CRM migration

Migrate from Adobe Marketo Engage to monday CRM

Field-level mapping, validation, and rollback between Adobe Marketo Engage and monday CRM. We move data and schema; workflows are rebuilt natively in monday CRM.

Get a quote See object mapping
Adobe Marketo Engage logo

Adobe Marketo Engage

Source

monday CRM

Destination

monday CRM logo

Compatibility

44%

4 of 9

objects map 1:1 between Adobe Marketo Engage and monday CRM.

Complexity

BStandard

Timeline

3-5 weeks

Rollback included Accuracy guarantee Field-level validation

Overview

What this migration involves

Moving from Adobe Marketo Engage to Monday.com CRM is a platform-type migration: Marketo is a B2B marketing automation system built around Persons, Programs, Smart Campaigns, and behavioral activity streams, while Monday.com CRM is a work-management platform with CRM capabilities built around Boards, Items, and Groups. The migration preserves core CRM records — Persons map to Monday.com Contacts, Companies map to Monday.com Companies, and Opportunities (where present in Marketo) map to Monday.com Deals — but every marketing automation artifact (Programs, Smart Campaigns, Engagement Streams, Scoring Models, Custom Activities) has no Monday.com CRM equivalent and is inventoried for the customer's team to rebuild. We extract Activity history via the Marketo Bulk Extract API and load it into Monday.com as Activity records or linked Items, mapping Marketo activity types to Monday.com column formats. We do not migrate landing pages, forms, email templates, or marketing workflows; those require a separate rebuild scope in Monday.com or an adjacent marketing automation tool.

Field-level fidelity

Every standard and custom field arrives verified.

Schema-aware mapping

AI proposes the map; you confirm before any record moves.

Relationships preserved

Parent–child, lookups, and ownership stay linked.

Full activity history

Calls, emails, meetings — with original timestamps.

Attachments & notes

Documents, uploads, and inline notes move with the record.

Adobe Marketo Engage logo

Source platform

Adobe Marketo Engage platform overview

Scorecard, SWOT, gotchas, and pricing for Adobe Marketo Engage.
monday CRM logo

Destination platform

monday CRM platform overview

Scorecard, SWOT, gotchas, and pricing for monday CRM.

Data migration guide

The complete monday.com CRM migration guide

Data model, import mechanisms, field mapping strategy, pitfalls, and cutover — by the engineers running it.

Destination checklist

monday.com CRM migration checklist

Pre- and post-cutover tasks for moving onto monday CRM.

Why teams make this switch

Two sides of the same decision

Leaving

Adobe Marketo Engage logo

Adobe Marketo Engage

What's pushing teams away

  • Pricing has escalated significantly post-Adobe acquisition with scoping parameters, per-contact billing, and activity limits that inflate costs for product-led growth companies with high contact volumes and frequent activity.
  • The UI has not kept pace with modern marketing tools — users describe the interface as outdated, campaign dashboards require heavy manual setup, and reporting is slow and opaque.
  • Support quality has declined — users report difficulty reaching knowledgeable representatives and a lack of proactive guidance without expensive professional services contracts.
  • Since Adobe acquired Marketo, users report that new features arrive half-baked, performance degrades on large datasets, and the platform no longer feels like the product it was pre-2018.
  • Organizations outgrow the platform when they shift to product-led growth models because Marketo's per-contact billing and campaign-centric model do not map to self-serve or freemium funnels.

Choosing

monday CRM logo

monday CRM

What's pulling them in

  • Users praise the board-based visual interface for making pipeline stages immediately legible to non-technical team members without CRM training.
  • The no-code automation builder lets sales ops teams create lead routing, stage updates, and email triggers without developer involvement.
  • Integration ecosystem connects to Slack, Gmail, Outlook, and Zapier with minimal configuration, reducing friction for teams already using these tools.
  • The flexible column system lets teams build custom CRM views — deal value, close date, lead source — without needing a developer or pre-defined schema.
  • Teams already using monday Work Management can layer CRM features onto existing boards rather than starting from scratch.

Object mapping

How Adobe Marketo Engage objects map to monday CRM

Each row shows how a Adobe Marketo Engage object lands in monday CRM, including any object-level transformations, lookup resolution, or schema-design dependencies.

Typical mapping — final map is confirmed during the sample migration step.

Adobe Marketo Engage

Person (Lead)

maps to

monday CRM

Contact

1:1
Fully supported

Marketo Persons (internally called Leads) map to Monday.com CRM Contacts. The Marketo email field maps to Contact email, firstName and lastName map to the Contact name fields, and the Marketo lead status maps to a Monday.com CRM Status column. Any custom fields on the Person record map to custom columns on the Monday.com Contact item. We use the Marketo Person id as the Monday.com Contact external ID for deduplication.

Adobe Marketo Engage

Company

maps to

monday CRM

Company

1:1
Fully supported

Marketo Company records map directly to Monday.com CRM Companies. The Company link field on Person records creates the Contact-to-Company relationship in Monday.com CRM. Company name, domain, industry, city, state, country, phone, and annual revenue map to their Monday.com CRM equivalents. Custom Company fields map to custom columns on the Company record.

Adobe Marketo Engage

Opportunity

maps to

monday CRM

Deal

1:1
Fully supported

Marketo Opportunity records (synced from a connected CRM or created manually) map to Monday.com CRM Deals. The Opportunity name maps to Deal title, amount maps to Deal value, close date maps to Deal timeline, and stage maps to a Monday.com CRM Status column. Owner assignment maps to the Monday.com CRM Deal owner. Opportunities are only present in Marketo if a CRM sync is active.

Adobe Marketo Engage

Static List

maps to

monday CRM

Group or Tag

lossy
Fully supported

Marketo Static Lists (fixed sets of Person records) have no direct Monday.com CRM equivalent. We extract the list membership and offer two strategies: create a Monday.com CRM Tag for each Static List and apply it to the corresponding Contacts, or create a separate Monday.com Board where each list becomes a Group and listed Contacts are added as Items. The customer selects the strategy during scoping.

Adobe Marketo Engage

Channel

maps to

monday CRM

Tag

lossy
Fully supported

Marketo Channels (Email, Event, Webinar, etc.) that classify Programs map to Monday.com CRM Tags. We extract channel assignments from Program records and apply them as Tags on the relevant Contact or Deal records during migration. Tags provide the one-label classification that most closely approximates Marketo's channel taxonomy.

Adobe Marketo Engage

Tag

maps to

monday CRM

Tag

1:1
Fully supported

Marketo Tags (freeform categorization on Programs and other records) map directly to Monday.com CRM Tags. We extract all unique tag values and apply them to the mapped records (Contacts, Companies, or Deals) during migration.

Adobe Marketo Engage

Custom Object

maps to

monday CRM

Custom Columns on Linked Item

1:many
Fully supported

Marketo Custom Objects (one-to-many via single link field, many-to-many via intermediary object) require decomposition for Monday.com CRM. One-to-many custom objects become custom columns on the linked Contact or Company Item. Many-to-many custom objects with intermediary join records become separate Items on a dedicated Monday.com CRM Board linked to the parent Contact or Company via a Connect column. We pre-create the Board schema before migration.

Adobe Marketo Engage

Standard Activity

maps to

monday CRM

Activity or Column Update

lossy
Fully supported

Marketo's 70+ standard activity types (email opens, page views, form fills, web visits, score changes) map selectively to Monday.com CRM. Form fills, web visits, and email engagement map to Monday.com CRM Activity records where the activity type maps to an Activity category. Activities that represent lead scoring changes (score change activities) are stored as numeric custom columns on the Contact record rather than as timeline activities. We migrate the most recent 24 months of activity by default.

Adobe Marketo Engage

Custom Activity

maps to

monday CRM

Activity or Column

lossy
Fully supported

Marketo Custom Activities (user-defined event types) are inventoried and mapped individually. Each custom activity type becomes either a Monday.com CRM Activity record with a custom Activity Type label or a custom column on the Contact Item if the activity represents a measurable attribute. We extract the full custom activity schema during scoping and design the mapping before migration.

Gotchas + challenges

What specifically takes care here

Platform-specific issues from each side, plus the pair-specific challenges that don't show up on either platform's page on its own.

Adobe Marketo Engage logo

Adobe Marketo Engage gotchas

High

SOAP API deprecation forces migration of all integrations by July 31, 2026

High

Form fill data lives in Activities, not Person record fields

High

Per-contact billing creates post-migration billing surprises

Medium

Rate limit of 100 calls per 20 seconds shared across all integrations

Medium

External key uniqueness is not enforced by Marketo

monday CRM logo

monday CRM gotchas

High

Subitems are not included in bulk exports

High

Daily API call limits vary sharply by plan

Medium

Legacy automations (Sentence Builder) are being deprecated

Medium

Excel and account exports only include table views

Low

Enterprise admins can disable non-admin exports

Pair-specific challenges

  • Smart Campaigns and Programs have no Monday.com CRM equivalent

    Marketo Smart Campaigns (Smart List filters, trigger conditions, and flow steps) and Programs (Email, Event, Engagement containers with channels and period costs) are marketing automation artifacts with no structural equivalent in Monday.com CRM. Monday.com has Automations (trigger-action rules) scoped to Board-level Item events, but these operate at the workflow level on Items, not at the campaign-program level. We extract the Smart Campaign and Program structure as structured metadata and deliver it as a written inventory with recommendations for how to approximate the logic using Monday.com Boards and Automations. The customer's team rebuilds manually post-migration; we do not automate this conversion because no programmatic mapping exists.

  • Engagement Streams and Nurture Cadences do not migrate

    Marketo Engagement Programs (up to 25 Streams, each with up to 125 content items) are the core nurture cadence artifact in Marketo. Monday.com CRM has no native email cadence or drip nurture capability. We extract the Engagement Stream structure — stream names, content item titles, cadence schedule, and member enrollment dates — and deliver it as a written catalog. For email nurture, the customer must implement a dedicated email marketing tool (Mailchimp, Klaviyo, or HubSpot Marketing Hub) and rebuild the cadence there. Monday.com CRM Integrations can connect to these tools for lead handoff.

  • Lead Scoring Models do not migrate

    Marketo's demographic and behavioral lead scoring models (configured rules with numeric weights) are stored as platform configuration, not as data records. Monday.com CRM has no native lead scoring. We extract the scoring rule definitions (field, operator, condition, score value) as a structured JSON document and deliver it as a written scoring model specification. The customer's team can implement equivalent scoring using Monday.com formula columns or a third-party scoring integration (MadKudu, Clearbit, LeanData) post-migration.

  • Activity history extraction requires Bulk Extract API and type mapping

    Marketo's 70+ standard activity types and any custom activities are stored in the Activities log, not on the Person record. Monday.com CRM's Activity model is simpler — basic status updates, comments, and manually logged calls and meetings — with no activity-type taxonomy equivalent. We extract activities via the Bulk Extract API (to stay within the 100 calls per 20 seconds rate limit) and map them to Monday.com CRM Activity records with a custom Activity Type label. Score-change activities migrate as numeric columns on the Contact item. Form fill data (stored as Fill Out Form activities, not Person fields) migrates as Activity records with form name and field values in the activity notes.

  • Monday.com CRM column type limitations affect custom field mapping

    Monday.com CRM supports a set of column types (text, number, date, dropdown, checkbox, email, phone, URL, currency, rating, formula, relation/connect) that may not cover every Marketo custom field type. Marketo's field type glossary includes Boolean, Currency, Date, Datetime, Email, Float, Integer, Percent, Phone, String, URL, and Formula. We map each during scoping and flag any type that requires conversion or approximation. For example, Marketo's Formula fields (computed values) map to Monday.com Formula columns where the function syntax differs; we document the required formula translation.

Migration approach

Six steps for a successful Adobe Marketo Engage to monday CRM data migration

  1. Discovery and artifact inventory

    We audit the Marketo instance across tier (Select, Prime, Ultimate), contact count, activity volume, custom object count, Smart Campaign count, Program count, and Engagement Stream count. We identify which artifacts are marketing automation (Programs, Smart Campaigns, Engagement Streams, Scoring Models, Custom Activities) and which are CRM records (Persons, Companies, Opportunities, Standard Activities). We pair this with a Monday.com CRM scope assessment: which boards exist, which are CRM boards versus work boards, and which column types are in use. The discovery output is a written migration scope that clearly separates what migrates automatically versus what requires manual rebuild.

  2. Schema mapping and static list strategy selection

    We design the Monday.com CRM schema: Contacts (mapped from Persons with custom columns), Companies, Deals, and any new Boards needed for custom object decomposition. We map every Marketo custom field to a Monday.com CRM column type and flag any that require conversion. We present the Static List strategy (Tag-based or Board-based) and the Engagement Stream disposition recommendation. The customer approves the schema and strategy before migration begins.

  3. Sandbox extraction and data sampling

    We run a Bulk Extract of a representative Person sample (500-1,000 records) from Marketo into Monday.com CRM Sandbox (if available) or a parallel Monday.com CRM workspace for validation. We validate field mappings, check for data truncation (name lengths, phone formats), and confirm the static list strategy works for the customer's list count. Any mapping corrections are documented and applied to the production extraction plan. We also validate activity extraction for the top 5-10 activity types to confirm Monday.com CRM Activity record structure.

  4. Owner and user reconciliation

    We extract every distinct Marketo Owner referenced on Person, Company, and Opportunity records and match by email against the Monday.com CRM user list. Any Owner without a matching Monday.com CRM user goes to a reconciliation queue for the customer to provision. In Monday.com CRM, owner assignment on Deals maps to the Deal's Owner column. This step cannot be skipped because OwnerId references are required for Deal records.

  5. Production migration in dependency order

    We run production migration in record-dependency order: Monday.com CRM workspace configuration (boards, columns, tags), Companies (from Marketo Companies), Contacts (from Marketo Persons with Company link resolved), Deals (from Marketo Opportunities with Owner resolved), Custom object Items (for many-to-many structures), Activity history (via Bulk Extract with activity type mapping), and Static List/Tag assignments (last). Each phase emits a row-count reconciliation report before the next phase begins.

  6. Cutover, automation inventory handoff, and validation

    We freeze Marketo writes during cutover, run a final delta migration of any records modified during the migration window, then enable Monday.com CRM as the system of record. We deliver the Program, Smart Campaign, Engagement Stream, and Scoring Model inventory document to the customer's team with rebuild recommendations for Monday.com Automations and external marketing tools. We support a one-week hypercare window for reconciliation issues. We do not rebuild Marketo automations as Monday.com Automations inside the migration scope; that is separate work scoped to the customer's operations team.

Platform deep dives

Context on both ends of the pair

Adobe Marketo Engage logo

Adobe Marketo Engage

Source

Strengths

  • Industry-standard enterprise B2B marketing automation with the deepest feature set for complex nurture and ABM workflows.
  • Sophisticated multi-touch attribution and revenue attribution reporting, especially when paired with Marketo Measure.
  • Massive integration ecosystem — connects to virtually every CRM, CMS, analytics platform, and middleware tool.
  • Flexible Smart List and Smart Campaign expression allows power users to build nuanced behavioral targeting logic.
  • Per-contact pricing model is predictable for stable, known contact counts and aligns marketing database size to business outcomes.

Weaknesses

  • Per-contact billing and post-Adobe scoping parameters make costs unpredictable for high-volume product-led growth companies.
  • UI is widely described as dated, slow, and requiring workarounds for tasks that modern tools handle natively.
  • Reporting dashboards require significant manual configuration and are slow to render on large datasets.
  • Support quality has declined post-Adobe acquisition; advanced assistance requires expensive professional services contracts.
  • Steep learning curve — onboarding teams without dedicated Marketo admin resources leads to underutilization and campaign errors.
monday CRM logo

monday CRM

Destination

Strengths

  • Board-based UI makes pipeline stages and deal progress visually obvious without training.
  • No-code automation builder requires no developer resources to create lead routing and stage-triggered actions.
  • Flexible column system supports custom CRM fields without schema changes or admin involvement.
  • Integrates natively with Slack, Gmail, Outlook, and Zapier with minimal configuration overhead.
  • Layered product means teams already on monday Work Management can add CRM without migrating existing data.

Weaknesses

  • No native Contacts object separate from Items — contacts are managed inside a CRM module's People feature.
  • Pipeline and deal relationships use a flat item model rather than a relational object model, making complex CRM associations awkward.
  • Automations are plan-gated (250 actions/month on Standard, 25,000 on Pro) and the legacy Recipe system is being deprecated.
  • Customization and advanced views (Chart, Formula, Dependency) are locked behind Pro and Enterprise tiers.
  • Per-seat pricing with non-refundable annual billing creates cost lock-in risk during migration.

Complexity grading

How hard is this migration?

Standard CRM migration. 1 of 8 objects need a mapping; the rest are 1:1.

B

Overall complexity

Standard migration

Derived from compatibility, mapping clarity, API constraints, and data volume across Adobe Marketo Engage and monday CRM.

  • Object compatibility

    B

    1 of 8 objects need a mapping; the rest are 1:1.

  • Field mapping clarity

    C

    Field mapping is derived from defaults — final spec confirmed during the sample migration.

  • Timeline complexity

    B

    8-object category — typical timelines run 2–7 days end-to-end.

  • API constraints

    C

    Adobe Marketo Engage: 100 calls per 20 seconds per instance (shared); REST daily quota: 50,000 calls; SOAP daily quota: 10,000 calls; concurrency limit: 10 concurrent calls.

  • Data volume sensitivity

    A

    Adobe Marketo Engage exposes a bulk API — large-volume migrations stream efficiently.

Estimator

Estimate your Adobe Marketo Engage to monday CRM migration cost

Rule-based pricing — no per-record fees, no manual quotes. Migrations over 2M records are scoped individually.

Step 1

What are you migrating?

Pick a category, then your source and destination platforms.

Category

FAQ

Frequently asked questions about Adobe Marketo Engage to monday CRM data migrations

Answers to the questions buyers ask most during Adobe Marketo Engage to monday CRM migration scoping. Not seeing yours? Book a call.

Can't find your answer?

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Book a free 30 minute consultation

Most migrations land between three and five weeks for accounts under 15,000 Persons, 3,000 Companies, and no complex custom object schemas. Migrations with custom object schemas, large engagement histories (over 200,000 activity records), or extensive Engagement Stream structures requiring manual board remapping move to seven to ten weeks. The timeline depends heavily on the volume of marketing automation artifacts requiring manual inventory and the customer's internal capacity to begin the Monday.com Automations rebuild.

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Ready when you are

Move from Adobe Marketo Engage.
Land in monday CRM, intact.

Tell us record counts and timeline. We'll come back with a written quote inside 1 business day — no commitment, no sales pitch.

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