My recent switch from the Enterprise Consulting team to the Education team has given me greater exposure to clients who are either brand new to Marketing Automation (MA), or switching from another MA, like Eloqua or Hubspot. Typically, I’m training a core group of people that have been charged with the responsibility of driving a successful new implementation; oftentimes training takes place before any type of discovery or kick-off with the professional services teams (either Enterprise or SMB) has occurred. What I've come to realize is that, while clients are in different places along their respective MA journeys, there are some best practice topics that any organization should consider to help manage a successful implementation - as well as the ongoing successful adoption - of Marketo. These topics include:
I’ll be dedicating the next few blogs going over these topics individually, and in this first installment let’s look at some things to consider when defining an overall scope and vision for your Marketo implementation.
Typically, when clients get started with a solution as robust as Marketo they are super excited and want to get up and running quickly – oftentimes with a goal of utilizing as many new feature as possible. Lots of teams are either drawn to proving they are getting the most out of their investment quickly, or they have upper management pressuring them to show ROI as fast as possible.
This is where you have to be realistic about how much change your organization can handle at once. Biting off more than you can chew can lead to frustration, confusion and failure. This is why Marketo suggests a “Crawl, Walk, Run” phased approach. By initially focusing on the core team and essential ‘must haves’ you’ll ensure success and build confidence – not only among the core implementation group, but with other departments, like sales or IT – as they see a focused and organized team executing on a realistic plan.
As Antoine de Saint-Exupéry said, “A goal without a plan is just a wish.” So ask yourself the following:
Finally, plan on an enhancement life-cycle, for when you are ready to use additional features – whether purchased or those that become available in Marketo’s quarterly releases. You can also include in this life-cycle additional requests that will inevitably come up during an implementation as more people learn all that Marketo can do. Knowing upfront that you've entered a marathon, not a sprint, may keep people more focused and patient during this key time of your implementation.
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