Marketo Global Roll out - Case Study

Case Study: Global Implementation
System Configuration
Patricia Dowling, Senior Partner Success Manager

Global Client Issues
• Centralize Marketing Team with offices in
• NA
• EMEA
• LATAM
• ANZ
• Time to migrate and launch very aggressive
• Limited number of team members
• No regional voice in Marketing

Breaking Down Walls: To achieve cross functional efficiencyOur Client wanted more from Marketo

What did our client want?
• Strategic Marketo Global Rollout Plan
• Overarching Governance Structure
• Define Succession and Support Plan
• Concise Communication Plan
• Deployment of Regions (Building)
• Establish Roadmap for Marketing Automation (Marketing
Maturity)
• Agreement on Clear Deliverables

SOLUTION: A CENTER
OF EXCELLENCE

How the Client Benefits from the CoE
• Governance: Ensures the client invests in the most valuable projects and creates
economies of scale for service offerings. Allows for a backup plan around staffing
challenges, such as transitioning roles or employee replacement
• Support: Provides a unified consistent approach and a means for alignment of programs
across all regional teams. The CoE offers support to the regions through program builds,
standards, methodologies, tools, knowledge repositories and subject matter experts.
• Shared Learning: Training and certifications, skill assessments, team building and
formalized roles are all ways to encourage shared learning. Enables a centralized source for
knowledge sharing and continued learning through best practice transfer and
improvement capturing.
• Measurements: The CoE is able to demonstrate the delivering of valued results that
justify their creation through the use of output metrics. Drives valuable results through by
educating regional marketers on how to use success measures to drive projects

COMPONENTS OF A
CENTER OF
EXCELLANCE

Marketo Proprietary and Confidential | © Marketo, Inc. 3/10/2016
Components
• Governing Structure
• Sales Alignment
• Change Management
• Process Management
• Best Practices

Identify the Right Team
Executors
Supporting
Players
Decision
Makers
The make-up of the team is critical to success.
There are generally three categories of team players.
• Executive
Sponsorship
• Champion
Importance
• Hands On Users
• Speak Business &
Technology
• CRM Administrator
• Additional Marketing &
Sales Team Members
• IT Team

Importance of Governance
1
1
• Governance drives the execution of processes by which Marketing and Sales will
identify, prioritize, assign, execute and communicate while optimally leveraging
people, processes, change management and technology.
• Governance can encompass a variety of working teams depending on the size and
structure of the organization:
• Executive Steering Committee
• Process Advisory Group
• Marketing Automation Ownership Group
• Reporting Request Team
People
Technology
Change
Management
Processes

Breaking Down Walls: To achieve cross functional efficiencyBreaking Down Barriers: Achieve cross-functional alignment

Keeping Sales in the Know & Involved
• Program planning and execution:
• How will sales know that marketing is
launching a program?
• Will sales have visibility into the content of the
program? If so, how?
• Who do we segment for the program?
• Will sales be able to give feedback on the
effectiveness of the program? If so, how?

Lead Qualification Criteria Agreement
• Define Lead Qualification Criteria:
• What determines when a lead is Marketing Qualified (MQL)?
• Based on activities/scoring/thresholds
• Identify actions that require automatic pass through to sales?
• What determines when a lead is Sales Qualified (SQL)?
• Outline Service Level Agreements (SLAs) for each phase of the revenue
cycle
• Define Scoring Model and Thresholds:
• Work together to establish the CoE Scoring Model
• Identify how many points for each action
• Work with specific parts of the business to determine score thresholds
• These thresholds will vary depending upon the
program/LOB/offering

CHANGE MANAGEMENT
IS FUNDAMENTAL

Internal Communication Plan
Who?
Executive Leadership
Sales Leadership
Marketing Leadership
Sales Staff
Marketing Staff
IT
What?
Performance Reports
Lead Conversion Rates
ROI Reports
When?
Daily
Weekly
Monthly
Quarterly
How?
Email
Newsletter
Update meetings
Success stories
Measurement and analytics
Define each audience and
the appropriate approach
to communicate with each
group.

Success Starts with Leadership
• Leadership buy-in is essential for company wide acceptance
and adoption, marketing automation maturity roadmap and
deeper process integration. Communicating to leadership can
be tricky and timing is key. Showing success makes it easier to
gain leadership support.
• The following KPIs can help build leadership acceptance:
• Program performance measures
• Quality of incoming leads
• Reporting on ROI and lead acquisition
• Sales staff efficiency measures

Define Ongoing Knowledge Transfer Plan
• Establish regular (monthly) meetings with
corporate and regional users in order to:
• Share new features
• Communicate changes to the system set-up and templates
• User training
• Rollout best practices
• Transfer learnings
• Share successful programs
• Understanding analytics

Define User Succession Plan
• Objectives:
• How will new employees be trained to use Marketo?
• When the Marketo owner/users leave the company,
how will the knowledge related to the use of the
system and processes be transferred?
• Best Practices:
• Document the Marketo system infrastructure in a
strategic planning guide
• Document the Marketo user guide in a playbook
• Processes
• Best practices
• Standardized templates

Regional Education Path
• Requirement of prep work before fundamental trainings
• Creation of custom regional program templates
• Documentation of all templates created
• Onsite custom training
• Mentors/Power Users identified in each region
• Follow up training responsibilities set for each region

PROCESS MANAGEMENT
IS GAME CHANGING

Determine CoE & Regional Staffing and Roles
• Define the roles and permissions that each user of
Marketo has in the Admin section under Users & Roles.
• Things to consider:
• Who will have Administrative access (for a Global Marketo
team, we recommend you limit the Admin role to 2-6 users)?
• Who will need access to approve assets (emails, landing pages,
snippets, and forms)?
• Who will need access to launch smart campaigns?
• Do you have any vendors who need access to Marketo (e.g. a
creative agency)?

Managing Workspaces and Partitions
• Workspaces –Separate activities and assets
• Workspaces allow you to compartmentalize your Marketo instance
• Maintain separate work area while also allowing you to share work across
workspaces
• Users can have different levels of access to different workspaces by setting up
different user roles.
• Workspaces separate the following:
• Programs & Smart Campaigns
• Forms
• Creative Assets (templates, landing pages ,emails, snippets)
• Calendar Items
• Lead Partitions – Separate lead records
• Lead Partitions allow you to segment your database into different partitions
associated to Workspaces.
• With Lead Partitions, you ensure security, segmentation and proper messaging to
the correct leads

Establish Folder Structure
Marketing Activities Design Studio Lead Database Analytics

Establish Naming Convention
Program Naming Conventions:
• [Program Type] [Year and Month] [Program Name]
• E.g. Tradeshow 2013 August - Dreamforce
Other items to tack onto your
naming convention as needed:
• Marketing Department (e.g. Demand Gen or Trade Marketing)
• Region (e.g. EMEA, North America, etc.)
• Language the assets are written in
Program Asset and Campaign
Naming Convention:
• Assets and campaigns within a program should have very simple naming (e.g. Primary
Email) because the asset will automatically take on the name of the program (e.g.
Tradeshow 2013 August – Dreamforce. Email 01. Primary Email
• Use numbers to put the assets and campaigns in the order that you want

Establish and Standardize Design Templates
• The Design Studio allows you to build pre-formatted
emails, landing pages and forms with the branding that
will be standardized throughout the regions.
• The templates serve as a framework that allows the
CoE to determine which areas can be altered by the
regions.
• The CoE can limit who has access to alter these
templates with user role permissions.

Establishing Standardize Measurement
Define key metrics for:
Key Stakeholders
• Marketing Sourced Pipeline
• Marketing Sourced Revenue
• Investment to Pipeline
• Investment to Revenue
• Success Path Velocity
Managers and Sales
Operations
• # of Inquiries
• # of MQLs, SQLs, SALs, etc
• Active Leads in the Database
• Conversion Rates
• # of Programs Launched
Program managers and field
marketers
• Email Performance
• Landing Page Conversion
• # of Program Successes
• Cost per Success
• # of Touches to Conversion
• Last Touch to Conversion
• Program Pipeline Generated
• Program Revenue
Generated
• Channel Cost to Pipeline
• Channel Cost to Revenue

Develop Pre-program Checklist
Create a checklist that details everything that needs to be done before a
program is launched.
• Example:
 Do you have a Sales Alignment and Follow-Up Plan? Is Sales aware of the
program and how it will affect them?
 If you are leveraging a form in the program- does it have all Mandatory
fields?
 Have you tested and approved all emails?
 Have you tested and approved all landing pages?
 Have you included your “Blacklist” rules?
 Have you included your “Subscription Management” rules?
 Have you populated all “TAGS” for the program?
 Have you added a COST to the program? (At a minimum include 0.00.)

Continuous System Maintenance
• Ensuring process are being followed by
users and marketers
• Keeping the system organized and clean
through correct foldering and naming
conventions
• Identify and implement all relevant spam
laws for each region, in order to not face any
penalties'.
• Identify and implement all social policies, in
order to not face any penalties and remain
in good standing with your prospects and
clients.

Best Practices

Organization is Key
Some Tricks and Gotchas

• Folder Tokens
• Logo
• Favicons
• Copyright
• Submit Buttons
• Terms and Conditions links
• Privacy Policy links
Tokens are your best friend

Snippets
• Can handle Segmentation
• Supports HTML and Text Copy
• Shared across Workspaces

Forms
Enterprise yours with Multiple Country Domains
• Best to have unique form by country/language
• Determine the form language from the webpage URL if lead is
unknown
• Populate Inferred language in a hidden field on the form
• For Multi language countries and URL does not determine language,
serve up the Language preference field if lead is unknown
• Global Forms
• Country should be one of the first questions.
• If you need State/Province/County on this form, it is suggested to use
JavaScript vs. Visibility rules.
• Asset API should help with external text files

Segmentation
• Add Preferred Language to Subscription

Segmentation
• Segmentation folders can be shared across workspaces
Create a folder under the main Segmentation folder to share
• Create a Geo Language Segmentation
SEGMENT Hierarchy:
• Explicit Language Preference /Explicit Country – Known and language available
• Explicit Country/Inferred Language
• Inferred Country/Inferred Language
• Inferred Language
• Inferred Country
• Create Segmentations for Regions if Necessary
• Only 100 Segments per Segmentation

Sample Language set up
Lead Segment Preferred Language Country Inferred Language Inferred Country
US English US
US English Empty US
US Empty US Empty
US Empty Empty English US
US Empty Empty Empty US
FR French FR
FR French Empty FR
FR Empty FR
FR Empty Empty French FR
FR Empty Empty Empty FR
CAFR French CA
CAFR French Empty CA
CAFR Empty CA French
CAFR Empty Empty French CA
CAEN English CA
CAEN English CA
CAEN Empty CA Not French
CAEN Empty Empty English CA
CAEN Empty Empty Empty CA
IT Italian
IT Empty IT
IT Empty Empty Italian
IT Empty Empty Empty IT
GB English GB
GB English Empty GB
GB Empty GB
GB Empty Empty English GB
GB Empty Empty Empty GB
BLNL Dutch
BLNL Empty BE Dutch
BLNL Empty Empty Dutch BE
BLNL Empty Empty Empty BE

• Set up webpages to render the Cookies Policy Banner
across Marketo and your landing pages
• Cookie will maintain the user’s preference on the
Munchkin cookie, whether they should be tracked or not.
Munchkin will only be loaded if this cookie is set to TRUE
or is ABSENT (implied consent).
• The life of this cookie will vary by region. If the
requirement is that the process must start over after 13
months, the cookie will be set to live for 13 months.
• If the cookie is absent or deleted, the process starts over.
Implement Cookie Preference Banner

EU Cookie Laws
Summary of EU Cookie Laws
EU Member State Consent Level Required for Cookie Compliance
Austria Express Consent
Cyprus Express Consent
Greece Express Consent
Latvia Express Consent
Luxembourg Express Consent
Netherlands Express Consent
Portugal Express Consent
Slovak Republic Express Consent
Slovenia Express Consent
Spain Express Consent

EU Cookie Laws
Italy
Express Consent, but from the latest guidance on
cookie notices some form of implied consent
may be inferred
France Express Consent, under certain conditions
Germany
Express Consent; a formal statement of the
Federal Government is awaited
Denmark Implied Consent
Hungary Implied Consent
Poland Implied Consent
Romania Implied Consent
United Kingdom Implied Consent

EU Cookie Laws
Norway
Implied Consent
Norway is not an EU Member but as a
consequence of its membership in the EEA
(European Economic Area (Nw: EØS)), Norway is
under an obligation to adopt EU Directives.
Belgium
Implied Consent in specific situations. Not for
third party cookies
Czech Republic N/A, opt out principle applies
Estonia N/A, opt-out principle applies
Ireland N/A, opt-out principle applies
Finland Not clear
Malta Not clear
Sweden Not clear

Gotchas
• Social links– Will follow the location/country of the
lead
• Countries expire on their cookie laws – Use Marketo’s
cookie acceptance method
• Tokens NOT good for email copy

Marketo Global Roll out - Case Study

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