All marketing operations professionals know the investment they’ve made in Marketo is just a starting point. There’s always more to learn, more tech to integrate with Marketo, more ways to realize untapped gains-- more investing to uncover value. In this final post in our Marketo Value Realization series, we cover effective change management commun...
From a new Marketo project to shoring up your marketing operations processes, every initiative involves change. And somebody has to keep both the project pacing accordingly and the people moving forward appropriately to deliver change successfully. Hence, enter the need for project management and change management— they go hand-in-hand. Otherwise,...
We won’t lie; the Definition stage is time-consuming and one of the most involved phases of our Marketo Value Realization cycle. All the planning and decisions about how your solution will be designed and built are made in this stage. What are the three most important things you should do to get more value from Marketo faster?
Unless tech solutions solve business challenges, they are meaningless. If you want to accelerate the value of your Marketo investment, start by aligning to specific business objectives. In this article, we share what's essential in the planning stage, plus provide practical tips for getting better stakeholder feedback.
While all organizations seek to maximize the full value of their marketing automation investment, they often fall short. The gaps typically occur in understanding the individual stages of value realization and missteps in their ROI journey.
T’was the night before Marketo, and I could sleep not. Not a creature was stirring, not even a bot. Please enjoy a fun, marketing operations twist on the holiday classic poem.
What a difference a few months and a major world event make. We started 2020 with a talent gap transitioning to hiring freezes. We’ve morphed from an ever-increasing flow of campaign requests to campaign adjustments, accelerated timelines, and execution urgency. Strategic work has been sidelined as marketing operations struggles to keep pace with t...
A desire to be more relevant— segmenting communications and delivering highly personalized customer experiences. A need to better utilize staff resources— gaining efficiencies by moving from manual processes to automated ones. These are all driving motivators for adopting a marketing automation platform (MAP), yet some marketers are highly successf...
No one could have predicted the devastation of the COVID-19 pandemic, the drastic impact on business operating environments, or the resulting economic downturn. However, as Charles Swindoll so aptly imparted, “Life is 10% what happens to you and 90% how you react to it.” Box, a leader in cloud content management, is a prime example. They actually e...
Call it “Jumanji of 2020” or whatever you want, but the past few months have been...really weird. To say it’s been a lot of pressure for marketers is an understatement. Truth is, many of us are feeling what’s called “Crisis Fatigue.” If you’re feeling tired or just plain worn out and sleep alone isn’t doing the trick, give yourself some grace. Unde...
Andy Stanley once said, “The greatest motivator of change is a crystal-clear vision of what the future should look like.” Such an appropriate quote, especially when looking to make a marketing impact. As one marketer to another, I ask you: what’s your vision, and what do you need to change to get there? Thanks to the COVID-19 crisis, many organizat
In a crisis, it's hard to find the right marketing message that isn't tone-deaf, comes across as genuine, and provides value and impact. The feeling of, "what can I say that would have any meaning?" is real. In this post, we provide practical examples of how organizations have adjusted their message to communicate their brand message with grace.
It’s safe to say that our current climate has caused quite a bit of change across just about every organization. Whether the normally frenetic pace of business has seemingly come to a complete halt, or your organization has experienced a massive surge, it’s clear that we’re treading in new territory. Stanford economist Paul Romer once said that, “a
History has repeatedly shown that during recessions, the companies that are quick to make deep cuts don’t come out on top. Regardless, during uncertain times, some tightening of the purse strings is expected...and many times, marketing seems to be first up on the chopping block. Of course, the challenge that arises with the knowledge that you need
The evolving COVID-19 pandemic continues to impact all industries in different ways. However, one thing remains constant across just about all verticals: now more than ever in this age of digital disruption, the ability to be agile and adjust the marketing sails of your ship is critical. Between canceled events, deployment of COVID-19 emails, the t