Choosing Between One or Multiple Marketo Instances for a Company’s Business Units

Not applicable

When deciding whether to use multiple instances of Marketo or one instance split out by workspaces and partitions for various business units, there are several factors that impact this decision including:

  • There is an instance-wide limitation of 20 segmentations (soft limit) with 100 segments each (hard limit)
  • Dynamic content needs can potentially impact the data model by requiring additional fields or custom objects that will not be used by other groups
  • There is an instance-wide limitation of 10 custom objects with 50 fields per object (soft limit)
  • When on a shared instance, we need to maintain a single dedupe criteria, ideally based solely on email address
  • It is easier to share programs and assets within a single instance than across multiple instances
  • When in a shared instance, if we decide to use partitions, we may need additional API calls to upsert leads because we will first have to query the lead’s partition
  • In a shared instance, data and information can be shared on a single lead record based on interactions with multiple business units’ programs
  • In a shared instance, the data model must be unified across all groups
  • In a shared instance, all groups can benefit from custom integrations shared across the instance
  • CNAMEs have to be unique across all Marketo instances
  • Operational complexity and governance can increase with multiple instances, particularly in a centralized model

Benefits of Separate Instance

Benefits of Joint Instance

Able to take a customized approach to the data model for each group

Prompts business to identify and build a joint data model that addresses complex deduplication and data architecture requirements

No need to coordinate segmentation usage with multiple business groups

Utilizes existing and future integrations built into the central instance

Easier to manage data requirements, including custom fields and custom objects

Easier to share programs and create joint programs across business units

Less likely to hit instance-wide limitations, such as 10 custom objects (50 fields) and 70 segmentations (100 segments)

Single view of the customer/partner activity across marketing programs and websites owned by other groups

May require less API calls to load data, as we will not need to query partitions before upserting leads

CNAMEs can be shared by multiple groups

Easier to operate and govern for a decentralized team

Easier to operate and govern for a centralized team

Faster time to agree upon instance configuration and setup criteria, thus speeding up time to launch

Easier to troubleshoot, test, and support

Easier to share best practices