Implementing the entire foundation program in the Marketo Engage application is one achievement. Implementing a center of excellence outside the platform is another. Without focusing on people, processes, and general technology, you might find yourself poorly received and supported. By focusing on three, you could set yourself up for realized optimized values and your next big ad. When workers turn to virtual work during a pandemic, these components are now more important than ever.
Wait, what is a center of excellence (COE)? If you’re familiar with Marketo Engage, you’ve probably heard of the center of excellence inside the platform … what we’re talking about here is outdoors. Marketo Engage COE is a centralized management, best practice, thinking management, and organizational structure that allows a company or institution to control a scalable marketing strategy, initiative, and process. It has been proven to increase efficiency, consistency of communication, and brand standards across the organization. However, according to recent data, less than a third of companies have switched to experience-based companies Forrester research report. We challenge these statistics because those who are trying to excel in improving their customer journey with their digital capabilities will definitely want to use this COE structure.
Here are the first ten questions to ask yourself when considering changing it:
1. Why do I need a center of excellence? One we already have inside the platform …
We know it can be confusing. Why did we call two different things the same? #growth. The Center of Excellence, or rather the Foundation Program Library, is the place in your copy of Marketo Engage that houses the Foundation Program Templates, usually the ones that provide the most value and are used most, and that is approved for widespread use by your marketing operations team. Remember that you can do everything inside the platform correctly and still fail if the necessary external structures and processes are not in place.
Off-Platform Center of Excellence is a broader concept that focuses on people, processes, and technology to better enable your marketing automation solution. It reinforces what you have built into the application by promoting design outside, including focusing on the following areas:
- roles and permissions,
- introduction and provision,
- process management,
- change management,
- metrics and reporting,
- governance and governance model,
- sales and marketing partnership,
- customer journey,
- and more!
Careful consideration and development of these structures will maximize your return on investment in your solutions and allow for organizational transformation both inside and outside Marketo Engage. As we discuss at COE, momentum needs a sponsor, and your sponsorship brings with it your greatest successes.
2. Have we carefully considered both centralization vs. decentralization and hybrid models?
Centralization and decentralization can be applied to many disciplines. It is not insignificant to consider a strategic approach to the aspects of your company in relation to centralization and decentralization. Just thinking about where your organization stands or where you want different aspects of your organization to reach the scale of centralization and decentralization is a step in the right direction.
The degrees of centralization vary, and it should always vary by degree, compared to purely all or nothing. At the other end of the spectrum is complete control and you are taught to fish – think honestly of what they are called. These degrees of centralization, applied in different business aspects, are closely related to the company’s culture and resources, they are always on a sliding scale and there is no utopia.
Also, find out where you stand on the centralization spectrum in the following areas:
- training and capacity building
- process documentation
- content creation
- creating and modifying templates
- feed the strategy
3. Do we have a good momentum around marketing automation that catalyzes added value throughout our company?
Take a step back and think about today’s momentum. Analyze why this momentum exists, learn from it, and how you can replicate it or use it to drive further change in other aspects of your business. If something has no momentum and does not create a positive value, shape or form in any way, look it up directly, turn it over and adjust.
4. Do we personalize and adapt our job opportunities according to tactics?
The maturity of engagement marketing does not have to exist only with customers externally. Think of deployment proposals today. Think about the unique needs of the team or teams. To share information, we encourage you to think about internal user groups, the “brown bag” or informal lunches, and promote the creation of user groups in the Marketo Engage community. (See worldwide list here for access to a strong Marketo Engage community and digital marketing experts who are just waiting for you and your team to join.) With personalized enabling, you can get creative in a variety of ways, and we encourage you to carefully explore what works best for your organization.
5. Do we have a clear, defined enabling path to move forward?
In addition to the units mentioned above, we recommend focusing on the basics. Create a plan to play on board Marketo Engage users with books, manuals, training kits and recordings, checklists, quality control forms, program applications, and strong internal and external resources – Marketo Engage has many amazing resources and other applications and consulting firms do the same. If there are new features, learn how to implement them. In addition, you should consider the annual standard training or surveys you need to go through that cover the entire company … and don’t wait for these initiatives to take place. If you feel there is an issue that needs to be addressed, be that voice within the company.
6. Are we monitoring existing, critical KPIs well, and are there any new new KPIs we should consider?
Take a data-driven approach and be able to tell a story and make a strong case with verifiable data. Understand the KPIs tracked by your sales, finance, customer success, etc. monitors, learn to speak a common language to help you shop, or just have a productive conversation about metrics that won’t leave you having to spin – a meeting with the CFO. Marketo Engage recommends that you focus on metrics such as program performance, lead quality, waterfall metrics, return on investment (ROI) and lead generation reporting, and sales effectiveness metrics. If your organization is very mature in terms of attribution strategy, we encourage you to agree on multi-touch attribution measures across your organization and use appropriate maturity-related technology to facilitate its measurement. Also consider a data-driven working model align and steer the business toward strategic goals throughout the customer’s journey with minimal disruption to ensure continued growth through alignment of KPIs at each stage of the journey.
7. Is there a friction in the sales and marketing partnership that affects the customer’s journey?
This is a timeless topic. No matter how much technology evolves and no matter how complex we become with our marketing tactics, there is no machine learning that will ever surpass the practice of ancient collaboration. It is important that you nurture this relationship, engage in strategic and ongoing dialogue, and truly value this partnership.
8. What are the other alignments of people and processes with other critical initiatives for Marketo Engage?
This is where process and change management come into play. Do you have centralized processes today? Think about how you embraced the ones that led to the adoption, and think about where you might need new processes to support your marketing growth. The COE process management infrastructure has several pillars, user configuration and process documentation are just two names. Managing change is also key. Do you think about the catalyst for change in your organization and all its famous components such as communication, change agents, and change measurement? Thought…
9. Do we have stable governance structures?
The role of management and governance structures is central to the success of marketing as a revenue driver and a cost center. Creating oversight structures between the different layers of an organization brings together people, processes, and technology in a strategic way to prioritize, identify, and implement key initiatives. We’re not talking about adding more unscheduled meetings to your calendar.
10. Do I still need a COE once we have mastered enforcement?
The short answer is yes. No great embodiment conceals a poor design. Take the time to figure out these elements to shift marketing from “quarterly savings” to thinking about your business unit’s strategic authority and agency. Design is as important as execution.
Problems answering these questions? Adobe’s Digital Performance Strategy Team there are solutions to help you successfully answer these questions and move to a strong design and a strong implementation or an even stronger design and a stronger implementation.