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Were you part of the original team who evaluated and deployed your Marketo Instance?Did you take over your Marketo instance from a previous owner? Are you are a “team of one” and in charge of all aspects of your lead gen and the sole user of your Marketo instance?Have you gone through more than one organizational changes in your Marketing team?Have you or plan to deploy Marketo globally?Do you have more than 5 active users?
Think of your approach to Governance and Change Management as a kind of “Mission Control”You can run your program with one or many team membersYour program will grow and how you manage it today will help you in the futureNo matter the size you need checks and balancesLet’s face it, more and more companies are implementing marketing automation toolsThere are more of us now than there were 5 years agoPeople move to other companies who are currently running Marketo or other SaaS tools and documentation is keyChanges are inevitableTeams growOther tools are evaluated and integratedYou should ask yourself:How will this effect my current program?How will this effect my current bandwidth?How should I prepare for these changes?
Like owning a car you do not want to be “locked out of your program” or others not knowing basic information regarding your tools or programSome similarities can be derived from your programWhat kind of car do I own?What options are currently included?Where are my keys and do I have a spare?Is there more than one person who knows how to drive this car?Do people even know we own a car?Does it come with a manual?Where do I go to get it fixed if something is wrong?When are payments due or how much does it cost?Where do we keep the registration?Do we need to buy a newer model?
Your program should grow and change as your organization goals changesTransparencyWith any tool, it is important to document your programSet policies and processesContinue in your maturity modelWhat do you want out of the tool and what goals have you set for your program?You want to make sure you are on track with your marketing team and overall business strategy and objectives“leave something better than when you found it”Career developmentBy implementing process and policies the transparency generated form this project will elevate your stature in the company.OnboardingYou are now able to provide documentation for new team members
Basic Governance Most marketing teams will have an outline of their goalsWhere does Marketo fit with your overall marketing goals?Where does the work on your contribution fit in achieving these goals?Use this chart as a guide for basic principles
Basic Change ManagementThese are basic principles you can apply to any type of changeOrganizationalSoftware/programBe prepared should one of your Marketo users leave (think of the analogy of getting locked out of you car)You can adapt this chart to implement your internal processYou will be surprised to hear that a majority of companies do not document or establish process for or any major or minor changes to their organizationThe key is communication and having a planHow it will take place and when
We are managing multiple areas of marketing and a majority of us have our hands fullBy implementing process and documenting your program it will help improve:Visibility TransparencyCommunication30K view of your programIdentify where you may need improvement or adjustmentsYou do not need to tackle it all at onceEfficiency in your program and how you conduct onboarding
By implementing the work upfront, you can avoid unforeseen issues that can hinder your program or productivity
Begin with a small list. You can use the playbook as a template and select the sections that are appropriate to your current programWho, what, whereBegin with your contractList team membersBegin with the top 3 or 5 priorities6 month or end of year cycleIn 6 months complete the documentYearly review of process and documentationStart a few months before your renewalSeek out team members who can assist with certain aspects with documentationTypically an organization will have a process for managing toolsNetworkWebsiteCRM toolOther softwareAre your documents up to date?
OrganizedPreparedCompany-wide positive implicationsVisibility of your programCorporate responsibilityKnowledge shareCareer development