A team I'm working with is shifting to a new Marketo structure. So far we've been moving towards a few things:
The benefit of this structure is that it's highly scalable. Content is evergreen and does not need to be refreshed quarterly. Content campaigns are two campaigns rather than a Campaign or program per channel interacting with the content (e.g. 15+ per asset depending on how many Channels you're tracking). Channel Campaigns are refreshed quarterly, but could be done less frequently depending on business needs. This is a lift given that MKTO doesn't allow for Program/Campaign data uploads, but things can at least be cloned and updated.
The company is not in a place where it's ready for/has budget for Bizible - things are more nascent at the moment. This is always an option longer term and/or a data warehouse solution.
Our current challenge is this: How do we get true ROI for Channel Programs in MKTO/Campaigns in SFDC in a multi-touch way?
For example, Lead engages through Channel A and Channel B. Lead is then a Campaign Member of Campaign A and Campaign B (associated with the Channels) in SFDC. The Lead becomes an Opportunity worth $100k. When we pull reporting on the contribution of Channels to creating Opportunities, the Opportunity value of $100k will be attributed to BOTH campaigns rather than each Campaign being worth $50k. This skews getting a true picture of ROI for each Channel.
We are looking into implementing Full Circle Insights for milestone/Content attribution, but are not sure that it will solve for Channel ROI as a separate use case and something we want to see a multi-touch model on separately.
Thanks in advance for any thoughts/assistance, or guidance towards other Community threads that may help!