San Francisco Marketo User Group - March 2014

© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Change Management and GovernanceHow to prepare and document your Marketo Program

Tuesday 25 March 2014

Carlyn Manly, SFMUG


Welcome to the Marketo San Francisco User

Group!


#SFMUG

Housekeeping/Agenda

• Thank you to our event host Cloudwords• Heidi Lorenzen, CMO

• Sign in sheet • (Get the attended a user group badge)

• Intro: New Marketo Community Team Member• Presentation

• Marketo Governance and Change Management• Group/Peer Interaction• Adjourn


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New Community Team Member

Scott WilderCommunity, User Groups, & Ecosystems


San Francisco Marketo User GroupHousekeeping Slides


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Summit Information!

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Change Management and Governance


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Speaker

Carlyn ManlySr. Manager, Marketing ProgramsE2open, Inc.

With over 15 years of marketing experience working for global companies in a wide range of industries, I began my marketing automation journey in 2005 and have been a Marketo user since 2007. My journey has come full circle. I began as a Marketo enterprise customer then joined the Marketo Customer Success team in 2011. Now, here I am a Marketo customer once again, a Marketo Champion and your SFMUG leader


Quick Poll


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Quick Poll

1. Were you part of the original team who evaluated and deployed your Marketo Instance?

2. Did you take over your Marketo instance from a previous owner?

3. Are you are a “team of one” and in charge of all aspects of your lead gen and the sole user of your Marketo instance?

4. Have you gone through more than one organizational changes in your Marketing team?

5. Have you or plan to deploy Marketo globally?6. Do you have more than 5 active users?


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Your Mission Control


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Mission Control (cont.)

• Think of your approach to Governance and Change Management as a kind of “Mission Control”

• You can run your program with one or many team members• Your program will grow and how you manage it today will

help you in the future• No matter the size, you need checks and balances• Let’s face it, more and more companies are implementing

marketing automation tools• There are more of us now than there were 5 years ago• People move to other companies who are currently running

Marketo or other SaaS tools and documentation is key


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Mission Control (cont.)

• Changes are inevitable• Teams grow• Other tools are evaluated and integrated• You should ask yourself:

• How will this effect my current program?• How will this effect my current bandwidth?• How should I prepare for these changes?


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Okay now what?


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Similarities to the “Now What” scenario

• Like owning a car you do not want to be “locked out of your program” or others not knowing basic information

• Some similarities can be derived from your program• What kind of car do I own?• What options are currently included?• Where are my keys and do I have a spare?• Is there more than one person who knows how to drive this car?• Do people even know we own a car?• Does it come with a manual?• Where do I go to get it fixed if something is wrong?• When are payments due or how much does it cost?• Where do we keep the registration?• Do we need to buy a newer model?


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Why is this important to me?


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Why is this important?

• Your program should grow and change as your organization goals changes• Transparency• With any tool, it is important to document your program

• Set policies and processes• Continue in your maturity model

• What do you want out of the tool and what goals have you set for your program?• You want to make sure you are on track with your marketing team overall

business strategy and objectives• “Always leave something better than when you found it”• Career development

• By implementing process and policies the transparency generated form this project will elevate your visibility in the company.

• Onboarding• You are now able to provide documentation for new team members


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Governance

Governance

Committees

Regulatory

Hierarchy

Monitoring & Internal

Control

Transparency

Policies & Procedures Mission

Strategy

Objectives

Goals

Vision


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Governance (cont.)

Basic Governance • Most marketing teams will have an outline of their

goals• Where does Marketo fit with your overall marketing

goals?• Where does the work on your contribution fit in

achieving these goals?• Use this chart as a guide for basic principles


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Change Management

ChangeManageme

nt

Risk Assessment

Stakeholder Analysis

EngageLeadership

Communication

Prepare theworkforce

Analyze Results

And Impact


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Change Management (cont.)

Basic Change Management• These are basic principles you can apply to any type of change

• Organizational• Software/program

• Be prepared should one of your Marketo users leave (refer to the “getting locked out of you car” analogy)

• You can adapt this chart to implement your internal process• You will be surprised to hear that a majority of companies do

not document or establish process for or any major or minor changes to their organization

• The key is communication and having a plan• How it will take place and when


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The reality


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The reality (cont.)

We are managing multiple areas of marketing and a majority of us have our hands full

• By implementing process and documenting your program it will help improve:

• Visibility • Transparency• Communication• 30K view of your program• Identify where you may need improvement or adjustments• Efficiency in your program and how you conduct

onboarding


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What we don’t want

What we want: By implementing the work upfront, you can avoid unforeseen issues that can hinder your program or productivity


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Marketo Instance Playbook


Quick Example


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Don’t‘ get overwhelmed. Start small and keep it simple

1. Start with the basics2. Start with a list3. Realistic/Reasonable timelines4. Delegate where you can5. Check with other groups in our company6. Check in or follow up. Are you on track?


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Getting started (cont.)

1. Begin with a small list. You can use the playbook as a template and select the sections that are appropriate to your current program• Who, what, where• Begin with your contract• List team members

2. Begin with the top 3 or 5 priorities3. 6 month or end of year cycle

• In 6 months complete the document• Yearly review of process and documentation• Start a few months before your renewal


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Getting started (cont.)

4. Documentation – Use a template5. Typically an organization will have a process for

managing tools• Network• Website• CRM tool• Other software

6. Are your documents up to date?


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What we want!

• Organized• Have a plan• Prepared• Company-wide positive

implications• Visibility of your program• Corporate responsibility• Knowledge Share• Career development


Thank you!

See you at Summit!

San Francisco Marketo User Group - March 2014

Marketing

Transcript of San Francisco Marketo User Group - March 2014