Skip to content

Conducting Audit in Marketo: An Overview

  • by
Marketo Audit
Reading Time : 3 minutes

Although, a Marketo audit may require several hours of extra work, it is essential to test your system against best practices and look for issues that might be affecting your system’s efficiency. Following are some essential factors and steps that will help you conduct an audit in Marketo:

Business Requirements

Before you begin, make sure you have a proper knowledge of your present business requirements and objectives. Find whether your team is mature enough to use certain tools and whether they trust the data. Also, lay emphasis on the use of content in nurturing campaigns and analyze your current reports.

Admin Setup

The next step is to set up admins to make sure that the settings are in order. Begin by looking at your users and check how many of them have an admin role. Apart from this, also check which users have access to which elements in your database. Also, look for disabled sales insights and sync errors in your CRM. 

Lead Lifecycle System

After this is done, you may now want to focus on the flaws in your lead flow system. Check for unsynchronized syncs and duplicates. Note down scores and other funnel data that seem wrong to you. Also, test the efficiency of the flows and record your observations.

Lead Scoring

See where score tokens aren’t used and where your lead scores are out of balance. Also, analyze your trigger scoring and note down triggers you don’t really need.

Also, find how easy is it for a marketing lead to reach the sales. This can be done by analyzing fast-track points against form fills.

Marketing Activities

Check whether your team is properly organizing their folders. Is all the old data being moved to the archive folder? Also, identify program channels that are currently unused. You may also want to check other important areas such as the use of program templates and auto-syncing of programs to Salesforce campaigns.

Design Studio

Looking at this aspect will help you better organize your work templates. Check whether you are making use of global forms to reduce data-related errors in your system or not.

Lead Database

Naming, static lists, use of segmentation, and field organizer are a few things you would like to pay attention to in your lead database.

Analytics

One area you would like to focus on in Analytics is the naming scheme. This is because not many companies leverage it to its full potential and use it only for email deliverability. 

RCE and RCM

In order to build a strong customer lifestyle, you must know how to use RCE and RCM together effectively. Make sure all your leads are properly synced and the lead lifestyle system is properly managing your trigger stages. Also, ensure that the data is flowing to the correct fields in your reports. 

CRM

Some important things to look at in your CRM include:

  • Use of salesforce campaigns
  • The Sync process.
  • The Sync time.
  • Are you able to sync all your leads properly?
  • Are you leveraging queues to manage your pre-marketing qualified leads?

In conclusion, conducting a meticulous Marketo audit is pivotal for optimizing marketing operations. By following these steps to assess admin setup, lead flow, scoring mechanisms, marketing activities, design studio, lead database, analytics, RCE and RCM, and CRM integration, you ensure data-driven decision-making, efficient workflows, and maximum revenue generation.

If you seek professional help to jumpstart with Marketo campaigns, let Sootra Consulting guide you. All you need is to ask or send us your business information or email requirements at support@sootraconsulting.com. So, let’s start talking!

Also, if you want to check out our other fabulous blogs, you can click here.

Leave a Reply

Your email address will not be published. Required fields are marked *