The biggest problem Marketers face is duplicate records that enter Salesforce from Marketo and from multiple sources like manual entries, web-to-lead, list imports, and integrations. Those duplicates eventually make it to Salesforce, triggering assignment rules and workflows. Marketo automatically dedupes on email, but that’s not enough.
The negative implications of duplicate records are plenty and often overlooked. For example, a prospect gets imported with a business email address. The same prospect also enters Marketo from a web form using a personal email address, which eventually makes it to Salesforce. Without deduping, the sales rep has an incomplete picture of the prospects activity, and what’s worse, the prospect could get assigned to two different reps.
The effects of duplicate records trickle down to all aspects of your business.