Migrate from Adobe Marketo Engage to Freshsales

Marketo Persons (internally called Leads) map directly to Freshsales Contacts. The Marketo email field becomes Contact.Email. We extract current field values via the Marketo Bulk Extract API for large datasets to minimize REST API call consumption against the 100-calls-per-20-second shared limit. Duplicate detection uses Marketo.id and the external key combination to prevent silent duplicate creation because Marketo does not enforce external key uniqueness.

Marketo Company records map to Freshsales Accounts. The Company name becomes Account.Name and the website becomes Account.website. We resolve the Account before any Contact import so that the lookup relationship is satisfied at Contact insert. Company records with no linked Persons are imported as standalone Accounts.

Marketo Opportunity records map to Freshsales Deals. The Opportunity name becomes Deal.name, amount becomes Deal.amount, and close date becomes Deal.expected_close. Stage mapping uses a customer-approved stage matrix created during scoping. Freshsales Deal stages are configured before migration. If the Marketo Opportunity is linked to a Salesforce or Dynamics CRM via Marketo sync, we note the source system for the admin to resolve before migration.

Marketo Activity records (email opens, page visits, form fills, score changes) map to Freshsales Activity records. Each activity type becomes an Activity.type entry with the original timestamp preserved. Form fill field values are extracted via the Activity API endpoint, not from Person record fields, because Marketo stores form submissions as activity records. Freshsales Growth tier limits activity history depth; Pro and Enterprise tiers support broader timelines. We flag the activity volume during scoping so the customer selects the appropriate Freshsales plan before migration.

Marketo Custom Objects with one-to-many or many-to-many relationships map to Freshsales custom modules of equivalent API name. We pre-create the destination module schema including all custom fields and lookup relationships before data import. Marketo custom object relationships (parent field pointing to Lead or Company) translate to Freshsales lookup fields on the custom module. Note that Freshsales Pro ($69/user) and Enterprise tiers are required for custom modules; Growth tier does not support them.

Marketo Static Lists (fixed Person memberships) have no direct Freshsales equivalent. We extract list membership as a tag array on each Contact record and note the original list name. The customer rebuilds audience segments in Freshsales using Contact filters or the Segmentation module if available on their tier. List names are preserved in a custom field x_marketo_static_lists__c as a semicolon-delimited string for reference.

Marketo Programs (Email Programs, Event Programs, Engagement Programs, Default Programs) carry period costs, tags, and channel assignments. Freshsales Campaign records store campaign metadata but not Program-level period costs. We extract Program channel and tag assignments as label arrays and note them as Freshsales Campaign tags. Program membership is preserved as an activity on each Person's timeline. The campaign logic (Smart List filters, trigger conditions, flow steps) is documented as an automation rebuild plan, not migrated as executable code.

Marketo lead and contact scoring models (demographic and behavioral rules) are stored as configuration, not as data records. We extract the scoring rules as structured metadata including rule names, field references, operator types, and point values. Freshsales' built-in A/B scoring is configured by the admin post-migration using the extracted Marketo rule matrix as a reference. The original Marketo score values migrate as a numeric field contact_score__c on the Contact record so historical scoring data is preserved.

Marketo channel assignments (Email, Event, Webinar, Nurture, etc.) and freeform tags on Programs are preserved as Freshsales Campaign tags. Tags with numeric period costs are noted in the migration handoff document for the admin to enter into Freshsales Campaign budget fields if applicable.

Marketo Engagement Programs hold up to 25 Streams of up to 125 content items each. This is a Marketo-specific artifact with no direct Freshsales equivalent. We extract the stream structure, content item names, and send cadence as a written specification for the admin to rebuild in Freshsales Email Campaigns or a third-party sales engagement tool. The content of each email item does not migrate; we note that HTML asset migration requires separate content review.