MOPS Must Do's for Success in 2020
•
0 likes•82 views
Slide deck for the webinar held on January 22, 2020, featuring Perkuto Consultants Maude Bélanger and Carl Delafontaine, and Solutions Architect Lindsay Khan, discussing best practices to combat potential threats to your marketing operations.
Recommended
Recommended
More Related Content
Similar to MOPS Must Do's for Success in 2020
Similar to MOPS Must Do's for Success in 2020 (20)
More from Perkuto
More from Perkuto (20)
Recently uploaded
Recently uploaded (20)
MOPS Must Do's for Success in 2020
- 1. MOPS MUST DO’s FOR SUCCESS IN 2020 Speaker Lindsay Khan Solutions Architect Perkuto MCE, MCSA 1 Speaker Maude Belanger Consultant Perkuto MCE Moderator Jordan Resnick Marketing Operations Manager Perkuto MCE Speaker Carl Delafontaine Consultant Perkuto MCE
- 2. HOUSEKEEPING ● Today’s presentation ○ Use your chat box to submit questions ○ Q & A time at the end ● After the presentation ○ Recording of today’s presentation ○ Slides 2
- 3. We help leading brands orchestrate memorable customer experiences through flawless marketing operations. 40+ 1000+ London Pune Calgary Vancouver Denver San Diego Quebec Montreal Ottawa Toronto Washington Atlanta
- 4. 4 AGENDA Shortage of Talent and Turnover Maintaining Cost/Database Compliance/Legislation
- 5. SHORTAGE OF TALENT, AND TURNOVER 5
- 6. 6 DOCUMENTATION BENEFITS: ● Serves as training material ● Assists in knowledge transfer ○ Employees quit ○ Employees change job roles ○ Employees go on extended leave ● Understand what was done, why, and when ● Leverage for future programs ○ Annual/repeated programs/events ○ Creating new operational programs
- 7. 7 WHAT TO DOCUMENT Program Specific Documentation: ● Location of the program in Marketo and exact name ● Overview and reason for the program ● Technical design of the program ○ Get granular ○ Smart campaign logic ● Changes to the build ○ What the changes were, reasoning, and date of change implemented ● QA Grids ○ List instructions and expected outcomes ○ List actual results and test leads that were used ○ Include a column for notes
- 8. 8 WHAT TO DOCUMENT Systems/Operations Specific Documentation: ● Standard procedures ○ Request and approval processes ○ Test record processes ○ Email testing processes ● Picklist values for drop down fields ● Custom sync requirements (if applicable) ● Integrations ● Javascripts
- 9. 9 Additional Documentation Tips ● Create a Program & Documents Directory that lists all operational programs and program templates. Include: ○ Program Name and link to Marketo ○ Link to the Technical Design Document ○ Link to the QA grid ○ Link to the User Guide (if applicable) ○ Link to the Recorded Training Sessions (if applicable) ○ Any other related document (ex.: specific approval procedure) ○ List of Dependant Programs (if applicable)
- 10. 10 SUCCESS STORIES Requests from other teams - documentation can be provided to other teams making requests to MOPS, doesn’t require Marketo access. Personnel change over - key team members left, new team members were able to pick up where the other left off. Extended leave - critical team member was away for several months, was able to return to documentation for work completed in their absence. Improved program understanding and reduced time spent figuring out what was done within the Marketo instance.
- 11. 11 Review Users ● Keep users access and roles up to date ○ Who hasn’t logged in in the past 6 months? ○ Have employee/contractors departed? ● Set up a reminder to review this every X months or after any departure in the Marketing department
- 13. 13 WHAT TO AUDIT ● Junk Records ● Old Test Data ● Non-emailable records ○ Keep client records ● Duplicate records - and sources of duplicates ● Launchpoint ● Users
- 14. 14 HOW TO AUDIT ● Create smart lists for each group you would consider deleting ● Determine if they should be removed from CRM as well ● Determine if any information should be exported prior to deletion ○ Keep compliance in mind. ● Review Launchpoint tools ○ Inventory and note which ones are/are not in use
- 15. 15 HOW TO AUDIT ● Examples of things to look at when purging records: ○ Inactive Leads ○ Leads with invalid email addresses ○ Leads with no email addresses ○ Competitor Leads ○ Duplicate Leads
- 16. 16 WHY SHOULD YOU AUDIT ● Reduce risk and save money ● Keeps database size down ● Removes clutter and junk data ● Limits access to the system
- 17. COMPLIANCE 17
- 18. 18 LEGISLATION IS INCREASING ● CAN-SPAM ● CASL ● GDPR ● CCPA ● ...and more legislation around the world. ● It’s rare to find a country that doesn’t have some sort of email compliance legislation these days.
- 19. 19 WHY DOCUMENTATION HELPS ● Proof of steps taken towards aiming to be compliant. ○ Should a complaint be made, investigation occurs. ● Understand why and when decisions were made. ● Ability to review information from legal. ○ Team is informed, can ask clarifying questions. ● Understand program requirements and design. ● Ensure design aligns with decisions ○ Especially as decisions evolve, legislation increases. ● Turnover, personnel changes.
- 20. 20 WHAT TO DOCUMENT Program Specific Documentation: ● Overview and reason for the program ● Technical design of the program ○ Get granular ○ Smart campaign logic ● Changes to the build ○ What the changes were, reasoning, and date of change implemented ● QA Grids ○ List instructions and expected outcomes ○ List actual results ○ Include a column for notes
- 21. 21 AUDIT REGULARLY ● Ensure program continues to work as expected. ● Review records to verify field information aligns. ● Use API export to export activity logs. ○ More concrete form of evidence should an investigation occur. ● Document audits and findings, store with compliance information.