What is the difference between the Data Management sync and a CRM Marketing List sync?

  • Updated

You may be confused about the Marketing List sync and the CRM entity settings in Data Management, and why you need to set up each sync.

Running a sync in Data Management allows Act-On to pull your CRM's schema (data model). This data enables many Act-On features such as reports and segmentation. This will not change data in your Marketing Lists, nor will it change data in your CRM (with exception to the Opt-Out sync).

A Marketing List sync will import Contact and Lead records from your CRM, which you can then use as Contacts in Act-On. Depending on how the sync is configured, you can update data in Act-On as well as the data in your CRM.

Here is a breakdown of what each feature accomplishes within Act-On:


Data Management

CRM Marketing List Sync

Act-On Features

A recurring sync enables the following features:

Selected fields in the CRM Administration page are used for:

Marketing List Contacts are used in Act-On for:

Data Pull

CRM schema (entity and field metadata) for these entities*:

  • Lead
  • Contact
  • Accounts
  • Opportunities
  • Campaigns
  • Owners
  • Users

Email Opt-Outs (if checked)**

Import a Marketing List of records for the following Object types:

  • Lead
  • Contact
  • Campaign
  • Reports
  • Target Lists (SugarCRM)
  • Marketing Lists (MS Dynamics)

Fields as selected in Pull-Update settings

Data Push

Email Opt-Ins and Opt-Outs (if checked)**

Updates field values as selected in Push-Update settings.


Automatic (about once per hour)

Set a Schedule as often as every 4 hours

Streaming Push (Netsuite and Salesforce)

Set a Schedule as often as every hour

*Available Entities vary by CRM

**Opt-Out syncing via Data Management is unavailable for SugarCRM. 

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