Why most Marketo audits start at the wrong layer
Marketo audits often begin at the campaign layer, focusing on visible changes that yield immediate results. However, this approach can overlook deeper operational issues, leading to recurring problems despite initial improvements. A more effective audit should prioritize alignment on definitions and processes across teams to address the root causes of discrepancies in metrics.
- ▪Many Marketo audits start at the campaign layer, which is where visible work occurs.
- ▪While these audits produce tangible results, they often fail to address underlying operational issues.
- ▪A more effective approach involves aligning definitions and processes across marketing, sales, and RevOps teams.
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try { if(localStorage) { let currentUser = localStorage.getItem('current_user'); if (currentUser) { currentUser = JSON.parse(currentUser); if (currentUser.id === 3943023) { document.getElementById('article-show-container').classList.add('current-user-is-article-author'); } } } } catch (e) { console.error(e); } Vadim Koenen Posted on May 21 • Originally published at vadimkoenen.com Why most Marketo audits start at the wrong layer #marketingautomation #marketo #revops #marketingops A lot of Marketo "audits" start at the campaign layer because that is where the visible work happens. New programs. A cleaner folder structure. A tightened tokens list. Smart-list filters rewritten so they actually reference fields that exist.
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