Relaunching Marketo to Boost Operational Efficiency

Opportunity

Marketing teams face immense pressure to meet the ever-growing demands for personalization and exceptional customer experiences. The last thing they need is the added burden of a poorly designed or malfunctioning Marketo instance while trying to strategize, implement, optimize, and analyze campaigns.

Despite a team’s best efforts, technical debt can accumulate and business needs evolve, requiring a refresh of your instance. This is exactly what happened with the TTEC Marketo instance:

Integrate a New CRM Instance

They had recently gone through an acquisition where new business units and teams were added to their organization. With these teams came their own workflows, processes, and technologies. In order to streamline core systems, a new instance of Microsoft Dynamics meant that they also needed a new instance of Marketo.

Relaunch According to Marketo Best Practices

After years of working inside their existing instance, TTEC Digital had issues with intentional duplicates, discrepancies in data, and more. To ensure they were starting on a clean state, TTEC Digital wanted to relaunch their instance according to best practices.

Revised Lead Scoring Program

Their existing instance had three workspaces with separate lead scoring programs. As a result, scoring was unbalanced across the three brands, leading to less effective lead qualification and creating the impression of lower quality MQLs due to premature qualification.

Launch a Formal Lifecycle

While there were connected elements of Marketing and Sales processes between Marketo and Microsoft Dynamics prior to the new instances launching, there was no formal lifecycle connecting leads across both systems. This made it difficult to accurately determine where leads were in the customer journey, impacting lead quality and marketing ROI.

Solution

To help TTEC Digital flawlessly manage the delicate transition to a new Marketo instance, MERGE began by conducting a discovery process, consisting of auditing TTEC Digital’s old instance.

The audit provided insights into overlooked areas and opportunities for growth – such as developing operational programs ranging from scoring and lead lifecycles to consent management.

From what was learned, MERGE established best-in-class infrastructure for their new Marketo instance. This consisted of building a sensible naming convention, folder structure, and most importantly, more efficiently and effectively syncing their Marketo instance with Microsoft Dynamics.

To support the Dynamics to Marketo sync, MERGE created a custom sync filter that would ensure disqualified leads and records without email addresses would not be synced from Dynamics to Marketo. This ensures data is cleaner and leads are more reliable.

MERGE also provided TTEC Digital with extensive documentation – ranging from a data dictionary to documentation on their lead lifecycle and scoring program, Marketo folder structure and naming convention, and Microsoft Dynamics custom sync filter. Documentation was also provided on the implementation timeline and functional QA grids to test the new build.