Marketo + Salesforce + Outreach Automation and Integration

What is Marketo? 

Marketo is a marketing SaaS platform that helps businesses monitor, manage, and automate lead- and account-based marketing tasks, such as delivery campaigns. 

Whether you’re a fast-growing start-up or a large enterprise, Marketo helps you scale your growth efforts. 

What is Salesforce? 

Salesforce is a cloud-based SaaS platform focusing on customer relationship management (CRM) and various applications related to sales, analytics, marketing automation, customer service, and app development. 

With Salesforce, you can create organized data tables for go-to-market (GTM) teams to use as a resource for short- and long-term growth strategies. 

What is Outreach?

Outreach is a sales engagement platform that automates and tracks key aspects of your outreach plan. With Outreach, sales teams can more successfully transition leads into loyal customers via email and phone sequences. 

Alongside streamlining sales opportunities, Outreach provides insights into how sales leaders can improve outcomes. 

Why integrate Marketo with Salesforce and Outreach?

If Marketo is your marketing automation tool, Salesforce is your CRM, and Outreach is your sales engagement tool, it’s important to keep the data accurately synced between all three. With this combination (and any other), you must ensure your data accurately aligns across all relevant platforms.

First, accounts and contacts should sync from Marketo to Salesforce to Outreach. Then, any Outreach sales activity should be visible in Salesforce. Web and campaign activity should be visible in Salesforce from Marketo, and able to trigger sequences in Outreach. 

Additionally, sales teams (e.g., RevOps and Marketing Ops teams) should compare any marketing activity against other leads, contacts, and accounts in Salesforce.

However, this isn’t always the simplest route. You also need advanced integrations to sync data across platforms. 

Common problems with Marketo, Salesforce, and Outreach integrations

One common problem with this tridirectional synchronization is that Marketo offers engagement programs for campaign management, and Salesforce offers “journey builder.” 

This means Salesforce is compatible with multiple channels, including social media, SMS, email, and more. However, Marketo’s engagement programs are usually thick with only email. 

Here are three common problems associated with integrating Marketo, Salesforce, and Outreach:

  • Imports usually begin in Salesforce. If field-level blockers exist, those imports don’t populate in Marketo.
  • Marketo’s native sync often runs into issues (e.g., picklist errors) when transferring data to Salesforce. These are often difficult to catch, mostly because they mean paid leads that fail to route to sales reps for follow-up.
  • A lack of unified records across the three systems means activity tracking is available only occasionally or in fragments. 

Account and contact deduplication is also difficult across these platforms. Most tools and teams fail to account for new leads in both Marketo and Outreach. 

Additionally, sales teams frequently use the Outreach Chrome extension to their advantage. The extension doesn’t return data, but it matches Marketo and Salesforce. This reveals whether another sales rep owns a lead. 

Intro to Syncari for Marketo, Salesforce, and Outreach sync

Syncari is a RevOps automation platform that unifies data across all your sales and marketing systems. 

Here are some specific tasks you can perform within Marketo, Salesforce, and Outreach platforms:

  • Direct which fields map from Marketo to Salesforce to Outreach and back.
  • Determine cross-system deduplication rules by prioritizing which fields dictate the duplicate.
  • Create cross-system workflows to retain account assignments, maintain route leads, match leads to accounts, and more.

Syncari’s Sync Studio allows you to seamlessly and routinely move data across all platforms — no matter the source. Your data might pertain to CRM, customer success tools, marketing automation, sales engagement, finance, or ERP. 

Syncari can compare various data types, which makes it the ideal platform for facilitating bulk stateful synchronization.

How to sync Marketo with Salesforce and Outreach using Syncari

You can route objects from Marketo, Salesforce, and Outreach to entities in Syncari’s Sync Studio. Then in near real time, periodic updates of deduped, enriched, and cleansed data appear — all before being stored in your system. 

To sync Marketo, Salesforce, and Outreach, use all three authenticated connectors in Syncari. Then, create desired workflows for accounts and contacts to remain aligned.

The Marketo Synapse synchronizes these objects:

  • Company
  • Contact
  • Owner
  • Product
  • Ticket

The Salesforce Synapse synchronizes these objects:

  • Account
  • Campaign
  • Contact
  • Lead
  • Opportunity
  • User

The Outreach Synapse synchronizes these objects:

  • Account
  • Opportunity
  • Prospect
  • Ticket

Whether you want to sync Marketo data with Salesforce and Outreach or perform any other tridirectional synchronization among sources, you can do it with Syncari. Plus, you can route that data back to your selected platform.

Contact Syncari 

If you’re interested in improving your data alignment, request a custom demo or start a 30-day free trial with Syncari today. 

We’ll help you better manage your integrations so you can fully automate your business.