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Plan Data Sharing Between Personalization and Salesforce CRM
Before initializing data sharing, decide what data you want to exchange between Salesforce CRM and Personalization and how you want to match data for merging. After initialization, Marketing Cloud Personalization shares data with Salesforce CRM on a nightly basis. Contacts and accounts are shared automatically, but leads sharing is optional.
Determine Match Field for Merging
Determine whether you have a unique identifier for each account and user in Personalization that you can use to match Personalization data with Salesforce CRM data. Typically, this data is an email address for the user and an account number or key for accounts. The data must exist in both Salesforce CRM and Personalization.
Match and Merge User Data
If you pass the user email address to Personalization, the user syncs to the Salesforce CRM contact with that email address. Match fields are case-sensitive, so User.Email@company.com doesn't match user.email@company.com.
Match and Merge Lead Data
In addition to contacts and accounts, you can share leads between Personalization and Salesforce CRM. Review the following considerations before deciding whether to match and merge leads:
A corresponding Personalization user isn’t created when a new Salesforce CRM contact or lead is created.
A corresponding Salesforce CRM contact or lead isn’t created when a new Personalization user or account is created.
Only matched users are synchronized.
Match fields are case-sensitive.
Salesforce CRM contacts take precedence over leads. If there’s a match on both the lead and contact, Personalization syncs only the contact.
There’s a separate lead attribute. If a lead converts to a contact, then data synchronizes with the contact record.
How Matching Works According to Match Priority Order
Before a match occurs, Personalization checks the value of a specific Salesforce CRM field for the Salesforce user against the value of any configured Personalization match fields. If any of the match fields are identical, the Salesforce CRM user is matched to the corresponding Personalization user.
Contact matches occur on the following Salesforce CRM fields from highest to lowest priority:
| Priority Order | Field to Match by |
|---|---|
| 1 | Salesforce ID |
| 2 | Any other configured Salesforce match fields |
| 3 | Salesforce Name or Salesforce Email. In Personalization, select Only use designated match fields for matching users and accounts, if match fields are specified in Advanced Options under the Setup tab for Salesforce CRM. |
Lead and Account matching follow the same protocol as Contact matching, except:
- Lead matching is disabled by default. Contact matches take priority.
- Account matching doesn’t use the Salesforce email.
