Today, the company uses Salesforce to log details about their events, which then are reflected in Marketo, and displayed in an organized manner for users to create campaigns. After an event registration, the information flows first to Marketo, and then to Salesforce in order to create tasks for the company's users. By employing this, both systems are synchronized to prevent inconsistencies.
In the beginning, Tero by Nearsure helped adapt the data model to track event registrations and participants, leveraging Person Accounts, Campaigns and creating custom fields to store columns from existing databases.
The information they had from previous events was stored in multiple databases. Following best practices for handling large data volumes, Tero by Nearsure helped to combine multiple sources, map different fields, cleanse based on certain criterias, and link related tables using VLOOKUP formulas.
In order to support the registration process, we needed custom logic to create tasks automatically following event registrations. As the volume of registrations needed to be considered, a programmatic approach was used, favoring performance and reliability.
To support the connectivity between multiple Salesforce orgs and a single Marketo instance, a custom integration was created to synchronize records. By using Change Data Capture to track updates, and Apex to create an algorithm to reconcile changes made in Salesforce and Marketo, consistency was ensured, and the quality of the data improved.
To deploy the solution to the customers, we opted for the approach of Second-Generation Packages, to include cohesive components enhancing the maintainability for subsequent upgrades.
