Updated: 02/17/2020

There is now a connector for the SAP-Marketo integration.

If you are trying to use Marketo with SAP Hybris Cloud for Customer (C4C) CRM, you are not completely alone. I’ve met a couple of other people with the same setup and facing similar issues. I wrote this post to keep you updated on native integration developments, partners to get you through until then, and best practices to make Marketo and C4C work as seamlessly as possible.

Native Integration

The good news is there appears to be native integration on the horizon. How long that will take is anyone’s guess. Marketo CEO Steve Lucas  mentioned during his keynote at the 2018 Marketing Nation Summit, that a connector would be available by the end of the year. However, our Marketo rep reached out to a product manager and was told, “We are kicking off an SAP Integration initiative soon. It is still a bit early for a planned release date but it is several months out at a minimum. Given how early we are in the process it is good to know if there is customer interest but any beta customers is still down the road.” I also spoke with someone from LeadMD that had heard the same thing. So good news is that is should be coming but the bad news is we don’t know when. Hopefully recent comments made by SAP CEO, Bill McDermott, will help move this and other integration possibilities with SAP along.

Integration Partners

Below is a list of names that I have heard may help with integrating Marketo and C4C:

Working with C4C

Now, if you have found an integration partner and are syncing data between Marketo and C4C, you may find these workflows helpful in automating as much of the process as possible.

Updating Lead and Account Owners

One of the challenges you will most likely run into is segmenting people in Marketo based on how their lead or account owner is in C4C. We often want to do this to send emails on behalf of our reps and even for reporting purposes. The fix is fairly easy (depending on how many reps you have).

Assign Account Owners

  1. Create a boolean field in Marketo called “Update Account Owner”
  2. Create a default program in marketo called “Lead Assignments”
  3. Create a folder called “Set Account Owners”
  4. Create a smart campaign called “account owner – update”
  5. Choose the Data Value Changes trigger and select the attribute of Account Owner Full Name
  6. the flow steps should be
    1. Change Data Value – Update Account Owner with a New Value of False
    2. Wait step – 1 second
    3. Change Data Value – Update Account Owner with a New Value of True
  7. Make sure this is set to run every time
  8. This will force a trigger on the following campaigns
  9. Create a smart campaign called “account owner – repfirstname replastname”
  10. Choose a trigger of Data Value Changes with an attribute of Update Account Owner and a New Value of True
  11. Bring in a filter for Account Owner Full Name and paste in the long code (30+ characters) that gets passed to the Account Owner Name field in Marketo from C4C.
  12. There isn’t a good method that I have found for finding what this is automatically, so I have had to spot check and create a spreadsheet of which rep matches which code
  13. On the flow, I have it change the following fields (that I had to create custom in Marketo)
    1. Change Data Value – C4C Account Owner First Name – New Value  =Tim (Rep’s First Name)
    2. Change Data Value – C4C Account Owner Last Name – New Value  =Jones (Rep’s Last Name)
    3. Change Data Value – C4C Account Owner Email Address – New Value  =tim.jones@email.com (Rep’s email address)
    4. Change Data Value – C4C Account Owner Phone – New Value  =920.920.9200 (Rep’s Phone Number)
    5. Change Data Value – C4C Account Owner Title – New Value  =Midwest Sales Rep (Rep’s Title)
    6. Make sure it is set to run every time
  14. Now you can use this in tokens and snippets to create a personalized experience

Assign Lead Owners

This process is almost exactly the same with a few different field references.

  1. Create a boolean field in Marketo called “Owner Details”
  2. Create a default program in marketo called “Lead Assignments”
  3. Create a folder called “Set Lead Owners”
  4. Create a smart campaign called “lead owner – update”
  5. Choose the Data Value Changes trigger and select the attribute of Owner ID
  6. the flow steps should be
    1. Change Data Value – Update Owner Details with a New Value of False
    2. Wait step – 1 second
    3. Change Data Value – Update Owner Details with a New Value of True
  7. Make sure this is set to run every time
  8. This will force a trigger on the following campaigns
  9. Create a smart campaign called “lead owner – repfirstname replastname”
  10. Choose a trigger of Data Value Changes with an attribute of Update Owner Details and a New Value of True
  11. Bring in a filter for Owner ID and paste in the long code (30+ characters) that gets passed to the Account Owner Name field in Marketo from C4C.
  12. There isn’t a good method that I have found for finding what this is automatically, so I have had to spot check and create a spreadsheet of which rep matches which code
  13. On the flow, I have it change the following fields (that I had to create custom in Marketo)
    1. Change Data Value – C4C Lead Owner First Name – New Value  =Tim (Rep’s First Name)
    2. Change Data Value – C4C Lead Owner Last Name – New Value  =Jones (Rep’s Last Name)
    3. Change Data Value – C4C Lead Owner Email Address – New Value  =tim.jones@email.com (Rep’s email address)
    4. Change Data Value – C4C Lead Owner Phone – New Value  =920.920.9200 (Rep’s Phone Number)
    5. Change Data Value – C4C Lead Owner Title – New Value  =Midwest Sales Rep (Rep’s Title)
    6. Make sure it is set to run every time
  14. Now you can use this in tokens and snippets to create a personalized experience