Salesforce
Marketo integration.
What Adobe Marketo Engage's built-in Salesforce sync moves each way, how often it runs, and what to plan for API limits and duplicates.
Request an integration map →Download the spec sheet →The Salesforce Marketo integration is the Salesforce sync built into Adobe Marketo Engage. Leads, contacts and Salesforce campaigns sync both ways. Accounts, users, opportunities, custom objects and activity sync from Salesforce to Marketo only. Adobe says it runs all day, every day, pausing 5 minutes between cycles, and needs Salesforce API access.
[ How it works ]
How long does the first Marketo Salesforce sync take?
Adobe says the first sync can take hours or even days, because Marketo copies the whole Salesforce database. Later syncs usually take seconds or minutes and include only changed data.
[ The connector ]
Marketing in Marketo. Pipeline in Salesforce.
Techila Global Services is a Salesforce Summit partner. We help marketing and sales operations teams prepare Salesforce for the Marketo Engage sync: the sync user, field visibility, Marketo fields on leads and contacts, and campaign mapping.
We also review API use and duplicate handling, and build any flows the native sync does not cover.
What does the Marketo Salesforce sync move, and which way?
| Salesforce data | Direction | Notes from Adobe |
|---|---|---|
| Leads and contacts | Both ways | Changes in either system appear in the other |
| Campaigns | Both ways | A Marketo program can map one-to-one to a Salesforce campaign; members and statuses sync both ways |
| Program channel and period cost | Marketo to Salesforce | Sync as campaign type and actual cost |
| Accounts, users, opportunities | Salesforce to Marketo | One way only |
| Custom objects and activity | Salesforce to Marketo | One way only |
Which way does each record sync?
- Leads (both ways)
- Contacts (both ways)
- Campaign members and statuses (both ways)
- Accounts and opportunities (from Salesforce to Marketo Engage)
- Activity and custom objects (from Salesforce to Marketo Engage)
- Program channel and cost (from Marketo Engage to Salesforce)
Only data the sync user's credentials can access is synced. Adobe also says Marketo will not automatically de-dupe against a Salesforce sync or when you enter leads by hand.
What do you need before connecting Marketo and Salesforce?
- Salesforce API access. Adobe says you must have access to Salesforce APIs to sync.
- A sync user in Salesforce whose credentials Marketo uses. For campaign sync, Adobe says the Marketo sync user must be a Marketing User in Salesforce.
- Marketo fields on leads and contacts. Adobe recommends Score, Acquisition Program and Acquisition Date, read-only for other users and editable for the sync user, mapped on lead conversion.
- Hidden fields first. Hide fields the sync should not see before clicking Sync Fields; Adobe says the fields the user can see are then created in Marketo permanently.
- Start the sync from Admin, CRM, Sync with Salesforce.com, then check status under Admin, Salesforce.
How do you keep the Marketo sync inside Salesforce API limits?
Adobe says the Salesforce API limit is set by your Salesforce agreement, and sync errors such as "Daily API Limit Reached" appear when it runs out. Its advice:
- Avoid "Sync to SFDC" flow steps where you can, because each one makes a separate call for every lead.
- Use program-to-campaign sync to add people to Salesforce campaigns.
- Let Salesforce assignment rules route leads and contacts, rather than changing lead ownership from Marketo.
- Check "API Requests, Last 24 Hours" under Company Information in Salesforce Setup.
Our Salesforce integration services cover sync set-up, API reviews and extra flows. Considering Salesforce's own marketing products instead? See our Marketing Cloud services, or book a discovery call.
[ Architecture ]
How does Marketo Engage sync with Salesforce?
How data moves between the two systems.
Marketo Engage
Salesforce sync
Salesforce
[ What's included ]
What does Techila set up for Marketo and Salesforce?
What the integration work covers.
[ FAQ ]
Frequently asked questions.
What architects ask before commissioning a Techila integration.
Adobe says Marketo syncs all day, every day: each sync runs, then pauses for 5 minutes before starting again. Later syncs usually include only changed data.
For leads, contacts and Salesforce campaigns, yes. Accounts, users, opportunities, custom objects and activity sync from Salesforce to Marketo only.
Yes. A Marketo program can map one-to-one to a Salesforce campaign. Members and statuses sync both ways; channel and period cost sync one way, to Salesforce, as campaign type and actual cost.
Adobe points to "Sync to SFDC" flow steps, which make a call for every lead, and to Marketo changing lead ownership. It suggests campaign sync and Salesforce assignment rules instead.
No. Adobe says Marketo will not automatically de-dupe against a Salesforce sync, or when you enter leads manually, so plan duplicate handling before the first sync.
Sources
Last reviewed:
- Adobe Experience League, Understanding the Salesforce Sync (Marketo Engage) (read 10 November 2026)
- Adobe Experience League, SFDC Sync: Campaign Sync (read 10 November 2026)
- Adobe Experience League, Step 1 of 3: Add Marketo fields to Salesforce (Enterprise/Unlimited) (read 10 November 2026)
- Adobe Experience League, Step 3 of 3: Connect Marketo and Salesforce (Professional) (read 10 November 2026)
- Adobe Experience League, Salesforce Sync Error: Daily API Limit Reached (read 10 November 2026)
Let's now look at how to build
the next 10 years of
your customer platform.