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Marketo Global Roll out - Case Study
1. Case Study: Global Implementation
System Configuration
Patricia Dowling, Senior Partner Success Manager
2. Page 2
Global Client Issues
• Centralize Marketing Team with offices in
• NA
• EMEA
• LATAM
• ANZ
• Time to migrate and launch very aggressive
• Limited number of team members
• No regional voice in Marketing
3. Breaking Down Walls: To achieve cross functional efficiencyOur Client wanted more from Marketo
4. Page 4
What did our client want?
• Strategic Marketo Global Rollout Plan
• Overarching Governance Structure
• Define Succession and Support Plan
• Concise Communication Plan
• Deployment of Regions (Building)
• Establish Roadmap for Marketing Automation (Marketing
Maturity)
• Agreement on Clear Deliverables
6. Page 6
How the Client Benefits from the CoE
• Governance: Ensures the client invests in the most valuable projects and creates
economies of scale for service offerings. Allows for a backup plan around staffing
challenges, such as transitioning roles or employee replacement
• Support: Provides a unified consistent approach and a means for alignment of programs
across all regional teams. The CoE offers support to the regions through program builds,
standards, methodologies, tools, knowledge repositories and subject matter experts.
• Shared Learning: Training and certifications, skill assessments, team building and
formalized roles are all ways to encourage shared learning. Enables a centralized source for
knowledge sharing and continued learning through best practice transfer and
improvement capturing.
• Measurements: The CoE is able to demonstrate the delivering of valued results that
justify their creation through the use of output metrics. Drives valuable results through by
educating regional marketers on how to use success measures to drive projects
10. Page 10
Identify the Right Team
Executors
Supporting
Players
Decision
Makers
The make-up of the team is critical to success.
There are generally three categories of team players.
• Executive
Sponsorship
• Champion
Importance
• Hands On Users
• Speak Business &
Technology
• CRM Administrator
• Additional Marketing &
Sales Team Members
• IT Team
11. Page 11
Importance of Governance
1
1
• Governance drives the execution of processes by which Marketing and Sales will
identify, prioritize, assign, execute and communicate while optimally leveraging
people, processes, change management and technology.
• Governance can encompass a variety of working teams depending on the size and
structure of the organization:
• Executive Steering Committee
• Process Advisory Group
• Marketing Automation Ownership Group
• Reporting Request Team
People
Technology
Change
Management
Processes
13. Breaking Down Walls: To achieve cross functional efficiencyBreaking Down Barriers: Achieve cross-functional alignment
14. Page 15
Keeping Sales in the Know & Involved
• Program planning and execution:
• How will sales know that marketing is
launching a program?
• Will sales have visibility into the content of the
program? If so, how?
• Who do we segment for the program?
• Will sales be able to give feedback on the
effectiveness of the program? If so, how?
15. Page 16
Lead Qualification Criteria Agreement
• Define Lead Qualification Criteria:
• What determines when a lead is Marketing Qualified (MQL)?
• Based on activities/scoring/thresholds
• Identify actions that require automatic pass through to sales?
• What determines when a lead is Sales Qualified (SQL)?
• Outline Service Level Agreements (SLAs) for each phase of the revenue
cycle
• Define Scoring Model and Thresholds:
• Work together to establish the CoE Scoring Model
• Identify how many points for each action
• Work with specific parts of the business to determine score thresholds
• These thresholds will vary depending upon the
program/LOB/offering
17. Page 18
Internal Communication Plan
Who?
Executive Leadership
Sales Leadership
Marketing Leadership
Sales Staff
Marketing Staff
IT
What?
Performance Reports
Lead Conversion Rates
ROI Reports
When?
Daily
Weekly
Monthly
Quarterly
How?
Email
Newsletter
Update meetings
Success stories
Measurement and analytics
Define each audience and
the appropriate approach
to communicate with each
group.
18. Page 19
Success Starts with Leadership
• Leadership buy-in is essential for company wide acceptance
and adoption, marketing automation maturity roadmap and
deeper process integration. Communicating to leadership can
be tricky and timing is key. Showing success makes it easier to
gain leadership support.
• The following KPIs can help build leadership acceptance:
• Program performance measures
• Quality of incoming leads
• Reporting on ROI and lead acquisition
• Sales staff efficiency measures
19. Page 20
Define Ongoing Knowledge Transfer Plan
• Establish regular (monthly) meetings with
corporate and regional users in order to:
• Share new features
• Communicate changes to the system set-up and templates
• User training
• Rollout best practices
• Transfer learnings
• Share successful programs
• Understanding analytics
20. Page 21
Define User Succession Plan
• Objectives:
• How will new employees be trained to use Marketo?
• When the Marketo owner/users leave the company,
how will the knowledge related to the use of the
system and processes be transferred?
• Best Practices:
• Document the Marketo system infrastructure in a
strategic planning guide
• Document the Marketo user guide in a playbook
• Processes
• Best practices
• Standardized templates
21. Page 22
Regional Education Path
• Requirement of prep work before fundamental trainings
• Creation of custom regional program templates
• Documentation of all templates created
• Onsite custom training
• Mentors/Power Users identified in each region
• Follow up training responsibilities set for each region
23. Page 24
Determine CoE & Regional Staffing and Roles
• Define the roles and permissions that each user of
Marketo has in the Admin section under Users & Roles.
• Things to consider:
• Who will have Administrative access (for a Global Marketo
team, we recommend you limit the Admin role to 2-6 users)?
• Who will need access to approve assets (emails, landing pages,
snippets, and forms)?
• Who will need access to launch smart campaigns?
• Do you have any vendors who need access to Marketo (e.g. a
creative agency)?
24. Page 26
Managing Workspaces and Partitions
• Workspaces –Separate activities and assets
• Workspaces allow you to compartmentalize your Marketo instance
• Maintain separate work area while also allowing you to share work across
workspaces
• Users can have different levels of access to different workspaces by setting up
different user roles.
• Workspaces separate the following:
• Programs & Smart Campaigns
• Forms
• Creative Assets (templates, landing pages ,emails, snippets)
• Calendar Items
• Lead Partitions – Separate lead records
• Lead Partitions allow you to segment your database into different partitions
associated to Workspaces.
• With Lead Partitions, you ensure security, segmentation and proper messaging to
the correct leads
26. Page 28
Establish Naming Convention
Program Naming Conventions:
• [Program Type] [Year and Month] [Program Name]
• E.g. Tradeshow 2013 August - Dreamforce
Other items to tack onto your
naming convention as needed:
• Marketing Department (e.g. Demand Gen or Trade Marketing)
• Region (e.g. EMEA, North America, etc.)
• Language the assets are written in
Program Asset and Campaign
Naming Convention:
• Assets and campaigns within a program should have very simple naming (e.g. Primary
Email) because the asset will automatically take on the name of the program (e.g.
Tradeshow 2013 August – Dreamforce. Email 01. Primary Email
• Use numbers to put the assets and campaigns in the order that you want
39. Page 43
Forms
Enterprise yours with Multiple Country Domains
• Best to have unique form by country/language
• Determine the form language from the webpage URL if lead is
unknown
• Populate Inferred language in a hidden field on the form
• For Multi language countries and URL does not determine language,
serve up the Language preference field if lead is unknown
• Global Forms
• Country should be one of the first questions.
• If you need State/Province/County on this form, it is suggested to use
JavaScript vs. Visibility rules.
• Asset API should help with external text files
43. Page 47
Segmentation
• Segmentation folders can be shared across workspaces
Create a folder under the main Segmentation folder to share
• Create a Geo Language Segmentation
SEGMENT Hierarchy:
• Explicit Language Preference /Explicit Country – Known and language available
• Explicit Country/Inferred Language
• Inferred Country/Inferred Language
• Inferred Language
• Inferred Country
• Create Segmentations for Regions if Necessary
• Only 100 Segments per Segmentation
44. Sample Language set up
Lead Segment Preferred Language Country Inferred Language Inferred Country
US English US
US English Empty US
US Empty US Empty
US Empty Empty English US
US Empty Empty Empty US
FR French FR
FR French Empty FR
FR Empty FR
FR Empty Empty French FR
FR Empty Empty Empty FR
CAFR French CA
CAFR French Empty CA
CAFR Empty CA French
CAFR Empty Empty French CA
CAEN English CA
CAEN English CA
CAEN Empty CA Not French
CAEN Empty Empty English CA
CAEN Empty Empty Empty CA
IT Italian
IT Empty IT
IT Empty Empty Italian
IT Empty Empty Empty IT
GB English GB
GB English Empty GB
GB Empty GB
GB Empty Empty English GB
GB Empty Empty Empty GB
BLNL Dutch
BLNL Empty BE Dutch
BLNL Empty Empty Dutch BE
BLNL Empty Empty Empty BE
49. • Set up webpages to render the Cookies Policy Banner
across Marketo and your landing pages
• Cookie will maintain the user’s preference on the
Munchkin cookie, whether they should be tracked or not.
Munchkin will only be loaded if this cookie is set to TRUE
or is ABSENT (implied consent).
• The life of this cookie will vary by region. If the
requirement is that the process must start over after 13
months, the cookie will be set to live for 13 months.
• If the cookie is absent or deleted, the process starts over.
Implement Cookie Preference Banner
51. EU Cookie Laws
Summary of EU Cookie Laws
EU Member State Consent Level Required for Cookie Compliance
Austria Express Consent
Cyprus Express Consent
Greece Express Consent
Latvia Express Consent
Luxembourg Express Consent
Netherlands Express Consent
Portugal Express Consent
Slovak Republic Express Consent
Slovenia Express Consent
Spain Express Consent
52. EU Cookie Laws
Summary of EU Cookie Laws
EU Member State Consent Level Required for Cookie Compliance
Italy
Express Consent, but from the latest guidance on
cookie notices some form of implied consent
may be inferred
France Express Consent, under certain conditions
Germany
Express Consent; a formal statement of the
Federal Government is awaited
Denmark Implied Consent
Hungary Implied Consent
Poland Implied Consent
Romania Implied Consent
United Kingdom Implied Consent
53. EU Cookie Laws
Summary of EU Cookie Laws
EU Member State Consent Level Required for Cookie Compliance
Norway
Implied Consent
Norway is not an EU Member but as a
consequence of its membership in the EEA
(European Economic Area (Nw: EØS)), Norway is
under an obligation to adopt EU Directives.
Belgium
Implied Consent in specific situations. Not for
third party cookies
Czech Republic N/A, opt out principle applies
Estonia N/A, opt-out principle applies
Ireland N/A, opt-out principle applies
Finland Not clear
Malta Not clear
Sweden Not clear
55. Gotchas
• Social links– Will follow the location/country of the
lead
• Countries expire on their cookie laws – Use Marketo’s
cookie acceptance method
• Tokens NOT good for email copy
Hi my name is Patsy Dowling and I am our Partner Success manager based in the US and in charge of enabling your consultants on Marketo. Before I was your success Manager I worked as a Marketo Enterprise consultant for 5 ½ years working with anyone from an SMB non-profit to large enterprise clients such as Panasonic, Schneider electric, Google etc. Today I’m going to review with you a Global Implementation that I did this past with for a global client with a lot of demands.
The client was a typical global client where they just knew that they needed to get off of their current MA provider and ”turn on” Marketo. Something that we see everyday no matter the size of the client. How many here have run into this situation? Meeting expectation is one of the key issues that we face when working with clients
So what did our client want - they always want more than we agreed upon in the sales circle
So we put together a “”roadmap” you may say to deliver all of their expectations
So we came up with a CENTER OF EXCELLENCE to manage their expectation
Internal communication is key – you don’t want your enduser to contact Sales without knowing what is promoted – use your Marketo instance to identify internal communicatdion.
CHANGE MANAGEMENT NEXT SLIDE…. ASK QUESTIONS!!!!
CH
ME!!!!!!!
Best Practice NEXT SLIDE…. ASK QUESTIONS!!!!
WE have a 55 page deck on this….
Landing Page Templates should have:
Logo token (front end of template)
Favicon Token (in HTML of template)
Footer Token (front end of template) – privacy policy, copyright
Remember that you can share templates across workspaces and
The right way to address this is to use the JS API and allow them to code whatever visibility rules they want.
We don't have a way to take an easily human readable file and upload it. What we have is the data model in the DB, which is a JSON blob describing the rules.
Use this type of spreadsheet to easily track the fields, labels, LOV etc.
Schneider has 240 Countries and 30 Languages
Custom field Inferred Language – comes from the URL of the webpage
Headers – Logo on the template
Favicon – In the HTML of the Template
Footer – Privacy policy for Country
Will talk about Cookies later on in the deck