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, ensure that you have a thorough understanding of your current business requirements and objectives. Find whether your team is experienced enough to use certain tools and whether they trust the data. Also, emphasize the use of content in nurturing campaigns and thoroughly 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 reviewing your users to determine 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
Next, focus on identifying flaws in your lead flow system. Check for unsynchronized records and duplicates. Note down scores and other funnel data that seem inaccurate. Additionally, assess the efficiency of the flows and document your findings.
Lead Scoring
Identify instances where score tokens aren’t being used and where lead scores are imbalanced. Also, analyze your trigger scoring and note down unnecessary triggers.
Also, find how easy is it for a marketing lead to reach the sales. This analysis can be done by comparing fast-track points to form fills.
Marketing Activities
Check whether your team is properly organizing their folders. Ensure that old data is being moved to the archive folder. Also, identify any program channels that are not currently in use. You may also want to check other important areas such as the use of program templates and the automatic syncing of programs with Salesforce campaigns.
Design Studio
Examining this aspect helps you better organize your work templates. Check if you are utilizing global forms to reduce data-related errors in your system.
Lead Database
Pay attention to naming, static lists, segmentation usage, and field organization 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
To build a strong customer lifestyle, you must know how to use RCE and RCM together effectively. Ensure all your leads are properly synced and that the lead lifestyle system effectively manages your trigger stages. Also, ensure that the data flows to the correct fields in your reports
CRM
Key areas to examine in your CRM are:
- Use of Salesforce campaigns
- The Sync process.
- The Sync time.
- Are all your leads syncing properly?
- Are you leveraging queues to manage pre-marketing qualified leads?
In conclusion, conducting a thorough 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!
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