Marketo operating model - decentralising from centre of excellence

Question

Hi allI'm looking for any insight from organisations that shifted their Marketo marketing automation function from 'centre of excellence' managed, to a less centralised model, e.g. with BAU campaigns in the hands of a wider team. Has anyone got experience of this journey and can share any high-level findings - how long the shift took, did it have any impact on eg turnover in the wider function, what does the ongoing training need take - and critically, with quality and risk in mind, was it successful?

Michael_Florin-2 · Answer

Let me start by saying that I love decentralized work, and in my experience it worked perfectly fine. So yes, just do it!

A few hints:

Keep central functions central. Sync to CRM, Lead Management, Scoring - don't make these local experiences even if it means that not every country/business line/team can have what they want.
Keep templates central. Email templates, landing pages templates and mostly your tokenized program templates should not be open to be changed by all users.
I probably don't need to mention that onboarding/training/learning is key. That's obvious. But in my experience there is one specific measure that is both difficult to achieve and highly valuable: Have a weekly user group with all your Marketo users. Let them share learnings, best practices and the experiences of the past week. Moderate that meeting, and have a meeting agenda.

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