Develop an instance governance guide with documentation

Step 3: Identify and document the current state of the primary operational programs

Begin by identifying the key operational programs with impacts at the subscription level. Examples include Data Management Campaigns, Lead Lifecycle, Lead Scoring, CRM Sync, and Deliverability.

For each identified operational program, document its current state. This includes details about the program’s purpose, setup, associated smart campaigns, and integration with other tools (if applicable).

Step 4: Enforce Changelog Maintenance

The next step is to establish a strict governance policy for your Marketo Engage instance that mandates “Changelog maintenance.” This policy ensures that any updates made to operational programs across the instance are thoroughly documented.

Educate your team on the importance of these documents and how to access and update them properly. It could be helpful to assign responsibilities for maintaining the changelog, so a few designated Marketing Operation team members or administrators are consistently recording changes and provide signoffs.

Step 5: Centralize Documentation

Establish a central location or repository for storing all documentation related to your Marketo Engage instance. This could be a shared drive, a dedicated folder, or a cloud-based system.

Step 6: Regularly Review and Update

Schedule regular reviews of your documentation to ensure it remains accurate and up to date. It can be overlooked easily during busy times. Proactively set up reminders on your calendar to ensure your team is regularly making updates to reflect any changes or optimizations in your operational programs.