{"id":6241,"date":"2023-12-27T10:52:01","date_gmt":"2023-12-27T10:52:01","guid":{"rendered":"https:\/\/axamit.com\/?p=6241"},"modified":"2024-09-27T13:06:11","modified_gmt":"2024-09-27T13:06:11","slug":"your-quick-marketo-implementation-guide-and-bonus-checklist","status":"publish","type":"post","link":"https:\/\/axamit.com\/en\/blog\/marketo\/marketo-implementation-guide\/","title":{"rendered":"Your Quick Marketo Implementation Guide and Bonus Checklist"},"content":{"rendered":"<div class=\"custom-toc\"><ul><\/ul><\/div>\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Every company loves a shiny new tool with the power to make their existing marketing processes easier. This is especially the case if that tool is Marketo!&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You (and maybe some of your teams) might be teeming with excitement about Marketo\u2019s potential to streamline your marketing efforts. And if you\u2019re looking to implement Marketo soon, you might be wondering what the fastest, easiest route is to get the ball rolling.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We love that enthusiasm! And we\u2019re excited to share with you how you can ensure a successful implementation plan\u2014complete with an implementation checklist to keep in your back pocket.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading\">Marketo Implementation Timeline<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Before we hit the ground running, here\u2019s a pro tip you can\u2019t miss: <em>Don\u2019t let your excitement for Marketo rush your implementation timeline!<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Getting <a href=\"https:\/\/axamit.com\/blog\/marketo\/marketo-engage-updates\/\" data-type=\"post\" data-id=\"2481\">Marketo Engage<\/a> set up the right way, so that it remains an effective tool over time, will be crucial to your success with the platform. So, it\u2019s important to bear in mind that you should expect the timeline we\u2019re sharing here to happen from a handful of weeks to a few months, depending on the complexity of your integration.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That said, generally, your Marketo implementation roadmap can be segmented into four key phases, detailed in the timeline below.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a3339d95e0fb&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a3339d95e0fb\" class=\"wp-block-image size-full wp-lightbox-container\"><picture><source srcset=\"https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2023\/12\/28173037\/Marketo_implementation_timeline.png 2352w,https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2023\/12\/28173037\/Marketo_implementation_timeline-300x137.avif 300w,https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2023\/12\/28173037\/Marketo_implementation_timeline-1024x467.avif 1024w,https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2023\/12\/28173037\/Marketo_implementation_timeline-768x350.avif 768w,https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2023\/12\/28173037\/Marketo_implementation_timeline-1536x700.avif 1536w,https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2023\/12\/28173037\/Marketo_implementation_timeline-2048x933.avif 2048w\" sizes=\"auto, (max-width: 2352px) 100vw, 2352px\" type=\"image\/avif\"><img src=\"https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2023\/12\/28173037\/Marketo_implementation_timeline.png\" height=\"1072\" width=\"2352\" srcset=\"https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2023\/12\/28173037\/Marketo_implementation_timeline.png 2352w, https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2023\/12\/28173037\/Marketo_implementation_timeline-300x137.png 300w, https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2023\/12\/28173037\/Marketo_implementation_timeline-1024x467.png 1024w, https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2023\/12\/28173037\/Marketo_implementation_timeline-768x350.png 768w, https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2023\/12\/28173037\/Marketo_implementation_timeline-1536x700.png 1536w, https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2023\/12\/28173037\/Marketo_implementation_timeline-2048x933.png 2048w\" sizes=\"auto, (max-width: 2352px) 100vw, 2352px\" class=\"wp-image-6290 sp-no-webp\" alt=\"Marketo implementation timeline\" loading=\"lazy\" decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\"  > <\/picture><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Now that you\u2019ve got a general idea of the process, let\u2019s delve into some more details about each of the steps, and what to expect.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading\">Marketo Implementation Plan<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Before you get started with Marketo and launch it into your everyday routines, it\u2019s important to ensure that your setup is as watertight as possible.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Think of it this way\u2014Marketo is your new, clean slate. Wherever your previous <a href=\"https:\/\/axamit.com\/en\/case-studies\/marketing-automation\/\">marketing automation<\/a> system failed or set you back, your new beginning in Marketo is your chance to right any existing issues and invest time into a platform completely built to fit your company.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Documentation and Planning<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Documentation is easily one of the most vital steps to ensuring a successful <a href=\"https:\/\/axamit.com\/adobe-experience-cloud\/marketo\/migration\/\" data-type=\"page\" data-id=\"7391\">Marketo migration<\/a>. You need to be as detailed as possible when documenting your existing marketing automation setup.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here\u2019s an idea of <em>some<\/em> key things to look at and document:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Automations<\/li>\n\n\n\n<li>Email programs, and their structure<\/li>\n\n\n\n<li>Templates<\/li>\n\n\n\n<li>Assets<\/li>\n\n\n\n<li>Email lists<\/li>\n\n\n\n<li>Forms<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Then, once you feel you\u2019ve documented everything you currently use, you\u2019ll need to decide whether these items work for you, or don\u2019t.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Next in this phase, you\u2019ll also need to begin coordinating with the teams that you expect to assist with the implementation.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You need to be clear about what each team\u2019s role is and connect with those teams to reach a realistic estimate of the time each portion in this roadmap will take.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is also a good time to set expectations of the roadmap to users who won\u2019t be implementing, it but who will be involved in the day-to-day usage of the platform once it\u2019s launched.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Technical Setup<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Once you have a plan set in stone, you\u2019re going to be heading into the technical phase of implementation. It\u2019s not as intimidating as it may sound, so long as you have the right experts on board!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">During this phase, you\u2019ll likely be working with your IT team and development team to establish tech-heavy details like:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Users and their roles and permissions.<\/li>\n\n\n\n<li>Installation of tracking codes on your website.<\/li>\n\n\n\n<li>Integration of Marketo with your CRM and the rest of your relevant tech stack.<\/li>\n\n\n\n<li>Creation of (only necessary) Marketo fields within your CRM.<\/li>\n\n\n\n<li>Setup of protocols like <a href=\"https:\/\/en.wikipedia.org\/wiki\/CNAME_record\" target=\"_blank\" rel=\"noopener\">CNAMEs<\/a> for your landing pages.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s a good idea to spend extra time in this step not just establishing your technical Marketo setup, but <em>also<\/em> testing it for accuracy.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Foundational Structuring<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">This stage of your Marketo instance may seem like an easier task than the technical setup, but we can\u2019t stress this enough: <em>Your foundation in Marketo is crucial to your success long-term, so don\u2019t take it lightly!<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In this step, you\u2019re setting up the \u201cworld\u201d in which all your marketing efforts will live. You want to make sure that the way you\u2019ve built your Marketo instance is the cleanest, most organized, and most effective structure possible.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Remember: It can be incredibly difficult, time-consuming, and costly to fix the entire <em>world <\/em>your marketing flow has been living in\u2026if it was set up ineffectively at the start.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">During this phase, you\u2019ll be building much of the groundwork of your campaigns, including:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>An organized folder structure (document it clearly).<\/li>\n\n\n\n<li>Unified naming conventions that make it easy for you to locate and identify programs (document it clearly).<\/li>\n\n\n\n<li>Landing pages designed to drive your key goals effectively.<\/li>\n\n\n\n<li>Forms and form strategy.<\/li>\n\n\n\n<li>Email programs.<\/li>\n<\/ul>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a3339d95f806&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a3339d95f806\" class=\"wp-block-image size-full wp-lightbox-container\"><picture><source srcset=\"https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2023\/12\/28173043\/Example_of_an_effective_Marketo_folder_structure.png 2352w, https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2023\/12\/28173043\/Example_of_an_effective_Marketo_folder_structure-300x189.png 300w, https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2023\/12\/28173043\/Example_of_an_effective_Marketo_folder_structure-1024x646.png 1024w, https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2023\/12\/28173043\/Example_of_an_effective_Marketo_folder_structure-768x485.png 768w, https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2023\/12\/28173043\/Example_of_an_effective_Marketo_folder_structure-1536x969.png 1536w,https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2023\/12\/28173043\/Example_of_an_effective_Marketo_folder_structure-2048x1292.avif 2048w\" sizes=\"auto, (max-width: 2352px) 100vw, 2352px\" type=\"image\/avif\"><img src=\"https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2023\/12\/28173043\/Example_of_an_effective_Marketo_folder_structure.png\" height=\"1484\" width=\"2352\" srcset=\"https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2023\/12\/28173043\/Example_of_an_effective_Marketo_folder_structure.png 2352w, https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2023\/12\/28173043\/Example_of_an_effective_Marketo_folder_structure-300x189.png 300w, https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2023\/12\/28173043\/Example_of_an_effective_Marketo_folder_structure-1024x646.png 1024w, https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2023\/12\/28173043\/Example_of_an_effective_Marketo_folder_structure-768x485.png 768w, https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2023\/12\/28173043\/Example_of_an_effective_Marketo_folder_structure-1536x969.png 1536w, https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2023\/12\/28173043\/Example_of_an_effective_Marketo_folder_structure-2048x1292.png 2048w\" sizes=\"auto, (max-width: 2352px) 100vw, 2352px\" class=\"wp-image-6291 sp-no-webp\" alt=\"Example of an effective Marketo folder structure\" loading=\"lazy\" decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\"  > <\/picture><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Investing the proper time in building, reviewing, and revising your foundations to fit your needs before you launch will help your Marketo instance benefit your company and teams for many years to come!<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Optimize Operations<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">This step of your implementation journey is all about future-proofing <a href=\"https:\/\/axamit.com\/adobe-experience-cloud\/marketo\/optimization\/\" data-type=\"page\" data-id=\"7403\">Marketo by optimizing for efficient automation upfront<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">During this phase, you\u2019ll want to connect with your sales team so that you can establish vital strategies around your leads, like:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/axamit.com\/en\/blog\/marketo\/marketo-lead-scoring\/\">Lead scoring<\/a>.<\/li>\n\n\n\n<li>Lead lifecycles.<\/li>\n\n\n\n<li>Lead nurturing.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">You\u2019ll also be setting your marketing up for success by building things that will help your marketing efficiency, including:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Audience segments<\/li>\n\n\n\n<li>Templates of frequently used email programs<\/li>\n\n\n\n<li>A subscription management center<\/li>\n\n\n\n<li><a href=\"https:\/\/experienceleague.adobe.com\/docs\/marketo\/using\/product-docs\/demand-generation\/landing-pages\/personalizing-landing-pages\/tokens-overview.html?lang=en\" target=\"_blank\" rel=\"noopener\">Tokens<\/a> (strings of code that are replaced with personalized text in emails and landing pages).<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Then, you\u2019ll consider how your team should use <a href=\"https:\/\/axamit.com\/blog\/marketo\/what-is-marketo-analytics\/\" data-type=\"post\" data-id=\"2492\">Marketo analytics<\/a> tools and configure required reports.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Email Performance Reports<\/li>\n\n\n\n<li>Campaign Performance Reports<\/li>\n\n\n\n<li>Revenue Cycle Analytics<\/li>\n\n\n\n<li>Custom Reports<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Last but not least, this stage includes setting up training processes and documentation for the teams you plan to onboard to Marketo.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s essential that your teams come into <a href=\"https:\/\/axamit.com\/blog\/marketo\/marketo-best-practices\/\" data-type=\"post\" data-id=\"3093\">Marketo prepared to use it to its fullest<\/a>, and knowledgeable about how to maximize the benefits Marketo brings to their marketing efforts.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading\">Marketo Implementation Checklist<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Now, we know that every organized process deserves a list of to-do\u2019s.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Remember, every Marketo implementation journey is a little different. That\u2019s why you\u2019ll ultimately need to review your roadmap with your on-hand experts and develop a checklist that speaks to your specific implementation needs.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That said, the <a href=\"https:\/\/docs.google.com\/spreadsheets\/d\/1cu6gnm15vmWes2OC0RD8dKK7q8TTxet6MjiNnPM2npQ\/edit#gid=0\" target=\"_blank\" rel=\"noopener\">checklist<\/a> below is an excellent place to start. Ready to get the ball rolling toward full Marketo adoption?<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td rowspan=\"16\"><strong>Documentation &amp; Planning<\/strong><\/td><td><strong>Document:<\/strong><\/td><td><\/td><\/tr><tr><td>Any existing automation processes<\/td><td>FALSE<\/td><\/tr><tr><td>Any existing assets<\/td><td>FALSE<\/td><\/tr><tr><td>Any existing email templates<\/td><td>FALSE<\/td><\/tr><tr><td>Any existing email lists<\/td><td>FALSE<\/td><\/tr><tr><td>Any existing lead nurture flows<\/td><td>FALSE<\/td><\/tr><tr><td>Any integrations, existing or anticipated<\/td><td>FALSE<\/td><\/tr><tr><td>Any forms<\/td><td>FALSE<\/td><\/tr><tr><td><strong>Review:<\/strong><\/td><td><\/td><\/tr><tr><td>What&#8217;s working currently (migrate as-is)<\/td><td>FALSE<\/td><\/tr><tr><td>What&#8217;s not working currently (needs to be reworked &amp; rebuilt in Marketo)<\/td><td>FALSE<\/td><\/tr><tr><td><strong>Coordinate:<\/strong><\/td><td><\/td><\/tr><tr><td>Teams responsible for aiding with the implementation<\/td><td>FALSE<\/td><\/tr><tr><td>Timelines for each team \/ phase<\/td><td>FALSE<\/td><\/tr><tr><td><strong>Inform:<\/strong><\/td><td><\/td><\/tr><tr><td>Teams expected to use Marketo once launched<\/td><td>FALSE<\/td><\/tr><tr><td rowspan=\"10\"><strong>Technical Setup<\/strong><\/td><td><strong>Establish:<\/strong><\/td><td><\/td><\/tr><tr><td>Users<\/td><td>FALSE<\/td><\/tr><tr><td>User roles and permissions<\/td><td>FALSE<\/td><\/tr><tr><td><strong>Install:<\/strong><\/td><td><\/td><\/tr><tr><td>All necessary tracking codes (<a href=\"https:\/\/experienceleague.adobe.com\/docs\/marketo\/using\/product-docs\/administration\/additional-integrations\/add-munchkin-tracking-code-to-your-website.html?lang=en\" target=\"_blank\" rel=\"noopener\">Munchkin<\/a>, custom event tracking, etc.)<\/td><td>FALSE<\/td><\/tr><tr><td><strong>Integrate:<\/strong><\/td><td><\/td><\/tr><tr><td><a href=\"https:\/\/experienceleague.adobe.com\/docs\/marketo-learn\/tutorials\/lead-and-data-management\/crm-sync-learn.html?lang=en\" target=\"_blank\" rel=\"noopener\">Your CRM<\/a>, and any other relevant platforms, with Marketo<\/td><td>FALSE<\/td><\/tr><tr><td>Marketo-specific fields into your CRM<\/td><td>FALSE<\/td><\/tr><tr><td><strong>Set up:<\/strong><\/td><td><\/td><\/tr><tr><td>Protocols for your landing page (CNAMEs, SPF, and DKIM)<\/td><td>FALSE<\/td><\/tr><tr><td rowspan=\"11\"><strong>Foundational Structuring<\/strong><\/td><td><strong>Establish <\/strong><strong>and document<\/strong><strong>:<\/strong><\/td><td><\/td><\/tr><tr><td>Folder structure \/ organization<\/td><td>FALSE<\/td><\/tr><tr><td>Naming conventions<\/td><td>FALSE<\/td><\/tr><tr><td><strong>Build:<\/strong><\/td><td><\/td><\/tr><tr><td>Landing page(s)<\/td><td>FALSE<\/td><\/tr><tr><td>Form(s)<\/td><td>FALSE<\/td><\/tr><tr><td>Email programs<\/td><td>FALSE<\/td><\/tr><tr><td>Email templates<\/td><td>FALSE<\/td><\/tr><tr><td><strong>Set up:<\/strong><\/td><td><\/td><\/tr><tr><td><a href=\"https:\/\/experienceleague.adobe.com\/docs\/marketo\/using\/product-docs\/marketo-sales-insight\/msi-for-salesforce\/features\/msi-feature-overview.html?lang=en\" target=\"_blank\" rel=\"noopener\">MSI<\/a> (Marketo <a href=\"https:\/\/axamit.com\/en\/glossary\/marketo\/sales-insight\/\">Sales Insight<\/a>)<\/td><td>FALSE<\/td><\/tr><tr><td><a href=\"https:\/\/experienceleague.adobe.com\/docs\/marketo\/using\/product-docs\/administration\/email-setup\/enable-communication-limits.html?lang=en\" target=\"_blank\" rel=\"noopener\">Communication Limits<\/a><\/td><td>FALSE<\/td><\/tr><tr><td rowspan=\"11\"><strong>Optimize Operations<\/strong><\/td><td><strong>Establish:<\/strong><\/td><td><\/td><\/tr><tr><td>Lead scoring strategy<\/td><td>FALSE<\/td><\/tr><tr><td>Lead nurture strategy<\/td><td>FALSE<\/td><\/tr><tr><td>Lead lifecycle<\/td><td>FALSE<\/td><\/tr><tr><td><strong>Set up:<\/strong><\/td><td><\/td><\/tr><tr><td>Audience segments<\/td><td>FALSE<\/td><\/tr><tr><td>Templates for frequently used programs<\/td><td>FALSE<\/td><\/tr><tr><td>Subscription management center<\/td><td>FALSE<\/td><\/tr><tr><td>Tokens<\/td><td>FALSE<\/td><\/tr><tr><td><strong>Build and document:<\/strong><\/td><td><\/td><\/tr><tr><td>Training processes for users<\/td><td>FALSE<\/td><\/tr><\/tbody><\/table><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading\">Challenges and Considerations<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">With the right experts at your side, Marketo implementation can be a mostly smooth process. But every implementation process comes with its list of challenges, which even tech-savvy teams might encounter at some point.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Staying ahead of potential challenges is the first step toward minimizing or avoiding their impact.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Universal adoption<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Effective adoption of Marketo across all teams that need to be using it may be one of the most important steps toward seeing a true return on investment from the platform. Yet, this is often a hurdle for many companies.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To avoid issues with the adoption of the platform, you\u2019ll need to ensure you have a robust training process in place that not only explains how to use Marketo to its fullest, but also <em>why<\/em> you\u2019re adopting it, and the specific benefits to each team.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What pressure points are teams experiencing now that Marketo will resolve, and how?<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Integrating your tech stack<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Not all CRM (or other) platform integrations are created equal. Some platforms are certainly more straightforward to sync than others. Either way, you\u2019ll need an <a href=\"https:\/\/axamit.com\/adobe-experience-cloud\/marketo\/implementation\/\" data-type=\"page\" data-id=\"7417\">implementation team<\/a> fully equipped to provide solutions for your company\u2019s unique needs.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Not only that, a messy CRM with missing, inaccurate, or unorganized data will make integration quite a bit more difficult than a well-oiled CRM. Cleanup is key!<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Aligning all teams<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Your implementation process will likely touch multiple teams along its path. But if your teams are relatively unconnected, or if communication isn\u2019t clear between team members, migration to Marketo can easily go wrong.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s vital to establish roadmaps, timelines, and communication expectations between all teams that will have involvement with your implementation <em>before<\/em> it starts.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Collaborative lead strategy<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The best lead scoring and lead nurturing strategies come from <em>collaboration with sales<\/em>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Usually, your sales team will have really clear ideas of what a valuable lead is, how they would score leads, and an effective lead nurturing strategy. So, naturally, they\u2019re valuable resources to consult when building these strategies within Marketo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Leaving your sales team out of lead-centered strategic discussions can easily create large divides between your marketing and your sales efforts\u2014something no company wants to see.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading\">Conclusion<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">At this point, you\u2019ve got a clear look at what to expect from your upcoming Marketo implementation. You\u2019ve also got a timeline in mind, a checklist in hand, and know what obstacles to look out for.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But we know first-hand that these three things don\u2019t always mean you\u2019re ready to roll. You probably have a lot of brilliant teams at your company\u2014but they might not necessarily be equipped to handle this migration currently.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That doesn\u2019t mean you can\u2019t still start your implementation journey. At <a href=\"https:\/\/axamit.com\/\" data-type=\"page\" data-id=\"61\">Axamit<\/a>, our <a href=\"https:\/\/axamit.com\/adobe-experience-cloud\/marketo\/\" data-type=\"page\" data-id=\"1336\">Marketo implementation partners<\/a> have handled countless migrations from A to Z. If you know you want to move to Marketo stat, but need the resources to do so, our team is here to help!<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Every company loves a shiny new tool with the power to make their existing marketing processes easier. This [&hellip;]<\/p>\n","protected":false},"author":13,"featured_media":6244,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[23],"tags":[],"class_list":["post-6241","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketo"],"acf":{"cta":"Give Us a Call","phone":"+1 (438) 383-6878","meta-description":"What to expect from your upcoming Marketo implementation? Check our guide and checklist to get an idea about the typical steps marketing operations teams take when launching a new instance."},"_links":{"self":[{"href":"https:\/\/axamit.com\/en\/wp-json\/wp\/v2\/posts\/6241","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/axamit.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/axamit.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/axamit.com\/en\/wp-json\/wp\/v2\/users\/13"}],"replies":[{"embeddable":true,"href":"https:\/\/axamit.com\/en\/wp-json\/wp\/v2\/comments?post=6241"}],"version-history":[{"count":3,"href":"https:\/\/axamit.com\/en\/wp-json\/wp\/v2\/posts\/6241\/revisions"}],"predecessor-version":[{"id":9924,"href":"https:\/\/axamit.com\/en\/wp-json\/wp\/v2\/posts\/6241\/revisions\/9924"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/axamit.com\/en\/wp-json\/wp\/v2\/media\/6244"}],"wp:attachment":[{"href":"https:\/\/axamit.com\/en\/wp-json\/wp\/v2\/media?parent=6241"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/axamit.com\/en\/wp-json\/wp\/v2\/categories?post=6241"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/axamit.com\/en\/wp-json\/wp\/v2\/tags?post=6241"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}