Exelement.co

Overview

Marketo Engage and Microsoft Dynamics 365 are both enterprise platforms with large installed bases in B2B organisations — but there is no native, purpose-built connector between them that matches the quality of Marketo's Salesforce or HubSpot integrations. Organisations running both must either accept a significant manual gap in their marketing-to-sales handoff or implement a custom integration.

The consequences of that gap are familiar: leads generated and scored in Marketo are passed to sales in Dynamics 365 through a manual process or a fragile workaround. Sales activity in Dynamics 365 does not update Marketo, so nurturing sequences continue to run against contacts who are already deep in an active sales engagement. Marketing cannot segment by Dynamics account data because the data is not available in Marketo. Reporting on marketing influence on closed revenue requires manual matching across two systems.

SyncCloud builds and operates the Marketo–Dynamics 365 integration as a managed service — handling lead handoff, sales activity return, account data sync, and ongoing operational monitoring without requiring your team to manage the connection internally.

What you can do

Use cases

Lead handoff from Marketo to Dynamics 365

Marketing-qualified leads scored and qualified in Marketo are passed to Dynamics 365 as leads or contacts, with lead score, campaign source, and engagement history included. Sales teams in Dynamics receive actionable context rather than a bare contact record. The handoff is triggered by lead score threshold, programme membership, or custom qualification criteria defined during scoping.

Sales activity syncing back to Marketo

When a contact in Dynamics 365 is marked as a qualified opportunity or progresses through a defined pipeline stage, that status can update the corresponding Marketo record — pausing active nurture sequences, updating lead lifecycle stage, and preventing marketing outreach that is misaligned with an active sales conversation. Without this return sync, Marketo continues to treat sales-active contacts as unengaged leads.

Dynamics account data for Marketo segmentation

Account-level data maintained in Dynamics 365 — industry, company size, account owner, contract status — can be made available in Marketo for account-based marketing segmentation. This enables marketing programmes targeted at specific account tiers or industry verticals without requiring marketers to maintain a separate list or rely on manually exported data from Dynamics.

Closed-loop revenue attribution

By connecting Marketo campaign and programme data with closed opportunity records in Dynamics 365, marketing can report on which campaigns influenced pipeline and closed revenue. This closes the attribution loop that is often broken when marketing runs in Marketo and revenue tracking lives entirely in Dynamics 365 — giving marketing leadership a defensible view of commercial contribution.

The managed service

How SyncCloud works

SyncCloud designs and operates the Marketo–Dynamics 365 integration. We begin with a scoping session covering your Marketo lead and person data model, your Dynamics 365 lead, contact, and account entity structure, and the specific handoff logic — qualification criteria, routing rules, and return sync triggers — that define how marketing and sales should interact in your organisation.

The integration is built and tested using Marketo sandbox and Dynamics test environments before production deployment. Once live, SyncCloud monitors the data flow, manages API changes from both Adobe/Marketo and Microsoft, and provides direct support from Exelement's team. For enterprise marketing organisations that have lived with a broken or absent Marketo–Dynamics integration, SyncCloud provides a maintained, monitored alternative.

Setup and requirements

Technical notes

There is no pre-built native connector between Marketo Engage and Microsoft Dynamics 365 with the coverage required for enterprise-grade lead management and bidirectional sync. SyncCloud implements this integration via direct API connections to both platforms. Marketo API rate limits should be assessed at scoping, particularly for large databases.

Standard bi-directional sync — lead handoff, status return, account data sync — runs 3–6 weeks with sandbox environments available. Complex implementations involving Dynamics custom entities, Marketo custom objects, or multi-instance configurations run 6–12 weeks. Without a Dynamics test environment, add 2–4 weeks.

Bi-directional · 3–6 weeks setup

Ready to connect Marketo with Microsoft Dynamics 365?

Book a free consultation with our integration team. We'll scope the project and have a proposal ready within a week.

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Nordic enterprise B2B services company, Marketo Engage + Microsoft Dynamics 365 Sales — lead handoff automation, sales activity return sync, and account-level segmentation enabling marketing to operate on current sales data.

What our clients are saying.

“We can finally trigger personalized engagement campaigns based on CRM changes, not just marketing activities – improving our campaigns for onboarding, cross-sell, up-sell and re-engagement.”

“Lead follow-ups that used to take days now happen within minutes, thanks to seamless handoff between marketing and sales.”

“Exelement always have great solutions and quick help when it comes to HubSpot sales processes and automation!
The service is on top!”

“Since integrating our CRM and marketing automation, we've achieved accuracy in campaign ROI reporting—finally making data-driven budget decisions.”

“Our sales team now sees the entire buyer journey—email clicks, page views, webinar attendance—leading to a 30% higher conversion rate from MQL to SQL.”

“With marketing activity tracking in our CRM, our sales reps are 40% more likely to engage with leads at the right moment.”

“Lead scoring is finally aligned between teams, and it's increased qualified lead velocity by 35%.”

“We now see campaign performance right inside our CRM, reducing reporting time by 70%."”

“We’ve gone from siloed metrics to unified funnel reporting, which improved our forecasting accuracy significantly”

“Integration brought our sales and marketing teams together—now we actually share the same pipeline goals and KPIs.”

“We've automated lead stages and reduced manual processing time by over 50%.”

“Personalization got a serious upgrade—using up to date CRM data, we increased email engagement by 60%.”

Featured case study

Connect Marketo marketing automation with Microsoft Dynamics 365 sales data