San Francisco Marketo User Group - March 2014
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Slide presentation from the March 2014 San Francisco Marketo User Group Meeting. Topic: Change Management and Governance
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San Francisco Marketo User Group - March 2014
- 1. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Change Management and Governance How to prepare and document your Marketo Program Tuesday 25 March 2014 Carlyn Manly, SFMUG
- 2. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Welcome to the Marketo San Francisco User Group!
- 3. Page 3 © 2014 Marketo, Inc. Marketo Proprietary and Confidential #SFMUG Housekeeping/Agenda • Thank you to our event host Cloudwords • Heidi Lorenzen, CMO • Sign in sheet • (Get the attended a user group badge) • Intro: New Marketo Community Team Member • Presentation • Marketo Governance and Change Management • Group/Peer Interaction • Adjourn
- 4. Page 4 © 2014 Marketo, Inc. Marketo Proprietary and Confidential #SFMUG New Community Team Member Scott Wilder Community, User Groups, & Ecosystems
- 5. © 2013 Marketo, Inc. Marketo Proprietary and Confidential San Francisco Marketo User Group Housekeeping Slides
- 6. Page 6 © 2014 Marketo, Inc. Marketo Proprietary and Confidential #SFMUG Stay Connected • Community. Want to collaborate with other Marketo users on a daily basis? Log into the community and see what others are talking about. Start small and vote on an idea you like! • LinkedIn City Group Participation. Join the city LinkedIn to network, view meeting presentations, request meeting topics and more! • Not receiving MUG invites? Fill out this form indicating your city and subscribe to ‘Marketo User Events’ in your email subscription center. #SFMUG
- 7. © 2013 Marketo, Inc. Marketo Proprietary and Confidential San Francisco Moscone West April 7-9, 2014 Register Here!
- 8. Page 8 © 2014 Marketo, Inc. Marketo Proprietary and Confidential #SFMUG Over 125 registered! Tweet #mktofunrun14 REGISTER TODAY Donate to a good cause! Monday, April 7th @ the Ferry Building Marketo Marketing Nation Summit Fun Run/ Walk
- 9. Page 9 © 2014 Marketo, Inc. Marketo Proprietary and Confidential #SFMUG Summit Information! Visit summit.marketo.com/2014/ to view: Agenda / Tracks / Sessions Tweet now! #mktgnation14
- 10. Page 10 © 2014 Marketo, Inc. Marketo Proprietary and Confidential #SFMUG We Need Your Help! Review us on G2 & earn this reward! Review us on G2 and email reviews@marketo.com to claim your reward (https://www.g2crowd.com/contributor/marketo/)
- 11. Page 11 © 2014 Marketo, Inc. Marketo Proprietary and Confidential #SFMUG Upcoming Webinars & Demos
- 12. Page 12 © 2014 Marketo, Inc. Marketo Proprietary and Confidential #SFMUG Tweet With Us! #SFMUG
- 13. Page 13 © 2014 Marketo, Inc. Marketo Proprietary and Confidential #SFMUG Become a Marketo Certified Expert Visit community.marketo.com/MarketoCertification for details
- 14. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Change Management and Governance
- 15. Page 15 © 2014 Marketo, Inc. Marketo Proprietary and Confidential #SFMUG Speaker Carlyn Manly Sr. Manager, Marketing Programs E2open, Inc. With over 15 years of marketing experience working for global companies in a wide range of industries, I began my marketing automation journey in 2005 and have been a Marketo user since 2007. My journey has come full circle. I began as a Marketo enterprise customer then joined the Marketo Customer Success team in 2011. Now, here I am a Marketo customer once again, a Marketo Champion and your SFMUG leader
- 16. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Quick Poll
- 17. Page 17 © 2014 Marketo, Inc. Marketo Proprietary and Confidential #SFMUG Quick Poll 1. Were you part of the original team who evaluated and deployed your Marketo Instance? 2. Did you take over your Marketo instance from a previous owner? 3. Are you are a “team of one” and in charge of all aspects of your lead gen and the sole user of your Marketo instance? 4. Have you gone through more than one organizational changes in your Marketing team? 5. Have you or plan to deploy Marketo globally? 6. Do you have more than 5 active users?
- 18. Page 18 © 2014 Marketo, Inc. Marketo Proprietary and Confidential #SFMUG Your Mission Control
- 19. Page 19 © 2014 Marketo, Inc. Marketo Proprietary and Confidential #SFMUG Mission Control (cont.) • Think of your approach to Governance and Change Management as a kind of “Mission Control” • You can run your program with one or many team members • Your program will grow and how you manage it today will help you in the future • No matter the size, you need checks and balances • Let’s face it, more and more companies are implementing marketing automation tools • There are more of us now than there were 5 years ago • People move to other companies who are currently running Marketo or other SaaS tools and documentation is key
- 20. Page 20 © 2014 Marketo, Inc. Marketo Proprietary and Confidential #SFMUG Mission Control (cont.) •Changes are inevitable • Teams grow • Other tools are evaluated and integrated • You should ask yourself: • How will this effect my current program? • How will this effect my current bandwidth? • How should I prepare for these changes?
- 21. Page 21 © 2014 Marketo, Inc. Marketo Proprietary and Confidential #SFMUG Okay now what?
- 22. Page 22 © 2014 Marketo, Inc. Marketo Proprietary and Confidential #SFMUG Similarities to the “Now What” scenario • Like owning a car you do not want to be “locked out of your program” or others not knowing basic information • Some similarities can be derived from your program • What kind of car do I own? • What options are currently included? • Where are my keys and do I have a spare? • Is there more than one person who knows how to drive this car? • Do people even know we own a car? • Does it come with a manual? • Where do I go to get it fixed if something is wrong? • When are payments due or how much does it cost? • Where do we keep the registration? • Do we need to buy a newer model?
- 23. Page 23 © 2014 Marketo, Inc. Marketo Proprietary and Confidential #SFMUG Why is this important to me?
- 24. Page 24 © 2014 Marketo, Inc. Marketo Proprietary and Confidential #SFMUG Why is this important? • Your program should grow and change as your organization goals changes • Transparency • With any tool, it is important to document your program • Set policies and processes • Continue in your maturity model • What do you want out of the tool and what goals have you set for your program? • You want to make sure you are on track with your marketing team overall business strategy and objectives • “Always leave something better than when you found it” • Career development • By implementing process and policies the transparency generated form this project will elevate your visibility in the company. • Onboarding • You are now able to provide documentation for new team members
- 25. Page 25 © 2014 Marketo, Inc. Marketo Proprietary and Confidential #SFMUG Governance Governance Committees Regulatory Hierarchy Monitoring & Internal Control Transparency Policies & Procedures Mission Strategy Objectives Goals Vision
- 26. Page 26 © 2014 Marketo, Inc. Marketo Proprietary and Confidential #SFMUG Governance (cont.) Basic Governance •Most marketing teams will have an outline of their goals •Where does Marketo fit with your overall marketing goals? •Where does the work on your contribution fit in achieving these goals? •Use this chart as a guide for basic principles
- 27. Page 27 © 2014 Marketo, Inc. Marketo Proprietary and Confidential #SFMUG Change Management Change Management Risk Assessment Stakeholder Analysis Engage Leadership Communication Prepare the workforce Analyze Results And Impact
- 28. Page 28 © 2014 Marketo, Inc. Marketo Proprietary and Confidential #SFMUG Change Management (cont.) Basic Change Management • These are basic principles you can apply to any type of change • Organizational • Software/program • Be prepared should one of your Marketo users leave (refer to the “getting locked out of you car” analogy) • You can adapt this chart to implement your internal process • You will be surprised to hear that a majority of companies do not document or establish process for or any major or minor changes to their organization • The key is communication and having a plan • How it will take place and when
- 29. Page 29 © 2014 Marketo, Inc. Marketo Proprietary and Confidential #SFMUG The reality
- 30. Page 30 © 2014 Marketo, Inc. Marketo Proprietary and Confidential #SFMUG The reality (cont.) We are managing multiple areas of marketing and a majority of us have our hands full • By implementing process and documenting your program it will help improve: • Visibility • Transparency • Communication • 30K view of your program • Identify where you may need improvement or adjustments • Efficiency in your program and how you conduct onboarding
- 31. Page 31 © 2014 Marketo, Inc. Marketo Proprietary and Confidential #SFMUG What we don‟t want What we want: By implementing the work upfront, you can avoid unforeseen issues that can hinder your program or productivity
- 32. Page 32 © 2014 Marketo, Inc. Marketo Proprietary and Confidential #SFMUG Marketo Instance Playbook
- 33. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Quick Example
- 34. Page 34 © 2014 Marketo, Inc. Marketo Proprietary and Confidential #SFMUG Don‟t„ get overwhelmed. Start small and keep it simple 1. Start with the basics 2. Start with a list 3. Realistic/Reasonable timelines 4. Delegate where you can 5. Check with other groups in our company 6. Check in or follow up. Are you on track?
- 35. Page 35 © 2014 Marketo, Inc. Marketo Proprietary and Confidential #SFMUG Getting started (cont.) 1. Begin with a small list. You can use the playbook as a template and select the sections that are appropriate to your current program • Who, what, where • Begin with your contract • List team members 2. Begin with the top 3 or 5 priorities 3. 6 month or end of year cycle • In 6 months complete the document • Yearly review of process and documentation • Start a few months before your renewal
- 36. Page 36 © 2014 Marketo, Inc. Marketo Proprietary and Confidential #SFMUG Getting started (cont.) 4. Documentation – Use a template 5. Typically an organization will have a process for managing tools • Network • Website • CRM tool • Other software 6. Are your documents up to date?
- 37. Page 37 © 2014 Marketo, Inc. Marketo Proprietary and Confidential #SFMUG What we want! • Organized • Have a plan • Prepared • Company-wide positive implications • Visibility of your program • Corporate responsibility • Knowledge Share • Career development
- 38. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Thank you! See you at Summit!
Notas del editor
- Come enjoy a beautiful San Francisco morning with Marketo customers, partners, employees, and more! All are welcome!
- Were you part of the original team who evaluated and deployed your Marketo Instance?Did you take over your Marketo instance from a previous owner? Are you are a “team of one” and in charge of all aspects of your lead gen and the sole user of your Marketo instance?Have you gone through more than one organizational changes in your Marketing team?Have you or plan to deploy Marketo globally?Do you have more than 5 active users?
- Think of your approach to Governance and Change Management as a kind of “Mission Control”You can run your program with one or many team membersYour program will grow and how you manage it today will help you in the futureNo matter the size you need checks and balancesLet’s face it, more and more companies are implementing marketing automation toolsThere are more of us now than there were 5 years agoPeople move to other companies who are currently running Marketo or other SaaS tools and documentation is keyChanges are inevitableTeams growOther tools are evaluated and integratedYou should ask yourself:How will this effect my current program?How will this effect my current bandwidth?How should I prepare for these changes?
- Like owning a car you do not want to be “locked out of your program” or others not knowing basic information regarding your tools or programSome similarities can be derived from your programWhat kind of car do I own?What options are currently included?Where are my keys and do I have a spare?Is there more than one person who knows how to drive this car?Do people even know we own a car?Does it come with a manual?Where do I go to get it fixed if something is wrong?When are payments due or how much does it cost?Where do we keep the registration?Do we need to buy a newer model?
- Your program should grow and change as your organization goals changesTransparencyWith any tool, it is important to document your programSet policies and processesContinue in your maturity modelWhat do you want out of the tool and what goals have you set for your program?You want to make sure you are on track with your marketing team and overall business strategy and objectives“leave something better than when you found it”Career developmentBy implementing process and policies the transparency generated form this project will elevate your stature in the company.OnboardingYou are now able to provide documentation for new team members
- Basic Governance Most marketing teams will have an outline of their goalsWhere does Marketo fit with your overall marketing goals?Where does the work on your contribution fit in achieving these goals?Use this chart as a guide for basic principles
- Basic Change ManagementThese are basic principles you can apply to any type of changeOrganizationalSoftware/programBe prepared should one of your Marketo users leave (think of the analogy of getting locked out of you car)You can adapt this chart to implement your internal processYou will be surprised to hear that a majority of companies do not document or establish process for or any major or minor changes to their organizationThe key is communication and having a planHow it will take place and when
- We are managing multiple areas of marketing and a majority of us have our hands fullBy implementing process and documenting your program it will help improve:Visibility TransparencyCommunication30K view of your programIdentify where you may need improvement or adjustmentsYou do not need to tackle it all at onceEfficiency in your program and how you conduct onboarding
- By implementing the work upfront, you can avoid unforeseen issues that can hinder your program or productivity
- Begin with a small list. You can use the playbook as a template and select the sections that are appropriate to your current programWho, what, whereBegin with your contractList team membersBegin with the top 3 or 5 priorities6 month or end of year cycleIn 6 months complete the documentYearly review of process and documentationStart a few months before your renewalSeek out team members who can assist with certain aspects with documentationTypically an organization will have a process for managing toolsNetworkWebsiteCRM toolOther softwareAre your documents up to date?
- OrganizedPreparedCompany-wide positive implicationsVisibility of your programCorporate responsibilityKnowledge shareCareer development