Marketo Salesloft Integration | SyncCloud by Exelement

Overview

Marketo decides which leads are ready; Salesloft is where reps act on them. The handoff between the two is where momentum is usually lost. Salesloft offers some native touchpoints with Marketo, such as pushing certain activity, but there is no full integration that moves qualified leads into the right cadence and feeds engagement data back for scoring. So marketing hands over a list, reps work from stale context, and the activity that should sharpen the next campaign never returns to Marketo. SyncCloud builds a managed integration between Marketo and Salesloft directly against both APIs. Marketing-qualified leads enter the right Salesloft cadence with their context intact, calls, emails, and replies flow back into Marketo, and scoring and nurture reflect what sales actually did.

What you can do

Use cases

Enrol marketing-qualified leads into Salesloft cadences

When a lead reaches a qualifying score or stage in Marketo, SyncCloud adds the person to the right Salesloft cadence with their marketing context attached. Reps start outreach while the lead is engaged, and marketing knows exactly which leads entered which cadence.

Return Salesloft engagement to Marketo for scoring

Calls, emails, replies, and cadence outcomes from Salesloft flow back into Marketo, so lead scoring and nurture reflect real sales engagement rather than marketing activity alone. Leads that go cold can be routed back into nurture automatically.

Keep person records aligned across both platforms

SyncCloud matches people across Marketo and Salesloft and keeps shared fields consistent, so a contact is the same person in both systems. Where a CRM is also in play, SyncCloud can keep it aligned too, since Salesloft is not the system of record.

Custom sync rules, kept running

You define which leads sync, which cadences they enter, and which system wins on a conflicting change. SyncCloud uses near real-time triggers for the handoff, and Exelement monitors the integration and resolves errors before they accumulate.

The managed service

How SyncCloud works

SyncCloud starts with a scoping session: which Marketo leads trigger which Salesloft cadences, what engagement data returns to Marketo, in which direction, and under what rules. We build the mapping, the cadence-entry logic, and error handling, test on both sides, and move to production. SyncCloud connects to Salesloft through its REST API using OAuth 2.0 and to Adobe Marketo Engage through the Marketo REST API using an API-only user, and syncs on specific data value changes for near real-time handoff. Custom sync rules, including which system wins on a conflicting change, are configured to your process. Exelement runs it as a managed service with monitoring and a named contact.

Setup and requirements

Technical notes

Salesloft offers limited native touchpoints with Marketo, but not a full bidirectional integration covering lead handoff and engagement sync. SyncCloud connects directly through the Salesloft REST API (OAuth 2.0, or a personal API key) and the Marketo REST API (via an API-only user with a Client ID and Secret), so person records, cadence membership, and engagement activity are all in scope. Salesloft is a sales engagement platform rather than a system of record, so SyncCloud can also keep your CRM in the loop where Salesloft and Marketo touch the same contacts. A Salesloft and a Marketo test environment are recommended before implementation.

FAQs

How does the Marketo and Salesloft integration work?

Exelement connects Marketo and Salesloft using SyncCloud, a managed iPaaS. Marketing-qualified leads move from Marketo into the right Salesloft cadence with their context, and engagement such as calls, emails, and replies flows back to Marketo for scoring and nurture. Salesloft offers only limited native touchpoints with Marketo, so SyncCloud builds the full integration directly against both APIs. Exelement builds, runs, and monitors it, so your team does not maintain middleware.

How long does it take to set up the Marketo and Salesloft integration?

A proof of concept can be up and running in 1 to 4 weeks, typically lead handoff from Marketo into Salesloft first. The full build depends on how many cadences and triggers are involved, what engagement data returns to Marketo, and testing in both environments. Exelement runs a scoping session first to confirm scope before any build begins.

What data can be synced between Marketo and Salesloft?

Common flows include Marketo leads and scores triggering enrolment into Salesloft cadences, and Salesloft engagement (calls, emails, replies, cadence outcomes) flowing back into Marketo. Person records are kept aligned across both, and a CRM can be kept in the loop where relevant. The exact mapping is defined during scoping, so only the data you need moves, in the direction you choose.

Is the Marketo and Salesloft integration secure and GDPR compliant?

Yes. The integration is GDPR compliant, and all data moving between Marketo and Salesloft is encrypted in transit and at rest. EU data residency is available. SyncCloud transfers only the fields agreed during scoping, and Exelement manages access and credentials as part of the service. Further security documentation is available on request.

Does the Marketo and Salesloft integration sync in real time?

It can. SyncCloud supports webhook-triggered sync that fires on a specific data value change for near real-time handoff, and scheduled sync for batch updates. For example, a lead reaching a qualifying score in Marketo can enter a Salesloft cadence within minutes, while engagement data can return on a schedule. The right mode for each flow is decided during scoping.

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

Marketo and Salesloft, connected for marketing and sales handoff