Assets

AreaReview Focus
Tokens
  • Are tokens being used in your most commonly used program types?
         If not, you should consider using them to increase efficiency.

  • If tokens are implemented, are there global folder tokens? How are they being used?

Engagement Programs
Batch Campaigns
  • How many recurring Batch Campaigns are there?

  • Should any of them be deactivated/archived?

Trigger Campaigns
  • How many Trigger Campaigns are there?

  • Should any of them be deactivated/archived?

  • Should any Trigger Campaigns be changed to Batch Campaigns to improve processing efficiency?

Local Forms
  • How many programs have local forms? Should these forms be turned into global forms?

  • Are they capturing appropriate data for your Marketing and Sales teams?

tip icon TIP: Limit the number of local forms to ease updating and alignment to changes with data privacy and opt-in/opt-out policies. When creating a form, what questions need to be asked? If the information gathered doesn't change and advanced form functionality doesn't shift, consider a global form instead of a local form.

Global Forms
  • Where do you use global forms? (Marketo Engage Landing Pages vs. non-Marketo Engage Landing Pages)

  • How do your global forms point users to a thank you page (via hidden form field or within your CMS' page template)?

  • Are there form fields that you should consider adding or removing?

  • Are there picklist values that you should change?

  • Do you need to consider progressive profiling?

  • Are all your required fields for CRM sync and marketing needs included?

  • Do your global forms consider your data privacy & legal requirements for opt-in strategy and management?

Operational Programs

AreaReview Focus
Person Scoring
  • Do you have a centralized person scoring program in place?

  • Does your person scoring both increase and decrease scoring?

Person Source
  • Do you have a centralized program assigning values to person source fields?

note icon NOTE: Marketo Engage automatically gathers data in a source field regardless of operational programs.

Data Standardization
  • Do you have a centralized program in place to standardize incoming data?
Bounce Management
Privacy & Compliance
  • Do you have programs to ensure you're compliant with data privacy and spam laws?
         Consider GDPR, CASL, CAN-SPAM, CCPA, etc.

tip icon TIP: Remember to always consult your Legal team on these issues. Ask your team about previous initiatives to maintain compliance before making any changes.

Lifecycle
  • Do you have a program to move people through your Person Lifecycle?

  • What values are available for person status?

Email Deliverability
  • Pull an Email Performance Report for sends in the past few months. How does email deliverability look?

  • If your email deliverability isn't as strong as you'd like, consider investigating and implementing email deliverability best practices such as SPF and DKIM.

  • Are you reaching out to your full marketable audience?

Subscription/Preference Center
Interesting Moments (if applicable)
  • Do you have a program or flow steps in programs to send Interesting Moments to Salesforce appropriately?
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