Bedrock Data Customer Blog

Five ways Bedrock Data provides a better Marketo-SugarCRM connector

Posted by Zak Pines on Dec 13, 2016 10:22:50 AM

More and more SugarCRM and Marketo customers are turning to Bedrock Data for our Marketo-SugarCRM connector.

Recent customer feedback has been particularlty positive around the below scenarios for connecting SugarCRM and Marketo using Bedrock Data:

 #1 - Customers appreciate a robust connector which synchronizes in both directions, every five minutes

The Bedrock Data bi-directional sync keeps Marketo and SugarCRM records aligned. The speed and reliability of the connector is critical to support processes delivering marketing qualified leads to sales. In a world where 80% of business buyers expect real-time communications, immediate integration between marketing automation and CRM is critical to maximize lead conversion rates and serve the expectations of prospects and customers.

#2 - Leads or contacts added in SugarCRM merge with existing Marketo leads without creating duplicates

The Bedrock Data bi-directional sync means that leads are de-duplicated in both directions. This is key for customers who have sales reps adding leads or contacts directly into SugarCRM. If these leads already exist in Marketo (and have not yet been synced to SugarCRM), when Bedrock Data syncs those records with the same email address from SugarCRM to Marketo it will not create duplicates – it will merge the records and manage a single connected record between Marketo and SugarCRM for that email address.

The impact of this is you have a lot more flexibility for how your sales team uses SugarCRM, while ensuring your databases avoids the plague of duplicate records. 

As part of this you can also control the criteria for which leads sync from Marketo to SugarCRM - for example some customers only want to sync leads that reach a certain lead score threshold or a certain criteria - perhaps indicated by filling out a specific form.

#3 - Multi-select SugarCRM fields sync to Marketo unlocks Sugar multi-select fields for Marketo targeting (smart lists, smart campaigns) 

A Marketo oddity is that “multi-select fields aren’t really multi-select fields”. The fields are ‘string fields’, and the multi-select option is actually set on form picklists within Marketo forms.

Fortunately, Bedrock Data handles this seamlessly by pairing SugarCRM multi-select fields, flowing the data values semi-colon delimited into the Marketo field value, and then allowing the Markeo user to use smart lists and smart campaigns to segment on that data.

Here’s how it works:

Multi-select field setup in SugarCRM

String field setup in Marketo, and mapped to that SugarCRM multi-select field using Bedrock Data’s field mapping

SugarCRM multi-select field values flow into Marketo (semi colon delimited)

Use Marketo smart lists and “contains” select to build segmented lists

#4 - Option to create contacts, not leads, in SugarCRM 

Some of our customers are using SugarCRM such that the push of a lead Marketo needs to create a contact to be managed by their sales team. Bedrock Data allows for the Marketo-SugarCRM connector configuration to be adjusted to create contacts, instead of leads.


This is one of many things you can configure using Bedrock Data around your CRM-marekting automation integration - helping to demistify the integration. Also configurable is all field mappings and data workflow rules between the systems, controlling which data is mapped and when it syncs. 

#5 - Pulling back opportunity data from SugarCRM to Marketo means Marketo Revenue Cycle Analytics for SugarCRM 

Bedrock Data synchronizes SugarCRM opportunity data back to Marketo, which will enable the features of Marketo's Revenue Cycle Analytics by having all of the opportunity data connected to the original lead records in Marketo. 

Marketo RCA.png

And lastly, the Bedrock Data support team lives, breathes and eats data connectors every day, and plays an important role in ensuring customers are successful with their Marketo-SugarCRM integration every single day.

For more information on our Marketo-SugarCRM connector, please get in touch with our team to schedule a call with one of our specialists. 

Topics: Marketo, SugarCRM