🗣️ [Mentor Alex Phi] 🌟 Adobe Marketo Engage Community Mentorship Program 2024 🌟

[Jon_Chen]

Hello Community, 

Welcome to the Adobe Marketo Engage Community Mentorship Program 2024! This is the featured Community Discussion thread for your Adobe Marketo Engage Community Mentor, Alex Phi (@alludoalex) who will be here to guide and support you and your peers with your Adobe Marketo Engage questions as you prepare for your Adobe Marketo Engage Architect Master (AD0-E560) exam, through to the end of the program.  

A little bit about your Adobe Marketo Engage Community Mentor, Alex:

 

 

Alex is a Sr. Marketing Platform Engineer at Alludo. He is a 2-time certified Adobe Business Practitioner Expert, 1-time certified Architect Master, and also holds a PMP certification.

Aspirants mapped to @alludoalex

1. @ychavan 
2. @maddie_vararu_n 
3. @DebraGotelli1 
4. @Elizabeth_Robic 
5. @KBHemler 
6. @AkshataPriori 
7. @ajnav 
8. @nmillar 
9. @derelict_wombat 

How to Participate  

1. Aspirants’ goal is to clear their Adobe Marketo Engage Certification during the duration of the program: May 17th , 2024 – June 21st, 2024.
2. Aspirants: Post your Questions in this thread to connect with your Mentor Alex, and your fellow Aspirant peers.  
3. You are all preparing for the same Certification, so feel free to use this space to share what you’re learning and collaborate!  

Suggested Next Steps for Aspirants: 

• Update your Community Profile photo with your latest headshot so that you can stand out to your Mentor and Peer Aspirants. 
• Like this thread to confirm your participation in the program 
• Introduce yourself to Alex and your Aspirant peers by replying to this Thread! Break the ice by introducing yourself (location, org/ company, etc.) and your experience with/ interest in Adobe Marketo Engage 
• Post your Questions to this thread as you begin learning more about the Adobe Marketo Engage Architect Master (AD0-E560) certification
• Test your Marketo Engage knowledge by browsing through the Adobe Marketo Engage Community Questions and taking your best shot at answering some Qs! 
• Remember that every post / like / comment you make in your contextual thread and in the Marketo Engage Community throughout the duration of the program helps increase your chance to be recognized by your Mentor and win exclusive Adobe swag, so bring your best efforts! 

Quick links  

• Mentorship Program Link 
• Adobe Marketo Engage Certifications Overview Link 
  • Adobe Marketo Engage Professional (AD0-E555) 
    • AME Professional Exam Prep Guide (requires login)
  • Adobe Marketo Engage Business Practitioner Expert (AD0-E559) 
    • AME Business Practitioner Expert Exam Prep Guide (requires login) 
  • Adobe Marketo Engage Architect Master (AD0-E560) 
    • AME Architect Master Exam Prep Guide (requires login)

We're wishing you all the best as you embark on this learning journey!  

Cheers,  

Jon 

[derelict_wombat]

@nmillar - Just some thoughts on this from my personal experience: 

---

@nmillar wrote:

When merging marketo instances, what would you say is the best way to prioritize campaigns/programs/assets that need to be moved over?

I think you would want to look at operational flows first, things like data normalization, compliance, lead lifecycle, and scoring, etc.  These you would want to compare against each other in order to see what is missing and either update the original workflows or migrate over anything that is missing and needed to support the new busniess. 

After operational you probably want to focus on what is needed to "keep the lights on".  Contact forms, landing page and email templates(assuming you are not merging the brands).   After that any ongoing engagement/nurture campaigns.   

You really  don't want to bring EVERYTHING over as that will just clutter the instance.  i've had a lot of conversations around this during a migration where they wanted to bring over EVERYTHING and we had to put our foot down and focus on what is absolutely necessary.    

---

Is it typical that the company being acquired always gets merged into the instance that acquired them?

---

For what is "typical" i think it really depends on the specifics.  A couple things to consider: 

• Is the acquired company moving to the original's CRM platform?  
• How large is the database size between the original and the acquired intendance? 
• How complicated is the data structure?
• etc.  

I think the exam will be looking for a specific answer to this one and I'd guess it probably will say that yes it is "typical", but in reality can be a bit messy sometimes 😁

Would LOVE to hear other people's thoughts on this question though. 

[nmillar]

What is an example of when you would want to have two revenue cycle models instead of one RCM?

[ajnav]

Typically this is when the Lifecycle is different between funnel types, segments or business units. 🙂 

[nmillar]

Thanks! So if the exam is mentioning 2 products that will be the same segments, funnel types or business units, most likely it would be fine to use one RCM then, right? 🙂

[derelict_wombat]

Yes! If both products goes through the same or similar sales process then a single RCM should be fine.  Its really if they are completely separate where you would funnel where you need another model.  

Example could be business that caters to both B2B and B2C.   Think maybe of something like antivirus software.  The business version of the software might be a 6-12 month sales cycle with multiple stages to capture all the touch points between the lead being created and the opportunity closing with a sale, etc.  Whereas for a consumer buying it for home might get added to the database, hit with a couple of emails and then buy it through ecom in a day or two.   Very different Lifecyle based on two types of products and target audiences.

[alludoalex]

@nmillar - In my experience, the use of multiple RCM's have shown up most frequently when an enterprise owns several separate lines of business.

Corporation A has it's own set of products, or has combined them into a suite. 

Multiple RCM's would be used when Corp A buys Startups X and Y and intends to run them separately, with different sales teams, and as Dan said, different funnels. 

[nmillar]

Thank you so much, this is very helpful! I appreciate your example!

[derelict_wombat]

Hi Everyone,

My name is Matthew Weissman.  My role is Marketing Automation Manager at Waters Corporation, located outside of Boston, MA and been using Marketo for about 5 years.   I led our migration to Marketo from our prior MAP (Adobe Campaign), migrated a subsidiary to our instance of Marketo from their prior platform and am about to kick off a project to do another migration.   I’ve been using Adobe cloud platforms for 13 years(Adobe Analytics, Target, etc) and love working in the Adobe ecosystem and interacting with the community.   I find a lot of joy out of solving business problems I also have learned a lot of about what NOT to do along the way.  Looking forward to interacting with you over the next few weeks on this!

[alludoalex]

Glad to have you Matthew!

[ajnav]

Hi Dan! 

Excited to be apart of your cohort. My name is Aj Navarro and I am currently the Marketing Operations Manager at Sprout Social. 

I am located in San Antonio TX and have been in Marketing Operations for about 6 years now. I love all things Marketo and Marketo Measure! I am really excited to prepare for the architect exam as it has been a huge goal of mine, can't wait to get started! 

[nmillar]

Hi, I am Nicole Millar! I am currently Marketing Operations Lead at an advertising agency called Partners + Napier located in Rochester, New York. I have over 7 years of experience with Marketo and am currently working towards my Master Certification! I love Marketo and enjoy using it regularly and am looking forward to taking my skills to the next level with this mentorship program.

[nmillar]

For syncing from CRM - can you please explain what this means exactly? Does this mean the lookup field will come into Marketo as a random ID number instead of the referenced name? Does anyone have an example of what this would look like? Thank you!

What about Custom SFDC Lookup Fields?
Lookup fields in SFDC sync the ID but not the referenced name.

[alludoalex]

Hi Nicole, your post was migrated and I've lost the context. Would you mind sharing a little more of the original scenario?

[nmillar]

Hey Alex, here was my original question 🙂 Thanks!

For syncing from CRM - can you please explain what this means exactly? Does this mean the lookup field will come into Marketo as a random ID number instead of the referenced name? Does anyone have an example of what this would look like? Thank you!

What about Custom SFDC Lookup Fields?
Lookup fields in SFDC sync the ID but not the referenced name.

[alludoalex]

I don't have any screenshots handy for examples, but as Matthew covered SFDC Users, which is probably the most common application. 

This could have applications through in other use-cases. I pulled some posts that address other situations with real life use-cases:

User is trying to pull marketing-friendly SFDC campaign name into Marketo. Concern is that Lookup field updates don't trigger syncs to Marketo

https://nation.marketo.com/t5/product-discussions/how-to-sync-lookup-field-to-marketo/td-p/213099

Solution to trigger syncs for lookup fields:

https://nation.marketo.com/t5/product-discussions/how-to-sync-salesforce-lookup-fields-in-marketo/td...

https://nation.marketo.com/t5/product-discussions/look-up-field-sync-sfdc-marketo-integration/td-p/9...

[derelict_wombat]

Hi @nmillar - I believe so yes.  

Example - lookup field could be pulling in the name of of a SFDC user attached to the account (account manager or product specialist for example) .   In SFDC you would see the user's NAME on the page layout of the account but in Marketo you would only see the SFDC ID of that user.   

That's one example but I'm sure Dan or one of the others can provide more context and other examples.  

[nmillar]

@derelict_wombat ah gotcha!! That makes much more sense now, I was thinking the field name was going to be the ID. Thank you for the great example!

[alludoalex]

Hi all, happy to have you in the group - I'll be in the unique position of re-taking the exam along with you for my recertification. After completion, I'll be 3x MCE and 2x Marketo Architect Master certified. 

I've spent close to 10 years as a Marketo practitioner both agency and in-house, largely supporting SaaS enterprises in both B2B and B2C organizations. As you can imagine, one common issue most organizations have is the never ending struggle with their data.

I've worked through numerous migrations to and from Marketo, with databases of all sizes. Marketo is a huge tool, and though I've worked in so many areas of the platform I have a deep respect for it in acknowledging I may never touch it all. That being said, I've done a lot of work around API's, webhooks, integrations, asset-building, system governance, lead lifecycle, scoring, and Velocity. 

In addition to the resources above, I'd encourage you to take the free practice test available in Adobe's Certmetrics Credential Management a few weeks before the exam and create your own flashcards to give you plenty of time to absorb information. Information retention is usually best when you're having to actively record that information.

If you don't have access for some reason (I'm not sure if it's different for me), no worries. We'll be providing sample questions from quizzes throughout the program! 

Based on my previous experience with the exam, remember that you don't need to know 100% of everything. People tend to specialize and that's ok. Take the time you need and read carefully!

[DebraGotelli1]

Hi Everyone,

Happy to be involved in the mentorship program. I began working in SFDC and Pardot in 2008. After moving to San Diego, I worked in Marketo for the first time in 2015. I ran the Pardot platform twice more, and migrated one of them to Marketo. Today I'm back to Marketo and have a professional and expert certification. I'm anxious to learn more and keep using Marketo.

[alludoalex]

Hi Debra, I also had a short stint with Pardot. Glad to have you back in purple!

[AkshataPriori]

Hey All,

I'm Akshat and i'm so excited to be a part of this cohort to gain the coveted Architect exam . I'm a 2X Marketo certified(MCP & MCE) professional with over 8 years(12 years of Marketing experience overall) of working in the marketo domain for various organizations like Wipro, 6sense and most recently aPriori Technologies. I think Marketo has been the best thing that has happened to me professionally and has helped me seen an important member of the RevOps teams across organizations. 

Special thanks to @alludoalex  & @Elizabeth_Robic  for taking us under their umbrella to achieve the MCA and learn from the best in the business. Looking forward to experience.

Akshat