…you can have two of the three…
…you can have two of the three…
Our guest speaker was TJ Kim from Marketo, Senior Manager for RCA and analyzers who did a product demo. The group had many questions and few very good discussions among users took place. I immediately thought, we should host several follow up sessions tailored to different user levels (current user, advanced, intro for beginners) – it’s a hot topic for marketers!
Key takeaways from the meeting:
I thought that this famous Russian fable happens to describe many of the business situations…
Once Crawfish, Swan and Pike
Set out to pull a loaded cart,
And all together settled in the traces;
They pulled with all their might, but still the cart refused to budge!
The load it seemed was not too much for them:
Yet Crawfish scrambled backwards,
Swan strained up skywards, Pike pulled toward the sea.
Who’s guilty here and who is right is
not for us to say-
But anyway the cart’s still there today.
By wiki definition, obstructionism is the practice of deliberately delaying or preventing a process or change. It’s interesting to encounter an instance of that in the corporate world. As a recently independent consultant, I see the world from a different perspective – as an outsider. I am hired to solve a finite, specific problem and help company advance. Some of my scope includes best practices, process and employee training. So, why then am I facing obstructionism from some employees? Is it intentional?
Last week I attended the Marketo User Summit organized by our partners at Marketo , who help us with the simplification of our marketing efforts. This year, their attendance more than tripled, with over 1,400 customers. It’s no wonder they were named the fastest-growing private company of 2011 by the Silicon Valley Business Journal . (You can see tweets for the event with the hashtag #MUS12 .)
The conference kicked off with live deep-dive sessions of “Marketo University.” These were interactive, hands-on workshops and included pre-work for participants. The content was of a high quality and relevant, especially for advanced users. I wish I could have attend all of the sessions, and I had a hard time prioritizing them.
Some of the notable keynote speakers included Sue Bostrom, formerly CMO of Cisco Systems , Andy MacMillan, SVP, Products for Data.com and Salesforce.com , and Justin Gray, CEO and Chief Marketing Evangelist at LeadMD. Jon Miller, VP Marketing and Co-Founder of Marketo, led several break-out sessions and delivered an excellent presentation on the Lead Qualification process – after all, Marketo is best-in-class when it comes to SDR and sales teams.
My top five key takeaways from the Summit:
(My 6th learning was to find out how to clone myself so I could attend all of the sessions!)
The culmination of the conference, of course, was The Revvies award ceremony, where Marketo customers were recognized for their achievements in the innovation, leadership, success metrics and business impact categories. TheLadders was named the winner of the Most Dramatic Business Impact award in B2B, which is a huge achievement. We implemented the software in November 2011, and I’m proud to say it had immediate impact on business and culture across the sales and marketing teams.
–>> Also posted on TheLadders blog
If you are looking for innovative ideas for driving revenue for your organization, a regional user group is the perfect format. You get an opportunity to get answers to the top questions on your mind and network with other experts in the field to find out about their methods.
This week I am holding the first Marketo Regional User Group at our TheLadders office in New York. More than 20 marketing professionals from several companies are joining for a discussion about their experience with the solution. The topics include lead scoring and qualification process, nurturing programs and using Sales Insight tools to maximize the impact on the top line.
TheLadders just recently launched the solution while rolling out marketing campaign functionality, lead scoring and nurturing programs. Our biggest challenge was to tie all the data environments together to make Marketo tools effective so we reached out to the CRM team to create the infrastructure. Everything needs to work in synchronicity with each other. Currently our focus is partnering with Sales Leadership to refine our scoring logic, build process and drive adoption. With Marketo, it’s easy to set up reporting and the marketing team can execute campaigns with less manual effort enabling us to be more strategic, and focus on driving higher marketing and sales ROI.
We’re confident the Marketo Regional User Group will be a success, and we’re excited to share with the attendees—and learn from them—so we can all reach our customers more effectively.
>> Also posted on TheLadders.com blog