Old instance, new employee: 3 Tips for Marketo forensic analysis

Marketo Forensic AnalysisNow that Marketo is maturing as a product, I’m hearing this more and more, both with experienced Marketo users and with those new to the product: “I have a new job – how do I find out what’s going on with the Marketo instance I just inherited?”

If you’re an experienced user, you’re going to be able to do some reports, look through the instance, and assess pretty quickly where you need to focus. But for those who are newer to the platform, just understanding what you’re looking at can be a challenge.

The older the instance, the more likely it is to be messy – unless there was a really great and organized administrator previously. It’s going to take time to understand your instance and its sync with your CRM. Don’t be afraid to ask for help from fellow marketers who have been with the company a while, or even sales operations and sales reps who worked in alignment with your predecessor.

Here are three tips for getting started:

1) Use the Campaign Inspector. It will tell you which triggered campaigns are turned on. Once you know that, you can dig in to find out what they’re doing—and make sure they make sense and are still needed.

2) Use the Campaign Queue. It will help you determine what is scheduled to launch in future, and which batch campaigns you need to worry about – so that nothing launches without your knowledge.

3) Document Your Instance. Wouldn’t it have been nice if someone had left you with comprehensive documentation of your Marketo processes? Be considerate for the next person, so that when you win the lottery and move to Fiji, they aren’t as frustrated as you are now. Distinguish your operational programs, such as lifecycle, lead scoring and data management, from your marketing programs, including webinars, emails, SEO, blogs, PPC, etc. Are they lead acquisition or nurturing programs? Document your target lists, as well as segmentations and segments. Note which email and landing page templates are in use – and archive old ones! Writing all this down, in a clear way, will help you organize both the instance as it exists and the ways in which you can improve it. Keep your documentation up to date as your marketing initiatives grow and change – and make sure your whole team has access to it!

If you’re struggling or strapped for time, you may well need a full health check to assess where your instance is in comparison to best practices. It’s always good to evaluate this on a regular basis regardless, so you’re keeping up on the latest features and functions, as well as optimizing your processes for both current and future business goals.

It’s going to be a bit like cleaning out the attic, but eventually everything will be in the right place – and nothing will go bump in the night.

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About Emily Salus
Emily Salus is the Marketo Practice Director at The Pedowitz Group. She has over 20 years of experience in Marketing, PR and Sales. Emily is a certified Marketo technical consultant, providing Revenue Marketing services and strategy to enterprise clients and best practices and training to the SMB market

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  • Posted by Emily Salus
  • On 06/22/2015
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Tags: marketing automation, campaign inspector, campaign queue, documenting instance

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