A caller survey of elder Marketo managers reveals their marketing automation teams are small, highly productive and absorption predominantly connected executing campaigns. 

Nearly 75% of respondents said they execute much than 30 campaigns successful a year, and 74% said they negociate a squad of 0-3 employees. 

The absorption connected executing campaigns means strategical priorities, similar having and measuring impact, are astatine hazard of being neglected, according to the study.

Execution-oriented tasks that get regular attraction are:

• Building programs, run execution
• Platform administration
• Delivering leads/accounts/MQLs to sales
• Putting retired fires
• Data management

The absorption connected execution leaves small clip for strategical priorities. Respondents said these were undertaken little than quarterly:

• Developing dynamic content; personalization
• Proving and improving run impact
• Scoring programme management

“It’s unclear whether selling operations (managers) are conscious of this bandwidth contented since astir study being satisfied with the clip required to physique basal email programs (75% were satisfied oregon highly satisfied) and nurture programs (52% were satisfied oregon highly satisfied). Perhaps we are each unsighted to the clip that eats up erstwhile scaled up implicit the people of a twelvemonth and however that eats into bandwidth needed to look astatine large representation issues similar measuring impact,” the study concludes. 

Top challenges: Measuring run effectiveness, uncovering talent

Measuring the effectiveness of campaigns and “resourcing” endowment are the apical operational challenges for Marketo managers, according to the study.  

More than fractional said measuring the interaction of campaigns was their apical challenge, but lone one-in-three respondents said they’ve invested successful an attribution platform. Only 32% of those who don’t person an attribution level program to adhd one. 

Read next: 16 selling automation platforms your enactment should consider

The study concludes: “Despite interaction measurement being an issue, lone a number of respondents person an attribution tool. Of course, that’s conscionable portion of the picture, since tools request to beryllium leveraged decently to  get the desired outcome. And looking astatine immoderate of the different apical challenges, “alignment to goals and strategies” and “lack of connection and collaboration,” it stands to crushed that adoption of a instrumentality unsocial is not the solution.” 

Hiring and grooming are besides areas of concern, but not adjacent focus, for Marketo managers. 

Nearly two-thirds of respondents expect they volition prosecute successful the adjacent 12 months, but lone 21% of respondents considered “maintaining endowment audits and capableness needs” a superior responsibility.  

Three-in-four respondents said that their teams deficiency the due level of training. 

Download the afloat report, Marketo Experts: Their Goals, Challenges, and Strategies. (Free to download. No idiosyncratic accusation required.)

Survey methodology

In January and February of 2022, 207 Marketo users responded to the survey. 

• 81% of respondents were Marketo administrators
• 88% are Marketo Certified Experts oregon Marketo Certified Solutions Architect 

The borderline of mistake is 5.2%, according to Survey Monkey’s Sample Size Calculator.

The survey was conducted by selling operations bureau Perkuto. Adobe solicited responses from Marketo users done its assemblage channels. 

Opinions expressed successful this nonfiction are those of the impermanent writer and not needfully MarTech. Staff authors are listed here.