The document discusses strategies for maximizing the use of marketing automation platforms. It notes that many organizations do not fully leverage the capabilities of these platforms. The document outlines challenges such as treating the platforms like IT projects rather than strategic tools. It then presents a framework for assessing marketing maturity across areas like strategy, processes, people, technology, and measurement. The framework can be used to identify gaps and create roadmaps. The document also provides examples of approaches for new clients, such as establishing quick wins, and approaches for existing clients where the initial deployment did not go as planned, such as in-depth assessments to create a path forward.

1. Advance Your Customer’s Business
Potential
by Co-Creating a Digital Innovation Journey
Patricia Dowling
Director, Partner Success

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Increase Activity & Engagement to Reduce Churn

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• Many think small and don’t use capabilities of
Marketing Automation
• Magic Bullet Syndrome: “just turn it on and it will
increase revenue”
• CMO and CIO treat marketing platforms like an IT
project
• Staff untrained
• Teams not aligned on business strategy
Challenges to Increasing
Activity & Engagement
• Many think small and don’t use capabilities of
Marketing Automation
• Magic Bullet Syndrome: “just turn it on and it will
increase revenue”
• CMO and CIO treat marketing platforms like an IT
project
• Staff untrained past basic functionality
• Teams not aligned on business strategy
Challenges to Increasing
Activity & Engagement

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Increase Activity & Engagement with
Marketo

5. Maturity Assessment:
Why Bother?

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POTENTIAL YOU KNOW

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WHAT THEY
SEE

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Driving Growth through Adoption
Marketing Maturity Framework Maturity Assessment Gap Analysis & Strategy
Implementation - Packages/Custom
Post-Sale Journey and Team
Adoption Metrics and ScoreSuccess Packs and
Ongoing Services
Offerings
Product Expansion

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Sample Framework

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Strategy
• Uncover Overall Business Objectives: How aligned
are Marketing Strategy & actual execution to it?
• Customer Journey & Personas: How do Marketing
and Sales reach customers across the journey?
• Marketing Mix Diversity & Sophistication:
• Single, Multi, or Omni-Channel?
• Listening & Acting: Reach customers when
they want, where they want

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Process
• Defined process: what is in place
across teams formally & informally?
• Process health: Was it co-created?
How recent? How is adherence?
• Efficiency: how automated are
processes in place?

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People
Culture & Dynamics:
• Uncover relationships between teams and
power dynamics
• Understand the culture of the organization
Team Readiness Trifecta:
• Digital Marketing Savviness
• Technical skills (MA and other tools)
• Bandwidth – Internal or Budget for External
Support

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Technology
• MA/Marketo Platform: Ownership &
Management, Depth of usage
• Stack & Integrations: Uncover their
ecosystem of tools and integrations
• Data Quality & Cleansing:
• Quality: Depth, Volume, Maintenance
• Access: Ease of Access

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Measurement
End to End Reporting: Tactical, Operational,
& Revenue Focused
Automation: Uncover accuracy & efforts to
create
Actionable Insights:
• Leveraged to inform decisions?
• Meaningful sharing to multiple audiences

16. Lifelong relationships
across channels
Engagement
Marketing
Scalable, Strategic
Engagement
Integrated
Marketing
Personalized, Automated
Campaigns
Automated
Marketing
StrategicValue
Engagement Marketing Maturity
Point in time
single channel campaigns
Traditional
Marketing
Engagement Marketing Maturity = Results

17. Bridging the Gap:
From Assessment to Services

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• Understand that this is a new
concept for the client
• Establish agreements between key
stakeholders
• Identify an achievable phased
approach
How to Build the Road for New Clients

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Business
Objectives
Acknowledged Challenges
Build
Relationships
No clear visibility into the complete customer journey hinders the ability
to build trusted relationships needed to sell the right product at the right
time
Marketing cannot execute its strategy due to limitations in current
platform that enables sophisticated marketing at scale and end to end
analytics
Sales teams struggle with marketing leads and consequently desire a
more efficient and effective way to maximize interactions with leads
Key Sales & Marketing Challenges
Increase
Sales Efficiency
Increase Marketing
Effectiveness

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• Scoring (Handoff)
• Lifecycle (Visibility)
• Triggered Campaigns
• Insights for Non-
Marketing
• Nurture
• Personalized Email
• End-to-End Reporting
• Legacy Asset Migration
• Web Visitor Tracking
• CRM & EDW Integration
• Program / Campaign
Templates
• Ah-hoc / Basic Reports
• Multi-Channel
Campaigns
• Dynamic &
Personalized Content
• Triggered Nurturing
• Revenue Analytics
• Web Personalization
• Engagement Scoring
• Lifecycle Nurturing
• Predictive
Content/Offers
• Behavioral Triggers
• Advanced Revenue
Analytics
• And so on…
Traversing the Digital Journey With Marketo
StrategicValue
Week 8
REACTIVE
PREVENTATIVE
PROACTIVE
TRANSFORMATIVE
Week 16 Week 24 TBD

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COE
• Center of Excellence / Best Practices
• Instance Configuration / Admin
• Global Templates to be leveraged by Segments
• Creates Global Definitions
• Owns rollout schedule and process
Business Units (BU)
• Autonomous -
Runs own
campaigns
• Quick time to
value
• Sales driven
• Have full control
over workspace
and partitions
• Have unique data
management
programs
• Have unique
scoring and
lifecycle models
Region 1 ENT Region 2 MM
Online
Marketing
(Portal) Sales
Enablement
Transactional
Campaigns
Region 1
Product 1
Region 3 Corp
Marketing
Region 2 Corp
Marketing
BU 1
Marketing
Region 4
Product
Marketing
Region 5
Corporate
Marketing
BU 2
Marketing
Phase 1
Phase 2
Phase 3
Phase 0
Global Framework
Each Region / BU / Vertical
to have its own workspace
and / or data partition
within 1 Marketo instance.
How to Traverse the Digital Journey with Marketo
QUICK WINS
Portal Newsletter
Transactional Emails
Sales Enablement Webinar

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Quick Wins;
Select Best Practices
ACHIEVING SUCCESS IN THE SHORT
TERM
During the first 45 days of implementation,
while the global framework and technical
foundation is being set up and primed for the
phased roll out to business units, ”quick win”
campaigns will be launched and measured to
show success (no dependency on CRM /
Other integration).
• Newsletters
• Inbound Marketing
Compare against
what you’re
doing today
• A/B Testing
• Integrate with
Webinar provider
Create something
new that you
can’t do today

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Center of Excellence as a Principle
GlobalsExcellence
Center of
Excellence
(COE)

24. How to Straighten the Road for an
Existing Client

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When a Client’s First Deployment Went
Wrong:
• Large global rollout
• Focused only on email marketing
• Needed to migrate quickly off their old
Marketing Automation system
• Large database of over 5 Million
records

26. Existing Customer Example: How
Did They Get Here?!
• Multi-brand, international company
• Initial implementation only focused on US
• Did not prepare for a global launch in the
future
• Did not prepare properly for data
migration
• No training by Marketing team

27. Step 1: Getting Engaged
Executive Briefing

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Executive Briefing Elements
• Marketo Consulting kept CMO abreast to the
project status by having periodic meeting to
discuss:
• Highlights/Results since previous meeting
• Issue resolution
• Baseline Marketing Maturity levels in key areas
• Sign off on project status

29. Step 2: Paid Engagement
In Depth Maturity Assessments & Roadmap

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• LaunchPoint integration
partners as needed
• GoToWebinar, Vidyard, and
CVENT, for example
• Expand partner footprint
Platform extended to
Partners
Core Integrations in
PlaceCRM in Place
StrategicValue
Deployment Evolution
Platform Maturity
Platform in Place
• CRM platform in place
and configured and
syncing
• Data stability
• MA Platform in place and
configured
• All critical integrations in
place – for example, CRM,
EDW, other internal
systems
• SMS integration
How much has Customer’s platform been extended
throughout the customer journey?
Jan 2016
April 2016
August 2016
October 2016
December 2016

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• All channels utilized
• Harmonization across
channels
• Channel use optimized
Unique Integrated
channel Experience –
Q4
Expand on new
channelsIntroduce new
channels
StrategicValue
Deployment Evolution
Omni-Channel Maturity
Understand Capabilities
• RTP/Web Personalization
• Adbridge
• Best-practice sessions on
new marketing channels
• Implement multi-channel
campaigns
• Expand footprint in new
channels
How well Customer engages
across all channels through the
customer journey? April 2016
Jan 2016
June 2016
October 2016
December 2016

33. Q&A

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Take Away

35. Thank You!