This blog is part 2 of 11 on setting your marketing up for scale using the Gold Standard – our signature framework consisting of a series of foundational processes and corresponding deliverables focusing on strategic marketing as well as technical and campaign operational services. Need to catch up? Our series starts here.
In our last blog in our Gold Standard series, we introduced you to the Project Plan — a document that sets the scope, timeline, and expectations of Gold Standard implementation. Now, we’ll introduce you to the next module: System Set-up. In this phase, we get into the nitty-gritty and implement the nuts and bolts of what makes a built-to-scale, best practice instance of Marketo Engage and its integration with the CRM.
At the most basic level, the System Set-up phase is when the Digital Pi client services team configures your Marketo Engage instance to meet best practice standards – taking into consideration any special needs your organization may have. Though this piece of the process is straightforward, it is vital to have your Marketo Engage system configured with “good bones.” It is this foundation that will allow you to receive the greatest value from it later on.
The Gold Standard System Set-up phase occurs shortly after the Project Plan has been established. This step of the Gold Standard represents an extensive process that optimizes Marketo setup. It is completed by a team of Marketo experts who possess best practice knowledge, where the gotchas can happen, and the practical order of operations in the set up to avoid any conflicts or issues with data and syncing to the CRM.
In terms of scope, the System Setup is all-encompassing from a programming perspective. It includes addressing setup of all of the following and beyond in your Marketo instance:
- Basic admin elements: Select language, locale, and time zone; ensure email deliverability best practice configuration; Create and Manage Users, User Roles, and Permissions
- Technical elements: Sync CRM and establish email and landing page CNAMEs, enabling Munchkin tracking code on your website
Each element is programmed and then delivered as it is completed. Beyond delivering a simple checklist of configurable items, however, the Gold Standard philosophy includes helping our clients understand the rationale behind each step, what it is, and how it fits into the big picture. In this way, your team stays connected to what is being done and gains a deeper understanding of the mechanics of their Marketo Engage.
At the end of the System Setup, the client services team will also provide configuration protocols for IT.
Once Marketo Engage is programmed properly, your MOps team is equipped with a best practice setup instance, allowing you the flexibility within Marketo to scale up or down as needed. A Gold Standard System Set-up also means that, since things are configured correctly from the start, there will be fewer errors in the long run; no time will be wasted in correcting set-up errors, and your marketing team can instead use their time adding value.
In addition to having structural integrity, since Digital Pi takes the time to deliver all documentation as well as explain the process, you’ll feel better connected to the final product. While Digital Pi can help at any time with changes required to your Marketo system, you’re empowered with understanding and can partner with IT to make certain tweaks, if needed.
After your Marketo Engage instance is configured for best practice, it’s time to take a look at Marketo’s role in the greater picture. In our next blog, we will look at how the Digital Pi team will take a step back and look at the entirety of your Marchitecture environment – that is, the way that Marketo fits with all of the platforms that are part of your martech stack.