I've just found that this isn't particularly scalable in larger instances (1 mil records or larger) in the sense that it's near impossible to troubleshoot how people end up in the 'request campaign' flow since there tend to be many campaigns.
I've learned to use the other features in Marketo that allow me to use trigger campaigns so that everything is scalable.
This becomes particularly important when replicating workflows across workspaces.
Awesome, thanks a bunch for the detailed response.
In your opinion, what is the best way to handle status changes in Marketo?
For example, we have a program set up (and synced with a corresponding campaign in SFDC). All leads start out as "members. Once they receive the initial email, their status is changed to "sent" and once they open the email "open" and click the email "clicked".
As the open/click stage, we have a sales person reach out to the lead.
You don't need to sync data back to salesforce, that's done by the native integration. Just make sure the progression steps have the same name and Marketo / Salesforce will take care of the rest.
Does this work effectively? Doesn't Marketo only count the first matching choice?
So, technically all members will qualify for "email is delivered". So won't Marketo stop right there instead of moving onto the next option "if email is opened" or are you saying not to use choices but individual flow steps?
You need to manually move leads into these program statuses based on the triggered behavior. When we send out an email, we always include the following flow steps as part of the "send email" smart campaign:
We then have a separate smart campaign for "clicks link in email" that moves them from "delivered - touched" to "clicked link in email". We don't bother with "opens" since this is a useless metric in our opinion.
Progression statuses should always be triggered.
Here's one of my best practices:
Trigger - Email is Sent
Email is Delivered (select your email)
Change Program Status to 'Sent'
Trigger - Email is Opened
Email is Opened (select your email)
Change Program Status to 'Opened'
Trigger - Email is Clicked
Clicks Link in Email (select your email)
Change Program Status to Clicked
Trigger - Responded
Fills Out Form (select your form), constraint is Web Page (select your webpage)
Change Program Status to Responded
Yes, some leads will remain a member. But those are your Bounces.
Manually changing statuses, or changing the statuses after a predefined period of time is cumbersome and will warp your numbers.
Not all leads will be members in a program. Unless you specifically assign a program status when doing the actual send - like "On List" - then leads where bounces occur (and the email hasn't been delivered), will show up nowhere under the Members tab. This is all focused around whether or not you have the appropriate trigger campaigns defined to move each and every member (if that's intended) into the appropriate program status.
We advise against tracking sent, opened, and clicked as program statuses now. It adds a lot of system load without really adding much benefit since all of that reporting is already available out of the box.
Kristen - But isn't this required for organizations like ours that run all their reporting out of RCE - and need numbers for KPIs like "touches" and "responses"?
What you're doing isn't quite the same as what he's talking about. I think touches correspond most closely to Membership and responses to Engaged - Success, which are the two main statuses we recommend tracking in almost every type of program. That's quite different from tracking Sent (touched), plus Delivered, Opened, and Clicked (responded).