This document discusses Marketo's engagement marketing capabilities and partnerships. It summarizes Marketo's solutions for customer engagement across the customer lifecycle. It also outlines Marketo's large partner ecosystem, including global digital services partners, local services partners, strategic partnerships, and launchpoint ISV partners. The document emphasizes how these partnerships help drive key activities like revenue, retention, market position, and developing a complete solution. Metrics and programs are outlined to measure partnership performance and alignment with Marketo's business goals.

1. Marketo
Robin Ritenour
SVP -BD, Partner Strategy & Alliances

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Transformation in Marketing
Mass
Marketing
Focus on the
message
Engagement
Marketing
Focus on
long-term
relationships

3. Engagement Marketing Capability:
CUSTOMER
Helping companies build and grow long-term relationships

4. Engagement Marketing Capability:
CUSTOMER
Helping companies build and grow long-term relationships

5. Lead Management Solution
Awareness
Engagement
Purchase
Retention/ Loyalty
Growth
Advocacy
3 0 % o f p i p e l i n e s o u rc e d b y M a r ke t i n g ;
$ 2 5 0 M c o n t r i b u t i o n p e r y e a r
Wo r l d w i d e s t a n d a r d fo r 5 0 0 + m a r ke t er s
d r i v i n g 5 0 0 K + l e a d s fo r C l o u d a n d
E n t e r p r i s e G r o u p

6. Customer Base Marketing Solution
Awareness
Engagement
Purchase
Retention/ Loyalty
Growth
Advocacy
D r i v i n g c o n t i n u o u s e n ga ge m e nt w i t h
h u n d r e d s o f i n d e p e n d e nt f i n a n c i a l
a d v i s o rs
Wo r l d ’s l a r ge s t p u m p m a n u fa c t u re r
i n c r e a s i n g r e t e n t i o n a n d c r o s s - s e l l w i t h
c u s t o m e rs

7. Consumer Marketing Solution
Awareness
Engagement
Purchase
Retention/ Loyalty
Growth
Advocacy
I n c r e a s i n g t i c ket s a l e s b y 3 0 % a n d e -
m a r ke t i n g r e ve n u e b y 1 3 2 %
D r i v i n g d e e p e n ga ge me nt w i t h t h o u s an d s
o f c o n s i d e r e d p u rc h as e d b u ye rs

8. Our Engagement Marketing Solutions
Vertical industry Focus

9. Our Industries
Software & Internet Media & Entertainment
Real Estate &
Construction
Financial Services Telecom eCommerce
Healthcare
Travel, Hospitality,
Leisure
Retail
Manufacturing Automotive
Consumer Packaged
Goods
Education Government Energy
Business Services Non-Profit Chemicals

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Our Engagement Marketing Platform

11. The Most Complete Ecosystem of Marketing Solutions
650+ Partners across
20+ categories
Engagement
Marketing
Platform

12. Healthcare Story

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Marketo Partner Ecosystem
Innovate, Scale/Deliver & Grow
Global Digital Services
Co-innovation Solution
Development & C-Suite
Transformation – deeper
vertical penetration
Local Service Partners
Grow the Core
Sales Productivity
Scale – Market Coverage and
Capacity
Strategic Partnerships
Extend reach and TAM
Capture with integrated
GTM Offerings
LaunchPoint ISVs (Tech)
Extend the platform and gap fill
Prepackaged integrated
solutions
Platform credibility & validity
Global Digital
Services &
Agencies
Local Services
Partners
Strategic
Partnerships
LaunchPoint
ISVs

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Marketo Partner Ecosystem
Services vs Tech (Impact on the Business)
Digital Services Partners Tech Partners (ISVs)
Sales Capacity/Coverage (Speed, Cost and Growth) Extend Customer Value and Customer Sat –(Solution Completeness
and Platform Validation)
Services Capacity (Scale/Deliver) Customer Adoption (Retention)
Revenue Growth – Influenced (Sourced Revenue - new business) Marketo Revenue –Influenced (P2 – Solution Selling)
Bigger Deals (Revenue Growth) Co-Marketing (Pipeline)
Greater Win/Loss Ratio (Revenue Growth)
C-Suite Access
Vertical Penetration
C-Sat (Retention)
Co-Marketing (Pipeline)

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Metrics Maturation
Tech Partners
2015 2016
Note: Under Influenced Rev– there are additional impact metrics – Deal size, 1M + Deals, Win/Loss, C-Suite, etc.
Quarterly Reporting
Metric Monday Reporting
TBD
Services Partners
2015 2016

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Partners Program Alignment with Marketo Functions
PRODUCT MARKETING SALES SERVICES
PARTNER ENGAGEMENT AND VALUE
CO-
MARKETING &
MINDSHARE
CO-SELLING
(RAD/GAD)
CENTER OF
EXCELLENCE
& CO-
DELIVERY
CO-INNOVATION &
INTEGRATION

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Partners Drive Key Activities across all Marketo LOB Functions
• Product Extensibility -
Complete Solution
• Technology
Integrations
• Vertical Solutions
• New Product Release
Channel
• Source New Business
• Pipeline Development and
Growth
• Vertical GTMs
• Brand Credibility
• Fund Marketing Activities
• Drive Product
Adoption/Usage
• Drive Customer Satisfaction
• Drive Customer Advocacy
• LTV
• Drive New Business Revenue
• Develop Vertical GTM
• Cross-Sell
• Retention (c-Sat)
• Co-Sell CAC Scale
• Technology Partner Certified
Integrations
• Partner Co-Innovation
• Service Partner Led
Vertical Solutions
• Partner GTM Process
• Partner Pipeline dev &
nurture
• Partner-led Vertical Solutions
and GTMs
• Co-Marketing Programs
• Partner Sponsorship
• Service Co-Delivery
• Partner Services Capacity
(Certifications)
• Technology Partner Certified
Integrations
• Partner Co-Selling
• Vertical GTM
• Partner-led Cross Sell
• Partner Services Capacity
Impact/DeliverableProgram/Process

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Drive Revenue Drive Retention
Market Position
(MindShare)
• Sourced Revenue
• Influenced Revenue
• Vertical Penetration
• Average Deal Size
• Win Rates
• Pipeline
• Joint Account Plans
• Vertical GTMs Built
• Partner COEs
• # of Sourced Opportunities
• Co-Deliveries
Implemented
• Certified Services Partners
• Co-Innovation Solutions
• Onboarded Services
Partners
• Cross Sell Revenue
• Retention Rates (w/ and
w/out partner)
• Partner Implementation C-
Sat
• Certified Services Partners
• Certified Tech Integrations
(TBD)
• Customer Satisfaction
• Sponsorship Dollars
• Co-Marketing Results
• Strategic Partnerships
recruited and publicized
• # of Ecosystem Partners
• Summit Participation and
Satisfaction
• Partner Satisfaction
• Co-Marketing Activities
Complete Solution (Innovation &
Extendability)
• Usage/Adoption
• # of Deals
• Win/Loss (functionality)
• Certified Tech Integrations
with API reporting (TBD)
• Co-Innovation Solutions
• Partner-led Integrations
Built
Top Line
Metrics
Program
Metrics
Partner Metrics Alignment with Marketo Goals
Services
Technology
Both

19. Vertical Focus and Co-Innovation
Value Case Studies Industry GTM Offerings
Partner Led Verticals & Solutions GTM
Workshop/Development and Packaging of Vertical Solutions with Strategic & National Partners for Repeatable GTM where partners
have deep Industry Expertise and Reach. Include key assets, demonstrations, and offerings.
Solution Innovation Offerings

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Dashboard for Daily Monitoring
Pipeline Reporting
• Partner Sourced
• Partner Influenced
• Enabled Resources
• Campaign Outcomes
• Leads
• Top Attribution Partners
• Co-Delivery Oppties