Marketo operating model - decentralising from centre of excellence

[BeckyCW]

Hi all

I'm looking for any insight from organisations that shifted their Marketo marketing automation function from 'centre of excellence' managed, to a less centralised model, e.g. with BAU campaigns in the hands of a wider team.

Has anyone got experience of this journey and can share any high-level findings - how long the shift took, did it have any impact on eg turnover in the wider function, what does the ongoing training need take - and critically, with quality and risk in mind, was it successful?

[Michael_Florin]

Let me start by saying that I love decentralized work, and in my experience it worked perfectly fine. So yes, just do it!

A few hints:

• Keep central functions central. Sync to CRM, Lead Management, Scoring - don't make these local experiences even if it means that not every country/business line/team can have what they want.
• Keep templates central. Email templates, landing pages templates and mostly your tokenized program templates should not be open to be changed by all users.
• I probably don't need to mention that onboarding/training/learning is key. That's obvious. But in my experience there is one specific measure that is both difficult to achieve and highly valuable: Have a weekly user group with all your Marketo users. Let them share learnings, best practices and the experiences of the past week. Moderate that meeting, and have a meeting agenda.

[Miray]

In addition to @Michael_Florin  suggestions, I would recommend keeping Marketo forms centralized and minimizing their number as much as possible. Maintaining fewer forms not only simplifies the management process but also ensures consistency and reduces the risk of errors.