Adobe Marketo Engage Champion Deep Dive - SFDC CRM Synch V2 & Usage Dashboards

Join Ajay Sarpal and Miray Vu to learn about key Marketo Engage enhancements. Discover improved in-app Salesforce CRM connector statistics for easy monitoring of sync health and throughput. Explore new Salesforce CRM Synch Dashboards providing up-to-date insights into weekly activity usage, thresholds, and limits with drill-down capabilities. Learn about proactive notifications for both Salesforce CRM sync and product usage overages. Get an update on improved Salesforce CRM synch scale and reliability coming in Q2 2025.

Key Takeaways:

Improved Salesforce CRM User Experience: Learn how self-service visibility enhances satisfaction.

Utilize Salesforce CRM Synch Dashboards: Explore real-time weekly activity data.

Monitor Performance Against Limits: See threshold limits for each product level.

Get Usage Over-Limit Alerts: Receive notifications for exceeding thresholds.

Learn About Improved Salesforce CRM Scale: Understand upcoming cloud-based incremental sync.

1. Adobe Marketo Engage User Group House Rules To ensure our MUGs stay user-focused and a safe space for members of the Marketing Nation to learn, network, and problem solve, we ask that all MUG attendees follow these rules: No self-promotion or pitching of any kind is permitted at MUG events Don’t contact people outside of the User Group without their consent If MUG members share their use case at the User Group, please don’t share that information without their consent

2. This MUG Meeting is being Recorded. To ensure that we are abiding by the MUG Code of Conduct, we are informing all user group attendees at Deep Dive MUG meeting on 24/1/2025 date that this meeting will be recorded and posted on the MUG YouTube Channel to promote training, education, and future learning.  If you do not wish to participate in a LIVE recorded session , please feel free to watch the recording at a later time, which will be linked after the meeting concludes, and send us any questions you may have to [email protected].  

3. Stay connected with our chapter! Sign up for Bevy – the new tool for Adobe Marketo Engage User Groups! Step 1:  Navigate to https://mugs.marketo.com/adobe-deep-dive-mug/ Step 2: Create an account using the email associated with your Adobe Marketo Engage Account Once you’ve joined the chapter you’ll receive notifications and reminders about new events that the chapter has posted! 

4. Adobe Marketo Engage Deep Dive Enhanced Visibility & Control: Salesforce background synch upgrade & Usage Monitoring Ajay Sarpal Panelist Unicorn MarTech DBA Ajay Sarpal Founder and CEO 25, April 2025| 07:00 am PT, 10:00 am ET, 02:00 pm GMT, 07:30 pm IST Miray Vu Panelist Qualcomm Senior Marketing Operations Manager Ather Rizvi Panelist Adobe Senior Product Manager

5. Outline What is the Sync Backlog? Common Causes of Sync Backlogs Why Monitoring Matters Accessing Sync Stats in Marketo Engage Understanding the Metrics: Sync Backlog Trend (5-Day View) Sync Throughput & Backlog (24-Hour View per Object) Best Practices for Management & Prevention Key Takeaways & Next Steps COMING SOON….Self Service Dashboard COMING SOON…. Background Sync Q&A

6. What is the Sync Backlog? Records pending synchronization between Salesforce and Marketo ( in both direction ) Definition Scope Includes updates made in either Salesforce or Marketo Engage queued for the regular sync cycle. Excludes records processed by specific flow steps like "Sync Lead to SFDC". Keep the backlog controlled for smooth, timely, and efficient data synchronization. Goal

7. What Causes Sync Backlogs?

8. Visibility: Understand the health and performance of your Salesforce <> Marketo connection. Timeliness: Ensure data updates are reflected promptly in both systems, critical for sales and marketing alignment. Efficiency: Identify bottlenecks and resource drains affecting sync speed. Proactive Management: Catch potential issues (growing backlogs) before they significantly impact operations. Why Monitoring Matters

9. Accessing Sync Stats in Marketo Engage Accessibility

10. Understanding the Metrics

11. Sync Backlog Trend Backlog Trend Purpose:  Tracks the overall backlog trend across all synced objects. Timeframe:  Last 5 days. Granularity:  Data points every 4 hours (6 per day, 30 total). What it Shows:  Total records waiting to sync at specific times over 5 days. Use Case:  Identify patterns or spikes in backlog volume.

12. Sync Throughput & Backlog Sync Throughput Backlog Trend Purpose:  Detailed performance and backlog status for each synced object type. Timeframe:  Last 24 hours (rolling window). Object Types:  Lead, Contact, Account, Opportunity, Campaign, User, and Custom Objects. Refresh Rate: Throughput Stats:  Auto-refresh every 15 minutes (manual refresh available). Backlog Stats:  Fetched hourly.

13. Sync Throughput & Backlog Field Description Max records synced / hr Peak throughput per object in the last 24h. Min records synced / hr Lowest throughput per object in the last 24h. Average records synced / hr Average throughput per object (Total synced / 24h) Sync Backlog Current number of records pending sync for that object (both directions) Estimated Backlog (time) Calculated estimate = Sync Backlog / Average records synced per hour. Backlog last fetched Timestamp of the last backlog calculation Backlog next fetch Timestamp of the next scheduled calculation Backlog Status Normal: Backlog is stable or decreasing compared to 6 hours ago. Growing: Current backlog is larger than 6 hours ago

14. Best Practices for Managing Sync Backlogs

15. Limit Field Visibility: Sync only necessary fields valuable for marketing. Hide unnecessary fields from the Marketo Sync User profile in Salesforce. Updates to hidden fields result in a faster 'skip' rather than a full sync update. Coordinate with your Salesforce Admin. Hide/Filter Unnecessary Records: If records aren't marketable, prevent them from syncing. Use Salesforce visibility rules (if the sync user can't see it, it won't sync). Request Custom Sync Filters from Marketo Support for criteria-based filtering (use indexed fields in SFDC for filter efficiency). 3. Schedule Bulk Updates Wisely: Identify non-critical sync hours based on your patterns. Schedule large data updates or processes during these off-peak times.

16. 4. Review Frequently Updated Fields: Identify fields prone to constant changes (e.g., certain formula fields, frequently changing status fields, currency fields if rates fluctuate). Question if they need to sync. Hide from sync user if not critical. Investigate integrations updating SFDC fields frequently. 5. Review Custom Objects: Periodically audit synced custom objects. Disable sync for objects no longer needed. 6. Review Synced Activities: Audit activities enabled for sync (Note: these sync only once per day per lead). Examples – Filled out form, Added to list, Email Opened etc. Remove unnecessary activity syncs. 7. Address Sync Errors: Monitor Marketo Notifications for sync exceptions/errors. Resolving errors improves sync health and throughput (error handling can slow down the sync).

17. Contact Support: If you consistently experience significant backlogs despite implementing best practices, reach out to Marketo Engage Support for further investigation. When Best Practices Aren't Enough

18. Key Takes Away & Next Steps

19. Key Takeaways

20. Next Steps

21. In-App CRM Sync Stats for Existing CRM Connector Backlog Trend

22. Coming SOON… Self-service Usage and Monitoring Dashboards

23. Overview: Get insights into your instance's activity levels with a new dashboard tracking average weekly activity usage over a 52-week period. Key Features: Visualization: Presents data in an easy-to-read bar chart, showing weekly trends. Data Aggregation: Daily activity data is automatically rolled up into weekly buckets. Interactivity: Hover over any week (bar) on the chart to see the exact activity count for that specific week via a pop-up. New Feature Coming Soon: Activity Usage Dashboard

24. What Do "Activities" Represent? A key indicator of your overall marketing engagement. Includes actions taken against Marketing Events (e.g., Email Opens, Clicks Links, Fills Out Form). Also includes system-generated actions (e.g., Campaign Trigger flows, Sync to CRM). Benefits of this Dashboard: Analyze Trends: Understand historical activity patterns and project potential lead growth. Resource Planning: Helps determine if/when higher product subscription levels might be needed in the future. Optimization: Identify periods of high/low activity to potentially fine-tune campaigns or processes for better performance and efficiency. Why Track Activity Usage? Benefits & Insights

25. Rollout Plan & What's Next How to Access Future Enhancements Planned Availability Ability to select custom date ranges for analysis Integration of usage limit information Will be available within a newer Admin Panel Look for a dedicated section/link named “ Product Usage Dashboards” Targeted for release in early H2 2025

26. Self Service Dashboards Self Service Dashboards

27. Self Service Dashboards Self Service Dashboards

28. Coming SOON… New Salesforce CRM Background Sync

29. New Salesforce CRM Connector: Background Sync Upgrade What's Happening? A new version of the Salesforce CRM Connector background sync process is rolling out. Phased rollout across Marketo Engage customers begins May 2025. We recognize CRM integration is critical for timely lead delivery to Sales. Key Benefits & Technology Higher Sync Rates: Significantly improved bi-directional sync speeds between Salesforce and Marketo Engage, reducing backlog even with high data volumes. Enhanced Control:Ability to push smaller data batches. Control over retry logic frequency (default: 5 minutes, adjustable). Improved Efficiency: Smaller batches and adjustable retries minimize sync failures caused by CRM limits (e.g., row locks, CPU time exceeded). Modern Architecture: Leverages newer cloud and integration technologies for better processing speeds and reliability.

30. New Salesforce CRM Connector: Background Sync Upgrade Rollout & Notifications Automatic Upgrade: Performed by Adobe Marketo’s Engineering team; no admin action required for the production upgrade. Notifications: Admins will receive 3 In-App notifications starting 2 weeks before their instance is upgraded. Details and contact info will be included. Permanent Transition: Once upgraded, there is no option to revert to the previous version.

31. Salesforce Sync Upgrade: Important Details & Call to Action What is NOT Available in This Version? Multi-CRM Linking: Connecting multiple CRM systems to one Marketo Engage instance still requires a third-party solution. Enhanced Duplicate Management: Requested improvements are not included in this release. Improved Sync Failure/Error Management: Not part of this version but is on the future roadmap. What IS New - Monitoring New Salesforce CRM Sync Dashboards: Monitor sync throughput. Quickly identify trends and potential backlogs.

32. Q & A