Understanding how to use Marketo to centralize a submission process using program templates and tokens.

1. How to Build the Perfect
MOPs Team:
Centralized Process, Program Templates &
Tokens

2. Agenda
New number, who dis? | mops team, assemble!
● Generalist v. Specialized Team Structures
What to do, what to do? | what the team does
● Centralized Submission Process
How the heck do we do it? | using all the skills
● MOPs: Program Templates & Tokens to drive submission process

3. Team Structures
Generalist Team Structure Specialized Team Structure
Marketo Admin/Power User
● Architect, implements
infrastructure
Marketing Manager(s)
● Write copy
● Build campaigns & execute
Marketo Admin/Power User
● Architect, implements
infrastructure
Marketing Managers (3+)
● Develop marketing campaigns
● Write creative
Marketing Operations Specialist
● Build campaigns & execute

5. Centralized Submission Process
A fundamental method of scaling marketing
efforts by standardizing campaign requests
● Scales marketing efforts
● Establishes QA processes
● Eliminates errors
● Solidifies SLAs between MOPs and Marketing Mgrs
● Reduces last-minute, rogue marketing requests

6. Adding
MOPs
means more
eyes on
marketing
campaigns
before they
go out.

7. Centralized Submission Process
● All elements of request submitted at once
● Project Mgmt tool or email
● No campaigns are built unless all required elements are
submitted
● Review/approval rounds between MOPs & Marketing
Mgrs
● Further refining of processes between MOPs and Admin

8. Program Templates + Tokens
Align submission process with Program
Templates & Token framework
● Establish library of templates to choose from
○ 1-3 Email templates
○ 1-2 LP templates
● Tokenize those assets
● Create request forms that match token framework for
each available template for Marketing Mgrs to submit

9. Standardize token
structure:
[Content Type] -
[Category]_[Specifics]

11. Takeaways
● Scale up to Specialized Team Structure at the right
time
● Establish a centralized submission process to eliminate
errors, promote brand consistency and team
accountability
● Aligning Marketo templates & tokens with submission
processes produces more campaigns, quicker, and of
better quality

12. Thank you!
etumos.com/marketing-technology-blog/
ntucker@etumos.com