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Nina_Valtcheva5
Nina_Valtcheva5
Level 4
October 5, 2015
Question

SFDC leads with no email address syncing to Marketo

  • October 5, 2015
  • 2 replies
  • 7764 views

I have been finding many cases where our sales reps create new leads via Leadspace or similar and then they get automatically synced to Marketo. The issue is that these leads have no email address so no point for them to be in Marketo that I can think of. Anybody have any advice for what to do? I don't want them taking up space and slowing down our large Marketo instance even more (it's getting close to 500K leads at this point). Is there a way to block leads with no email address from getting from SFDC to Marketo? And would it be advisable to do so - since I know best practice is to sync everything over between the two systems.

2 replies

Josh_Hill13
Josh_Hill13
Level 10
October 5, 2015

Other than to enforce email address at the SFDC lead creation level, you could tell the Marketo User to not "see" any record w/o email address. Your CRM admin can help there.

    Grégoire_Miche2
    Grégoire_Miche2
    Level 10
    October 5, 2015

    Hi Nina,

    A few thoughts :

    1/ Enforcing email address at SFDC level is not that a good idea : it will push people (especially sales) to enter data with bad values. Keep in mind a simple metrics :

    • if avoiding a bad value costs $1
    • then cleansing a bad value costs $10
    • and leaving with a bad value on the long term will cost $100 (bad decisions, acting on that bad data, ...)

    2/ As Josh suggests, your SFDC admin may be able to hide contacts or leads without an email address. Nevertheless, it may require very significant changes in the salesforce security model and your SFDC admin may not be that happy with the idea. But if they agree, that's a simple way to go.

    3/ Another way to go is to start making sales aware of the importance of email in leads or contacts :

    • If they want you to target their prospects, they have to provide an email address. I often use the following moto: "no email, no marketing".
    • Email is the basics for you to recognize existing contacts (as it is the unique ID in Marketo to reconcile leads). Meaning that if you have a contact without an email address and if this contacts visits your web site and fills out a form, you will not be able to match it, and you will end up with a duplicate, which will in turn lead to :
      • process errors, such as assiging that new lead to another sales rep (they hate this :-))
      • Scattered information on multiple leads, typically one on the duplicate will get the behavior scoring points, while the other will get the demographic scoring points.

    Hope this helps,

    Greg

      Nina_Valtcheva5
      Nina_Valtcheva5Author
      Level 4
      October 5, 2015

      Thank you Greg - these are all very good points and definitely something that I need to address with the sales team.

      A
      Anonymous
      February 11, 2016

      some advice i can offer is to have the no email address leads blocked, there really is no use for them in Marketo. You can work with your SFDC Admin to do this on their end, or simply have it blocked by requesting it via support@marketo.com. For the leads you have existing in there that have no email addresses, i would delete those by creating a smart a list, but ensure you don't delete from SFDC 🙂 Best of luck.

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