helps! Happy to dig deeper if you can share which object is driving most of the queue.