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Hank_Hansen
Hank_Hansen
Level 5
February 23, 2016
Question

Salesforce/Marketo Sync and Duplicate Emails

  • February 23, 2016
  • 2 replies
  • 3287 views

Question for Salesforce/Marketo users:

Are there any issues related to having multiple records with the same email address and syncing SF with Marketo in this circumstance?

We currently dedupe in marketo based on 2 fields rather than the email field alone. Until we can change this down the road a bit, we need to allow multiple records with the same email address.

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2 replies

Josh_Hill13
Josh_Hill13
Level 10
February 23, 2016

Marketo only dedupes by email address for records that enter it directly. Marketo does NOT dedupe records incoming from the CRM/SFDC. So you should be fine.

Marketo will dedupe records that qualify for the same email flow in *most* situations, unless the records somehow got staggered.
Hank_Hansen
Hank_HansenAuthor
Level 5
February 23, 2016

SugarCRM's Marketo connector (developed by SugarCRM) stopped syncing Sugar with Marketo altogether and we were told this happened because of too many records with duplicate emails. It worked for over a year but when there are "too many" records with duplicate email addresses to sync, it causes a time-out failure, breaking the sync althogether.

I just want to make sure SF will not have the same problem.

Grégoire_Miche2
Grégoire_Miche2
Level 10
February 23, 2016

Hi Hank,

I do not know what number is "too many" , but surely, the SFDC sync will not stop working. The link between SFDC records and Marketo record is not based on email but on SFDC IDs.

-Greg

Grégoire_Miche2
Grégoire_Miche2
Level 10
February 23, 2016

Hi Hank,

In addition to John's point, always keep in mind that duplicates is the Marketing Automation's best enemy.

Duplicates induces:

  • Errors in targeting. You may want to exclude someone based on some criteria (e.g. a contact attached to an opportunity) but the same email on another lead gets selected
  • Errors in form fill out attachment. If the person fills out a form, you do not control the lead to which the "fills out form" activity is attached. and it might not be the one you expected
  • Errors in lead follow-up. As 2 leads collect the score for one person, each on the lead get's half the score, which prevents, or delays, the lead from popping up to MQL.

-Greg

Hank_Hansen
Hank_HansenAuthor
Level 5
February 23, 2016

Thanks - trust me, I am totally aware of the pitfalls :-) We had no choice when we launched. Hopefully custom objects will allow us to dedupe off email alone. In the meantime, we are considering migrating to SF from SugarCRM and continuing with our current data structure.

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