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Learn more: Find out how DemandGen's Demand Funnel Reporting services can help drive revenue for your organization www.demandgen.com | main: 925.678.2500 | sales: 925.678.2511 | info@demandgen.com © 2015 DemandGen International, Inc. All rights reserved. DemandGen and the DemandGen logo are registered trademarks of DemandGen International. All other product and company names may be trademarks of their respective owners. 6 While much of the advice in this post is based on my experience working closely with several Marketo clients with extremely large databases, the technical and system knowledge is a result of presentations and conversations with experts from Marketo. For more information, Marketo has a number of great resources and presentations focused on sync and maximizing system performance. One great resource is Jep Castelein's (Marketo) presentation at Summit 2013 on "Salesforce.com Native Integration Best Practices" Here is the link: https://community.marketo.com/ MarketoResource?id=kA-650000000Gu0CCAS (Registration Required) 7 DEADLY SINS OF MARKETO DISORGANIZATION The concept of Marketo at Enterprise Scale is a focus on streamlining the system to perform at the highest possible level with a database of more than 1 million records. In the fi rst two installments of this three-part series on Marketo Performance, we focused on raw system horsepower with campaign performance and CRM sync optimization. System organization and cleanup is the third leg of the Marketo Performance stool. The benefi ts of a well-organized system are wide-ranging. They benefi t both the Marketer using the system as well as improving overall instance performance. Too often, we fi nd a litany of performance killers when we fi rst login to a new client's instance. It is no surprise to fi nd a folder structure is disorganized, there are multiple uses of sync lead to Salesforce, scoring (if setup) is not centralized and way too many forms. The result is a poorly performing instance and frustrated marketers who cannot fi nd a specifi c landing page or email. To paraphrase the opening line of Anna Karenina by Leo Tolstoy, "High performance instances are all alike; every Marketo disaster is a disaster in its own way." However, I created a list of the 7 deadly sins of Marketo Disorganization: 1. Lack of an organized folder structure with consistent naming conventions. 2. Putting single program assets (emails & landing pages for one campaign) in the design studio and not in the program. 3. Conversely, burying program assets used by multiple programs in a single program. 4. Lack of form strategy and cloning identical forms into programs instead of using a set of 3-5 core forms in the design studio. 5. Not using Program Tokens in campaigns, landing pages and emails. 6. Failure to centralize the Sync to SFDC in a core lifecycle campaign. 7. Failure to turnoff inactive campaigns and archive them. Nova Kopitar, a DemandGen Solutions Architect and Marketo wizard, put together a fantastic graphic of a closet disaster for a client presentation. It is a great way to demonstrate the benefi ts of cleaning up your Marketo instance.

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