Manage stakeholders to implement Marketo Engage
Implementing Marketo Engage is a critical moment of growing your MarTech stack. It could involve various stakeholders that you need to bring along from marketing to sales to IT. Learn how to get support from your organization for your new Marketo Engage instance by asking the right questions and communicating updates and support needed regularly. Use the tutorial and templates (with downloadable versions) to guide your internal communications throughout implementation and user onboarding.
How to engage with stakeholders and leadership for your Marketo Engage implementation
Action 1 - Align with leadership and stakeholders to connect Marketo Engage capabilities to their goals
Kick off your implementation by aligning with your leaders and marketing and sales stakeholders’ priorities and educating them on how Marketo Engage will help them achieve those. Here are a few guiding questions that you can use to engage with leaders and stakeholders:
- Sales Executive
- CMO
- CEO
- Increase engagement with our customers and prospects
- Scale up our operations.
- We can create personalized programs using tokens, dynamic content, and more
- We can produce nurture programs that will allow us to maintain long term engagement with prospects and customers
- We can automate our marketing programs to reach more people with fewer man hours invested in each program.
- Lots of Custom Objects in our CRM
- No clearly defined lead/person scoring strategy
- Dirty data
- Unrealistic timelines and/or expectations from management
- Competing projects taking resources
- Cooperation with CRM admin
- Regular communications with sales leaders to determine lead/person scoring strategy
- Support from and Regular meetings with your manager/executives
- Guidance on priorities and strategies from your executives
- Support from IT, SOPs (Standard Operating Procedures), Finance, etc.
Action 2 - Provide targeted communications to your shareholder(s)
Take the information you laid out in the previous exercise and communicate specifically about how Marketo Engage will drive Return on Investment (ROI) and support strategic objectives for your stakeholders. Use the following initial outreach template to craft compelling messages that highlight Marketo Engage’s value proposition for your organization.
Template - Initial outreach
Action 3 - Demonstrate early wins
Showcase quick wins or pilot projects to demonstrate the impact of Marketo Engage. This could be a targeted email campaign that drives significant engagement or an automated workflow that streamlines lead nurturing. Share these successes with stakeholders to reinforce their support and enthusiasm.
Template - Early wins
Action 4 - Foster ongoing communication
Maintain regular communication channels with stakeholders throughout the implementation process. Schedule check-in meetings or send progress updates using the provided email templates to keep them informed and involved. This also allows you to address any concerns or questions promptly to ensure ongoing buy-in from those teams.
Template - Ongoing updates
By following these actionable tips and referencing the templates, you will be better equipped to successfully implement Marketo Engage and secure strong support from your stakeholders throughout the onboarding process.
What’s next?
Download and use the Onboarding Internal Communications Guide and Template to craft regular updates and report progress for stakeholders. Include key metrics, achievements, and upcoming milestones to keep them informed and engaged.
Author
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Amy Chiu, Adoption & Retention Marketing Manager, ÃÛ¶¹ÊÓƵ