Here’s what I learned on Day One at Marketo: even after more than two decades in Marketing, Sales, and GM roles having worked in the C-suite at multiple companies and counseled a number of global chief executives, nothing could have prepared me for becoming a CEO for the first time.
It used to be that a new CEO had a grace period. In your first weeks and months on the job, you were expected to embark on a listening tour, taking time to get to know your team, products, and customers. You would make incremental changes at the outset – just enough to hint at your leadership style, but not so big as to make waves.
That luxury no longer exists. Technology is disrupting and reshaping the marketing industry every day. The landscape is incredibly unsettled. Our customers are faced with more opportunity – and risk – than they’ve ever faced before. And they rightfully expect their service providers to cut through the complexity with elegant, powerful tools that meet their goals.
Over the course of my first year, I took notes on the core lessons I learned. Going forward, these notes will serve as my “North Star” as we continue to transform Marketo into an even more global organization that helps companies thrive in what I call the Engagement Economy – a new era that puts the onus on businesses to engage with customers on their terms. And since marketing is far from the only industry facing this level of disruption, I believe these observations will be a useful guide to almost any new CEO.
Passion for the Purpose
From minute one on the job, you’ll need to inspire and engage people, rallying them around a purpose. What you’ll find is that no matter how hard you lean in, some people just don’t want to go along for the ride. That’s why the first thing any software company needs is a passionate, engaged team that cares deeply for its customers. They understand that the organization only exists because customers choose to support it, so they must form a team that reflects exactly that level of commitment.
One tip for finding those who want to be engaged: Look for people who are passionate about things outside of work. To me, the people who go all-in on their interests outside of the office bring that fire with them inside the office and focus it on finding solutions and serving our customers with an equal sense of fervor.
Don’t Let Reality Get in the Way of Opportunity
We’ve all had a similar moment of frustration in a meeting: someone comes up with an idea for a brilliant solution. It elegantly solves a problem and delivers something of real value to your customers. Everyone in the room is excited… until reality smacks you in the face. The reality may be that the timeline for building the product is unrealistic or that there’s no room in the budget to fund it. Or it may be that it doesn’t seem feasible until three other priorities are addressed first.
The most common response to this problem is to acknowledge the reality and put the idea on a future “wish list,” ultimately avoiding the tough conversation that is the very thing your team needs you to lead. Don’t take the lazy approach – push harder! The job of the CEO is to push and prod. To dig beneath the surface and empower people to creatively solve problems. Extend your meeting an hour. Challenge your team to not leave the room until a solution emerges. And, most importantly, get right into the trenches with them to help figure it out.
Never Be Lukewarm
I can work with people who have a negative attitude. Sometimes they can be a useful foil, forcing me to consider all angles of a problem and come up with better solutions. But I absolutely can’t stand people who are lukewarm. If there’s a fire, I don’t want people who stand there and tell me there’s a fire. Either run toward it and help or get out of the way.
I love creative tension. If I’m in a meeting and someone disagrees with my approach, I say bring it. And I try to hold myself to the same standard. If someone brings me an idea or a solution for a challenge they have identified, I don’t want them to walk away from my desk without feeling like we have a resolution or an action plan.
Rock the Boat and Challenge Norms
From day one, I made it clear that Marketo team members have an extraordinary opportunity. With our scale, products, and customer base, we can do more than ride the wave of technological change – we can lead it. But we can’t do it if we believe in the old fallacy that the thing that worked yesterday will work tomorrow.
In any large organization, you’ll find people who are excited to shake things up and push themselves, their teams, and their companies to be better… and you’ll find others who are generally happy with the status quo and don’t feel any urgency to change. A CEO’s job is to identify those who are willing to take risks, rock the boat and then give them the chance to shine. Promote them to a job that’s just a bit beyond their reach and let them push themselves.
Follow the One Lesson That Matters Most
It’s impossible to do all of the things I’ve described without ruffling some feathers. And that’s ok – if it’s done respectfully and humbly. No CEO should walk around thinking their title means they have all the answers. And even if you come in as a change-maker, make sure to study your company’s history, spend time listening to the team you now lead, and keep an open mind.
Ultimately, I’ve found that any CEO is only as good as the people around him or her. Building consensus while boldly leading a new team through change is much easier said than done for any leader. Yet, in this age of disruption, it’s the ultimate measure of almost any CEO’s success. And it leaves us with the one lesson learned that matters most: Be brave. Be fast. Be bold.
If you have are going to acquire records in SFDC from different sales intelligence sources here is how to set acquisition for those records.
Step 1. Create an List Purchase channel if necessary.
Step 2. Create the acquisition programs for the different sources.
Step 3. Create a smart campaign to set acquisition. If you need low latency create the campaign using a trigger as shown below. Otherwise create a batch campaign so it doesn't impact your Marketo system performance. In the following example, the Discover.org records will never be created as contacts and thus Contacts won't be allowed to qualify for the campaign.
Activate the trigger campaign or schedule the batch campaign to run daily. Records should only flow through the campaign once.
If you have been purchasing Discover.org or Data.com records before you implemented Marketo, remember to run a batch campaign to set the acquisition program for these records before you create and activate your trigger campaign.
After you setup the Saleforce/Marketo integration the next step is to set the acquisition program for all the records synced from SFDC. In this example, I am going to use one acquisition program for all the SFDC records.
Step 1. Create an acquisition program for your salesforce records. I am using the operational channel to exclude the program from my RCE reporting.
Step 2. Create a smart campaign to set acquisition.
As you can see I am setting the acquisition date to the date the record was created in SFDC. If I skipped this step the acquisition date will be the date the acquisition program was set.
Run the batch once. In a future blog article I will show how to change the campaign to a recurring batch campaign.
If you have a lot of partner and employee records in your system here is how to create partner and employee acquisition programs. Changing the acquisition program for employees and partner will make your program member and attribution reports more accurate.
Step 1. Create an Operational Channel if necessary.
Step 2. Create the partners and employees acquisition programs.
Step 3. Create a smart list identifying all you partner records.
Step 4. Create a smart campaign to set acquisition. Make sure the acquisition program field is not blocked from field updates.
Note: I used the created in the past 7 days in the smart list so if someone accidentally messes up the smart list only the records created in the past 7 day will run through the campaign rather than the entire database
Schedule the campaign to run daily or weekly. Records should only flow through the campaign once.
Remember to run a batch campaign to set the acquisition program for all existing partner and employee records in the system before you create and activate your daily batch campaign.
Summary of what will happen when you change an acquisition program name using the Marketo Change Data Value flow step.
Acquisition Program Name Changes
Acquisition Program Date Changes
Change acquisition program name
Set acquisition program name for the first time
Yes, the acquisition date will be the date you run the campaign
Remove acquisition program name (aka set the acquisition program to NULL) using a Change Data Value flow step*
Yes, the value is cleared
Remove acquisition program name and then later set a new acquisition program name using Change Data Value flow steps
Remove acquisition by removing the record as a member of the program
Yes, the value is cleared
Yes, the acquisition date will be cleared
* Removing an acquisition program name using a Change Data Value flow step
If you have a lot of partner and employee records in your system you might want to consider creating partner and employee acquisition program so these records don't impact your attribution reports.
It's best practice to block field updates for the acquisition field so you don't accidentally change the value. If you are intentionally changing the acquisition program for employees and partners it will not be possible to block field updates.
See this article if you have records entering Marketo and acquisition program isn't being set.
I was recently helping a client set-up Socedo and here are a few things I learned about the Socedo integration with Marketo. In case you aren’t familiar with Socedo, they help B2B marketers reach prospects by leveraging intent data from the social web.
Creating New Records in Marketo and Updating Existing Records
Socedo can be setup so it only creates records that do not match an existing email address in Marketo. New Socedo records will have a lead source of Socedo which can be changed in Marketo using a changed data value flow step.
Socedo will update records that match an existing email address in Marketo. Socedo will only update fields which are empty with a value like First, Last, Twitter handle or LinkedIn URL. Socedo will not overwrite/replace an existing value.
Insert and updates take place once a day.
Socedo recommends all the standard field mapping. If you don't initially map a standard field, Socedo will not back-fill records with existing data.
Marketo custom fields can be created for Socedo’s custom fields.
Socedo recommends creating custom fields for activities (e.g. Last Tweet). The tokens for the custom fields can be used to populate interesting moments.
You choose which campaigns in Socedo to integrate with Marketo.
Socedo batches their API calls, so during the initial match, it will be max 200 calls per day. Once they have matched records, it will be around 50-60 per day.
Socedo Tracking Pixel for Marketo Landing Pages with a Form
It is not necessary to place Socedo’s code on the Marketo Landing Pages which have a form. Socedo recommends placing the tracking pixel only on the thank you Marketo Landing Pages.
We’re excited to share with you that Marketo and Google Cloud announced today a multi-year alliance to transform engagement solutions for the enterprise. Marketo and Google have worked together for some time, but today marks a step forward in our collaboration to unite MarTech and AdTech to simplify the technology landscape for the marketer and enable them to more effectively listen, learn, and engage with buyers across all digital channels.
Through this alliance, Marketo and Google Cloud will jointly invest in co-innovation, including expansion of Marketo’s integrations with Google’s advertising products, Google Analytics, and G suite applications, as well as new innovations in areas such as Artificial Intelligence. Google will also expand its usage of Marketo’s Engagement Platform across its businesses.
Finally, beginning in 2018, Marketo will run its marketing automation products and datacenters entirely on Google’s Cloud Platform. We’ve been planning a move to a public cloud infrastructure for some time as we believe it’s necessary to deliver the scale, reliability, and security that our customers and partners will demand in the future. The transition from Marketo’s datacenters to the Google Cloud Platform will take place over the next year. Our joint goal is to create a seamless transition with absolutely no impact to your operations. For additional details, please see the press release and FAQ.
We are incredibly excited about this collaboration and expect to begin rolling out joint solutions in 2018.
If you have RCE you can use the Program Membership Analysis Report to determine when new and existing records become a member and reach success in a specific program.
Start by filtering if necessary on a specific program or group of programs using the program name or channel.
Next add the following filters and metrics to the report.
Here is a sample of what the report will look like by Membership Month. In this example, employees and partners who filled out the form become members but were kept from becoming a success in the program.
Alternatively, use Membership Date, Week, Quarter and Year instead of Membership Month.
If you don’t have RCE you can pull similar membership information using a smart list..
Here is a scalable way to setup a scoring campaign for when someone clicks the main Call-to-Action (aka a priority link) in your email.
Step 1 – Determine the keyword for your main Call-to-Action. In this example, the keyword I am using is “CTA”.
Step 2 – Add an UTM parameter to all your email Call-to-Action links. The UTM parameter doesn’t need to be an actual hidden field on any of your forms. In this example, the UTM is “prioritylink” and the value will be "CTA".
Here is how the link looks in my email.
Step 3 – Setup your scoring campaign.
Here is what the trigger will look like.
Whenever a record clicks on the link with the UTM parameter which contains a value of "CTA" the record will flow through the campaign. If your email doesn't have a main Call-to-Action or you don't want to score the email simply don't add the UTM parameter.
Thanks SO MUCH to the more than 400 of you who took the survey asking for your thoughts on Marketo's logo and brand identity. We had a feeling that the Marketing Nation Community would be game to provide passionate feedback, and our hunch was right!
While we can't disclose the full results of where we landed quite yet, I wanted to share a few interesting tidbits that came out of both the survey you filled out and the dozens of conversations the Marketo Marketing team has been having with influencers, analysts, customers, partners, and other employees about the company's look and feel.
For those of you who "love" or "like" the current Marketo logo, the top reason you cited was that it's familiar to you.
Of our new logo options, the ones you like best felt "modern" (among other things).
For the options you liked least, it's clear that you don't want anything boring, unoriginal, or disengaging.
More than half of you liked the potential new color palette.
The largest group to participate in the survey was Marketo customers.
The second largest group to participate where people who were both Marketo customers and partners.
We look forward to sharing more updates with you soon. Thank you for being part of the Marketing Nation!
I wanted to inform you that after eight incredible years at Marketo, Cheryl Chavez, our group vice president of Product Management and User Experience, will be leaving the company at the end of August to take some time off and eventually pursue other opportunities. While we are sad to see her go, we support Cheryl and wanted to take a moment to recognize the great work she has done on behalf of Marketo over the years. She has left an indelible mark on the company and on many of you, our customers and partners.
While change and transition are tough, Marketo’s commitment to customer and product innovation remains on track as we expand our portfolio and deliver against our product roadmap. I look forward to speaking with many of you over the coming months and weeks as we continuously share new updates and features to help you, the world’s smartest marketers, to succeed.
Please join me in thanking Cheryl for all she has done for Marketo and wishing her well and much success in the future.
Recently one of my clients noticed that records were showing up in the program membership tab as a success even though the program status wasn’t a success status. I discovered that the record had reached program status which was success and then the client later changed the status to one which wasn’t a success status. The client didn’t use the 'Change Program Success' flow step and set success to false. Thus, once a record reaches success it will always be a success which will impact your reporting unless you reset success to false.
Example of the program membership tab.
Channel program statuses.
Here is the how to the status of records to a non-success status.