Ability for Account Profiles to Merge Across Multiple Primary & External Source Keys

With our consolidated B2C, B2B & B2P instance/sandbox currently in production which includes Salesforce and Marketo account data via the native Marketo connector as well as batch ETL ingestion from our datalake. The result of this is duplicate account profiles with multiple/different primary & external source keys. Currently we have two options to manually correct for these duplicate account profiles:

• Option 1: Fix the Mapping

  • Change the mapping on the Marketo side so that the “primary key” field (account key) for accounts brought in from Marketo uses the same format as the Salesforce/account data brought in via other sources. Example: If Salesforce/S3 uses 001xxxx...@salescloud.redhat as the account key, configure Marketo’s field mapping to use the same convention instead of the out-of-the-box 001xxxx...@<OrgId>.salesforce.

  • This aligns the account keys from Marketo and Salesforce/S3, allowing AEP merge policies to recognize them as the same account and unite/stitch all attributes and relationships into a single unified profile.

• Option 2: Add a Shared Identity Field 

  • Create an additional identity field on the account schema (e.g., b2bAccountSharedId) and populate it with a value that both Marketo and Salesforce/S3 can map - so both sources submit a common ID in a new field, marked as an identity. You then configure this field as an additional identity namespace in AEP, allowing merge policies to stitch on either the classic account key or the new shared ID.

  • Accounts originating from either source will have a shared secondary identity that can be stitched, even if the original (primary) field isn’t harmonized, and without disrupting existing integrations.

It would be ideal for the ability for duplicate account profiles to unify and/or merge across multiple primary and external keys instead of the manual correction/workaround options.