Excellence | Top – A Center of Excellence or more

A Center of Excellence, or more specifically, a core program library, is a place in your Marketo Engage instance that holds templates of core programs, typically those that provide the most value and are used most frequently, and those that are approved by the marketing operations team for widespread use. The Marketo Engage MOOC is a centralized management, best practices, thought leadership and organizational structure that enables a company or institution to manage evolving marketing strategies, initiatives and processes. Create a plan to engage Marketo Engage users through manuals, user guides, training presentations and briefings, launch checklists, quality control forms, software applications and active promotion of internal and external resources – Marketo Engage has many incredible resources, as do other applications and consulting firms. The Off-Platform Center of Excellence is a broader concept that focuses on people, processes and technology to get the most out of your marketing automation solution. Creating review structures at different levels of the organization strategically connects the organization’s people, processes and technology to prioritize, assign and execute key initiatives. We recommend thinking about internal user groups, coffee shops or informal lunches for information sharing and empowerment, Marketo Engage community user groups. If these structures are carefully thought out and designed, they will maximize the return on investment in your solutions and drive organizational change inside and outside of Marketo Engage. In addition, consider a data-driven business model to align the business with strategic goals throughout the customer journey and implement them with minimal disruption to ensure continued growth by aligning KPIs with each step of the journey. Do you have centralized processes in place today? Think about how you implemented them, what contributed to that implementation, and consider where you might need new processes to support marketing growth. Simply thinking about where your organization is or where you want different aspects of it to be on the scale of centralization and decentralization is a step in the right direction. Implementing a library of core programs into the Marketo Engage application is already an accomplishment. If your organization is very mature in terms of attribution strategy, we recommend aligning multi-touch attribution metrics across the organization and using appropriate maturity-level technologies to facilitate these measurements. Exploring a strategic approach to the centralization and decentralization aspects of your business is a non-trivial matter.