Slide deck for The Coffee MUG webinar held on November 13, 2019, featuring Perkuto's own Senior Consultant Hilary German and Solutions Architect Lindsay Khan, discussing techniques to alleviate your challenges and improve your success rate.

1. BEST PRACTICES FOR SYNCING MICROSOFT
DYNAMICS TO MARKETO
Speaker
Hilary German
Senior Consultant | Perkuto
MBA, MCE, MCSA
1
Speaker
Lindsay Khan
Solutions Architect | Perkuto
MCE, MCSA
Moderator
Jordan Resnick
Marketing Operations
Manager | Perkuto
MCE

2. HOUSEKEEPING
● Today’s presentation
○ Use your chat box to submit
questions
○ Q & A time at the end
● After the presentation
○ Recording of today’s presentation
○ Slides
2

3. Appendix
Perkuto helps leading brands orchestrate memorable customer
experiences through flawless marketing operations.
40+
1000+

4. 4
OUR SPEAKERS
Hilary German
Senior Consultant | Perkuto
MBA, MCE, MCSA
Lindsay Khan
Solutions Architect | Perkuto
MCE, MCSA
For 6 years, I thought my
rescue dog was a
poodle-mix. She took a
DNA test, turns out she’s
a 100% Bichon-mix.
I run marathons for
“fun.”
2019 Chicago Marathon

5. 5
POLL RESULTS
What is your biggest challenge in syncing Dynamics to Marketo?
● 24% - Duplicate Records
● 2% - Incorrect Field Mapping
● 8% - Speed of the Sync
● 24% - All of the Above
● 42% - Other

6. 6
The data in our
CRM doesn’t match
what is in Marketo.
The sync is very
slow…. sometimes it
takes 2 - 3 hours!
We have been
experiencing up to
40 minutes for a
sync!
Hundreds of
duplicates created
by sync - any
advice?
We have recently ran into a
sync issue that has resulted in
almost 55k(!!) duplicate leads
having imported to Marketo
that weren't supposed to!
I keep getting a
FIELD_CUSTOM_VALIDATION
_EXCEPTION error!

7. COMMON CHALLENGES WITH DATA SYNCING
7
Field management
Duplicates
Slow performance

8. 8
ACHIEVING DATA HARMONY
With data harmony, you can:
Send prioritized leads to each sales rep
Attribute pipeline and revenue to marketing campaigns
Experience a super-fast data sync
Streamline the most tedious of workflows
Save time, and focus on your most important marketing activities!

9. MARKETO AND
MICROSOFT DYNAMICS
9

10. 10
MICROSOFT DYNAMICS OVERVIEW
● A Marketo instance can be synced
to 1 - and only 1 - Microsoft
Dynamics CRM instance.
● Connection is permanent.
● Once a record is synched between
the two systems, Marketo
maintains data consistency using a
periodic sync.

11. 11
THE PERIODIC SYNC
● Marketo checks for updates on records
included in the sync and then synchronizes
data across both systems.
First sync
Wait
Sync
Wait
Sync
5 mins
5 mins
● Sync cycle time is dependent
on data volume
○ Average throughput is
10-20K records/hour.

12. 12
● Must pass through a Sync Person to
Microsoft flow step.
● Once a record is synced, it is kept in
sync automatically from then on.
● Keep this process centralized
HOW DOES A MARKETO RECORD SYNC TO
DYNAMICS?

13. 13
● Any record Marketo has access
to that is in Dynamics will
automatically sync.
● Can be restricted with a Custom
Sync Filter if necessary.
HOW DOES A DYNAMICS RECORD SYNC TO
MARKETO?

14. TIPS TO ADDRESS THE
COMMON SYNC
CHALLENGES
14

15. 15
FIELD MANAGEMENT SUCCESS
● Create a Data Dictionary
○ List every field in Dynamics and Marketo and understand the
relationship between fields and systems that can update them

16. 16
FIELD MANAGEMENT SUCCESS
● Set field blocking rules
○ Administrators can restrict updates to
existing values from specific sources at
a granular level

17. 17
FIELD MANAGEMENT SUCCESS
● Be selective ● Be selective with your fields
○ Keep your data flowing
quickly by only including
fields you truly need
○ Always add new, custom
fields to Dynamics first. Then,
sync them to Marketo.

18. 18
MANAGING DUPLICATES
● Sync all records between Dynamics and Marketo
○ A partial sync can lead to a duplicate disaster
○ Tip: Early-stage prospects can be assigned to a queue
and hidden from sales to avoid clutter in
CRM/assigning records that are not yet qualified.

19. 19
MANAGING DUPLICATES
● Merging records
○ Merge your leads in Dynamics
● Deleting records
○ If you delete someone in Dynamics, it does not delete them in
Marketo, and vice versa.

20. 20
REDUCING SLOW PERFORMANCE
● Centralize your Sync Campaigns
○ Create a single global sync
campaign to add new records to
Dynamics
○ Avoid the use of the Sync Person
to Microsoft flowstep elsewhere

21. 21
REDUCING SLOW PERFORMANCE
● Batch List Uploads
○ Create a master import engine
● Be careful with mass data updates
○ They can clog the connector and cause
significant backlogs
○ Schedule them after-hours when
necessary

22. 22
REDUCING SLOW PERFORMANCE
● Keep Routing in Dynamics
○ DCRM should be the system of record for lead routing and assignment
whenever possible - it’s better equipped for this task.
○ Currently, you cannot re-assign someone to a different user from Marketo.
This must be done within DCRM.
■ Workaround - if necessary, use a field to store the value for the owner,
use a workflow in DCRM that runs when the field is changed, assign
the record to the person named in the custom field.

23. 23
PROGRAMS AND CAMPAIGNS
● Currently, when using the native connector, you cannot sync
Marketo Programs with Dynamics Campaigns.
● If you require this functionality:
○ Use a third party tool to manage the sync.
■ It is more stable, scalable
● If you have MSI (must be using the native connector to use MSI), you
can leverage request campaigns in MSI on the Dynamics side to add
people to campaigns in Marketo.
○ This is not the same as having a program/campaign sync, but does offer the ability
for salespeople to add records to Marketo programs.
○ Example: Inviting a person to an event.

24. QUIZ:
ARE YOU A SYNCING
SUPERSTAR?
24

25. 25
YOUR FIELD MANAGEMENT SCORE
Do you have a data dictionary that
captures field mappings and permissions?
1 10 points
Have you reviewed and customized
your fields with field blocking?
2 10 points
3
Were you selective when choosing
which fields to sync to Marketo from
your CRM?
10 points

26. 26
YOUR DUPLICATES SCORE
Are you careful when merging people in
your CRM?
1 10 points
Do you have a defined process to
handle records deleted from your
CRM?
2 10 points
3
Do you sync all records from Marketo
to your CRM?
10 points

27. 27
YOUR PROCESSING SPEED SCORE
Do you have a central sync campaign to
manage records syncing to your CRM?
1 10 points
Do you batch your list uploads and
use a master list import engine?
2 10 points
3
Are you careful and deliberate with
mass data updates? 10 points
4
Is your lead routing managed in your
CRM? 10 points

28. 28
HOW DO YOU MEASURE UP?
80+ points
SYNCING SUPERSTAR
50 - 70 points
SLIGHTLY SYNCED
< 40 points
SYNCING STUDENT

29. SUMMARY
29
● Dynamics to Marketo connection is unique—and very powerful
● Very customizable for your business needs
● When syncing data from your CRM to Marketo remember the tips for:
○ Field Management
○ Duplicates
○ Slow Processing
● Reaching data harmony is closer than you think!

30. @ success@perkuto.com
w perkuto.com
fb.com/perkuto
twitter.com/perkuto
Q & A

31. @ success@perkuto.com
w perkuto.com
fb.com/perkuto
twitter.com/perkuto
THANK YOU!