London MUG - Engage your Core [Nov 2023]

Engage your Core
London MUG| 2nd November 2023

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Adele Miller
Snr MarTech Manager
Bazaarvoice
Courtny Edwards-Jones
MOPS Manager
Zuora
Emily Poulton
Senior MOPs Consultant
EMMIE Collective

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Todays Agenda
• 430 – 445pm – Welcome & Adobe Updates!
Adele, Courtny & Emily
• 445 – 515pm - Where We Begin: Efficient Original Processing in Marketo
Sydney Mulligan, Co-Founder, EMMIE Collective
Ying Ying Lim, EMMIE Collective, Marketing Ops Professional
• 515 – 530pm – Q&A then Goodbye!

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Where We Begin:
Efficient Original
Processing in
Marketo
New leads enter your Marketo
instance every day, but are they
enriched, normalized, stamped,
sourced, and routed correctly
BEFORE they're synced to your
CRM? We're getting down and dirty
with strategies to architect your
Marketo Initial Processing for scale
and speed.

Sydney Mulligan
Co-Founder of EMMIE Collective
Co-Host of the Pretty Funny Business Podcast
linkedin.com/in/sydneymulligan/
sydney@emmieco.com
www.emmieco.com

Ying Ying Lim
Revenue Ops & Strat @Middesk
Ex-Marketing Ops @ Airtable
linkedin.com/in/lim-ying-ying/
yingying@middesk.com
www.middesk.com

What happens
when new leads
are created in your
Marketo instance?

It can be a
harder question
to answer than
you think!
Between Person is Created
triggers scattered to the
wind, and downstream
processes kicked off before
you realize it, things can
get unwieldy quickly.

What is Original Processing?
Consolidation of “Person is Created” triggers
The trigger point for all of this processing can be centralized into one program, so your instance only has one
single Person is Created trigger.
Sync to SFDC
New leads that were created by anything other than SFDC/your CRM do not sync to your CRM as part of the
native batch sync until they have been initiated by a Sync to SFDC or Sync to SFDC Campaign Flow Step. By
centralizing your Sync to SFDC Flow Step in one place, you can ensure all original processing is complete
before a lead attempts to be routed or created in your CRM.
Centralized Operational Architecture
Original Processing is an operational program that centralizes the initiation of all operational processes that
should happen upon lead creation before Sync to SFDC.

Singular person is created
trigger

All processes that
should happen
upon new person
creation are
initiated from the
following
campaigns {

Singular Sync
to SFDC Flow
Step

No more leaky funnel
100% confidence that no lead will sync to your CRM before dependent processes complete — ensuring the
integrity of your demand gen programs and protecting your pipeline.
Business value of centralized Original Processing
Speed-to-lead
Identify what needs to happen before leads sync to CRM, and get it done quickly and efficiently.
Absolute control & scalability
A slave to timing intricacies no more. By architecting a centralized, synchronous order of ops, you take back
control — making future adjustments and scaling of programs super easy and quick.
Give your team back their time and peace of mind
If something goes wrong, you will know instantly what and where. No more extreme activity log sleuthing and
head scratching.

What We Will Cover Today
● Architecture terminology
● Architecture methodologies
● How to build it
● Case Study: Airtable Original Processing

ARCHITECTURE
TERMINOLOGY

Centralized vs. Decentralized
Centralized Processing
Operational architecture handles processing for all leads,
regardless of which marketing campaign they engage with.
Centralizing this type of processing allows you to scale, make
adjustments easily, and understand what is happening
operationally in one place.
Decentralized Processing
Happens inside your individual marketing programs. Some
processes need to be decentralized when they pertain specifically
to distinct marketing initiatives, such as setting Program Status,
stamping Last Asset engagement, or setting Program Member
Custom Fields. However, as a best practice, you should centralize

Sync vs. Async
Synchronous Processing
Processes need to happen in a discrete order; one finishes before
the next begins.
Asynchronous Processing
Processes can happen in any order.

Synchronous Processing
Imagine you’re texting a friend.
Synchronous communication is like
having a real-time chat. You send a
message, and your friend replies right
away, like a back-and-forth
conversation.

Asynchronous Processing
Asynchronous communication
is more like sending emails.
You can send an email to
multiple people at the same
time, and they can reply when
they’re available with no
dependencies on the other
people in the conversation.

ARCHITECTURE
METHODOLOGIES

Request Campaign
Sequence original processing campaigns for asynchronous
processing
Executable Campaign
Sequence original processing campaigns for synchronous processing
Daisy Chain lists
Adding to static processing lists, then triggering off of the list add for
synchronous processing

Request
Campaign
Method
● Programs will be
requested
sequentially, but will
not wait for one to
complete before the
next begins
● No mechanism to
know that processing
has completed

Request
Campaign
Method
● Good for instances
where asynchronous
processing is
acceptable
● Good for low volume
instances without a
lot of variability in
campaign queue
timing

Request
Campaign
Method
● Requested
Campaigns are
processed last
among medium
priority campaigns in
the Campaign Queue

Execute
Campaign
Method
● Programs are
executed sequentially
and wait for one to
complete before the
next begins
● Can only go 3 levels
deep (Execute a
campaign that
executes a campaign

Execute
Campaign
Method
● Good for instances
with moderate
complexity that
needs to control the
order of processing
synchronously
● Good if you are not
already a heavy user
of Executable

Execute
Campaign
Method
● You cannot use Wait
Steps or Webhooks
inside Executable
Campaigns (but there
are ways to architect
around this)

List Add
Daisy Chain
● Good for high
volume, complex
instances
● Good when
controlling a
synchronous order of
operations is crucial
to success
● Good when you are

BUILD
METHODOLOGY

Step 1: Isolate “Person is
Created” trigger
Instead of having decentralized
“Person is Created” triggers that
kickoff multiple processes
asynchronously, identify all of the
campaigns using Person is Created
by exporting your Campaign
Inspector.
Build Methodology

Step 2: Determine CRM
Requirements
The individual dependencies are
often unique to your business, but
most organizations have
requirements for data
completeness before a record can
be successfully inserted into the
CRM. Centralizing all of the
processes responsible for data
Build Methodology

Step 3: Map out your inter-
dependent processes
Figure out your daisy chain order
of operations.
NOTE: Priority matters. Reduce
your margin for error by running
your most important processes
first
Build Methodology

Step 4: Determine what you
really NEED
Not all of your operational
processes must happen before
that initial sync - think about what
can be moved to an async process
or overnight batch to conserve
processing capacity, reduce margin
for sync errors, and increase speed
to lead.
Build Methodology

Step 5: Build your centralized
Original Processing Program
Choose the architecting
methodology that works best for
your business
1. Request Campaign
2. Executable Campaigns
3. Add to List Daisy Chain
Create your singular Person is
Build Methodology

Step 5: Build your centralized
Original Processing Program
After your processes have
completed, stamp Initial
Processing End Time.
Build Methodology

All Leading up to
your Sync to
SFDC
No matter how you hand
off the processes, the final
step is initiating your Sync
to SFDC with a Sync to
SFDC Flow Step.
New leads created in
Marketo require a Sync to
SFDC Flow Step to be
initially synced. After
Navigating
Digital
Transformation
in Marketing
Operations
Understand how to
navigate the challenges of
digital transformation in
marketing operations,
including change
management, leadership,
and team-building.

Case Study:
Designing efficient
Original Processing
at Airtable

Original Processing at Airtable
● Centralized, asynchronous
architecture (Request Campaign
methodology)
● High-volume instance - database of
approximately 3mil, high volume of
activities due to Product Sign-ups

Flow chart: AT’s asynchronous OP architecture
The Problem
New Lead Process A
Process B
(dependent on A)
Process C
(dependent on B)
Sync to SFDC
(dependent on C)
We had interdependent lead
processes that relied on one
another’s successful
completion in order to run.
However, due to our
asynchronous OP
architecture, we were
constantly at the mercy of
timing intricacies to protect
the order of operations.
Impact: Constant lead
Request
campaign

Additionally, our original
processing campaigns were
overloaded — Marketo
could not keep up as our
database scaled and
complexity of processes
increased.
Impact:
● Perpetual campaign
queues and SFDC sync
backlogs
The Problem Cont’d

The Solution
New Lead Process A
Process B
(dependent on A)
Process C
(dependent on B)
Sync to SFDC
(dependent on C)
1. Architect OP to run in a synchronized,
dictated order (“Add to List” method)
1. Increase efficiency of OP campaigns
within Marketo (e.g. Replace “Request
Campaign” structure with “Add to List”,
reduce number of “Trigger Campaigns”,
reduce number of overall campaigns,
etc).
1. Simplify the damn thing.
Flow chart: AT’s new synchronized OP architecture
Add to List

Step 1: Identify all processes kicked off by “Person is
Created” and centralize them
Build Methodology
1. Lead Source
2. Standardization
3. Enrichment
4. Lifecycle/ MQL
5. Marketability Management
6. Kickbox
7. Scoring
*We already had a centralized OP
Initial Processes

Step 2: Determine CRM
Requirements
Build Methodology
Leads with non restricted picklist
values in restricted picklist fields will
fail Sync to SFDC
Leads with lead source = empty will
fail Sync to SFDC AND Lead Routing
Routing between EMEA and AMER
requires “lead.region” to be
populated to the highest degree of
accuracy
01
02
03
CRM Requirements Solution
Standardization, Source and
Enrichment must complete before
Initial Sync to SFDC is triggered to run

Step 3: Map out your interdependent processes to figure
out order of ops
Build Methodology
Enrichment must happen before
standardization
Score and Source must always
complete before MQL is triggered to
run
01
02
Interdependent processes Solution
Ensured Enrichment is always
completed before Standardization is
triggered to run
Moved score-based MQL program to
be a nightly batch with requirements
that score >= MQL threshold, and
Last Source Date in last 7 days
01
02

Step 4: Determine what you really NEED
Build Methodology
1. Person is Created
2. Send to Lead Source
3. Send to Kickbox
4. Send to Enrichment
5. Send to Standardization
6. Send to Scoring
7. Send to Lifecycle Processing
8. Send to Marketability Management
9. Send to SFDC
AT Initial Processing (AFTER)
1. Person is Created
2. Send to Lead Source
3. Send to Enrichment
4. Send to Standardization
5. Send to SFDC
6. Trigger Lifecycle
7. Trigger Kickbox
8. Trigger Marketability Management
9. Trigger Scoring
AT Initial Processing (BEFORE)

Step 5: Choose your OP architecting methodology
Build Methodology
“Execute campaign” did not work for
us because we were already using
executables in our operational
architecture elsewhere.
“Request campaigns” work great in a
lot of scenarios, but in a timed test
we found Add to List triggers ran
about twice as fast as campaign
requests.
01
02
Requirements Solution
Went with “Add to List” architecture

Gave MOps team up to 30 hours/ week back
Achieved significant stability in lead processing, drastically reducing the cycle of troubleshoot-fix-
backfill. Gave us time back to focus on more strategic priorities
Business Value for Airtable
88% reduction in Speed-to-Lead
Lead processing time reduced from hours to minutes or less.
No more leaky funnel
100% successful new-lead-to-SFDC-sync — ensuring the integrity of our demand gen programs and
protecting our pipeline
Gave us room to make adjustments and scale
We were no longer slaves to timing intricacies. Making future adjustments and scaling of programs is
now super easy and quick.

Proactive monitoring tactics
Tactic 1: Timestamp your leads upon creation and completion of
OP
● Use it to alert of failures within your order of ops
● Use it to monitor your campaign queue and instance capacity
health over time
Before After

Tactic 2: Create daily diagnostic “People Performance” report
subscriptions
● Send to centralized location and use to monitor/ resolve routine
errors before they become a bigger problem.
● Tip: “Zero-out” reports helps take out the noise and protects your
time
● Tip: Send your reports to a dedicated Slack channel with an email
alias to create more “real-time” urgency and collaboration for
error resolution
Proactive monitoring tactics

Key Takeaways
● Centralized architecture wins whenever possible!
● Centralizing your Original Processing program gives you
visibility into what happens upon Lead Creation, and helps you
scale over time.
● Creating synchronous architecture when it’s important for your
business gives you confidence that everyone is making it to
your CRM on the first try.
● If you fail to plan, you plan to fail: as you build you should add

Questions?
www.emmieco.com

London MUG - Engage your Core [Nov 2023]

London MUG - Engage your Core [Nov 2023]

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