Integrating Marketing Automation into Your Technology Stack
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If you’re looking to arm your marketing team with a marketing automation platform, you’ll likely want to understand how it fits into your existing IT environment and what an implementation will look like. Join Chris Pooley, Principal Solutions Architect, Enterprise at Marketo, for our 15-minute IT Architecture Chat to learn how Marketo’s Engagement Marketing Platform integrates seamlessly into your complex systems landscape, supporting often challenging scenarios like a multi-CRM environment and the enrichment of BI with marketing performance data.
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Integrating Marketing Automation into Your Technology Stack
- 1. Integrating Marketing Automation into Your Technology Stack Chris Pooley Principal Solutions Architect cpooley@marketo.com
- 2. How does the Marketo Platform help you? Page 2 Achieve single view of the customer in a multi-CRM environment
- 3. How does the Marketo Platform help you? Page 3 Achieve single view of the customer in a multi-CRM environment Enrich your business intelligence with marketing performance data
- 4. How does the Marketo Platform help you? Page 4 Achieve single view of the customer in a multi-CRM environment Enrich your business intelligence with marketing performance data
- 5. Why Single View of the Customer? Drive the benefits of marketing automation across the business, in order to: Get single 360-degree view of customer Interactions, interests, products ownership, etc. Activate cross-sell opportunities across divisions Manage communication preferences globally
- 6. The Challenge and Decision Challenge: Multiple CRM instances across the company, with data living in siloes. Decision: How do I introduce a marketing platform that will achieve the company’s goals in such an environment?
- 7. Integration: Data Data Architecture and Mapping
- 10. Integration: Data Master Data Management (MDM) Solution =
- 11. Integration: Data “24% of MDM projects were regarded as successful.” -- The Information Difference “Through 2016, only 33% of organizations that initiate an MDM program will succeed…” --Itelligence “The average cost of an MDM implementation is about $7 million.” – The Information Difference
- 12. Integration: Sales/Marketing Motion Data Architecture and Mapping
- 13. Integration: Sales/Marketing Motion Data Architecture and Mapping Sales and Marketing Motion
- 17. There’s Another Approach… Autonomy and agility at the business unit level Single 360 degree view of customer Rapid time to value
- 19. Marketo Federated Architecture Business units maintain autonomy and agility
- 20. Marketo Federated Architecture High-performance, lightweight: only required data sent to unified instance
- 21. How It Works New contact fills out form on corporate website
- 22. How It Works New contact fills out form on corporate website Product interest qualifies contact as lead for specific BU(s)
- 23. How It Works Contact routed to BU instance(s) New contact fills out form on corporate website Product interest qualifies contact as lead for specific BU(s)
- 24. How It Works Contact routed to BU instance(s) New contact fills out form on corporate website Product interest qualifies contact as lead for specific BU(s)
- 25. How It Works New contact attends live event
- 26. How It Works New contact attends live event As a new contact, qualifies for promotion to global instance
- 27. How It Works Contact promoted to global instance New contact attends live event As a new contact, qualifies for promotion to global instance
- 28. How It Works Contact promoted to global instance Contact qualifies for BU-specific X-sell campaign New contact attends live event As a new contact, qualifies for promotion to global instance
- 29. How It Works Contact promoted to global instance Contact routed to BU instance Contact qualifies for BU-specific X-sell campaign New contact attends live event As a new contact, qualifies for promotion to global instance
- 30. How does the Marketo Platform help you? Page 30 Achieve single view of the customer in a multi-CRM environment Enrich your business intelligence with marketing performance data
- 31. Why Integrate Marketo with Your BI Tool? Page 31
- 32. Why Integrate Marketo with Your BI Tool? Page 32 Operational Systems … Sales ERP SCM
- 33. Why Integrate Marketo with Your BI Tool? Page 33 Operational Systems External Data … ODS Staging EDW Data Marts Sales ERP SCM
- 34. Integrating Marketo with Your BI Tool Page 34
- 35. Integrating Marketo with Your BI Tool Page 35 For more information, including API documentation with examples, check out: http://developers.marketo.com
- 36. How does the Marketo Platform help you? Page 36 Achieve single view of the customer in a multi-CRM environment Enrich your business intelligence with marketing performance data
- 37. Thank you!
Editor's Notes
- Hello and welcome 2 key concerns when evaluating marketing automation platforms Extensibility – capture and leverage info unique to my business Scalability – can the platform accommodate my volume of data, and act on that data within a reasonable amount of time – now and in the future? --- Hello everyone, welcome and thank you for taking time out of your day to listen in. My name is Chris Pooley, and I’ll be leading today’s architecture chat. As a quick introduction, I’m a principal solutions architect at Marketo. It’s my job to understand the Marketo platform, what’s unique about it, and why it matters for customers. I’ve spent the last 16 years implementing and integrating a variety of enterprise software solutions, and I’m glad to report there’s plenty that’s unique and important with the marketo platform. When evaluating marketing automation platforms, two key concerns tend to be extensibility and scalability. For extensibility: Will I be able to capture and leverage information that’s unique to my business? And for scalability, can I trust the platform will scale to my current and future needs? Today I’ll focus on both of these themes. Today I’m going to focus two key platform imperatives: extensibility and scalability.
- Today I’m going to highlight the power and value of this platform in 3 ways: First, I’ll discuss how you can model your business with Marketo, and show how useful this can be Next, I’ll cover a topic
- Today I’m going to highlight the power and value of this platform in 3 ways: First, I’ll discuss how you can model your business with Marketo, and show how useful this can be Next, I’ll cover a topic
- However, there is an obstacle in the way. That is, you have multiple CRM instances throughout the company. One way or another, you’ll need to bring this data together in order to achieve your set goals. However, how this happens has major implications in terms overall success and associated risk. And that’s what we are going to talk about today.
- First I want to cover what is actually involved in integrating a marketing automation solution with a CRM. Of course, there’s data. And lots of it. There are standard fields, custom fields, custom objects, custom object fields, and you also have relationships that exist between these data objects, including relationships between standard objects like accounts, contacts and opportunities, as well as relationships that exist between custom objects. These data objects are typically mirrored within both the CRM and MA system. This way, data can be exchanged seamlessly between systems in order to trigger sales and marketing activities.
- Let’s say that the CRM instances on top represent the multiple CRM instances within your company’s business units. If each of these business units shares the same data model and hierarchy, then integrating these instances into a single marketing automation instance would seem to make sense. Although, it was this simple, one would have to ask the question of “why haven’t these CRM instances been consolidated in order to have a single customer view?”
- The reason they haven’t been integrated is likely because these CRM instances are capturing data that is specific and relevant to each business unit. And trying to bring all this data together is not a trivial matter. Far from it.
- And for the same reason, trying bring together all of this data in a marketing automation solution is not trivial. In fact, in attempting to do so, you are essentially replicating a Master Data Management project, and attempting to use the marketing automation tool as an MDM.
- And anyone that has been involved in an MDM project knows that they are not projects that should be taken lightly. In fact, research from analyst firms that specialize in MDM have found that more MDM projects unsuccessful than successful, can take up to 3 years, at an average cost of $7M. While we could argue whether these figures are representative of what it would take to complete and MDM project at <company name>, they do underscore the fact that MDM projects, where data from many sources is brought together into one system, are heavy-duty projects that take a lot of time and money. And these figures are associated with project where purpose-built MDM systems are used! Trying to use a marketing automation tool to serve as an MDM solution likely presents a further set of complications. And that’s actually the easier part of MDM. The harder part is the governance piece. Every one of systems being utilized across your business units has an owner, and none of them want to give up control of it, or their data. Getting each business unit to agree on a set of rules for handling the data is often the more difficult part. Who has authority, what data gets prioritized, who writes the policies, etc? There’s a reason you’ll find many white papers solely dedicated to data governance…
- While data governance is a challenge, there’s actually a bigger issue to deal with. When a CRM and Marketing Automation solution are integrated, there is an entire sales and marketing motion that is architected between the two systems that covers the entire lead lifecycle. The degree of intensity in the business process that lie at the intersection between the systems is intense, with organizations running 100s and even 1000s of campaigns over the course of a year, and many real-time business processes being triggered as a result of prospects and customer engaging with these campaigns. These processes cover how leads are generated, the definition of segments for targeting, the scoring of leads, how a lead’s status changes over time, and what triggers these changes, the timing at which leads are sent to sales, who the leads are assigned to and more. And of course, the relationship between opportunities in the CRM system and campaigns in the Marketing Automation tool is what enables closed-loop revenue analytics, which help marketers deeply understand the ROI of their campaigns and channels in order to optimize their spend and get better results over time. Companies that achieve success with integrated CRM and MA tools spend a great deal of energy creating and optimizing the real-time processes that fuel these sales and market motions.
- While data governance is a challenge, there’s actually a bigger issue to deal with. When a CRM and Marketing Automation solution are integrated, there is an entire sales and marketing motion that is architected between the two systems that covers the entire lead lifecycle. The degree of intensity in the business process that lie at the intersection between the systems is intense, with organizations running 100s and even 1000s of campaigns over the course of a year, and many real-time business processes being triggered as a result of prospects and customer engaging with these campaigns. These processes cover how leads are generated, the definition of segments for targeting, the scoring of leads, how a lead’s status changes over time, and what triggers these changes, the timing at which leads are sent to sales, who the leads are assigned to and more. And of course, the relationship between opportunities in the CRM system and campaigns in the Marketing Automation tool is what enables closed-loop revenue analytics, which help marketers deeply understand the ROI of their campaigns and channels in order to optimize their spend and get better results over time. Companies that achieve success with integrated CRM and MA tools spend a great deal of energy creating and optimizing the real-time processes that fuel these sales and market motions.
- Now, in an ideal world, each of these sales and marketing motions would be similar across the business units, and if this was the case, there is a high likelihood that you would have already consolidated all of your CRM systems into one instance.
- However, the reality is that each business unit is a business unit for a reason. That’s because they are selling different products and services, which have very different sales and marketing motions, with different shapes, durations and cycles.
- We’d argue that trying to assimilate all the disparate data, and all the different sales and marketing motions across your business units into one marketing automation instance is impossible in a matter of months, let alone years. Not only that, but we’d argue that it isn’t a good idea, period.
- We’d propose what we think is a better approach. One that enables the business units to maintain control over their data, and more importantly, their unique sales and marketing motions, giving them the speed and agility to quickly react to changes in their business, while also providing the company with a single, 360 degree view of the customer. The approach we would like to propose would provide very fast time to value, and would dramatically reduce the risks associated with an MDM-like centralized approach.
- I’d like to introduce to you the Marketo Federated Architecture, or MFA for short. In this model, each business unit manages their own marketo instance, and these are all connected to a unified instance in a federated model.
- This environment enables each business unit to quickly leverage the value of marketing automation, without being burdened or bottlenecked by a centrally managed system trying to serve the needs of each business unit, while also providing <company name> a single view of the customer in order to achieve the goals stated earlier.
- The MFA also provides the benefit of being a much lighter weight implementation as compared to having one centralized marketing automation platform. Rather than synching vast amounts of data between multiple CRM systems and one MA system, the MFA lets <company name> choose what data is important to bubble up to the unified instance. The result is much lighter weight, high-performance architecture. The federated approach also reduces risk greatly. With the MFA, the unified instance containing the single customer view is isolated from changes at the Business Unit level. For example, when a business unit re-organizes, it can do so without having to worry about their changes either breaking the centralized data model, or requiring that any changes go through a committee to ensure the data can be harmonized within the centralized system. The same is true of spinning a new business unit up, such as in the case of an acquisition, where that unit can quickly leverage the benefits of marketing automation, and then in a more focused manner determine what data will be sent to the unified instance.