The 10 Key Salesforce and Marketo Terms you need to know

The 10 Key Salesforce and Marketo Terms

This blog walks you through the 10 Key Salesforce and Marketo Terms and is part of a blog series describing the steps to get the Salesforce and Marketo reporting you need, and deserve.

Good news, bad news

The bad news is that in most cases Marketo and Salesforce reporting were not configured during implementation to provide an immediate answer to this question. The good news is that with experienced Marketo and Salesforce Administrators it is straightforward to set-up these systems to get the answers you are looking for.

All the reporting you need to make decisions about allocating marketing budget is available in these systems. In fact, Marketo has two issued patents and both are directly related to ‘cross-channel analytics’. Essentially, the process to compare the 'success' and financial results of very different types of marketing programs and assess their relative performance.

Getting on the same page (by using the same words)

We find a lot more people use and interact with Salesforce than Marketo. It can be challenging to explain how Marketo operates and what is does, but since Marketo is driving the marketing activities it is important that executives gain a working knowledge of this marketing automation system. One simple way we have found to improve understanding is to map the key Salesforce and Marketo terms used in these two very popular systems; this quickly gets everyone talking the same language. A summary table is at the end of this post.

1. Marketo Program = Salesforce Campaign

It is easiest to start with the individual or specific marketing initiative. In Marketo this is called a 'Program' and in Salesforce this is called a 'Campaign'. Examples are the Marketo webinar "Account-Based Marketing (ABM) 101: A Marketo Case Study" or the Salesforce conference "Dreamforce 2015". Each individual marketing initiative typically has a timeframe, status, costs, a series of steps and a goal, which could be 'get 100 new prospects to attend our ABM webinar'.

Organizations can execute thousands of programs every year and although marketers want to track an individual program performance, they also want to group similar programs to assess the performance of that program 'category' or 'type', and compare it to other program types. From the examples above we could define types such as 'Webinar' and 'Conference'.

2. Marketo Channel = Salesforce Campaign Type

In Marketo the program category or type is a Channel; in Salesforce it is Campaign Type. To confuse things a little, Marketo uses the term 'Program Type' to describe some types of Programs from a technical perspective, but these are not directly relevant to this discussion.

According to Marketo, 'A Program is one specific marketing initiative. The channel is intended to be the delivery mechanism, like Webinar or Sponsorship or Online Ad.' Salesforce states '...the Campaign Type defines the general types of campaigns, including Advertising, Direct Mail, Email, Telemarketing, Banner Ads, Seminar/Conference, Public Relations, Partners, Referral Program, and Other.'

If you are a CMO and believe this is a technical detail that your staff can figure out for you, think again. Definition of the Channels relevant to your organization are critical if you ever want to get meaningful and trustworthy reporting for your fellow executives and Board of Directors. This is the step that we find many customers unknowingly skip and the set themselves up for a lot of frustration, re-work and inaccurate reporting. If you think this step is hard or time-consuming, just try retrofitting a new set of Channel definitions to an existing Marketo implementation.

3. Marketo Program Status = Salesforce Campaign Member Status

Program statuses are the sequential Steps people go through in a program. For a Webinar it could be 'Invited', 'Registered', 'Attended' and 'No Show', with one or more of these Steps being seen as a meaningful interaction with a prospect and therefore a 'Success'. These Program Statuses and Steps are defined by the Channel. In Salesforce all Campaigns have a set of default Member Statuses, but each individual can have it's custom Member Status values. A Marketo Step is a number that must be followed in sequential order. There is no equivalent within Salesforce Sales Cloud.

4. Marketo Program 'Success' = Salesforce Campaign Member 'Responded'

Both Marketo and Salesforce have the ability, out-of-the-box, to note when a Program or Campaign has achieved its goal. For Marketo this is the Program Status 'Success' and for Salesforce this is Campaign Member Status of 'Responded'. Both are innocuous little check-boxes that are misunderstood, misused or overlooked, but both are fundamental to the reporting you need.

5. Marketo Smart Lists = Salesforce Campaign Manage Members (or Reports)

In Marketo, a Smart Lists allow you to segment specific groups of prospects using simple filters. They are used all over Marketo for Smart Campaigns, Programs, Reports, etc. For the purposes of this blog, we mention Smart Lists as they define the Members within a Program.

In Salesforce you can define the Members within a Campaign through the Manage Members functionality in the Campaign tab. This allows you to create filters to add Members from Leads and Contacts, and to reference pre-existing Lead and Contact Views.

But Salesforce Reports are also similar to a Marketo Smart List. They are filter based reports and can be used in the same way as a 'utility tool' across Salesforce and are used frequently to manually populate Campaigns.

6. Marketo Smart Campaigns = ?

This is the heart of the Marketo marketing automation system; in Marketo's own words "If Marketo is a powerful car, the Smart Campaign is truly the engine". A Smart Campaign has 3 main components, including the Smart Lists, Flow and Schedule. There is no equivalent within Salesforce Sales Cloud.

7. Marketo Flows = ?

In Marketo the Flow determines the actions that occur to a group of prospects. Flow steps are executed in the order they are specified within the Smart Campaign. The Flow is typically used to manage statuses, values, owners, scores, alerts, etc, based on conditional logic and values. As the name suggests this is the workflow for Leads. There is no equivalent within Salesforce Sales Cloud.

8. Marketo Schedules = ?

In Marketo the Schedule tab allows you to run-once and set recurring schedules within the Smart Campaign. There is not equivalent within Salesforce Sales Cloud.

9. Marketo Program Members = Salesforce Campaign Members

No explanation required. A Program Member in Marketo is the same as a Campaign Member in Salesforce.

10. Marketo Leads = Salesforce Leads and Contacts

One difference that we see cause confusion between Marketo and Salesforce is the use of the word 'Leads'. In Salesforce a Lead is a standalone record with details about the person and organization. When a Salesforce Lead is 'Converted' it becomes a Contact record attached to a single Account record.

In Marketo, all individual people are Leads. So if you are looking at a Marketo Leads Database, and the systems are 100% synchronized, you are looking at all of the Salesforce Leads and Contacts.

Salesforce and Marketo Terms Summary

This is a summary of the key Salesforce and Marketo terms relevant to reporting.

Most executives will want to get up-and-running with a new Marketo system as quickly as possible, and consultants will be motivated to help you see 'quick wins’. But think of your first marketing program invite landing in a prospects email Inbox as the flap of a butterfly's wings. In several months a CFO in an office somewhere nearby will asks the question "Which of these marketing programs produces the fastest/best/cheapest result?"

By setting up Salesforce and Marketo correctly from the start and you'll be able to address the question long before it is asked and earn the trust of your peers and directors. More importantly you can direct your financial and human resources in the most effective way to drive business results.


Salesforce Campaign Implementation Guide
Marketo Getting Started Guide

1 Comment

  1. Greg on August 27, 2016 at 8:49 pm

    We just implemented Marketo with a synch to Salesforce. The differences in terminology between the two programs has been a source of confusion, so thanks for this post. Very helpful to have the differences summarized in one place.