Peer Perspective: Training Internal Business Units

Marketo Employee

You’ve completed your implementation, the previous system has been checked for any delta opt-out requests, all of the relevant programs and data have been migrated over and you’ve kicked off the process to begin sunsetting your old platform. So now you’re probably thinking to yourself, “What’s next?” This is where we left Naomi Liu, Director of Marketing Operations at Electronics For Imaging (EFI), in our last blog post covering her strategy to organize a global, cross-functional Marketo implementation.

 

Naomi’s team successfully launched their new Marketo instance on July 1st, just as the contract with their old platform was set to expire. In order to ensure there was plenty of buffer time, Naomi and her team were slated to complete their migration 1 week before their old system was shut off. This helped account for any unexpected delays or challenges as well as an opportunity to perform a reconciliation as dual systems were run for a period of approximately 6 weeks. Fortunately, everything went smoothly which left her and her team facing their next big challenge: internal technology adoption and education.

 

The Challenge

Up until this point, the Marketing Operations team kept stakeholders up to date via a steering committee call, where various leaders would attend a weekly meeting and provide input on implementation decisions. Now that Marketo was live, the team had to dive deeper and educate each business unit on the parts of Marketo that were relevant to them.

During this process, Naomi had 3 main objectives:

  • Educate herself on the new tech stack capabilities
  • Support her own Marketing Ops team as they went through training
  • Deliver training to each of the global business units

 

Always Start At Home

Naomi’s first step was to become a Marketo subject-matter-expert. During both the evaluation and the implementation phase, she was a regular reader of the forums and poured through documentation. Post go-live, this did not slow down and she spent months reading as much as possible and regularly explored the Marketo Product Docs and Community. Throughout this process, she also developed some good tips to be as effective as possible when ramping up her own team:

 

  • If you have multiple people on your marketing operations team, stagger when they attend the Core Concepts 1 and 2 courses – nobody on her team attended the same class with the same instructor. This way, team members may learn something different in their class from their specific instructor that they can share with the broader group.
  • Use Marketo University’s on-demand free training videos. These are short, digestible, and a good place for your team to start their Marketo education.
  • Whenever members of her team learned something new that they didn’t think the rest of the team knew, they would share them in a group setting during their weekly team calls.


Once she found her footing, Naomi turned to her next big task: developing a series of EFI specific training modules which she would deliver to her marketing business partners – sixteen to be exact!

 

Internal Training Roadshows

Since Naomi was working on a global scale, she decided to go on a roadshow-style tour to bring her training to each of her marketing business partners. At each office, she conducted in-person education sessions with multiple modules which were tailored to each business unit. Each module focused on a different aspect of Marketo and had a deck associated with it.

 

A sample of some of the modules are listed below:

 

Session Title

Objectives

Marketing Operations Review

·       Marketing Operations team updates and responsibilities

·       Overview of Marketing Technology stack and processes

·       Campaign creation (end-to-end)

·       Review current processes to identify/bridge gaps

Marketo Walkthrough

·       High level walkthrough of Marketo

·       Campaign types and naming conventions

·       Marketo + CRM integration

Emails + Landing Pages

·       Overview of email and landing page templates

·       Examples of live landing pages

·       Email + landing page best practices

Event Management

·       Registration pages + iPad check-in app

Marketo Sales Insight

·       Sending and tracking emails from Marketo Sales Insight

·       MSI Outlook Plugin

Reporting and Analytics

·       Reporting walkthrough

·       Email, landing page and program performance

·       Building your own reports

·       Email and performance Insights

Content AI

·       Review Content AI functionality

·       Review assets eligible for Content AI

·       Map out process (when/where) to use

 

By adding in quizzes, using recorded video where possible, and keeping track of action items from each training session, Naomi managed to run 7 separate training sessions in 3.5 months and the feedback has been phenomenal. The approach that she took was that everyone is a steward of their own success and learning – that she was not there to talk at them but was there to bring them along a journey to level-up their digital marketing knowledge.

 

Now Naomi and her team are moving into day-to-day Marketo operations and have posted documentation for internal teams to access. How do you conduct your Marketo trainings? Comment below and let us know!