8 biggest mistakes marketing operations makes and how to avoid them

8 Biggest Mistakes That Marketing Operations Makes

Tanya ChuSr. Program Manager, Marketing OperationsMarketo

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Housekeeping

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1 SET AND FORGET LEAD SCORING

Set Lead Scoring GloballyGeographyJob TitleJob RoleNumber of EmployeesIndustryAnnual Revenue

• Engagement • Activity• Non-activity• Stage

Demographic/Firmographic

Behavioral

Decay

Revamp and Update Lead Scoring

GeographyJob TitleJob Role/FunctionPurchasing Role

• Engagement • Activity• Non-activity• Stage

Demographic

Behavioral

Firmographic• Number of Employees• Industry• Annual Revenue

Decay

1.

2.

Align Scoring With Sales Efficiency

Inbound Leads

Target Leads(High Demographic Score)

Target Leads(High Behavior Score)

Decay / Inactivity

Fast Track: Act Now/Call Now

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‒ Leverage a global lead scoring model‒ Constantly review and audit your lead scoring campaigns‒ Make sure lead scoring aligns with sales prioritization

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2 NOT OPTIMIZING THE ROUTING ENGINE

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Routing as a Balancing ActMarketing Sales

Quality

Productivity

Fairness

Volume

Velocity

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Actively Monitor Routing Practices • Audit

• Fast Track’s• Round Robin• SDR Performance

• Enforce• Service Level Agreements (SLAs) • Feedback loop with Sales Management

Volume vs Quality

Understand TradeoffsComplexity vs Ease of Maintenance

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‒ Establish SLAs for each lead type (e.g. MQL, ActNow, etc.)‒ Build and monitor Round Robins to ensure fair distribution‒ Build routing engines that align with business priorities

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3 FLOODING SALES WITH LEADS

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Be Careful For What You Wish For..

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Help Sales Prioritize Lead Qualification• Lead Scoring/Grade• Recent Meaningful Interactions• Predictive/Fit Account Scoring• Other Key Leading Indicators

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‒ Build meaningful views with key leading indicators‒ Balance fit, recency and urgency to drive prioritization‒ Set alert systems when leads fall out of SLAs‒ Learn from your best SDRs to iterate process

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4 NOT PREPARING FOR EMAIL GOVERNANCE

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Prepare an Email Mitigation Plan

• Be Proactive• Take Responsibility• Notify the Appropriate People• Decide Next Steps

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Understand Current Legislation

• CAN-SPAM Act (United States)• EU Opt-In Directive (Europe)• CASL – Canada’s Anti-Spam Legislation (Canada)

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‒ Encourage peer review of all email programs‒ Update team on current legislation regarding email and

privacy terms‒ Take responsibility for governance

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5 NEGLECTING DATA QUALITY ISSUES

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Processes Break Down with Dirty Data

Routing Sales Efficiency Personalization

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Build a Data Quality Dashboard

• Remove duplicates• Normalize on values and format

• Create a hierarchy of data vendors• Evaluate data append effectiveness

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‒ Start with basic data quality cleanup‒ Evaluate data append vendors‒ Measure cost of dirty data

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6 AVOIDING CLEANUP OF A MESSY CRM

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Evaluate Customization vs Utility• Fields • Duplication• Unclear Views • Messy Page Layouts

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Exercise Simplicity and Focus

• Fields Reduce, reuse• Duplication Reduce auto-creation • Unclear Views Publish official views• Messy Page Layouts Work with Sales Operations to

highlight important fields

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‒ Start with archiving old unused fields‒ Update views and layouts to reflect most relevant and

actionable data‒ Review with sales how to improve CRM data and layout

Improves Conversion Rates

Improve AlignmentDefine common termsDefine revenue funnelSet common goalsPlan togetherUtilize lead scoringCommunicate often

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‒ Better alignment with Sales yields better results for the company

‒ Get Sales involved in the process‒ Spend time with Sales‒ Actively engage and solicit feedback

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No Team is an Island

• IT also heavily involved in operations• Plan bigger projects with IT

• CRM • Workflows

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Manage Relationship with IT

• Focus on end to end picture of data, not just a marketing ops view

• Work on optimization and flow

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‒ IT can be a great resource‒ Plan large scale projects with IT‒ Focus on the bigger picture and not just the marketing

operations needs

8 Mistakes Marketing Operations Makes

1. Set and Forget Lead Scoring2. Not Optimizing the Routing Engine3. Flooding Sales with Leads4. Not Preparing for Email Governance5. Neglecting Data Quality Issues6. Avoiding Cleanup of a Messy CRM7. Passive Marketing Sales Alignment8. Not Leveraging IT Resources

Questions?

8 biggest mistakes marketing operations makes and how to avoid them

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