Build a scalable Marketo Engage data model: Custom Objects and CRM Strategy

Most Marketo Engage practitioners inherit an instance, along with its architectural decisions. But as your business evolves, those decisions may no longer scale.

This session shows how to evaluate when your data model needs a redesign and how to build a scalable data foundation that supports long term growth. We’ll break down the strategic decisions of using standard fields, Custom Objects, and Custom Activities, and how to align your Marketo Engage data model with CRM without creating technical debt. You’ll also learn to distinguish the use cases between Marketo Engage and CRM Custom Objects, and the business outcomes they enable.

Walk away with a clear framework to support better segmentation, reporting, and automation at scale. While examples focus on Salesforce, these strategies apply broadly across CRM systems.

Key Takeaways:

Assessing whether to redesign your existing Marketo Engage data model and where to start
Understanding when and why to bring data into Marketo Engage Custom Objects vs. CRM Custom Objects, and the value of each
Using a practical framework to align Marketo Engage and CRM data models for scalable segmentation, reporting, and automation