Great Platform and Infrastructure for Global Alignment
April 10, 2015
Great Platform and Infrastructure for Global Alignment

Score 10 out of 10
Vetted Review
Verified User
Software Version
Global Enterprise
Modules Used
- Marketo Lead Management
- Marketo Sales Insight
- Marketo Revenue Cycle Analytics
Overall Satisfaction with Marketo Marketing Automation
We are rolling the product out globally to use across all the regions. Marketo is helping us to maintain global programs, collaborate with other regions, and to understand more clearly how our marketing initiatives are impacting revenue. Using one platform enables us to streamline our processes globally (lead scoring, data management) and to "speak" the same Marketing language globally for reporting and analysis purposes. We are really looking forward to the ability to share our successes with all the teams, and to be able to replicate successes across regions where it makes sense to do so. Lastly, we hope that by using the same platform, the experts across each region can help improve processes across the globe by sharing their operational expertise (e.g data hygiene best practices, API development, design best practices, etc.).
Pros
- Data management processes - appending data, assigning regions, routing leads, scoring leads for activity, assigning a lead lifecycle, etc. Those ongoing data management details can be managed very efficiently in Marketo.
- CRM integration - we use Salesforce, so the out of the box integration is particularly useful! No special coding required to sync data; the data syncs continuously throughout the day after fields are mapped between the systems. The near-real time updates are so important for passing leads to sales that have requested to be contacted. AND the details of those individual records are available in Sales Insight (the Salesforce plugin that shares activity history, behavior, etc with the sales teams)
- Sales Insight - I absolutely love this feature! Before implementing, our sales teams were flying a bit blind. They love the ability to see what emails have been sent (and whether opened or clicked!), web activity, event activity, etc. This is such a powerful tool when our teams are prospecting and qualifying leads for the next phase of the buying cycle.
- The Marketo Community - Marketo spends a lot of time and effort to connect marketers to one another. They have put emphasis on a robust user community to help their customers become smarter and more proficient, but also to foster ideas and input for the platform as it continues to grow and expand.
Cons
- Landing page editor/functionality - although, I know this is something they've been working on quite a bit to improve. It's a bit clunky and hasn't had true drag-and-drop/mobile optimization functionality.
- Audit trails and/or some way to have a project management workflow of a program before launching for QA purposes. I wish there was a better way to see who has edited a program and when. To that point, and I don't know if other MAP solutions offer this, but a formal workflow/QA process would be fantastic to ensure programs go through the proper trail before being launched. Right now you can set user roles that limit functionality, but a hand-off/assignment process to users would be great!
- Greater visibility into lead activity for outbound qualification and prospecting
- Increased speed for importing leads from events, to begin driving leads through the funnel
- Global alignment on resources and branding--along with the ability to more efficiently share programs and successes
- Automation of repetitive, operation process such as data management and appending activities
1 to 5 million
Adobe Marketo Engage Feature Ratings
Using Marketo Marketing Automation
Using Marketo Marketing Automation
Pros | Cons |
---|---|
Like to use Relatively simple Easy to use Technical support not required Well integrated Consistent Quick to learn Convenient Feel confident using Familiar | None |
Yes, but I don't use it
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