Insentric's connection to Marketo uses Marketo's own in-platform Smart List capabilities to understand the person records you want to look at for your organization. 

Organizations may have records they wish to exclude from marketing intelligence analysis but are still inside Marketo. Some common examples of these include:

• Organization employees
• Test records 
• Seed List records
• Records lacking critical information such as email address
• Known junk records (disposable email addresses, fake names, and so forth)

To accommodate these scenarios, you will need to create a Smart List for Insentric to reference.

Creating an "All Records" Smart List

With Insentric, you may create your "All Records" Smart List inside of a Program in Marketing Activities or as a standalone list inside the Database section. 

1. Create a Smart List in a secure location: for Insentric to work correctly, it will need ongoing access to a secure and stable Smart List showing the entire universe of records you'd like to have the system read. We recommend pacing this Smart List in a location where it is likely not to be bothered and separated from Smart Lists being edited continuously. Some examples of ideal places would include a clearly labeled folder in the Lead Database, an operational program inside Marketing Activities, or a secure restricted Workspace if used in your Marketo instance.
2. Make it clear that day-to-day users should not edit this Smart List: we strongly encourage you to name this Smart List something clearly identifiable and to take advantage of the description field under the Smart List title to provide more context on its use.
3. Get alignment on who matters for reporting: the single biggest contributor to "different" reporting numbers is determining who does and doesn't count as a marketing record. Make sure you have clear alignment within marketing and across sales, customer service, and any other department that may read or make decisions based on Insentric data.
4. Set up your criteria inside your Smart List: depending on your criteria, create a combination of Smart List filters that show all valid records inside your instance. You can create a Smart List with all records in your instance at the highest level by using "Created At: On or after Jan 1, 2000". However, you may use any combination of filters that make sense for your organization.
5. Review your list for accuracy and breadth: once you've created your Smart List filters, review the results of the "People" tab for the Smart List. Does the number of records returned meet your expectations? Perform a spot check of the names returned; are these the records you intend to report on?

An example list of records may look something similar to the following:

In this case, the customer has chosen only to include records with a valid email address or an MQL datestamp set. They also exclude "Employees" as a record type to only look at prospects and customers.

Configuring the "All Records" Smart List in Insentric

Once you have finalized your "All Records" Smart List, log into Insentric as an Admin and head to Marketo Configuration → General Settings. You should see a field labeled "All Records Smart List." Start typing the name of the Smart List to select it. 

Once you have located your list, select it and click "Save" at the bottom of the page. Insentric will now use this Smart List to understand what records to handle.